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Old 10-28-2004   #1
GlobalSEO
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Search Marketing in Scandinavia -- Live from SES Sweden

Mikkel opened the session and introduced the panel all based in the Scandinavian area.

Elisabeth Trotzig from IRM offered an overview of the Scandinavian advertising market. She mentioned that 75% of the Swedish population read newspaper every day and while online advertising is growing rapidly only 6.6% of Swedish advertising budgets are spent on the internet

Internet Advertising in Q1 & Q2 2004 reached 600 million SEK mainly in the form of banner ads, online catalogs, yellow pages and directories. She estimates that only 5.2% of the Internet advertising spend is spent on search activities.

Elizabeth went on to report that paid placement ads have enjoyed a 260% increase in ad spend over last year. This has been on the back of an 8% decline in directory advertising and print advertising.

IRM is forecasting double digit growth online while the offline media market in general will only grow by 3.2%

Additional information is available on their site at: www.irm-media.se

Kim Fredrickson of Danish Advertising company AddVisors provided commentary on the Danish and Scandinavian search markets based on his 6 years of experience in the market.

Kim indicated that the biggest problem they face is that SE's don't understand how Scandinavian languages work. He did not elaborate more about a specific problem. He did not think anything would change in the near future since the entire population of the Scandinavian region 24 million was less than the entire population of California of 35.5 million.

Keyword research is a problem in the region since there are not any tools available. Typically Scandinavian SEOs use English words then translate them into the local languages then use their experience to extrapolate opportunity.

Another problem that was addressed was the search engines and the randomness of their choice of “default” language. The default language varies by search engines – some default to Danish language, some to Denmark and others to the Global database. This is problematic for site owners since some are not based in a Scandinavian country or using a local top level domain.

Kim’s recommendation was to make sure you are listed in the local version of DMOZ and any other local directory, reputable link exchange and press released to the local media.

Jan Renche -- Destination Stockholm -- gave the same presentation as yesterday in the “Doing it In-house or Outsource" session.

Google Scandinavia [did not get name] indicated they has just opened an office in Stockholm and was looking forward to meeting everyone.

Just set up office in Stockholm --
Don't know how many will select a specific country. Issues with default language -- in Sweden defaults to Global search + local results from Enrio

Christer Peterson from Enrio Sweden gave an overview of Enrio which is more of a portal/directory with local content as well as global content from Google. They indicated that Enrio is becoming more popular in Scandinavia.



Q: How should we do keyword research in Scandinavia? The engines suggested that the advertiser work directly with their ad sales rep at the various search engines. The rest of the panel agreed the lack of tools was a problem.

Comment: One audience member wanted to clarify that In Sweden there are many "search" vehicles available but many of them are "bundled" under the online advertising category or directory advertising in the case of search based internet yellow pages. If these were aggregated into the search statistics the number would be higher.

Panel Response: Search is still very small in the Scandinavian market relative to other parts of the world. However, Swedish companies are using SEM techniques more often and are currently the fasted growing advertising vehicle. The SEM spend is coming at the expense of offline and direct marketing budgets rather than cannibalizing interactive budgets.

Q: Payment models -- currently there are only CPC or CPM but what about CPA?
A; The search engines indicated they are looking into this option while others indicated they have a few advertisers who are doing CPA ads and they can do them on a case-by-case basis.
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Old 10-29-2004   #2
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Great coverage Bill. It was an honor and privilege to meet you in person.
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Old 11-07-2004   #3
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One of the most interesting things I noticed about Jan Renckes great presentation was the fact that he have managed to build a 45 million (SEK - approx $6 mill) business with a very large part coming from search engines withou doing anything but very basic SEO. Jan actually said that he did not think they did ANY SEO at all - just basic good practise for online publishing. Nothing fancy. And, this is within the travel industry! Amazing.

I think many companies still forget how far they can get with very simple improvements. What about just getting indexed? Search engines still only cover a fraction of the web and most websites only have some, if any, of their pages indexed. Just getting indexed, having unique titles, keyword rich content and all the basics can make make a world of a different and set your company apart from the majority.
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