danish masterclass 1: basic web + search marketing training
DESCRIPTION
First part (1/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk. Topics: Basics of Web Marketing and Search Engine Marketing. Check out the complete series of presentations here on Slideshare. More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.netTRANSCRIPT
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masterclass
search + social media marketing
15 november 2010holstebro, denmark
massimo burgio global search interactive / sempoPARTS 1-2
SEARCH SET-UP
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Global Search Interactive --- the agency
SEMPO Search Engine Marketing Professional Organization--- the industry
Burning Man--- the creative network
Asturias Paraiso Cultural --- dead project
... and much more--- =)
who the f*** is massimo burgio?
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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video kick-off: going to holstebro
http://bit.ly/holstebro
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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made with youtube search stories
www.youtube.com/searchstories
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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real kick-off video: J3SS3 2010
http://bit.ly/j3ss3-internet
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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masterclass
search + social media marketing
PART 1SEARCH
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what do you know how about search engines?
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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! search engines spiders
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! how search engines work
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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! content is king, keywords are the essence of SEO
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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! keywords: research, long tail, density + relevancy
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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! link popularity
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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! google caffeine 2010
search marketing basics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! search relevancy and web performance
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! search engine optimization
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! organic SEO process
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! search engine friendly copywriting
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! digital asset optimization (social media optimization)
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! search engine advertising (pay per click)
• do you really need it?• branded keywords• long tail is better• quality score• landing pages• landing page testing• analytics
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing basics! analytics, KPIs and conversion focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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masterclass
search + social media marketing
PART 2SET-UP
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basic elements• website design + SEO + content + analytics• PPC + affiliate marketing• web performance + landing pages testing• online booking / transactions / customer service• CRM - customer relationship management
online marketing basic set-up
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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basic elements• website design + SEO + content + analytics• PPC + affiliate marketing• web performance + landing pages testing• online booking / transactions / customer service• CRM - customer relationship management
online marketing basic set-up
better promotion strategies• SEO + pay-per-click + local search marketing• viral video marketing + email marketing• social media marketing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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basic elements• website design + SEO + content + analytics• PPC + affiliate marketing• web performance + landing pages testing• online booking / transactions / customer service• CRM - customer relationship management
better promotion strategies• SEO + pay-per-click + local search marketing• viral video marketing + email marketing• social media marketing
online marketing basic set-up
online marketing goals• increase online sales + revenues• establish a brand identity / authority• direct relationship with the customers / users
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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why do you need a well done website?• to add value to membership programs• to promote new services and special offers• to monitor behavior and opinions of clients / users• to increase brand and market reach• to create an online sales channel
web basics: tourism website example
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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why do you need a well done website?• to add value to membership programs• to promote new services and special offers• to monitor behavior and opinions of clients / users• to increase brand and market reach• to create an online sales channel
web basics: tourism website example
online window for your business• a “must” for properties, agencies, hotels, services• basic, clean and usable, friendly and actractive design• complete info, constantly updated• always offer several channels of direct contact• show your brand personality
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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web basics: tourism website example
take it to the next level• virtual property tours• relevant reference links• local highlights and itineraries• regular publishing of editorial features • videos made by editorial team / staff• local listings
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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take it to the next level• virtual property tours• relevant reference links• local highlights and itineraries• regular publishing of editorial features • videos made by editorial team / staff• local listings
web basics: tourism website example
web rockstar• online guest book / testimonials• employees’ blogs• ceo blog• user video/photo gallery• online forum for visitors• live chat with customer service representatives• make-your-own brochures / e-cards / viral apps• event / travel planning tools
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing is the solution• critical and very competitive in tourism, travel and hospitality• niche targeting is key• optimize every element for specific keywords• long tail keyword strategy• organic SEO + PPC mixed strategy
web basics tourism: promotion
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing is the solution• critical and very competitive in tourism, travel and hospitality• niche targeting is key• optimize every element for specific keywords• long tail keyword strategy• organic SEO + PPC mixed strategy
web basics tourism: promotion
recommended• landing pages with effective call-to-actions • no barriers to conversion• consider PPC and affiliate support• fresh, relevant and optimized content• blogging + social media marketing• optimized online press releases• video and podcasting
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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search marketing is the solution• critical and very competitive in tourism, travel and hospitality• niche targeting is key• optimize every element for specific keywords• long tail keyword strategy• organic SEO + PPC mixed strategy
web basics tourism: promotion
recommended• landing pages with effective call-to-actions • no barriers to conversion• consider PPC and affiliate support• fresh, relevant and optimized content• blogging + social media marketing• optimized online press releases• video and podcasting
but this is already 2.0!!!
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
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masterclass
search + social media marketing
NEXTWEB 2.0
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massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net [email protected]/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio
tak!