Seo Mimec Bocconi - Ale Agostini
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Ale Agostini
Al A ti iAleAgostini.comGrow Your Business withGrow Your Business with Search Engines Marketing
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
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Corporate BackgroundCorporate Background
Bruce Clay is a Digital Marketing Optimizer consultancy specializing in p y p gorganic Search Engine Optimization (SEO) , Pay-per-Click (PPC), Analytics, SEO W b A hit t /D i d SEO Web Architecture/Design and Conversion.
The company started in 1996 and it has International Offices in USA, Italy, Switzerland, South Africa, India, Japan, Brazil and Australia.
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
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Our Digital Marketing Partners Our Digital Marketing Partners Our Digital Marketing Partners Our Digital Marketing Partners
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
http://searchmarketingexpo.com/west/workshops
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Our Digital Marketing Partners Our Digital Marketing Partners Our Digital Marketing Partners Our Digital Marketing Partners
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
http://www.searchenginestrategies.com/newyork/training‐bruce‐clay.php
Global Global Integrated Media Company owned by Rupert Murdoch
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900 5
N C R 2005 2010 N C R 2005 2010
News Corporation (NWS)
News Corp. Revenues 2005>2010 News Corp. Revenues 2005>2010 (Mio USD) (Mio USD)
30 000
35.000
News Corporation (NWS)
20 000
25.000
30.000
10 000
15.000
20.000News Corporation (NWS)
0
5.000
10.000
02005 2006 2007 2008 2009 2010
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
Revenue in MIO usd
Leading Search Engine Named Google Leading Search Engine Named Google
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900 7
G l VS N C R 2005 2010 G l VS N C R 2005 2010
35 000
Google VS News Corp. Revenues 2005>2010 Google VS News Corp. Revenues 2005>2010 (Mio USD) (Mio USD)
30.000
35.000
20.000
25.000
Google Inc
10.000
15.000 News Corporation (NWS)
0
5.000
02005 2006 2007 2008 2009 2010
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
Revenue in MIO usd
Where does Google makes its living ?Where does Google makes its living ?
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900 9
Source: Google – January 2011
S d/P id R ki ( G l S d/P id R ki ( G l Ad dAd d ))Sponsored/Paid Ranking ( Google Sponsored/Paid Ranking ( Google AdwordsAdwords))
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900 10
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S E R CSEARCH ENGINE RELATIONSHIP CHART®
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
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S E R CSEARCH ENGINE RELATIONSHIP CHART®
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
G l O M k i l h N kG l O M k i l h N k
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Google: One Marketing tool to reach N marketsGoogle: One Marketing tool to reach N markets
Quote di Mercato Google nei vari paesi Marzo 2011*Quote di Mercato Google nei vari paesi – Marzo 2011*
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
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http://www.youtube.com/watch?v=uFzoM59bIQ8
HOW DOES GOOGLE ADWORDS WORKS…
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
O i R ki if l i iblO i R ki if l i iblOrganic Ranking: if you are relevant > you are visibleOrganic Ranking: if you are relevant > you are visible
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900 15
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© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
The goals of most SEO programs is to assist
Why SEO ? Why SEO ?
The goals of most SEO programs is to assist clients in their internet marketing efforts:
Ranking (everybody wants to be in page 1)
Highly Targeted TrafficHighly Targeted Traffic
Conversion and Revenue
Reputation
Branding
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
Click Through Rate by Position in Google:
Why Page 1 matters Why Page 1 matters
g y g
78 % of all clicks are organic
Position 1 gets +/- 42% of all clicks
Top 4 positions get 68% of all ClicksTop 4 positions get 68% of all Clicks
The only time People go over page 1, is h h h h i when they search their own content…
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
DOES GOOGLE INDEX IMAGES?VIDEOS?DOES GOOGLE INDEX IMAGES?VIDEOS?
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
Universal Search (Images, News, Video, Maps, etc) i BIG d k SEO t h
Universal Search increases SEO complexity Universal Search increases SEO complexity
is BIG and makes SEO tougher
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
DOES GOOGLE KNOWS WHEN YOU SEARCHDOES GOOGLE KNOWS WHEN YOU SEARCH
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
Focus on Google:
Focus on Google Focus on Google
g
Google is market leader in Italy with more than 90% of share90% of share
Google has at least 64% of market share in all biggest world economy ( expect China & Russia)biggest world economy ( expect China & Russia)
What is the most searched word in Bing and Y h ? Yahoo? ….
Keep in mind that Your brand is what is Keep in mind that Your brand is what is shown by Google in page 1, NOT what you say it is
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
say it is
Branding on Google Branding on Google –– Instant Search for ENEL Instant Search for ENEL
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
Branding on Google Branding on Google –– Blue Chip Company Blue Chip Company
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing Optimisation
SUM UPSUM-UPGOOGLE HAS BECOME A “MUST” MARKETING GOOGLE HAS BECOME A “MUST” MARKETING TOOL FOR ANY SMART COMPANYTOOL FOR ANY SMART COMPANY
IF YOU TAKE ADVANTAGE OF GOOGLE GLOBAL IF YOU TAKE ADVANTAGE OF GOOGLE GLOBAL REACH REACH YOU CAN GROW YOUR DOMESTIC & YOU CAN GROW YOUR DOMESTIC & REACH, REACH, YOU CAN GROW YOUR DOMESTIC & YOU CAN GROW YOUR DOMESTIC & INTERNATIONAL BUSINESS INTERNATIONAL BUSINESS !!
IF YOU’D LIKE WORKING IN SEARCH MARKETING IF YOU’D LIKE WORKING IN SEARCH MARKETING ENGINE IN ITALY OR ABROAD CONTACT ME!ENGINE IN ITALY OR ABROAD CONTACT ME!
© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.itInternet Marketing OptimisationInternet Marketing &
Website Promotion© 2009 Bruce Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900
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