International Search Summit Oslo (2)

After the first part of the Summit we are back in Oslo for the 2nd part.

The second part of the International Search Summit in Oslo hosted by WebCertain, the leading international search marketing specialists, starts with a case study:

Gard Jenssen from Seobra.no,
shows us “How to use SEO for B2B sales support internationally”. Gard
was VP Product Development at Yahoo! Europe, VP Product at Kelkoo, National Expert at European Commission in charge of the
EC’s first web site, Chief Development Editor at Origo.no (Telenor Media) and created the first version of the Norwegian Government’s web site in 1994.

His session discusses the Search Journey, starting with the user’s intention and search, looking at the results and finding and buying. Particularly the B2B sector he points out are “professional buyers” and do thorough research. Often their product search is very “long tail”. So in order to attract any visitors to your site, you need to make sure you have a good keyword strategy and using AdWords for “learning” and for leads. A good strategy is always to run some AdWords to see which keywords are converting and then use them for PPC as well as SEO.

Gard uses his client never.no as a case study and how he improved their campaigns. Very impressive results for a B2B client!

Following up from Gard is Kristjan Mar Hauksson from Nordic eMarketing. He presents a case study on “What you need from an CMS to make it SEO friendly?”.

A “crawlable” CMS is key:

– overcoming indexing barriers
– relevant, good HTML/xHTML
– accessibility
– site and information architecture
– content, right keywords
– links, in and out!

Jens Peter Nielsen from Dynamic Web has a very interesting case study about “Assisting clients with multiple domains using a CMS platform to reach its global potential in search”.

Jens has over 10 years experience in the industry and his case study about company having 120 stores in 45 countries. The main challenges were:

– 40 languages
– over 200 domains and its domain structure
– adjusting the CMS
– 301 redirects
– 404 error pages

The results for his clients, after 27 weeks, he is looking at:
– 30% increase in visitors
– 25% more visitors from search engines

Off for a networking lunch now. The audience here in Oslo is very high calibre. International Search Marketeers from leading Scandinavian companies that run international campaigns and work on multilingual search marketing projects.

Don’t forget, the next MUST ATTEND event for International Search Marketeers is taking place on the 14th of May 2009 in the British Library in London.

Early Bird Discount of £345 is available until end of March 2009!