Search Engine Marketing (SEM) March 28, 2008

March 28, 2008

Agenda Meeting

•

Extenseo

in a nutshell

•

Search Engine Marketing (SEM)

Definition

•

Some

Figures

•

SEM

Benefits

•

Search Engine Optimization

(SEO)

•

Search Engine Advertising

(SEA)

•

Case study

Extenseo is:

•

Pioneer

(since 1998)

•

100% focused

on Search Engine Marketing

•

A team of

20 Professional Consultants

•

ROI-Minded

, focused on Sales & Lead Generation

•

Belgian

Market Leader & Product Innovator

•

Innovating and Reactive

(strong "R&D" pole)

•

Former subsidiary of

Belgacom/Skynet

(2006 – 2008)

•

Now subsidiary of

iProspect, worldwide

leader and pioneer in Search

Engine Marketing

Extenseo: an Active Company!

• Active member of:

• Partnerships, Labels & Certifications:

• Most Recent Publications:

• Developped & launched ‘SEO Label’ for CMS:

eTic Company #154 International Search Engine Marketing

Professional Organization

4 Extenseo specialists have obtained the 'Google Advertising Professional' certification.

Selected by MSN as privileged partner

'Search Engine Marketing' White Paper

in collaboration with MSN and Best Of Publishing. May 2005 - 88 pages

'Search Engine Marketing' Code of Ethics Released October 2006

Selected by Yahoo as privileged partner Trade Association for the Internet

Marketing Industry Direct Marketing Association

Association for Marketing Minded People

Platform for Belgian E-Commerce

•

Belgian scale customers:

•

European Scale customers:

Search Engine Marketing (SEM): Definition

Search Term

Natural Search Results

Advertising

Art and Science of increasing a web site's visibility in search engines for a targeted list of keywords and phrases.

Search E-mail

Instant Messenger Social Networks Watching Video Listen to Radio Download Music 94 % 33 % 91 % 48 % 43% 33 % 33 %

Main Internet users activities

How do customers find products to buy?

Power of Top Results

About 50% of web users review only the first page of search results!

35% 30% 20% 25% 15% 10% 5% 0%

Only a few The first page The first two pages The first three pages More than three pages The whole list, unless its dozen of pages

Where do surfers look at in Google results?

SEM Advantages

•

Increase traffic (up to 40%)

•

Highly targeted & qualified visitors 365 days a year

•

Pull Marketing

•

Very low acquisition cost

•

Best weapon for

Sales & Lead Generation!

Source: Nielsen E-commerce Report, May 2003 (NB: Tiles = buttons)

SEM Strategies

Search Engine Optimization (SEO) Search Engine Advertising (SEA)

Advantages - Lowest acquisition cost - Quick Setup

- Long Term Strategy - Perfect for Generic Keywords

- Perfect for search terms - Perfect for Punctual/Promo Actions composed of 2 or 3 words

- Reach a lot of search engines

Restraints - Takes 3-4 months to go live - Some keywords might be expensive - Limited when too much competition - Time consuming

- Might capture less traffic than SEO

1. SEARCH ENGINE OPTIMIZATION (SEO)

2. SEARCH ENGINE ADVERTISING (SEA)

How does a Search Engine index your

website ?

> Structure

> Content

> Popularity

Blocking Factors on a website

•

Flash

•

Frames

•

Java scripts

•

Ajax

•

Exotical url’s

•

Website build with images

•

Some Content Management Systems

•

…

It is crucial to

think

SEO

before

SEO Hypes, Myth's & Magic

•

Submitting to 2.500 Search Engines

•

Regular Resubmission

•

“I visited your site and ...”

•

SEO Software can do it all

•

99$ Online Packages

•

500 EUR Professional Package

•

Google AdWords influencing your Google ranking

•

Get 1.000 links with one push on the button

•

No danger using Content Pages, hidden text,…

Remember

: Do

never

use tricky techniques as your

Identifying the right keywords is the most critical step. Optimizing a site on too competitive keywords or on non-demanded keywords is totally worthless!

1. Basic Keywords provided by the customer

2. Lateral Search (using spidering tools, site statistics, thesaurus, etc.) 3. Vertical Search (using miscellaneous search engine databases) 4. Keywords Score Analysis (Google AdWords targeted campaign) 5. Keywords Competition Analysis

6. Results Analysis & Recommendations

[real estate]

1

2

house for sale house buying house for rent

buy a house ...

3

4

5

SEO Pricing

Tailor made, depending of the project :

• website type (enough links or not for example),

• number of languages, and type of languages

• know-how delivery or production by Extenseo

•…

Search Engine Advertising

(SEA) Campaigns

SEA

Search Term

Advertising

Search Engine Advertising (SEA) Benefits

• Allows to get results on generic keywords

• Complementary to SEO

• Short term, Middle term, Long term strategy especially efficient for temporary campaigns: events, product launch, Top Topicals, etc.

• Easy Control on the Pricing:

– No minimum spend

– Choose how much you want to spend per click for every keyword

– Pay Google only for users who click on your ad (Pay-Per-Click pricing policy)

– You choose your own maximum daily spending limit (daily budget)

SEA Pricing Policy

•

Media:

You pay the exact price requested by the search engines, in function of:

– each keyword

– the sector competition

– your objectives

– your ROI/profitability

•

Services:

A personalized fixed fee is requested to setup and maintain your SEA campaign(s).

Note: We don’t take any variable fee on the Media (nor mixes Media and Services into a fixed cost-per-click) to avoid any conflict of interest, bidding strategy limitations, etc.

Situation

DVDPost, a product of Home Entertainment

Services SA, has been set up by the end of 2002, along with the release of the new Prior stamp.

DVDPost is currently

the 1st _{European site for DVD rental.}

By having analyzed the strategy of various e-commerce sites in United States, France...

they knew that Search Engine Marketing (SEM) was vital for the growth of their business.

Furthermore, they heard it was very profitable in comparison with the related investments.

Results > Positions in Google.be

Keyword

Position

Keyword NL #1

1

Keyword NL #2

1

Keyword NL #3

2

Keyword NL #4

2

Keyword NL #5

1

Keyword FR #1

1

Keyword FR #2

3

Keyword FR #3

1

Keyword FR #4

2

Keyword FR #5

1

Results > Traffic

05/04 06/04 07/04 08/04 09/04 10/04 11/04 12/04 01/05

Period

Results > ROI

•

10%

of DVDPost e-marketing budget dedicated to SEO

•

25%

of the global traffic is generated by the search engines

•

1.000%

increase of their search engine traffic (in one year)

•

30%

of visitors from Google

subscribe

every month for free

Thank You!

Don’t forget to visit our

website

http://www.extenseo.com

Extenseo

Tel: +32 2 704 49 59

[email protected]

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