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Search Engine Marketing What, why and how?

IAB Peru, 01.10.2009

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Search Marketing is not new!

Online Search Drove Nearly 10 Million UK Travel Purchases between December 2005 and February 2006 (LONDON, July 25, 2006 – comScore Media Metrix)

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Why Search?

For the users• Carry out an active search on name, products or

category• Get an overview over a ”market”• Information

For the companies• Sale• A need for qualified traffic• Not always being ”top of mind” on the web• Visibility on the web.

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Search Results

Google AdWords

Search Term

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Search Engine timeline

• 1994 Excite (Meta Text)

• 1994 WebCrawler (Full Text)

• 1994 Yahoo (Directory)

• 1995 AltaVista (Full Text)

• 1997 Google (Page Rank)

• 2005 MSN Search

• 2006 Live Search (by Microsoft)

• 2009 Bing (Microsoft)

• 2009 Bing makes a deal with Yahoo

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July 2009 U.S. Core Search Rankings

Source: August 18, 2009 – comScore, Inc.

Google Sites64,7

Yahoo! Sites19,3

Ask Network3,9

AOL LLC Network

3,1Microsoft

Sites8,4

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Google’s vision

”Organize the world's information and make it universally accessible and useful"

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Search Engine Optimization

Off-site SEO

Structure/Code

Content

Link Building

Structure/Code

Content

Link Building

On-site SEO

Work load

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What’s in a Search Engine?

• A crawler

• The index

• The user interface with query processor

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Google indexed (example)

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Where’s your website from?

• Local domain - .pe & .com.pe• Meta tags

– <META Name="Language" Content=”es">• Local hosting

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Content is Important!

• You can’t rank for words you don’t have!

• Unique content

• The right keywords

• Use the keywords!

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Content example

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Right keywords?

dvd• 151.000.000 searches

dvd rental• 673.000 searches

dvd rental london• 1.000 searches

hotel• 506.000.000 searches

hotel peru• 165.000 searches

hotel miraflores• 33.100 searches

Google global searches August 2009Google Keyword Tool(adwords.google.com/select/KeywordToolExternal)

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Link Building

• Very important for ranking!• Link Strategy is key• You link build primarily for pages

Directories

Online magazines

Specialized websites

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Google AdWords

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Right targeting?

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Lots of ads

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Never stop testing, and your advertising will never stop improving.

Never stop testing, and your advertising will never stop improving.

99 percent of advertising doesn't sell much of anything.

99 percent of advertising doesn't sell much of anything.

(David Ogilvy 1911-1999)

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

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Google Analytics

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Track what’s important!

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Bing isn’t there, yet

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Contact:Av. República de Chile 295 I Of. 805Teléf. 715 3080 – 715 3081www.addconsulta.pe

Niels KlintøSerial Entrepreneur & Co-founder Addconsultank@addconsulta.pe