Doing Business in the Digital Age
SEARCH ENGINE MARKETING “best practices”
Who is Websem?
• 15 years of combined knowledge & experience in SEM
• Fields of expertise: * SEO * SEA (Google AdWords) * Online Marketing Strategies * Business Intelligence * Consultancy & Training
• Clients : National & In International
SEARCH ENGINE MARKETING “best practices”
Topics for today
• Everybody talks about it …• Doing Business in the Digital Age• Why & How ?• SEO is the best long term digital investment• On page - Off page SEO - Keyword Research• Questions
SEARCH ENGINE MARKETING “best practices”
Everybody Talks About it …
“ SEM contains a wide range of different digital channels.
The combination of SEO, SEA, Social Media, Display Advertising, Video Marketing can turn a standard marketing strategy into a solid digital asset. ”
But many forget the most important aspect of Digital Marketing.Doing online business is not about quick wins or profits but how to obtain a long term investment which stands for optimal exposure in search engines. The combination of long term & short term demands a lot of research & analysis.
”
Doing Business in the Digital Age
• It’s Not about Speed
• Data Collection is essential
• 3 keywords : PR, Communication & Words
SEARCH ENGINE MARKETING “best practices”
Why & How ?
Why?
” 85% of online visitors use search engines to research a purchase. ”“ 1 in 3 conversions takes place 30 days after the research began. ““ Google market share in Europe April 2012: 94.51% ”“ Google handles 100 billion searches per month “
How?
PPC (Google AdWords), Display Advertisement, Video, Social Media, Affiliate marketing, e-Mail marketing, Content Marketing …
SEARCH ENGINE MARKETING “best practices”
”
SEARCH ENGINE MARKETING “best practices”
SEO is the best long term digital investment
SEARCH ENGINE MARKETING “best practices”
No direct domination on the web, but longterm authority Keeps the balance between paid and organic search Is supported by Social Media, the evolution of the last decade The majority of web traffic is driven by the major commercial search
engines such as Google or Bing It’s NOT an auction like AdWords (= no cost per click) Less than 25% of users search the 2nd page of search engines
Most intensive process to acquire results 3 Core elements : 1) Website structure
2) Content 3) Link Popularity
SEO is the best long term digital investment
SEARCH ENGINE MARKETING “best practices”
“ We rank the results using over 200 Factors ”
SEARCH ENGINE MARKETING “best practices”
On page, Off page SEO & Keyword Research
SEARCH ENGINE MARKETING “best practices”
Google’s Keyword Tool
SEARCH ENGINE MARKETING “best practices”
Google AdWords Keyword Data
SEARCH ENGINE MARKETING “best practices”
Content Creation
Take the OUTPUT of your Keyword Research
Write Content for Search Engines ( High Volume Keywords ) Write Compelling Content for your Audience ( Natural/Engaging Content )
Whatever you Create just Make it Social Sharable !
SEARCH ENGINE MARKETING “best practices”
Link Building
Wikipedia
“ link building describes actions aimed at increasing the number and quality of inbound links (incoming links) to a page.”
SEARCH ENGINE MARKETING “best practices”
Social Supports SEO
SEARCH ENGINE MARKETING “best practices”
Tools
”