![Page 1: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/1.jpg)
© 2007 Outrider The Netherlands LLC. All Rights Reserved. Ver: .1
experience relevance
Stand van zaken
Zoekmachinemarketing in Nederland
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experience relevance
“Voorstelrondje”
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experience relevance
Adverteerders?
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experience relevance
4
Aanbieders?
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experience relevance
5
Zoekmachines?
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experience relevance
Eduard Blacquière?
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experience relevance
2004
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experience relevance
Blog
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experience relevance
Blogs
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experience relevance
Marktonderzoek zoekmachinemarketing 2007
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experience relevance
Werk
Werk
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experience relevance
Outrider?
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experience relevance
Onderzoek
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experience relevance
IAB Taskforce Search
![Page 15: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/15.jpg)
experience relevance
Zoekmachinemarketing?
experience relevance
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experience relevance
Dikke van Dale?
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experience relevance
Exotische termen
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experience relevance
PPC
Paid Search
AdWords
Search Advertising Organic Search
Betaalde zoekmachineplaatsing
Search Engine Marketing
Onbetaalde zoekmachineplaatsing Natural Search
Zoekmachine promotie
Pay per click
CPC
![Page 19: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/19.jpg)
experience relevance
Adverteerders?
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experience relevance
Nederlands
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experience relevance
2 zaken
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experience relevance
2 “antwoordenlijstjes”
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experience relevance
2 “antwoordenlijstjes”
Natuurlijke zoekresultaten
Gesponsorde zoekresultaten
![Page 24: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/24.jpg)
experience relevance
2 “antwoordenlijstjes”
Zoekmachineadverteren (SEA)
Zoekmachineoptimalisatie (SEO)
![Page 25: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/25.jpg)
experience relevance
2 “antwoordenlijstjes”
Zoekmachineadverteren (SEA)
Zoekmachineoptimalisatie (SEO)
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experience relevance
Dus:
Zoekmachinemarketing (SEM)
=
Zoekmachineadverteren (SEA)
+
Zoekmachineoptimalisatie (SEO)
![Page 27: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/27.jpg)
experience relevance
Stand van zaken
experience relevance
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experience relevance
2009!
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experience relevance
10 vragen
Checkit (Paul Aelen)
DutchCowboys (Henk de Hooge)
eBay (Dennis Goedegebuure)
FirstFocus (Menno Flikkema)
Ilse Media (Ramon Eijkemans)
Indenty (Dennis Sievers)
Interneteffect (Keesjan Deelstra)
IAB, Marketingfacts (Marco Derksen)
Maxlead (Ronald van Klooster)
Netsociety (Maurice Pothof)
Onetomarket (Roy Huiskes)
OrangeValley (Joost de Valk)
Outrider (GroupM/WPP) (Rogier Croes)
Search Specialist (Peter van der Graaf)
TomTom (Martin Voorzanger)
Traffic4u (Remi van Beekum)
Tribal IM (Wiep Knol)
Yonego (Joris Toonders)
![Page 30: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/30.jpg)
experience relevance
1) Marktomvang?
experience relevance
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experience relevance
1) Marktomvang?
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experience relevance
En dan bedoel ik:
Zoekmachineoptimalisatie (SEO)
Zoekmachineadverteren (SEA)
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experience relevance
Marktomvang?
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experience relevance
1) Marktomvang?
Checkit (Paul Aelen)
DutchCowboys (Henk de Hooge)
eBay (Dennis Goedegebuure)
FirstFocus (Menno Flikkema)
Ilse Media (Ramon Eijkemans)
Indenty (Dennis Sievers)
Interneteffect (Keesjan Deelstra)
IAB, Marketingfacts (Marco Derksen)
Maxlead (Ronald van Klooster)
Netsociety (Maurice Pothof)
Onetomarket (Roy Huiskes)
OrangeValley (Joost de Valk)
Outrider (GroupM/WPP) (Rogier Croes)
Search Specialist (Peter van der Graaf)
TomTom (Martin Voorzanger)
Traffic4u (Remi van Beekum)
Tribal IM (Wiep Knol)
Yonego (Joris Toonders)
![Page 35: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/35.jpg)
experience relevance
2) Wat mist er?
experience relevance
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experience relevance
36
2) Wat mist er?
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experience relevance
37
Keurmerk
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experience relevance
IAB Taskforce Search
![Page 39: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/39.jpg)
experience relevance
39
2) Wat mist er?
Concurrentie zoekmachines
Onafhankelijk kwaliteitskeurmerk aanbieders zoekmachinemarketing
Zoekmachine-onafhankelijke richtlijnen
Transparantie (bestedingen, werkwijze, onderzoeken)
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experience relevance
3) Ontwikkeling zoekmachines?
experience relevance
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experience relevance
Blended Search
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experience relevance
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experience relevance
![Page 44: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/44.jpg)
experience relevance
Personalisatie
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experience relevance
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experience relevance
Gedrag
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experience relevance Advertenties
![Page 48: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/48.jpg)
experience relevance
BPF
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experience relevance
3) Ontwikkeling zoekmachines?
Blended Search
Personalisatie zoekresultaten
(algoritme vs. (sociaal) gedrag)
Wegvallen korting Google (BPF)
![Page 50: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/50.jpg)
experience relevance
4) Ontwikkeling aanbieders?
experience relevance
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experience relevance
Verbreden aanbod
![Page 52: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/52.jpg)
experience relevance
Verbreden aanbod
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 53: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/53.jpg)
experience relevance
Verbreden aanbod
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 54: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/54.jpg)
experience relevance
Verbreden aanbod
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 55: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/55.jpg)
experience relevance
Rendement
![Page 56: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/56.jpg)
experience relevance
Consultancy
![Page 57: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/57.jpg)
experience relevance
4) Ontwikkeling aanbieders?
Verbreden aanbod
Meetbaarheid en rendement
Consultancy en advies
![Page 58: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/58.jpg)
experience relevance
5) Ontwikkeling adverteerders?
experience relevance
![Page 59: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/59.jpg)
experience relevance
Rendement
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experience relevance
‘In-house’
![Page 61: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/61.jpg)
experience relevance
Meer kennis, meer eisen
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 62: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/62.jpg)
experience relevance
Consultancy
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experience relevance
5) Ontwikkeling adverteerders?
Meetbaarheid en rendement
Zoekmachinemarketing “in-house”
Meer kennis, ervaring meer eisen
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experience relevance
6) Concurrentie aanbieders?
experience relevance
![Page 65: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/65.jpg)
experience relevance
Vijver
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experience relevance
‘Top’ segment
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experience relevance
BPF
![Page 68: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/68.jpg)
experience relevance
MKB
![Page 69: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/69.jpg)
experience relevance
Aanbieders
![Page 70: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/70.jpg)
experience relevance
Adverteerders
![Page 71: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/71.jpg)
experience relevance
6) Concurrentie aanbieders?
Vraag groter dan aanbod concurrentie valt mee
Wel concurrentie in “top” segment
Weinig concurrentie MKB
Verschil visie adverteerders vs. aanbieders
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experience relevance
7) Onderscheidend vermogen?
experience relevance
![Page 73: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/73.jpg)
experience relevance
Vijver
![Page 74: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/74.jpg)
experience relevance
Aanbieders
![Page 75: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/75.jpg)
experience relevance
Adverteerders
![Page 76: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/76.jpg)
experience relevance
Segmentatie
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experience relevance
7) Onderscheidend vermogen?
Geen enorme concurrentie niet veel onderscheidend vermogen
Kennis: specialisatie vs. full-service
Werkwijze: consultancy vs. uitvoering
Afnemers: grote organisaties vs. MKB
Markt: lokaal vs. internationaal
Prijs: vast vs. variabel
![Page 78: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/78.jpg)
experience relevance
8) Nieuwe aanbieders?
experience relevance
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experience relevance
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experience relevance
JA!
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experience relevance
Vijver
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experience relevance
MKB
![Page 83: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/83.jpg)
experience relevance
‘Top’ segment
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experience relevance
Waarde
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experience relevance
8) Nieuwe aanbieders?
Voldoende ruimte voor nieuwe aanbieders
Met name in het MKB
In “top” segment mits voldoende toegevoegde waarde
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experience relevance
9) Mediabureaus?
experience relevance
![Page 87: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/87.jpg)
experience relevance
Budgetten
![Page 88: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/88.jpg)
experience relevance
‘Top’ segment
![Page 89: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/89.jpg)
experience relevance
89
Aanbieders
![Page 90: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/90.jpg)
experience relevance
‘In-house’
![Page 91: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/91.jpg)
experience relevance
Integratie
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 92: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/92.jpg)
experience relevance
Integratie
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 93: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/93.jpg)
experience relevance
9) Mediabureaus?
Beheren (zoekmachinemarketing) budgetten
Erkennen belang en waarde “in-house”
Integratie overige marketingactiviteiten
![Page 94: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/94.jpg)
experience relevance
10) Grootste uitdaging?
experience relevance
![Page 95: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/95.jpg)
experience relevance
Rendement!
![Page 96: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/96.jpg)
experience relevance
Besef toegevoegde waarde
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics, etc.)
Off-site (CRM, retail, etc.)
![Page 97: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/97.jpg)
experience relevance
Onderscheid?
![Page 98: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/98.jpg)
experience relevance
PPC
Paid Search
AdWords
Search Advertising Organic Search
Betaalde zoekmachineplaatsing
Search Engine Marketing
Onbetaalde zoekmachineplaatsing Natural Search
Zoekmachine promotie
Pay per click
CPC
Onderscheidend?
![Page 99: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/99.jpg)
experience relevance
Eenduidigheid
Zoekmachinemarketing (SEM)
=
Zoekmachineadverteren (SEA)
+
Zoekmachineoptimalisatie (SEO)
![Page 100: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/100.jpg)
experience relevance
100
Professionaliseren
![Page 101: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/101.jpg)
experience relevance
Samenwerken
![Page 102: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/102.jpg)
experience relevance
Rendement!
![Page 103: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/103.jpg)
experience relevance
10) Grootste uitdaging?
Rendement van zoekmachinemarketing
Opleiden, begeleiden en ondersteunen van adverteerders
Ontwikkelingen zoekmachines volgen/voor zijn
Professionalisering van de branche
![Page 104: Search Engine Strategies Amsterdam 2009 presentatie Eduard Blacquière](https://reader033.vdocuments.net/reader033/viewer/2022051513/5479c3275906b52a358b45c1/html5/thumbnails/104.jpg)
experience relevance
Vragen?