07.12.06
SES Expo: European Search Marketing Case Studies
You will find below my notes about the closing conference I attended on Nov. 29th.
European Search Marketing Case Studies
This session wraps up the conference with real-life examples from firms that have deployed successful search marketing campaigns throughout France and Europe.
Moderator
Chris Sherman, Executive Editor, SearchEngineWatch.com President of Searchwise
Speakers:
Sara Andersson, Search Strategist Europe, Global Strategies International
Anders Hjorth, Research and Production Director, Relevant Traffic Europe-wide
Sara Andersson talked about the SEM campaign her company - Global Strategies Int’l - worked on for all IBM web sites.
With IBM, a lot of internal people were involved in the SEM campaign, which made it a bit more complex (see also my notes about SEM campaigns and marketing).
They started out with only 10,000 pages indexed in Google, and they ended up with more than 12 million indexed pages in Google today. The first main change was to replace every image with text. You should avoid using images for page headers and things like that.
The following changes occurred for all 85 countries covered by IBM: avoid using acronyms (especially in pages titles), change images to text, add more relevancy in content and links, etc.
Anders Hjorth talked about the changes his company: Relevant Traffic Europe-wide worked on for Manpower, but he talked pretty briefly. It was interesting to mention that the people in charge of the SEM convinced writers to make changes (in content, style, etc.) by showing them how their work would be more visible, and also more visited, if the site was indexed in a better way.
That’s about it for my notes about the SES Expo I attended in november 2006. It was actually a very interesting expo with various subjects, the only bad thing I’d say is that it’s a good idea to attend this expo with another person because by yourself you get bored easily during the long breaks between sessions. Thanks to my Sony MP3 Walkman. 
