1. Find what you search for!
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2. Understanding Search
Owned
Earned and
Shared
On Page SEO
Social Media
Off Page SEM
Paid

3. Search Engine Marketing
SEARCH
Search Engine Optimization (SEO) Search Engine Marketing (SEM)
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4. 1 Results Page, 2 Ranking Algorithms
PAID SEARCH - SEM
PAID SEARCH – SEM
ORGANIC SEARCH - SEO
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5. Visibility
Visibility = placement
Placement 1 - 100%
Placement 2 - 100%
Placement 3 - 100%
Placement 4 - 85%
Placement 5 - 60%
Placement 6 - 50%
Placement 7 - 50%
Placement 8 - 30%
Placement 9 - 30%
Placement 10 - 20%
The ”golden triangle” for Search – NB placement 1 is not always the most desired placement.
Visibility is given by the placement and the placement creates the desired effect!

6. Push strategies … creates pull
PUSH
WWW Consumer
PULL

7. Integreret Marketing Communication
• Search needs to be
integrated in the
overall marketing
Print communication
• Budget allokations
adjusted for periods
with peek interest
when other channels
Digital do their magic
• Ad copies having the
Broadcast same expresion as
the rest of the
TV / Radio campaign
communication
• This approach will
Search pick up the interest
created in other
channels

8. Understanding organic search
OFF PAGE SEO
Link popularity and
High rankings
reputation 55%
Technical
Content 30%
15%
Foundation
ON PAGE SEO

9. Optimize the investment
Turnover
Preliminary
Optimize
Investment
20 % 20 %
Reinvestment Reinvestment
Optimize Turnover

10. Thank you
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