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Worldwide SEO - Insight into Online Marketing in Turkey29th October 2008 12:18 pm As part of Hit Search’s worldwide SEO focus today’s spotlight is on Turkey. The Search Engine Marketing market in Turkey is young but is growing at an steady rate and given Turkey’s blend of East meeting West Hit Search have decided that it would be interesting to give an insight into the online marketing sector in Turkey.
Hit Search have teamed up with our good friend Ernur Kaya from Hiberka to talk about all things “Arama Motoru Optimizasyonu”, “Arama Motoru Pazarlama” and “Tıkla Öde” in Turkey! Below is our interview with Ernur Kaya - Can you tell the readers of the Hit Search Blog all about your company? HiBErka founded in 2000 as a web design and development company. We did several projects but following to big economical crisis in Turkey on 2001, we gave a break for 3 years and returned to the market as a web based application development company. Our first project was E.G.G. Yachting Online Yacht Reservation system which currently used by 163 agencies in 76 countries. Several other projects followed to this one like Konda Research and Consultancy which number one public survey company especially specialized on politics, culture, ethnicity. We do collect all the survey data from all the cities of Turkey and make it usable for statistical purposes. Our software made a great success in last elections and we managed to guess the results with only 0,1% difference. Since 2006, we also added internet marketing products to our services and working with several customers for this purpose. We also to make public and corporate trainings to give to improve their usage of internet in marketing activities. What topics do you cover during your SEO training? We have 2 types of trainings: Public and Corporate ones. In public ones, usually it is one day long and it gives a brief vision about Search Engine Marketing. 2/3 of the time, we spend the marketing part of it not only technical details. Try to explain the “reasons” and “results” while showing more than 100 real web pages. So our trainings are a lot more real world experience then just a PPT presentation. Because of that we call them “workshop” not “training”. Following to reasons and results part, we develop a web site together and show them what all that marketing details are for: http://www.bostancianaokulu.com In corporate trainings, we try to focus on the market that our customer works. Try to get almost all samples from their or competitors web sites. Also work on some cases they already have. Last training is about Adwords. We try to explain the techniques, tips and some more details about using Adwords and try to give them a working style to get more performance with same budget, they already spend. What are the main search engines in Turkey? And what browsers are the most popular in Turkey? Google rules :) Unfortunately there is no Turkish search engine so the options are limited with only the global ones with Turkish interface. This leaves Google alone in the market. Because of it is simple and their local office, Google really supports Turkish which gives Turkish internet users a comfortable experience. Also Google is the only SE that gives sponsored link service (Adwords) in Turkey so this also makes them the favorite SEM tool in Turkey. On the other hand, we know that Yahoo hired the first employee for local office and in near future, the competition will be higher but I don’t see any serious danger for Google in near future. Do Turkish Online Marketers look towards the UK and USA search market? If so what resources do you use? Unfortunately online marketing is still a newly born baby in Turkey. The main problem is, almost all marketing agencies in Turkey push alternative methods just for economical reasons. As you know, online marketing is the cheapest method with highest ROI. So if you are a “great” marketing agency then you must be very expensive. Let me share a true story with you: One of my friends is working for an multinational company and they decided to found a new web site for their new product. During the discussions with their marketing agency, the best idea that they came up to promote the web site was making tours with cabriolet cars with full of beautiful models who are wearing sexy shirts with web site address is printed on them. As a result companies in Turkey do think online marketing is “cheap” and using it makes their brand “cheap” too. Can you give three aspects of the your company that gives you “stand out” from similar companies in your marketplace? The market is very small in search engine marketing and most of it controlled by young freelance people. So the first aspect of HiBErKa is being a real company with professional manner. Second aspect might be our training activities. Trainings give us a great knowledge about other people’s experiences so we can use them for other cases. Last one is, even though we are not the cheapest company but we don’t lose customers because of the service level, they are happy to pay us. How does the company view Search Marketing? And is it a major aspect of your marketing mix? We use several methods for marketing but online methods are 90% of our marketing budget. We can’t sell something that we don’t use, to the others. How can you explain the term SEM? What is the difference between SEM-company and SEO- company? I do prefer to call my company as a SEM-company rather than SEO-company, because we do believe that online marketing is a one big system contains several legs and SEO as a part of SEM, is just one of them. We do give whole services together in SE system, SEO, PPC, content network management and so on. If SEM is a big war, SEO is the strategy to win it. But you always need side tools like PPC and banner management to win some battles. Who would you say are the biggest sites for Social Media in Turkey? Youtube has also great success but some videos caused Youtube to be banned by court for periods of time so it lost its first attraction but there are lots local alternatives for video sharing like www.akilli.tv , www.pikniktube.com , www.izlesene.com On the other hand, Facebook is still a real phenomenal case in Turkey. We are 4th in the world following to US, Canada and UK. Given your business have you some significant success stories. Do you have any to share? We developed a web based tool which integrated into TTNet’s system, helps users to optimize their web sites which are developed by the site builder application of TTNet. Same tool also send us necessary registration info from CMS of TTNet and we add these domains to SEs and directories. It is a very hard and busy work but we do it in a very smooth way. The target is more then 10.000 web sites by the end of Q2.2009. What are your projections for SEM market in Turkey for the following years? As I mentioned in previous questions, it is still a small baby which is currently handled by incompetent hands. But companies like HiBErKa will help to Turkish internet community to understand benefits of SEs other than just surfing. One day which very soon, Turkish market will take off and close the gap between western countries. Can you give 3 PROS and CONS of doing SEO business in your country? Cons : Pros : Interview conducted with Ernur Kaya | Hiberka Turkey. Find out more about the great work Hiberka do in Turkey by visiting http://www.hiberka.com/ Would you like to drive traffic not just from you local market but from all over world? If the answer is YES, contact Hit Search, Search Engine Optimisation and Pay Per Click specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Leave a ReplyOther Related Stories That May Be Of Interest:
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