Seo Mimec Bocconi - Ale Agostini

1. Ale AgostiniAleAgostini.comAl A ti i Grow Your Business with Search Engines Marketing Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 2. 19Corporate Background Bruce Clay is a Digital Marketing Optimizer consultancy specializing inpy p g organic Search Engine Optimization (SEO) , Pay-per-Click (PPC), Analytics, SEO Web Architecture/Design and W b A hit t/D i d Conversion. The company started in 1996 and it has International Offices in USA, Italy, Switzerland, South Africa, India, Japan, Brazil and Australia. Internet Marketing &Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reservedwww.BruceClay.com • (866) 517-1900 www.BruceClay.itWebsite Promotion 3. 3 Our Digital Marketing Partners http://searchmarketingexpo.com/west/workshops Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 4. 4 Our Digital Marketing Partners http://www.searchenginestrategies.com/newyork/training‐bruce‐clay.php Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 5. Global Integrated Media Company owned by Rupert Murdoch Internet Marketing &Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reservedwww.BruceClay.com • (866) 517-1900 www.BruceClay.itWebsite Promotion 5 6. N News CCorp. RRevenues 2005 2010 2005>2010(Mio USD) News Corporation (NWS)35.00030.00030 00025.00020.00020 000News Corporation15.000(NWS)10 00010.000 5.00002005 2006 2007 2008 2009 2010 Revenue in MIO usd Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 7. Leading Search Engine Named Google Internet Marketing &Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reservedwww.BruceClay.com • (866) 517-1900 www.BruceClay.itWebsite Promotion 7 8. G Google VS N l News CCorp. RRevenues 2005 2010 2005>2010(Mio USD)35.00035 00030.00025.00020.000 Google Inc15.000 News Corporation (NWS)10.000 5.0000 2005 2006 2007 2008 2009 2010 Revenue in MIO usdInternet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reservedwww.BruceClay.it 9. Where does Google makes its living ?Source: Google – January 2011Internet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion9 10. Sponsored/Paid Ranking ( GS d/P id R kiGoogle Ad l Adwords)Adwords) d Internet Marketing &Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reservedwww.BruceClay.com • (866) 517-1900 www.BruceClay.itWebsite Promotion 10 11. 2S EARCH E NGINE R ELATIONSHIP C HART®Internet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion 12. 3S EARCH E NGINE R ELATIONSHIP C HART®Internet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion 13. 13 Google: O M k i tool to reach N markets G l One Marketing l hkQuote di Mercato Google nei vari paesi – Marzo 2011*Quote di Mercato Google nei vari paesi Marzo 2011* Internet Marketing &Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reservedwww.BruceClay.com • (866) 517-1900 www.BruceClay.itWebsite Promotion 14. 14 http://www.youtube.com/watch?v=uFzoM59bIQ8HOW DOES GOOGLE ADWORDSWORKS… Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 15. Organic R kiOi Ranking: if you are relevant > you are visible l i iblInternet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion15 16. Internet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion 17. Why SEO ?The goals of most SEO programs is to assistclients in their internet marketing efforts:Ranking (everybody wants to be in page 1)Highly Targeted TrafficConversion and RevenueReputationBranding Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 18. Why Page 1 mattersClick Through Rate by Position in Google: gyg78 % of all clicks are organicPosition 1 gets +/- 42% of all clicksTop 4 positions get 68% of all ClicksThe only time People go over page 1, iswhen they search their own content… hh h h iInternet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reservedwww.BruceClay.it 19. DOES GOOGLE INDEX IMAGES?VIDEOS?Internet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion 20. Universal Search increases SEO complexity Universal Search (Images, News, Video, Maps, etc) is i BIG and makes SEO t dk tougher hInternet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reservedwww.BruceClay.it 21. DOES GOOGLE KNOWS WHEN YOU SEARCHInternet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion 22. Focus on GoogleFocus on Google:gGoogle is market leader in Italy with more than90% of shareGoogle has at least 64% of market share in allbiggest world economy ( expect China & Russia)What is the most searched word in Bing andYahoo?Y h ? ….Keep in mind that Your brand is what isshown by Google in page 1, NOT what yousay it isInternet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reservedwww.BruceClay.it 23. Branding on Google – Instant Search for ENEL Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 24. Branding on Google – Blue Chip Company Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved www.BruceClay.it 25. SUM-UPSUM UPGOOGLE HAS BECOME A “MUST” MARKETINGTOOL FOR ANY SMART COMPANYIF YOU TAKE ADVANTAGE OF GOOGLE GLOBALREACH, YOU CAN GROW YOUR DOMESTIC &REACHINTERNATIONAL BUSINESS !IF YOU’D LIKE WORKING IN SEARCH MARKETINGENGINE IN ITALY OR ABROAD CONTACT ME!Internet Marketing & Internet Marketing Optimisation© 2011 Bruce Clay ILS All Rights Reserved2009 Clay, Inc. All Rights Reserved www.BruceClay.com • (866) 517-1900www.BruceClay.itWebsite Promotion