Search Engine Marketing

Reguli de Baza pentru Promovare Online

Adriana Iordan Web Marketing Manager / Avangate / GECAD ePayment http://www.avangate.com

Online marketing concept

Online marketing implica 3 directii mari:

A. Atragere de trafic pe site / landing pages / alte site-uri

= Achizitie Trafic targetat

B. Convingerea lor sa faca actiunile dorite

= Conversii / Sneezers
C. Loializare, cresterea valorii clientilor

= Retention / Brand evangelists

1. Trafic targetat
SEM, Social Media, PR, Content & Viral Mkt, Download portals, Affiliate Marketing

2. Conversii / Sneezers
Usability, Web Analytics, A/B & Multivariate Testing, Online Reputation Management, Social Media, Content

3. Fidelizare / Brand evangelists

Email marketing, Programe de loializare, Promotii, Social Media

Concepte

SEM Search Engine Marketing

Google: Yahoo: Baidu Microsoft:

64.1 % 14.6 % 12.9 % 3.6 %

Comscore, iulie 2008

Universal search

Google search results: Organic vs. Sponsored links

Concepte

Social Media
Tehnologie, conversatii, informatii, Flash, Ajax, RSS, wikis, podcasts blogging, microblogging, video Facebook, Myspace, Twitter, YouTube, WordPress, LinkedIn, Wikipedia, StumbleUpon, Digg, Delicious, Flickr

Trafic Targetat

Reguli de baza online web 2.0

1.

2.
3. 4.

5.

Trafic targetat - setare obiective clare Masurare continua a rezultatelor si optimizare Fii generos inainte de a cere ceva Fii creativ / avantaj pentru startups Toate cele 3 directii mari merg impreuna

Mituri
Targetez orice persoana online.

Mai mult trafic inseamna mai multe vanzari Traficul e important pentru branding

Photo credit: http://www.flickr.com/photos/delgadina/1544582827/

SEM

Reguli de baza SEO

Selectare si plasare cuvinte cheie ON Page Creare continut de calitate / cod curat Creare structura de linkuri intern & din afara

Reguli de baza Advertising in motoare Platit

Cuvinte cheie selectate corect, optiuni de targetare Grupuri, Campanii targetate Testare si masurare conversii

SEM Instrumente

Instrumente online gratuite

Google: online SEO tools site: domain.com site:domain.com site: sub.domain.com link: domain.com allinanchor: keyword allintitle: keyword cache: domain.com

Google Trends, Google Suggest, Google AdWords Tool

Studiu de caz

Isobuster.com
SEO case study cuvinte cheie / conversii

Cd recovery 16 vanzari vs cd recovery software 37 vanzari

Studiu de caz SEM

Isobuster.com
AdWords Inainte: 29 $ / conversie vanzare
Dupa: cel mult: 12$ / conversie - vanzare Personal license cost 29 $ Business license cost 39 $

Social media
De ce trebuie sa te implici?

Actions to take
Targeted trafic + Rate de conversie imbunatatite = Mai multe vanzari Incepeti prin SEM si Social Media / Cititi Google SEO Starter Guide Masurati, experimentati, optimizati!

Adriana Iordan, Web Marketing Manager / Avangate Email: adriana.iordan@avangate.com Twitter: http://www.twitter.com/adriana_iordan Blog: http://blog.avangate.com