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2. 2 Search Engine Marketing What, why and how? IAB Peru, 01.10.2009

3. 3 Search Marketing is not new! Online Search Drove Nearly 10 Million UK Travel Purchases between December 2005 and February 2006 (LONDON, July 25, 2006 – comScore Media Metrix)

4. 4 Why Search? For the users Carry out an active search on name, products or category Get an overview over a ”market” Information For the companies Sale A need for qualified traffic Not always being ”top of mind” on the web Visibility on the web.

5. 5 Search Results Google AdWords Search Term

6. 6 Search Engine timeline 1994 Excite (Meta Text) 1994 WebCrawler (Full Text) 1994 Yahoo (Directory) 1995 AltaVista (Full Text) 1997 Google (Page Rank) 2005 MSN Search 2006 Live Search (by Microsoft) 2009 Bing (Microsoft) 2009 Bing makes a deal with Yahoo

7. 7 July 2009 U.S. Core Search Rankings Source: August 18, 2009 – comScore, Inc.

8. 8 Google’s vision ”Organize the world's information and make it universally accessible and useful"

9. 9 Search Engine Optimization Off-site SEO Structure/Code Content Link Building Structure/ Code Content Link Building On-site SEO Work load

10. 10 What’s in a Search Engine? A crawler The index The user interface with query processor

11. 11 Google indexed (example)

12. 12 Where’s your website from? Local domain -.pe &.com.pe Meta tags – Local hosting

13. 13 Content is Important! You can’t rank for words you don’t have! Unique content The right keywords Use the keywords!

14. 14 Content example

15. 15 Right keywords? dvd 151.000.000 searches dvd rental 673.000 searches dvd rental london 1.000 searches hotel 506.000.000 searches hotel peru 165.000 searches hotel miraflores 33.100 searches Google global searches August 2009 Google Keyword Tool (adwords.google.com/select/KeywordToolExternal)

16. 16 Link Building Very important for ranking! Link Strategy is key You link build primarily for pages Directories Online magazines Specialized websites

17. 17 Google AdWords

18. 18 Right targeting?

19. 19 Lots of ads

20. 20 Never stop testing, and your advertising will never stop improving. 99 percent of advertising doesn't sell much of anything. (David Ogilvy 1911-1999) The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

21. 21 Google Analytics

22. 22 Track what’s important!

23. 23 Bing isn’t there, yet

24. 24 Contact: Av. República de Chile 295 I Of. 805 Teléf. 715 3080 – 715 3081 www.addconsulta.pe Niels Klintø Serial Entrepreneur & Co-founder Addconsulta nk@addconsulta.pe