How valuable is Search Engine Marketing? Presentation done by Kristjan Mar Hauksson @optimizeyourweb - www.nordicemarketing.com

1. The Power of SEO
Search Engine Marketing

2. kmh@nem.is

3. Iceland

4. I Have had the pleasure working with...

5. I am business person
I care about
the opportunity
Strategy -> Implement

6. Web Marketing
The world

7. 80%
80% of searches are
informational

8. Why is this important?
• With close 2.100.000.000 people using the Internet
world wide it is taking down all barriers in the way
we can market our products and services

9. The merger has begun

10. More importantly
• Mobile phones world wide have passed 4,6 billion
with over 1 billion smart phone users

11. Web Marketing
Internet versus traditional

12. Every page is the front page

13. The Net is Turning the Advertising World on its Head
1. Increasingly the consumer is in control
2. Technology innovation and broadband penetration foster
environment of consumer’s need for relevant and on
demand information
3. Marketers held to new levels of accountability to Business
ROI vs Media ROI
4. Escalating content choices creating new complexities for
marketers
5. Consumer shopping behaviors have been radically altered

14. Four Fundamentals of SEO
Relevance Authority
Indexibility Clickability
SEO

15. IMPORANT: “Idexability”
• Is the search engine robot able to access the content on
your site – Here the CMS plays a major role!
• Are there robot traps and barriers to indexing
– Content stuck in images
– Improper redirects
– Incorrect robots coding
– JavaScript and DHTML navigation
– Multiple dynamic variables & Session ID’s
– Session ID’s or cookie restrictions

16. Test your site
Crawling Which pages have the search engines
crawled?
What kind of pages are they?
Indexing Has the search engine indexed all of the
crawled pages?
Ranking How’s the search engine traffic?

17. Inclusion Test
 Test how many pages are being indexed
site:www.yourdomain.com

18. Into the searchers mind
Searcher's intent is either
navigational, informational,
or transactional?
~ Source: 2008 Web-Smart CMO Report
80%
80% of all
searches are
informational
.
(Penn - 2008)

19. Consumers embrace the Internet!
95%
of corporate purchasing
93%
of consumers use the Internet to
agents use the Web to research major purchases.
research purchases of
products and services.
+130 64%
of net users start
Europe retail e-commerce sales
purchase research with
In billions of £ las t year. search engines.

20. Consumer is in Control
Shift in the way consumers engage…
– Visitor Controlled: Pull vs Push – Consumers can engage
on their own terms
– Task Oriented: The consumer is no longer surfing the Web
aimlessly; They are on a quest to find, do or buy
something!
– Low Risk: If they don’t like what they see they are just a
click away from the back button.
– Comprehensive: Vast amount of information both
empowers and frustrates
– Transparent: Transparency equates to credibility –
consumers demand respect

21. The Online Brand
Brand online is about:
• Visibility – Attracting customers who are actively
looking for you
• Usability – Engaging customers with clear concise
web site that speaks their language
• Transparency – Retain customers with open dialogue
and information that empowers

22. The Web is Marketing Glue
Over 56 percent of marketing
executives said that the web was
either the hub of their
organization’s marketing strategy,
or that it will become the hub in
the next year.
56%
~ Source: Web-Smart CMO Report

23. People react online
• You can see clearly when things are top of mind they
become top of search – This is Iran only searches.

24. People react online

25. Online Effect of Offline “happening”
Short Case: “Volcano goes off in Iceland”
• The Problem:
– A small volcano in Iceland starts to erupt
– Flights are halted and millions are stranded
– People are interviewed and state “I hate Iceland”
• Result:
– Searches for Iceland go up 800%
– Searches for Iceland travel go up 600%
– 2011 Record year tourism

26. Seize the
Moment
Carpe Diem

27. Take advantage the situation
• Feed the need for control and create compelling
information consumers will pull and interact with on
demand.
• Test your offline messaging with paid search
advertising before it goes live
• Close the awareness loop with search by monitoring
increased demand for new keywords
• Plan for and take advantage of the increased demand
at search engines generated by offline
• Embrace search in your 360-degree world

28. The mapping cycle of “users” is closing
The The The Social The Status The
Field
Purchase Query Graph update Check-in
What I’m
Who I am
Signal What I Buy What I want doing / Where I Am
and know
Happening
Amazon Google Facebook Twitter Gowalla
Sample
eBay Yahoo MySpace Facebook Yelp
players
Limundo Bing Google Google Foursquare

29. Early day’s
• Despite all the hype search marketing is still in it’s
infancy – It is just starting!
• There are developed markets like the US and the UK
• There are emerging markets like Brazil, China and
Iran to mention few
• In Europe, countries like Serbia, Bulgaria and even
Russia with great and growing potential
• Then there is Asia and Africa etc…
• And let’s not forget possible privacy issues and how
governments in various countries are dealing with
the Internet

30. New players in town
• More than 9 in 10 marketers are planning a
Facebook presence by the end of 2011
• World wide social media sites like Facebook, Twitter
and LinkedIn have well over 1 billion users world
wide
• Facebook just reach 800 million users in May 2011
and is growing fast
• In a recent survey from Business.com, 73% of B2B
respondents who were using social media had less
than two years of social media marketing
experience.

31. Web Marketing
Organic Visibility 101

32. 20:40:40 SEO rule
20% 40% 40%
Technical items Copy / Text Links
- Site Architecture - Quality - Quality
- Navigation - Accessibility - Content relation
- Programming - Meta data - & more …
- & more … - & more …

33. 20%
80%

34. What does Google say?
• Google Webmaster tools says it looks at over 200
items when it ranks web sites
• I say let’s put most our efforts into these
– Make sure your CMS in crawler friendly
– Good unique descriptive title focusing on your main
keywords <title>
• Don’t overfill your page with text for the sake of search engines.
• Think about the keywords people are actually going to search for
– Good text that includes all your targeted keywords
– Don’t lock you text in images
– Have an option for user reviews and comments

35. Then there are links

36. The visibility options are many
• Organic results
• Pay Per Click results
• Online News Results
• Online social media results
• Image search
• Video search
• More later in the deck…

37. The Power of SEO
Case Studies
Pure Organic

38. Start-up / Case Study
• What happens when you open an online shop and
only use search to market it?
– Year one - 2004: $4500
• Close to zero inventory
– Year two – 2005: $32,500
– Year three – 2007: $150,000
– Year four – 2008: $190,000.- What was done:
– Year five – 2008: $360,000.- Good CMS
Keyword analysis
– Year six – 2009: $800,000.- Organic Search marketing
– Year seven – 2010: $1,000,000.-
• Physical store opened in 2009
• Minimum inventory
• 2.5 employees

39. DressUp Games .COM
DressUp Games
 Est 30,000 Unique Visitors per day
 Est 40,000,000+ page views per month
 10 years old
 Over 1 million $ profit
 ½ employee

40. Great Local Sample of Success

41. Link Building

42. Nice dog?

43. Getting links should
• Increase your traffic considerably
• Improve your search engine visibility through more
link popularity
• Give an extra resource to your website
• Save you a lot on other advertising spend
• Have high ROI as you site gains momentum

44. Search for “Click here” in Google
• What comes on top is Adobes Acrobat Reader page
(PDF reader plug-in), and why is that?
• Tens of thousands of pages are linking to them with
the word “Click here” in the URL, anchor tag.

45. Create your own “Click Here” Strategy
• What is your “click here” phrase?
– “Hotel in Central Tehran”
• Use that as you can in your Link Request Anchor tags
– Anchor tag = The text on the link
• Use that in your Description text that comes with the
link request
– Our family owned Hotel in Tehran is located only 60
minute drive from the airport and offers ….
• Use that in the URL of the landing page your are link
requesting towards
– www.vphotel.com/en/tehran

46. The Concept of Region
• According to John Riccardi former Product
Manager, Search Distribution at Yahoo! Europe, there
is something called “the concept of region” in
regards of visibility, the basics of it are:
– The language your site is in (35%)
– The language and type of the links pointing to you (35%)
– Your ccTDL e.g. .DE for Germany (25%)
– Your hosting location (5%)
– Note: The Weighting (%) is based on my experience but
varies between clients and vertical

47. POST
.. Setting the pace

48. POST
• The POST Method (Groundswell / Forrester)
– People
• Understand where you customers are?
– Objectives
• Decide what you want to achieve
– Strategy
• Plan the impact of your efforts
– Technology
• Choose the technology that fits

49. What
.. Universal Results

51. Mapping your digital asset cloud
G Buzz Technorati
YouTube
eBay
Flickr RSS PPC
Email lists
Blogs .co.uk Mobile
Company .dk .de
Regional
Twitter Topical .us .no User forums
.COM
CEO
.nl
.is Vimeo
.pt Display
Intranet .fr .se
PR
LinkedIn Newslettes
Webinars
Digg
Slide Share
Facebook

52. SEO main areas of focus
Monitoring & measuring
Off-Site Direct Requests
Site sponsoring
Link reporting
Press releases Syndication reporting
Article syndication
Link remeddiations
Content Audits
On-Site Content optmization Kw visibility reports
Page Markup (H1, H2, etc) Web Analytics
Link structure Kw Efffectiveness score
URL structure
Asset optmization
Page Indexed
Content optmization
Link checking
Page loading time Page validation
Technical Code validation Server response
Broken links
Site maps and Robots txt‘s
HTTP Header checks
Servre fuctions

53. Content is Much More Than Text
Text Content/ & measuring
Monitoring
Rich Internet
Blogs
Applications
Maps
Off-Site Direct Requests
Link reporting
Link remeddiations
Syndication reporting
Presentations Site sponsoring
Press releases
Article syndication Images
Content Audits
PodcastsOn-Site Content optmization Kw visibility reports
Page Markup (H1, H2, etc) Web Analytics Video
Link structure Kw Efffectiveness score
URL structure
Asset optmization
Page Indexed
Content optmization
Link checking
Page loading time Page validation
Technical Code validation Server response
Broken links
Site maps and Robots txt‘s
HTTP Header checks
Servre fuctions

54. Google Universal
Image Results
Web Results
News Results
Video Results

55. Blended Search Results Study
Source:
JupiterResearch

56. 2006 2009

57. Massive Opportunity
• With close 2.100.000.000 people using the Internet
world wide it is taking down all barriers in the way
we can market our products and services

58. Kristján Már Hauksson
THANK YOU