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Search Engine Marketing What, why and how?

Search Engine Marketing What, why and how?. IAB Peru, 01.10.2009. Search Marketing is not new!. Online Search Drove Nearly 10 Million UK Travel Purchases between December 2005 and February 2006 (LONDON, July 25, 2006 – comScore Media Metrix). Why Search?. For the users

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Search Engine Marketing What, why and how?

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  1. Search Engine MarketingWhat, why and how? IAB Peru, 01.10.2009

  2. Search Marketing is not new! Online Search Drove Nearly 10 Million UK Travel Purchases between December 2005 and February 2006 (LONDON, July 25, 2006 – comScore Media Metrix)

  3. Why Search? For the users • Carry out an active search on name, products or category • Get an overview over a ”market” • Information For the companies • Sale • A need for qualified traffic • Not always being ”top of mind” on the web • Visibility on the web.

  4. Search Term Google AdWords Search Results

  5. Search Engine timeline • 1994 Excite (Meta Text) • 1994 WebCrawler (Full Text) • 1994 Yahoo (Directory) • 1995 AltaVista (Full Text) • 1997 Google (Page Rank) • 2005 MSN Search • 2006 Live Search (by Microsoft) • 2009 Bing (Microsoft) • 2009 Bing makes a deal with Yahoo

  6. July 2009 U.S. Core Search Rankings Source: August 18, 2009 – comScore, Inc.

  7. Google’s vision ”Organize the world's information and make it universally accessible and useful"

  8. Link Building Link Building Content Content Structure/Code Structure/Code Search Engine Optimization Work load Off-site SEO On-site SEO

  9. What’s in a Search Engine? • A crawler • The index • The user interface with query processor

  10. Google indexed (example)

  11. Where’s your website from? • Local domain - .pe & .com.pe • Meta tags • <META Name="Language" Content=”es"> • Local hosting

  12. Content is Important! • You can’t rank for words you don’t have! • Unique content • The right keywords • Use the keywords!

  13. Content example

  14. dvd 151.000.000 searches dvd rental 673.000 searches dvd rental london 1.000 searches hotel 506.000.000 searches hotel peru 165.000 searches hotel miraflores 33.100 searches Right keywords? Google global searches August 2009Google Keyword Tool (adwords.google.com/select/KeywordToolExternal)

  15. Link Building • Very important for ranking! • Link Strategy is key • You link build primarily for pages Directories Online magazines Specialized websites

  16. Google AdWords

  17. Right targeting?

  18. Lots of ads

  19. The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace. Never stop testing, and your advertising will never stop improving. 99 percent of advertising doesn't sell much of anything. (David Ogilvy 1911-1999)

  20. Google Analytics

  21. Track what’s important!

  22. Bing isn’t there, yet

  23. Contact: Av. República de Chile 295 I Of. 805 Teléf. 715 3080 – 715 3081 www.addconsulta.pe Niels Klintø Serial Entrepreneur & Co-founder Addconsulta nk@addconsulta.pe

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