Best Internet 2010Search Engine Marketing Report: Estonia

Search Engine Marketing: Estonia

Market Share: Gemius says..Google 60% - Neti 40% ...approx.percentage share of visits

Market Share: Elion saysMixed messages. Arti Ots told Best Marketing: In only 2 European countries Google is not no 1. and Estonia is one such country.

Sten Klemm told altex:Our estimation of monthly unique users is approximately 720,000Web directory is monthly used by approximately 550,000 unique users and search by approximately 400,000 unique users.”In august there were 288,000 returning visitors using keyword search.  When it comes to keyword search, then I guess Google’s market share is today bigger than NETI’s. But if we add traffic from directory as well, then NETI should generate still more overall traffic. 

Interview with Sten Klemm of Neti.ee

Market Share: Google says..............Google does not share numbers ;)

But they did say this about Adwords in Estonia:

"..it's usually the smaller guys that don't have large TV campaigns who are more committed to AdWords with much better campaigns."

Market Share: TNS says

"TNS EMOR stats for the week – over one million unique users for NETI sounds great, but You and I both know, that this is not correct, since we don’t have that many web users in Estonia." 

Sten Klemm, NETI

Market Share: Yandex says about Estonia:

Visitors up 26%. Traffic generated up 17%. In 2010 an average Yandex user clicks on 23

search results per week. Approx. 220,000 unique users per month.

Time period Visitors ClicksNumber of

referred visits per user.

26.07 - 01.08 2010 125,222 2,923,380 23

27.07 - 02.08 2009 93,772 2,444,993 26

Market share: altex says

Best Internet Search Survey: FormatWe used open ended questions in an online survey but the response was very poor.

Survey Findings Technical barrier to SEO.  Legal issue: brand name bidding in Adwords. SEO affects website content strategy. 50% companies use agency help. Google main focus: then Neti and Yandex. Success metrics vary enormously from "better

ranking" to ”increase ROI by x%“. Adwords increasing in popularity.

Survey Conclusions Immature market. Generally

weak strategies.  Secrecy about results

and techniques. Low levels of

experience. Lots of opportunity

for improvements and profit.

SEO and SEM are good value for money.

Little integration with TV or other channels.

BIG COMPANIES LOSING OUT TO LITTLE ONES.

Best Practice: AdwordsDO Take advantage of seasonal

trends. Use {dynamic:keywords} to

make ad texts more catchy. Use descriptive display

URLs. Maintain CTR >1%. Track campaigns with

conversion tracking. Mirror campaigns structure

to websites. Combine ad groups of

relevant keywords.

DON’T Forget to use misspells. Send Russian ads to

Estonian landing pages. Optimise campaigns by

increasing the bids. Forget to mention unique

selling points in ad texts. Run mismatching online

and offline business messages.

More information on http://adwords.google.com/support/aw/bin/static.py?hl=en-uk&page=guide.cs&guide=21804Source: Google

Best Practice: Google SEO design and content guidelines Make a site with a clear hierarchy and text links. Offer a site map to your users with links that point to

the important parts of your site. Create a useful, information-rich site, and write pages

that clearly and accurately describe your content. Think about the words users would type to find your

pages, and make sure that your site actually includes those words within it.

Try to use text instead of images to display important names, content, or links.

Make sure that your <title> elements and ALT attributes are descriptive and accurate.

Check for broken links and correct HTML.

Best Practice: Google SEO technical guidelines Allow search bots to crawl your sites without session IDs or

arguments that track their path through the site. Make sure your web server supports the If-Modified-Since

HTTP header. Make use of the robots.txt file on your web server. If your company buys a content management system,

make sure that the system creates pages and links that search engines can crawl. 

Test your site to make sure that it appears correctly in different browsers.

Monitor your site's performance and optimize load times. Google strongly recommends that all webmasters

regularly monitor site performance using Page Speed, YSlow, WebPagetest etc.

Best Practice: Google SEO quality guidelines Make pages primarily for users, not for search engines. Avoid tricks intended to improve search engine

rankings. Avoid hidden text or hidden links. Don't use cloaking or sneaky redirects. Don't send automated queries to Google. Don't load pages with irrelevant keywords. Don't create multiple pages, sub domains, or domains

with substantially duplicate content. Avoid "doorway" pages created just for search engines,

or other "cookie cutter" approaches. Provide unique and relevant content that gives users a

reason to visit your site first. 

More about GOOGLE SEO BEST PRACTICE: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769

Best practice: NETI search/directory Follow Google recommendations. Get your site listed in Neti Directory. Title tag very important. Age of site important it seems. Description tag or intro text should relate to keyword in

title.

In the Neti directory choose your keywords wisely. Don't use broad terms, use niche “well searched

terms“.  Use Google tools to discover what is searched most.

Best Practice: Yandex DirectDO     Mention products'

competitiveness in ads. Match ad texts to a

landing page. Prepay!! Remember moderation

takes time. Set up Yandex.Metrics to

help track stats. Keep an eye on the

auto-bidding tool.

DON‘T Set worldwide targeting

for a local business. Forget to use minus

keywords to filter traffic. Assume that Ya.keyword

tool is a campaign panacea.

Forget to identify target audience.

Best Practice: Neti Keyword Ads"For better results from NETI adwords you should use accurate keywords, that are directly related to your subject.Remember to use keywords in different forms, both in singular and plural etc., to cover all searches related to what You are advertising.In the ad itself try to use texts, that are straight forward and related to the used keywords / search results. "

Sten Klemm

Measuring the ROI of search Install Google Analytics. Set goals + set financial values for goals. Measure goals. Seeing how much search delivers.

Visitestonia.com Interview with Helene Lukk (EAS) by Silja OjaInternet marketing is 30-40% of marketing budget.

2009 autumn Adwords campaign with altex in Germany, Russia, UK, Sweden, Pan-EU (ENG).

We do not run AdWords campaigns constantly.

What keywords stood out?

Niche keywords like hunting, handycrafts and eco-tourism

Some were too expensive:

General words like “birdwatching” are more expensive than “birdwatching in Estonia”.

Skiing and cross country skiing also cost too much.

Should paid search be more part of the budget? Yes

This should be looked at country by country.

Interview with Moneti video not available

Summary Search engine wars are beginning. Early adopters are getting great results but don't share

much to protect their advantages. Large companies not meeting search marketing

challenges. Benefits of search not explained well enough by providers. Yandex completely underestimated. Google dominant. Neti a declining force but still important. More education needed in companies.. and agencies. Adwords, Yandex Direct and of course facebook growing

usage shows that “pay for performance” is hitting Estonia..at last.

STOP: PRESS Google Instant Impact Search marketing is fast changing. Mobile and social search increasingly important. And now ... Google Instant.

Read this about implications of Google Instant on search marketing: http://www.smartinsights.com/search-marketing-alerts/the-implications-of-google-instant-for-marketing/

Thank youSurvey respondents get a free copy of survey results report.

You can still go and insert data in survey.

www.surveymonkey.com/best-internet-search-survey

This presentation is online at: www.slideshare.net/altex/presentations

Altex Marketing's Search Marketing: Credentials Estonia's first Google Adwords Qualified

Company Yandex Partner Neti Partner 5 years experience in Baltic markets Conducted campaigns in every European

country and Russia. Robin Gurney has 12 years experience.