Did you know that 90% of clicks on Google happen on the 1st page?  Picture this: you've spent months building the best product, have now a strong user base, and are seeing nice growth through referrals. ✅ Only to realise your website is on page #2... meaning that, to the rest of the world, you simply don't exist.  Ok so maybe you should look into doing some SEO. But where do you start? How much time & money should you invest? What methods are the most appropriate given your business model & your startup's stage? This presentation was prepared by Andre Alpar, CEO @Performics. It gives you the right framework to set your SEO strategy right. Enjoy!

1. ShouldstartupsdoSEOandifso,how?
Berlin – April 25th, 2017
TheFamily – Andre Alpar – Twitter: @andrealpar 1

2. Agenda
2TheFamily – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Digital marketing
• Search marketing & SEO
• Content marketing
• When to do what?

3. Performicsemploys250peopleinGermany–internationalteamdoing
performance, contentandsearchmarketing
3TheFamily – Andre Alpar – Twitter: @andrealpar
Andre Alpar
• First online business in 1998
• Serial entrepreneur (casual games,
marketplace, audio book publisher, agency …)
• 40+ business angel investments
• 3+ years leading role at Rocket Internet
• Conference host, podcaster, book author …
Performics Berlin
• Founded AKM3 late 2009
• Berlin office: 170 ppl - Native speakers of 15
languages
• Part of Publicis since late 2014
• PerformicsAKM3 since Sept. 2015
• Performics since July 2016

4. Wearenot“only”anonlinemarketingagencybutalsoaleadingonlineshopforcigars
4TheFamily – Andre Alpar – Twitter: @andrealpar
• Strategic approach for product choice
• Own financing – focus on return
• Two brands: Noblego and Cigarmaxx
• Complementary online magazine: zigarren.org

5. Disclaimer:mystyleofslidesisspecial,thoughtfulandindividualandifyoudon‘tthink
it‘sfunnyyouarejustnotgettingit!
5TheFamily – Andre Alpar – Twitter: @andrealpar

6. Agenda
6TheFamily – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Digital marketing
• Search marketing & SEO
• Content marketing
• When to do what?

7. Makesureyouhavearealisticandpossiblestrategywhereexpectationsmatch
budgets,capabilitiesandpotential
TheFamily – Andre Alpar – Twitter: @andrealpar 7
Cheap
Fast
Risky
Expensive
Slow
Sustainably
successful
Impossible

8. Onlinemarketingskillsmustbedistinguishedbetweencustomeracquisitionchannels
andorthogonaldisciplines
TheFamily – Andre Alpar – Twitter: @andrealpar 8
Online Marketing
Online Marketing
Channels for Customer
Acquisition: SEO, SEA,
Display, SMA, Affiliate,
PSM, …
Orthogonal Online
Marketing Disciplines:
CRM (eMail and SMO),
CRO, Business Intelligence
“Acquiring
customers‘ visits to
the website”
“Working with
customers on the
website”
Website of Advertiser

9. Applicability of
the Channel
SEACSE
White-
label
SMAEmail
Few Business Models Many Business Models
SEO
Affili-
ate
Display
Perf.
Display
SMO
• Wide variety of
keyword strategies
to choose from
• Inexpensive new
customer
acquisition
Understandwhichonlinemarketingchannelsisapplicabletoyourbusinessmodeland
ifitistowhatextentand“how”exactly?
9TheFamily – Andre Alpar – Twitter: @andrealpar
What about the
„(eventually)
hot marketing
shit“?
• Influencer
Marketing
• Native
Advertising
• Content
Marketing
• Growth
hacking

10. TheDiversityof“Paid"OnlineMarketingChannelsisApparentwhenOneConsiderstheRisk
DistributionandDivergenceLoss
TheFamily – Andre Alpar – Twitter: @andrealpar 10
SMA
Divergence
Loss
Advertising
“Risk”
Advertising Space
 CPS/CPL/CPX
Advertiser
 CPM
Divided
 CPC
SEAPSM
Affili-
ate
White-
label
Email
Rather Low Rather High
Display
Perf.
Display

11. Attention Interest Desire Action
Buying
process
Create demand
Fulfill demand
Objective
Channels
SEA / CSE
SEO
Perform. Display / Affiliate / SEA
Display / Email
SEOistheonlyonlinemarketingchannelthatcancontributetoeverystageofthe
buyingprocess
TheFamily – Andre Alpar – Twitter: @andrealpar 11

12. Agenda
12TheFamily – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Digital marketing
• Search marketing & SEO
– SEM = SEA or PPC + SEO
– SEO
• Content marketing
• When to do what?

13. Twodifferentdigitalcustomeracquisitionchannelsaretakingplace withinsearch:
searchengineadvertisingandoptimization
13TheFamily – Andre Alpar – Twitter: @andrealpar
• PPC = pay per click
• AdWords
• Auction mechanism
• Quality score
• Ad extensions
• Onpage SEO
• Offpage SEO

14. ClassicCommunication/Marketingvs.SearchCommunication:TwoDifferent
WorldsCollide!MarketinginSearchEngines:ThePowerof“Pull”!
TheFamily – Andre Alpar – Twitter: @andrealpar 14
1. Brand starts Communication
2. Success: Customers respond
2. Success: Brands respond
1. Customer‘s search
Classic Brand Communication
Communication via Search Channel
(Pull Channel)
Common
“Misconceptions”:
• Brand is not present
everywhere
• Brand induces
expensive search, but
can’t be found
• Present, but with
poor ranking
• Present, but unlikely
to get clicks because
of bad titles &
descriptions
• Present, but with the
wrong landing page
Search Marketing
• Unique chance to communicate with few
divergence losses
• Rules of communication are laid down by
users and search engines, not by the
brand
• Budgeting in brand communication: top-
down and campaign-based search:
bottom-up and demand-oriented

15. SEOisratherlikealongterminvesment/asset thana„typical“marketingchannelwith
variablecosts
Investment
/ Effort
Return
Return
Investment
/ Effort
SEO PPC
TheFamily – Andre Alpar – Twitter: @andrealpar 15

16. InAdditiontoOne’sOwnEfforts,theSuccessofSEOalsoDependsonCompetitors
andtheDevelopmentsoftheSearchEngine
TheFamily – Andre Alpar – Twitter: @andrealpar 16
Development of
the Search
Engine
Own SEO Efforts Competitor SEO
• Alteration of the
Algorithm
• In-house,
Competitive
Product
Development
• Market Intensity
• Investment by
Competitors
• Quality of the SEO
Strategy

17. TheOpportunitiesforSystematicandProfessionalSEOareFew,butCarryGreatWeight
TheFamily – Andre Alpar – Twitter: @andrealpar 17
Search Engine Optimisation
Challenges Opportunities
• Google's algorithm is unknown and
changes
• Success in competitive settings only
achievable through "grazing" the
boundaries set by Google
• Inactivity and lack of transparency of
effectiveness
• Extremely high level of complexity of
long tail topics
• Internationalization is difficult
• Highly integrative
• Most inexpensive channel for
customer acquisition
• Most sustainable channel
• Differentiation potential

18. WhilstOtherOnlineMarketingChannelsPossessManySimilarProperties,SEO
isVeryDifferent
TheFamily – Andre Alpar – Twitter: @andrealpar 18
OM Channels
Properties
Other
Online
Marketing
SEO
Transparency of
effectiveness
Sustainably operating
marketing investments
Traffic rate in relation to
company size
Proximity in time of
measures taken & their
effects
Cost/use (=traffic)
development
Not so
good
Very
good

19. FortopperformingSEOeveryfacetofthearthastobemastered!
Itis“likeamultiplicationwhereeachfactorhastobe>1“
19TheFamily – Andre Alpar – Twitter: @andrealpar
SEO
On-page
Off-page
Strategic
Content
Links
User Signals
Topics & Keywords
Page Structure
Information Structure
KPIs & Reporting
Process oriented
Project oriented
Technical
1
2
3
4
Crawling & Indexation

20. OnlineMarketingExpertise:theidealteammemberofyourdigitalmarketingteam
shouldunderstandbreadthandwithoftheirtopic
Online marketing channels Orthogonal OM DisciplinesSEO
Strategy
Technique
Content
Offpage
Interdisciplinary
expertise
In-depth
subject
knowledge
TheFamily – Andre Alpar – Twitter: @andrealpar 20
“T-shaped
Marketer“

21. TechnicalSEOisapartofthegroundwork!
Thebetterthegroundwork–thehigheryoucanbuild!
21TheFamily – Andre Alpar – Twitter: @andrealpar
Effort
/ Costs
Strategy
Technical
Content
Off-page
Time

22. Keywordstrategiesforresearchorpotentialsanalysis
What&howpeople search–The3searchtypes!
TheFamily – Andre Alpar – Twitter: @andrealpar 22
Search Types
Navigational
Keywords
Informational
Keywords
Transactional
Keywords
• “Bild” (13Mio)
“Bild.de” (2Mio)
“www.bild.de”
(300K)
• User directly
searches for a
particular page
and expects only
one suitable
result.
• How can I ….,
what is …?
• “security
situation Syria”,
“tapping
methods nsa”
• User expects an
answer to their
search request or
information
• “news app”;
“football app
download”
• Very specific
search requests,
user wants to
perform a
specific
transaction
Every search type accounts for about
33% of all search requests!

23. Agenda
23TheFamily – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Digital marketing
• Search marketing & SEO
• Content marketing
• When to do what?

24. Thegrowingpopularityofcontentmarketingshowsaparadigmshiftfrompushto
pulladvertising–searchpeopleknow“pull”well -theyhaveneverdoneanythingelse!
TheFamily – Andre Alpar – Twitter: @andrealpar 24
Content Commerce
Ad space
Classic
advertising
Content Commerce
Content
Marketing
Push
Pull
Ad money

25. Attention Interest Desire ActionBuying
process
Create demand
Fulfill demand
Objective
Channels
Search Engine Advertising
Search Engine Optimization
Content Marketing
Understandandappreciatetheroleofsearchandcontentmarketingandwhere
strengthiswithinthesalesfunnel–thenuseaccordinglyandwhattheROI!
TheFamily – Andre Alpar – Twitter: @andrealpar 25

26. Thedifferentsub-skillsthatareneededforSEOdifferstrongly:Contentmarketing
hasastrongimpactoncontentandoffpageSEO.
SEO
Onpage
Offpage
Strategic
Content
Links
User Signals
Process-oriented
Project-orientated
Technical
1
2
3
4
TheFamily – Andre Alpar – Twitter: @andrealpar 26
Content
Marketing
Impact

27. ExampleforgoodcontentmarketingcampaignbyBayer
TheFamily – Andre Alpar – Twitter: @andrealpar 27
Product page Microsite
http://www.aspirin.de/
http://www.erkaeltung-online.de/
Keyword Suchvolumen Ranking
halsschmerzen 33100 11
symptome 27100 95
erkältung 22200 8
aspirin complex 22200 49
nasennebenhöhlenentzündung 22200 53
kopfschmerzen 22200 55
husten 12100 96
schnupfen 9900 23
grippe symptome 9900 85
gliederschmerzen 8100 2
erhöhte temperatur 6600 5
schmerzen in den beinen 4400 20
druck im kopf 3600 20
hausmittel gegen kopfschmerzen 3600 45
hausmittel gegen erkältung 3600 77
kopfgrippe 3600 84
erkältung hausmittel 2900 19
symptome grippe 2900 37
kopfschmerzen stirn 2900 44
nasennebenhöhlenentzündung symptome 2900 47
nasennebenhöhlenentzündung hausmittel 2900 75
kratzen im hals 2900 92
starke kopfschmerzen 2400 16
halsschmerzen schluckbeschwerden 2400 84
erkältung symptome 1900 10

28. Contentmarketingisabletodeliveronmarketingaswellassalestargetsifplanned
andexecutedwellandthereforneedstobefueledfrombothbudgets
TheFamily – Andre Alpar – Twitter: @andrealpar 28
Traffic type
Content
marketing
effect
Branding Direct Type-in
Links Refferal
Social Signals Social
Rankings SEO
• More
traffic
• More
revenue
Company
targets

29. Integratingcontentmarketingbroadlyandsystematicallyintoacompaniesmarketing
strategyisachallengeofrelevantsize
TheFamily – Andre Alpar – Twitter: @andrealpar 29
Audit
Target
definition
Content Marketing
Strategy
Content Marketing
Execution
Content Marketing
Campaigns
Content Marketing
Processes
Potential
analysis
Planning
Target
definition
Idea
generation
SeedingProduction Reporting

30. Summarizing:investevenlyandinameaningfulrelationbetweencontentproduction
andmarketingforthatcontent
TheFamily – Andre Alpar – Twitter: @andrealpar 30
„Marketable“
Content
(Dedicated)
Marketing of
the Contents

31. Branding
Content
• Aka. Informational
content
• Great landing pages for
SEO / SEA / SMA due to
lower competition
Investinhighqualitycontent–understanddifferentcontenttypesandtherolethey
canplayinyourdigitalmarketingorchestra
TheFamily – Andre Alpar – Twitter: @andrealpar 31
Transactional
Content
Social
Content
Content Types
Content for SEO
Content for Content Marketing

32. Examplesfordifferentcontenttypes–EachtypeofcontenthastohavetheirownKPI
setsinordertobeevaluatedinacorrespondingbanner
32TheFamily – Andre Alpar – Twitter: @andrealpar
Don‘t use the
same KPIs!!!

33. Theseedingisvitalforthesuccessofacontentmarketingcampaign–Itisthenumber
one failingfactorofunsuccessfulcontentmarketingefforts
TheFamily – Andre Alpar – Twitter: @andrealpar 33
Paid
Social Media
Advertising,
e.g.
Facebook-
Ads, Linked In
Ads
Advertorials,
e.g. Native
Ads portals
with a lot of
reach
“Free”
Communities:
e.g. open
internet
forums, Social
Networks
Corporate
Comm.: e.g.
Newsletter,
Social Media,
Blog, PR
Outreach, e.g.
with SEO or
Social Media
focus
Search Engine
Advertising
e.g Google
Adwords
Seeding

34. Agenda
34TheFamily – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Digital marketing
• Search marketing & SEO
• Content marketing
• When to do what?

35. ThemeaningofdifferentSEOareasstronglydependsonthebusinessmodel
TheFamily – Andre Alpar – Twitter: @andrealpar 35
Archetypical
internet business
models
Reach oriented Transactions Subscription
• E.g. Bild.de or
Welt.de
• Usually per se
rich in content &
links
• Strategy and
technical topics
are a burden
often
• E.g. Zalando.de
or Noblego.de
• Content and links
are biggest
challenge
• E.g. eDarling.de
• From SEO
perspective
similar to
transaction
models

36. Whatdoesitdependon1)ifand2)howand3)howmuchaStartupshoulddo
SEOorcontentmarketing
• What kind of business model is it?
• How innovative is the business model? Creating vs. fulfilling demand?
• How definitive is the business model? Little or a lot pivoting ahead?
• Which phase is the business in? Are you “proving your necessity for
existence” or trying to “switch to earning money?
• Are there synergies between your SEO / content marketing and other
marketing / communication activities which can justify more / earlier
investments?
• How much of a time pressure is there?
 Do SEO & content marketing at the right time for your model with an
matching budget and expectations in the right way!
TheFamily – Andre Alpar – Twitter: @andrealpar 36

37. SEOiscontinuouslyandforyearshasthedigitalmarketingdisciplineattractingthe
mostattentionbyfar.Itismostprobablygoingtostaylikethat!
TheFamily – Andre Alpar – Twitter: @andrealpar 37

38. TheSEOindustrycomesfromapastwhereeverybodywasusedtosimultaneously
optimizewithinseveralsearchenginesatonce–Weareusedtoadapting!Andfast!
TheFamily – Andre Alpar – Twitter: @andrealpar 38

39. Contentpublishersthesedayshavetostiraconfusinglyhighnumberof“earned”
channelsandinmanyofthoseofferopportunitiesof“organicoptimization”
TheFamily – Andre Alpar – Twitter: @andrealpar 39

40. SEO:“Wherethereisasearchbox/slot–thereisanoptimizationopportunity”
TheFamily – Andre Alpar – Twitter: @andrealpar 40
• Images: Google images, Pinterest, Instagram
• Video: Youtube, Facebook, Snpachat, Instagram
• Marketplaces, price and product comparison websites:
Idealo, Ebay, Amazon, Google Shopping, Shopalike
• App stores: iOS, Android, Windows
• Location registries: Google Maps, Yelp, Places in Facebook
• Business networks: Linkedin, Xing, Viadeo
• ….

41. Pullandpushmarketingcombinedaremorepowerfulthanoneofthestrategyand
toolsetsalone
TheFamily – Andre Alpar – Twitter: @andrealpar 41

42. Doyouwantmore?
TheFamily – Andre Alpar – Twitter: @andrealpar 42
• Twitter:
@andrealpar and
@performics_de
• Podcast www.omreport.com /
www.omreport.de
• Annual "AdWords conference" PPC
Masters in Berlin in February
• Annual Content Marketing
Conference in Berlin
• OMCap: Annual online marketing
conference in Berlin in October
• My books are available in German

43. performics.de /
performics.com
Paul-Lincke-Ufer 39/40
10999 Berlin
Germany
Follow us on
• Twitter
• Google+
• Facebook
Thankyouverymuchforyourattention!
Let‘skeepintouch!
43TheFamily – Andre Alpar – Twitter: @andrealpar