İPEK EĞMEN AND NOYAN KALAY

SEO NEW GENERATION INSTRUMENT

OF INTERNATIONAL MARKETING

1. WHAT IS SEO2. HISTORY OF SEO3. SEO MARKETING MODELS4. SEO’S PLACE IN MARKETING COMMUNICATION5. SEO’S PLACE IN INTERNATIONAL MARKETING6. SEO’S PLACE IN TURKEY7. CASE STUDY: SUCCESS STORIES8. CONCLUSION

WHAT IS SEOI KNOW YOU WERE: EASILY DEFINE YOUR

TARGET GROUP

YOU WERE GONNA COME TO ME: GOOGLE’S LARGE SHARE ON THE SEARCH ENGINE

MARKET

BETTER CHOOSE CAREFULLY: CHOOSING WORDS CAREFULLY

‘CAUSE I, I’M CAPABLE OF ANYTHING OFANYTHING AND EVERYTHING:

CAN REACH MILLIONS OF CUSTOMERS PER DAY

If You Had to Define SEO in Under 100 Words, What Would You Say?

• Search engine optimization (SEO) • is the practice of improving the ranking • and visibility of your website's pages in search

engines like Google. • The easier it is for people to find you via a search

engine, the more likely you'll get people visiting your site to learn more about your business.

So, how do people optimize their pages for search?

• The specifics change based on how the ranking algorithms work.

• And the way they work is always changing. • But usually, the best way to ensure you're SEO-

friendly is to solve for the reader with helpful content and a good user experience.

There is two different results. Organic vs. paid results.

• Organic results are the results that appear in search engines, for free, based on an algorithm.

• Paid -- or inorganic -- search results appear at the top or side of a page. These are the links that advertisers pay to appear on different search engines.

If You Had to Define SEO in Under 100 Words, What Would You Say?

2) What's the difference between organic vs. paid results?Organic results are the results that appear in search engines, for free, based on an algorithm. Paid -- or inorganic -- search results appear at the top or side of a page. These are the links that advertisers pay to appear on different search engines.

Meta descriptions and do they still matter?Meta descriptions and do they still matter?• A meta description is the text that appears below your page in a search

engine result that explains what the page is all about. In this example, the meta description is "Learn the elements needed to write a comprehensive blog post in just 9 easy steps.«

• Meta descriptions still matter, just not in the same way they used to. They used to be a place to optimize for keywords so crawlers would know more about your page contents; now, it's more important you write something compelling that makes readers want to click so you can improve conversion rates from SERP results to your website.

What's a good goal to set for your SEO?When you think about your goal for SEO, • don't just think about the top of the funnel and• how many more visits you're getting to your website.• Think about your full marketing funnel and • how much quality traffic you're getting to your website.• Are the people who are finding your website through SEO

actually qualified prospects for your business? • If not, does it really matter that the traffic to your

website has increased?Set goals not just based on traffic, but based on the entirety of your marketing funnel.

Search engines used to be edited by humans. Not spiders.

They have come a long way Google +, images, Videos

The future role of an SEO is going to be a lot more complex.

A study of the search engine result pages (sample size 10k) revealed only 15% had no news, no local, no videp, no image, no knowledge, no paid inclusion, no authorship.

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

HISTORY: INTERACTION BETWEEN GOOGLE AND SEO

Advertising

Word of Mouth Communication

Internet Marketing

Sales Promotion

Point of Purchase Communication

To implement and support the brand

Product or service strategy

Public Relations

POWERFUL BASIC ELEMENTS FOR MARKETING MANAGEMENT

ANALYSIS OF NEEDS IN THE MARKET PLACE

OPTIMIZATION OF THESE NEEDS

AUTOMATION

INTEGRATIONCONTROL WATCHING AND REPORTING

SIMPLE MANAGEMENT AND OPTIMIZATION

ANALYSIS

ADVERTISEMENT BASED ON IMAGES, WORDS, VIDEOS AND GOOGLE+

TIME MANAGEMENT

DEMOGRAPHIC ANALYSIS BASED ON LOCAL TARGETS

DIVIDING ACTUAL BUYERS

AND POTENTIAL BUYERS

KEY WORDS

RESULT ORIENTATION

..and more.

OPTIMIZATION

Cost Per Action

Cost Per Action or CPA (sometimes known as Pay Per Action or PPA; also Cost Per Conversion) is an online advertising pricing model, where the advertiser pays for each specified action - for example, an impression, click, form submit (e.g., contact request, newsletter sign up, registration etc.), double opt-in or sale.

Cost Per Click

Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.

OPTIMIZATION Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization(SEO). In other words, search analytics helps website owners understand and improve their performance on search engines.

Services: It could be undeniable part of

Your marketing strategy

Data Collection: Market Segmentation

Distinct needs, charachteristics, behavior

Could be easily determined.

OPTIMIZATION

Return of Investment

Actual ROI is the one which eventually decides the fate of our future engagement with a client.

Actual ROI = (Total E-Commerce Revenue through SEO + Total Goal Value through SEO)- cost of running the SEO campaign/ cost of running the SEO campaign

Market Conditions: Target marketing could be

Done according to needs

A COMPANY WITH LIMITED RESOURCES MIGHT DECIDE TO SERVE ONLY ONE OR FEW SPECIAL SEGMENTS OR MARKET NICHES .

NICHERS SPECIALIZE IN SERVING MARKET SEGMENTS THAT MAJOR COMPETITORS OVERLOOK OR IGNORE

AUTOMATION

Market Positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

CONTROL

You can easily control your marketing objectives in the target market with in your limits.

You can develop your marketing campaign accorging to your:

Product

Price

Place

Promotion

Digital technologies are radically changing marketing in several sectors

The new needs: product, with the introduction of co-design with customers; price, with higher levels of transparency; place, with the creation of new ways to reach customers; and promotion, thanks to the new interactive capabilities .

WATCHING & REPORT

INTEGRATION

LET’S MOVE ON TO THE CASE STUDIES..