First part (1/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk. Topics: Basics of Web Marketing and Search Engine Marketing. Check out the complete series of presentations here on Slideshare. More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.net

1. master
class
search + social media marketing
15 november 2010
holstebro, denmark
massimo burgio
global search interactive / sempoPARTS 1-2
SEARCH
SET-UP

2. Global Search Interactive
--- the agency
SEMPO Search Engine Marketing
Professional Organization
--- the industry
Burning Man
--- the creative network
Asturias Paraiso Cultural
--- dead project
... and much more
--- =)
who the f*** is massimo burgio?
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

3. video kick-off: going to holstebro
http://bit.ly/holstebro
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

4. made with youtube search stories
www.youtube.com/searchstories
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

5. real kick-off video: J3SS3 2010
http://bit.ly/j3ss3-internet
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

6. master
class
search + social media marketing
PART 1
SEARCH

7. what do you know how about search engines?
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

8. ! search engines spiders
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

9. search marketing basics
! how search engines work
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

10. ! content is king, keywords are the essence of SEO
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

11. ! keywords: research, long tail, density + relevancy
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

12. ! link popularity
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

13. ! google caffeine 2010
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

14. search marketing basics
! search relevancy and web performance
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

15. search marketing basics
! search engine optimization
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

16. search marketing basics
! organic SEO process
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

17. search marketing basics
! search engine friendly copywriting
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

18. search marketing basics
! digital asset optimization (social media optimization)
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

19. search marketing basics
! search engine advertising (pay per click)
• do you really need it?
• branded keywords
• long tail is better
• quality score
• landing pages
• landing page testing
• analytics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

20. search marketing basics
! analytics, KPIs and conversion focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

21. master
class
search + social media marketing
PART 2
SET-UP

22. basic elements
• website design + SEO + content + analytics
• PPC + affiliate marketing
• web performance + landing pages testing
• online booking / transactions / customer service
• CRM - customer relationship management
online marketing basic set-up
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

23. basic elements
• website design + SEO + content + analytics
• PPC + affiliate marketing
• web performance + landing pages testing
• online booking / transactions / customer service
• CRM - customer relationship management
online marketing basic set-up
better promotion strategies
• SEO + pay-per-click + local search marketing
• viral video marketing + email marketing
• social media marketing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

24. basic elements
• website design + SEO + content + analytics
• PPC + affiliate marketing
• web performance + landing pages testing
• online booking / transactions / customer service
• CRM - customer relationship management
better promotion strategies
• SEO + pay-per-click + local search marketing
• viral video marketing + email marketing
• social media marketing
online marketing basic set-up
online marketing goals
• increase online sales + revenues
• establish a brand identity / authority
• direct relationship with the customers / users
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

25. why do you need a well done website?
• to add value to membership programs
• to promote new services and special offers
• to monitor behavior and opinions of clients / users
• to increase brand and market reach
• to create an online sales channel
web basics: tourism website example
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

26. why do you need a well done website?
• to add value to membership programs
• to promote new services and special offers
• to monitor behavior and opinions of clients / users
• to increase brand and market reach
• to create an online sales channel
web basics: tourism website example
online window for your business
• a “must” for properties, agencies, hotels, services
• basic, clean and usable, friendly and actractive design
• complete info, constantly updated
• always offer several channels of direct contact
• show your brand personality
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

27. web basics: tourism website example
take it to the next level
• virtual property tours
• relevant reference links
• local highlights and itineraries
• regular publishing of editorial features
• videos made by editorial team / staff
• local listings
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

28. take it to the next level
• virtual property tours
• relevant reference links
• local highlights and itineraries
• regular publishing of editorial features
• videos made by editorial team / staff
• local listings
web basics: tourism website example
web rockstar
• online guest book / testimonials
• employees’ blogs
• ceo blog
• user video/photo gallery
• online forum for visitors
• live chat with customer service representatives
• make-your-own brochures / e-cards / viral apps
• event / travel planning tools
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

29. search marketing is the solution
• critical and very competitive in tourism, travel and hospitality
• niche targeting is key
• optimize every element for specific keywords
• long tail keyword strategy
• organic SEO + PPC mixed strategy
web basics tourism: promotion
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

30. search marketing is the solution
• critical and very competitive in tourism, travel and hospitality
• niche targeting is key
• optimize every element for specific keywords
• long tail keyword strategy
• organic SEO + PPC mixed strategy
web basics tourism: promotion
recommended
• landing pages with effective call-to-actions
• no barriers to conversion
• consider PPC and affiliate support
• fresh, relevant and optimized content
• blogging + social media marketing
• optimized online press releases
• video and podcasting
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

31. search marketing is the solution
• critical and very competitive in tourism, travel and hospitality
• niche targeting is key
• optimize every element for specific keywords
• long tail keyword strategy
• organic SEO + PPC mixed strategy
web basics tourism: promotion
recommended
• landing pages with effective call-to-actions
• no barriers to conversion
• consider PPC and affiliate support
• fresh, relevant and optimized content
• blogging + social media marketing
• optimized online press releases
• video and podcasting
but this is already 2.0!!!
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

32. master
class
search + social media marketing
NEXT
WEB 2.0

33. massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinteractive.net
facebook.com/massimoburgio
twitter.com/massimoburgio
linkedin.com/in/massimoburgio
slideshare.net/massimoburgio
tak!