Adriana IordanWeb Marketing Manager / Avangate / GECAD ePayment
http://www.avangate.com
Search Engine Marketing Reguli de Baza pentru Promovare Online
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: 64.1 % Yahoo: 14.6 % Baidu 12.9 % Microsoft: 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. Trafic targetat - setare obiective clare2. Masurare continua a rezultatelor si optimizare3. Fii generos inainte de a cere ceva4. Fii creativ / avantaj pentru startups5. Toate cele 3 directii mari merg impreuna
Mituri
Photo credit: http://www.flickr.com/photos/delgadina/1544582827/
“Targetez orice persoana online”.
“Mai mult trafic inseamna mai multe vanzari”
“Traficul e important pentru branding”
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
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
Google: online SEO tools
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 - vanzarePersonal license cost – 29 $Business license cost – 39 $
Social media
De ce trebuie sa te implici?
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: [email protected] Twitter: http://www.twitter.com/adriana_iordan Blog: http://blog.avangate.com
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