Presentation I gave on the Open Doors days in Geneva.

2. A LITTLE FACT

3. 90
%
of all internet sessions
begin with a simple search
source

4. Things that will be discussed today
Introduction Emakina Perform
Advanced remarketing
Increasing Site Authority using Social
Enhanced campaigns for Local SEA
Expanding reach of offline using SEA
Strategic SEO for Global Players
7 concrete examples / tips

5. EMAKINA / PERFORM

6. Competence centers within Emakina Group
Autonomous entities
Across the Emakina Network
 Emakina/Strategy
 Emakina/Architects
 Emakina/Media
 Emakina/Social
 Emakina/Motion
 Emakina/Perform
 Emakina/Direct
 Emakina/Mobile
 Emakina/Operations

7. What is the Emakina/Perform Team?
Center of Excellence of Emakina Group dedicated to analytics, search engine marketing,
social media & conversion optimization.
Team of specialist consultants, trained and certified in their area of expertise working
groupwide on Emakina Clients.
Certified Implementation Partner
Previously Omniture
Certified Solution Provider
Certified Partner
Certified Partner
Previously Nedstat

9. Emakina Perform Partners
Google
(Google Search, Google Display, Product Listing Ads, … )
Facebook
(Advertising)
Criteo
(Advanced Remarketing on Google, Microsoft, Facebook, …)
Media Forta
(Preferred multilingual partner for native copy in Campaigns & SEO)
Blue Lines
(Back-up multilingual partner)
Adobe
(Analytics and Marketing Cloud)

10. SOME EXAMPLES …

11. Search Engine Optimization
Technical
Optimization
Social
Media
Off the page SEO
SEO
Site Authority
On the page SEO
Content
Optimization

12. SEO – Keyword Research
What?
•
•
•
What is your target audience looking for?
What are their needs, worries and concerns?
Is/was that content available on your website?
How?
•
•
•
•
Define keyword clusters on product & category level
± One main keyword & three longtail keywords per Cluster
One cluster per page e.g. www.example.com/en/example-product
Map keywords vs site structure
Selection of keywords based on:
•
•
•
Search volume
Existing dataset
Focuspoints of sales & marketing plan

13. SEO – Onpage Optimization

14. SEO – Site Authority

15. Search Engine Advertising
… Different goals require different strategies …
Pull Marketing
Push Marketing
Remarketing

16. Search Engine Advertising – Pull Marketing

17. Search Engine Advertising – Push Marketing

18. Google Display Network – Examples

19. Search Engine Advertising – Remarketing

20. Advanced Remarketing with Criteo

21. CASES

22. Case 1 – National B2C Search Engine Optimization
What we’re doing:
7 days / month – (BE-NL & BE-FR)
Keyword Research
Content Optimization
Internal Linking
Multidomain Interlinking
Content Marketing
Linkbuilding (Execution)
What the KPI’s are:
Increase Organic Revenue
Generate Product & Brand awareness

23. Case 1 – National B2C Search Engine Optimization

24. Case 1 – National B2C Search Engine Optimization

25. Case 2 – Global B2C Search Engine Advertising
What we’re doing:
PPC Advertising– 8 days / month – 22’000 CHF Media
Google Search
Google Display
Facebook Advertising
Remarketing
What the KPI’s are:
Increase number of paid Sales Leads
Max. Cost per Acquisition of 100 CHF
For 5 Platforms / Brands

26. Case 2 – Global B2C Search Engine Advertising

27. Case 3 – A/B Testing & Conversion Optimization
What we’re doing:
In order to achieve better results with our landingpages for SEO & SEA,
We perform A/B testing on a continuous basis for all of our clients
What the KPI’s are:
Increase Conversionrate

28. Case 3 – A/B Testing & Conversion Optimization

29. Case 3 – A/B Testing & Conversion Optimization

30. Case 4 – Supporting Offline Campaigns
What we did:
Youtube & Google Display Advertising with Video
What the KPI’s are:
Increase the reach of the campaigns running offline and drive traffic
to the platform online

31. Case 4 – Supporting Offline Campaigns

32. 7 CONCRETE EXAMPLES

33. 7 Concrete Examples (1/7)
1. Airlines should define their strategy in terms of .com or
.local domains. Do they want to expand further in a lot of
countries and become a global player or they do want to be
the best in a few select countries?

34. 7 Concrete Examples (2/7)
2. Private banking institutions need to focus on their
content strategy. Not for the investors, but for the
specialized media and ambassadors within the Private
Banking industry. How shareable is your content and how
can it function as a source? Who is writing about your
competitors, but not about you?

35. 7 Concrete Examples (3/7)
3. Luxury goods are difficult to sell through an e-commerce
environment due to their price ranges. Know your target
audience and know where you can find them online by
Social Media Monitoring. Give extra benefits for online
buyers and write about this in your content strategy,
afterwards put a link to this article on the communities and
advertize around the benefits through the Google Display
Network with banner material.

36. 7 Concrete Examples (4/7)
4. For FMCG in food, there are a million ways to use Search
Engine Marketing. People are more and more looking for
the advantages of the ingredients in their day to day
products. Implement a Frequently Asked Questions
section on your product websites to generate traffic and
make your target audience trust your products.

37. 7 Concrete Examples (5/7)
5. For FMCG in general, use the Google Display Network &
Youtube advertising to support your offline investments. Let
your TV Ads run on Youtube for two weeks and measure
the succes of each campaign through digital (impressions,
views, clicks, …)

38. 7 Concrete Examples (6/7)
6. For all e-commerce players … Use remarketing to inform
your clients of new product categories or new special deals
on your website through the Google Display Network. Use
remarketing to push upsell opportunities e.g. ink catridges 3
months after somebody has purchased a printer.

39. 7 Concrete Examples (7/7)
7. If you have the budget, build your digital marketing
strategy around an ecosystem of platforms about a
certain product / theme / target audience. Have many
entrance points driving traffic to your mother platform.

40. Extra: (Not Provided)
The way of doing SEO doesn’t change, the way of reporting
does. Instead of reporting by keywords, you will have to
start reporting by landingpage. Based on the keyword
cluster that landingpage is optimized for, you will be able to
measure your SEO efforts through the evolution in the
KPI’s.

41. Mathieu Van de Velde
Business Development Manager
Emakina / Perform
mvandevelde@emakina.com
+32 (0)499 23 37 39
Q&A