This is a training that I have kept for new beginning entrepreneurs that want to optimize and advertise their key words to improve their marketing communications and to achieve their entrepreneurial goals.

1. OPTIMIZATION AND ADVERTIZING Media Today | Media Bought
© Class Communication, Catarina Myllärniemi, 2018

2. WHERE TO FIND KEYWORDS FOR SEM AND SEO?
If possbile, before you design your website or register company or domain names, think about
your client types – how they live and breathe.
1. Form a list of possible dream clients
2. Try to think what they are looking for
3. When they are looking for you (for example people buy jewellery such as amber as gifts)
4. What problem they try to solve with your service (bringing and giving gifts for Xmas,
mothers day, ect.)
5. What ”lingo” is used and in what language (Finns are not looking for amber, they look for
”meripihka”)
This is how you can come up with possible Google Search Key Words. Notice also that
clients might not use the right academic terms or their terms are not grammatically correct, but
the clients still use that type of wording, and it is more profitable to for you to change your
wording than waiting that clients change theirs.

3. DIFFERENT CLIENT GROUPS
Consider also this. How does the client perspective
change when the client type changes? Are there big
differences when the client is a:
- key decision maker in a big company (CEO, CFO)
- professional byer or purchasing specialist
- entrepreneur working solo
- Is this a female or male buyer – does it matter?
- Where the person lives and what language he
speaks.
- etc.
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4. DESIGN YOUR DIGITAL CUSTOMER JOURNEY
80 percent of the customers want to do background
research online before the first contact.
Plan your the digital customer path from google
search and/or social media.
How will your potential client can find your website?
Why would they choose you as a service provider?
Are you easy to approach? How can you get them to
ask for more information? What do you do when they
ask for more? This is a partially digital path with also
human to human touchpoints.
Similar “pictures” online via this link:
https://www.tulos.fi/artikkelit/ala-keskity-vain-
konversioon-vaan-asiakkaan-matkaan/
https://www.i-scoop.eu/digital-customer-experience/

5. WHERE DO YOU USE
THE KEYWORDS?
You can use the keywords during the very
beginning of your customer journey when a
client googles or bings for products and
services
• optimize your pages (SEO)
• when you buy advertising space (SEM)
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6. FREE TOOLS
Google Trends
Example: How many people have
searched for amber jewellery in
Finland. Google Trend shows where
in Finland the searches were made,
ect.
Google trends shows no searches
were made in English, only in
Finnish (Amber = meripihka)

7. OPTIONAL TOOLS
There are other tools:
https://kwfinder.com/
https://moz.com
https://ahrefs.com
etc.

8. CONTENTS FOR OPTIMIZATION
An important keyword should
be followed by a little
longer text, approzimately
300 words.
Very brief texts will not be
mistaken for marketing, not
real relevant content.Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-SA

9. WHEN FREE OPTIMIZATION IS NOT ENOUGH
I give a few more hacks for optimizing you pages in the future slides.
But you might also want to register as a Google Adwords user.
You can find more information about keywords on Google adwords.
 Go to next slide->

11. OPTIMIZATION HACKS Do more
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12. NAME YOUR PICS’
When you name fotography on
your site, save you pictures with
names from the keyword list, i.e.
NOT ”picture1029_hires”
Good names in Case Amber
jewelery is for example:
1. ”Meripihka_korut_myshop”
2. ”myshop_meripihka”

13. LOGICALLY NAMED
ATTACHMENTS
If you have attachments such as
guides or white papers on your
site name either behind email
registration or outside of it –
these files also logically in the
same way as the pictures, with
names that are relevant for the
client looking for your shop and
maybe your kind of jewellery.

14. FEEL LIKE A NERD? PLUNGE INTO THE CODE
https://www.youtube.com/watch?v=YJG3CSOko6c
This video explains where are the <Title> and the <Metadescriptions>
of 160 signs is in the code of your website, and also your competitors
website.
Look also for <H1>, <H2> and <H3>.
Most website builders do this automatically when you fill in all the fields.
Make sure you do not miss any!
This way you can look up your competition and how they have done
their optimization directly from their website code.

15. OG’S – HOW YOU LOOK ON FACEBOOK
You can also control the accuracy of the messages that show up with
your company name on the search engines like Google or Bing.
Study also how to make Open Graph i.e. og’s for Facebook
visibility. FB will later show these descriptions and pic’s when it
shows your site. You can also control the equivalent findings for
Twitter, LinkedIN and Instagram.
Remember to update i.e. re-index your site on Google Cosole after
you have made the changes. This makes the changes appear faster
on-line. All tricks are on this video. (Google does the re-indexin
automatically, but it takes a little time at the topmost a few days).

16. LINKING POLICY AND
IMMATERIAL RIGHTS
The Linking Policy clarifies for
yourself and/or your team – and
your interest groups – what kind
of links can be used to connect
from your site to other secure
and trusted sites – on the other
hand from other sites to your site.
It is best practice to ask for
permition – or even better, to
work together to publish content.
Please notice: Many companies
restrict the use of their logos on
other sites, so you should always
ask before publishing any other
company logo, pictures or even
funny cartoons on your site. This is
called immaterial rights
(tekijänoikeus).
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17. WEBSITE STRUCTURE
When you have your keyword list, you
need to consider what content you can
create around these keywords.
Each keyword might be worth a page
each?
When the page is named with the
keyword:
www.ambernet.fi/meripihkakorut the
likelyhood of being higher up in the
searches is even better.

18. CALL TO ACTION
On every page, you should have a CTA,
Call to Action
For example a link to your contact me
page. Also links that direct to your email
can be placed via most platforms.
Make a Google Analytics account to
follow how clients use your pages: where
they come in, and where they exit. How
much time they spend the pages.
REMEMBER – via optimization clients can
land on any page, not only your front
page!
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19. DOMAIN-NAMES REGISTERED
Consider other names such as
jewellery or gem.net or
www.amber.com
You do not have to make several
pages, just redirect to your main
site, i.e. internet pages.
There are several providers of
domain regitering services.

20. WIKIPEDIA
Make a Wikipedia entry about you as a professional profile – or
about your company. Just facts, no advertising.

21. WHEN CAN YOU EXPECT RESULTS?
You can expect results from SEO in three months time.
This is why you cannot only rely on optimization, you have to also buy visibility and
be active on the social media. The work never stops… Follow results on Google
Analytics or find even more details on Google Console
1. Look how people got to your page
2. From where – directly, via adwords or natural visibility such as searchwords
3. When are they reading your pages
4. How long they were on your site and from what page they did they leave
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22. SHOW ME THE MONEY
When we are launching a new
business and do not have contacts
yet
Do not have time to wait for
optimization results
We want to beat our competition
and optimization is not enough
We want our website to be one
extra ”sales man” for your
company
We have a digital strategy and
focus on other doings while the
advertising does the selling for
us.
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23. BUY HELP
You can buy client email lists, media
visibility and banners, announcements ect.
Good contacts are media selling agencys:
Dagmar, Toinen, IUM, ect. Via them you
get automatically a 20% discount.
Also social media agencys Someco,
Koodiviidakko, Micromedia and many
others can help you!
Read also their blogs and get more tips!
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24. VISIBILITY ON SOCIAL MEDIA
Facebook, LinkedIN or Instagram have
different logics, called algorythms, that
affect what people see. As a private person
you can get different kind of visibility than
as a company. Therefore it is crucial that you
share and like even your own company
page.
Remember that you can curate, like and
share as well as create publications. It is
important to be active. Look for information
and clients that are relevant to you and work
with the algorythm, not against it.
Particiapate
Curate
Publish
• Like
• Comment
• Share
• Choose
• Post
• Blog

25. ONLINE BUDGET
There is no such thing as investing 10% of your turnover in advertising. It totally
depends how much work you have now, where you want to be after 3 months in a
year’s time, what you want to develop and sell.
Things to consider
How much money you’re putting in – How many leads you get?
How many of those leads convert to customers.
The customer lifetime value of each customer.
How much it costs to service those customers.

26. INSTEAD OF HARD
WORK INVEST IN
SMART WORK
Catarina

27. THANK YOU!
IF YOU HAVE ANY
QUESTIONS, DO NOT
HESITATE –
CONTACT ME!
Catarina Myllärniemi
catarina@myllarniemi.fi