Time to experiment search engine marketing.

1. Aeg eksperimenteerida
otsimotooriturundusega
(mõõdukalt ja mõõdetavalt)
Robin Gurney

2. Search Marketing is important

3. ..because
» More and more people use search
» In Estonia more the most popular
search tools are NETI, Google and
Rambler, www.ee and Delfi
» Which search engine do you use?

4. Why is it difficult?

5. » Most searchers click on organic results
» Content must exist and be accessible to be
visible in search engines
» Text and banner ads need constant refining
to get the best results
» You have to know what people are
searching for before you can give it to them
» Know the language of you customers

6. » Most sites are NOT search engine friendly
and so changes to content, design and
structure are required
» The trade off between pretty and visible in
organic results is a big issue for some
companies
» Search engines like links and so you should
have a separate link building program
» There’s a lot to do, lots of new tools to learn
to use

7. Search Marketing is not easy but it’s
very rewarding ☺

8. How does it work?

9. » Searchers enter a query (search term)
» Search engine:
• Matches the query
• Analyses the query to decide how to find
best results
• Finds the pages in the index that match
• Ranks the matching page
• Gathers data to display results

10. Free “organic results” and Paid
options

13. Meta tags and stuff

14. How searchers behave ... depends
on their INTENT

15. Navigational searches
Where are you?
Air Estonia
Hansapank
SEB
Amazon
MTV
Ministry of Economics
Reval Hotels

16. Do you rank well for the obvious?

17. Informational Searches
I want to learn about …
London
Mustikad
Thomas Edur
Ice dancing
Digital cameras
Kodulaenud

18. Transactional Searches
The best … they want to DO
something
BUY ☺
Download ☺
Access databases etc ☺
Nokia n95
Cheap flight Tallinn to London
e-turundus konverents

19. Source: Search Engines Marketing, Inc by Mike Moran and Bill Hunt

20. Back one step … Web Conversion Cycle
search, learn, shop, buy, receive,
use, talk about

21. Measuring Search Marketing
Success
TARGET YOUR FIRST CAMPAIGN
ASSESS YOUR CURRENT
SITUATION
CALCULATE YOUR OPPORTUNITY

22. Target the first campaign
» Choose something high profile
» Make sure the impact is measurable
» Keep it simple
» Make it practical

23. Focus on keywords that people
use

24. Tools exist to help you to do
keyword research in
Google
Neti
wwWärav

25. Match or create landing pages
(what do you want people to see
when they arrive) and make sure
they are indexed.

26. Check rankings of your landing
pages for important keywords

27. Check your competitor search
rankings

28. Check Google Analytics or
Webalyzer etc. to see where traffic
is coming from now

29. If possible project keyword
demand to calculate future traffic
and discover missed opportunities

30. Project future traffic

31. Project traffic to action
conversions

32. www.altex.ee/laenud

33. Summary
Target search campaign
Choose target area of your site
Pick your keywords
Assess your current situation
Identify landing pages
Check search index
Check rankings
Check competitor rankings
Measure current traffic levels
Calculate Opportunity
Check keyword demand
Discover missed opportunities
Project your future traffic
Project future conversion

34. Define your search marketing
Strategy

35. Choose the scope:
One product?
One line?
Whole site?
All languages?
Size of budget?

36. Duration of campaign:
Short or long term?
Permanent?

37. Divide the work:
Who is going to do what?
Copywriting?
Tech?
Strategy?

38. Some search engine marketing
tasks

39. Defining the strategy?
Everything in-house?
An agency?
Organic or paid search or both?
Where is budget coming from?
How do we prove return?

40. Targeting the search engines?
Neti? Google? Delfi Search?
wwWärav? Rambler? Yandex?
MSN? Yahoo?

41. Keyword research
Bid management and ad optimisation
Optimisation of content, meta tags etc.
Technical & structural website reviews and
changes
Choosing buying and operating specialist tools
and software
Reporting metrics (traffic, rankings, conversions
etc)

42. Outsourcing search marketing
checklist

43. Organic search experience
Paid search experience
Good relationship with search engines
especially the most important ones in your
markets
Search marketing strategy
Keyword research
Technical expertise from search perspective
Reliable business – solid company
Testimonials
Local office
Offer any guarantees
Ethical approach (no doorways, spamming,
cloaking etc.)

44. Selling Search Marketing
Internally

45. Put together your proposal e.g. a combined
Neti and Google campaign
Sell it to the extended Search team ( Brand managers,
IT department, PR Sales, lawyers, copy writers, content
writers, translators, webmaster, web developers,
Information architects, style guide developers, metrics
specialists, web governance)
Sell it to the executives

46. Proposal
Calculate potential revenue, cost and profit
Revenue formula example
Project monthly traffic increase = 10000
Conversion rate to sale = 2%
Monthly sales increase = 200
Ave sale price = 100€
Monthly revenue increase = 20,000€
Annual revenue increase = 240,000€
Costs and profit will depend on split of SEO and
Paid Search

47. Plan

48. Organise: who, organic v paid or
both, scope, keyword analysis,
budgeting and opportunity spotting

49. Audit: For organic search you will
need to check and fix technical and
content issues

50. Learn: How will you fill gaps in your
knowledge? Training? Outsourcing?
Books?

51. Implementation: technical changes,
content writing and copywriting, bid
monitoring, web analytics (monitor
traffic and conversions), link building

52. 10 questions executives might ask you
(make sure you have the answers)

53. 1
What is Search Engine Marketing and
why does it matter?

54. 2
How does it help achieve my
corporate goals?

55. 3
Where are we now on this?

56. 4
What are competitors doing?

57. 5
What are you proposing exactly?

58. 6
What’s the business value you can
achieve for us?

59. 7
How much does it cost?

60. 8
How long will it take?

61. 9
Why should this take priority over xyz
(e.g. big banner ad campaigns)?

62. 10
What are the risks?

63. A Tip: Install Google Analytics
Its free and will help you measure the effectiveness
of your search marketing efforts and compare them
with banner advertising and your other online
activities, ask tõnis@altex.ee to point you in the
right direction

64. And then you have to
execute the plan
... but that’s for another day

65. Suur tänu!