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Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
Increasing Web traffic through Search Engine Marketing
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Increasing Web traffic through Search Engine Marketing

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  • Hi Ankit, thanks for this presentation, did you use maybe tools like Metrics11 to increase your site traffic and you have some insight/opinion?
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    Are you sure you want to  Yes  No
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  • 1. SEARCH ENGINE MARKETING
  • 2. Why Search Engine Marketing (SEM)?  As a way for traffic building to company’s webpage.  Building awareness  Optimizing online promotions  Is it same as online promotion activities?  Some terms  Cost per thousand impression (CPM)  Click through rate (CTR)  Conversion rate (CR)  Click stream (CS) Useful Link: www.hbsp.harvard.edu/multime dia/flashtools/webmetrics/index.
  • 3. The Difficult Battle for Web Traffic  Value and Scarcity  Online content, attention, and the Diamond-Water paradox  Novelty no longer generate traffic  Spending on traffic building
  • 4. Sources of Web Traffic  Branding Choices  Affiliate Program  Online Promotion  Banner Advertising  Mass Media Advertising  WOM  Publicity  Search Engine
  • 5. Traffic Volume and Pattern  Typical Visit Pattern  Wine glass plot tool  Star-field tool
  • 6. Wine Glass Pattern
  • 7. Wine Glass Pattern
  • 8. Star-field tool
  • 9. Star-field tool
  • 10. Traffic Volume and Pattern  Typical Visit Pattern  Wine glass plot tool  Star-field tool  Cost per action
  • 11. Cost-per Action
  • 12. Traffic Volume and Pattern  Typical Visit Pattern  Wine glass plot tool  Star-field tool  Cost-per Action  Web Visibility and Competitive Analysis
  • 13. Web Visibility and Competitive Analysis
  • 14. Traffic Building Goals  Best traffic with least cost  Maximize profit  Short-term  Long-term  Minimize cost-per action  Maximize actions
  • 15. Maximize Profit  Customer lifetime value vs. unified visit value  Acquire traffic as long as cost per visit is less than unified visit value.  Spent on traffic sources that maximize the difference between unified visit value and cost per visit.
  • 16. Minimize Cost-per Action  A certain no. of new visitors  A certain no. of new registered users providing email address  A certain no. of visitors enquiring about a product  A certain no. of new customers  A certain no. of returning customers
  • 17. Maximize Actions  Online promotional / engagement activities  Online / social networks site polls / quizzes
  • 18. Search Engine Marketing  Site Optimization (Search Engine Optimization)  The power of “Above the Fold”  Search Engine Awareness  Use Meta-Tags to Flag Important Concepts  Structure website Content  Keyword density  Cultivate External Links  Inline links
  • 19. Keyword Advertising Evaluation  Step 1: Identify possible keywords  Review weblogs  Keyword length (1/2/3/4 words)  Step 2: Expand the list  E.g. Google adwords keyword tool  Step 3: Testing keywords  Keywords and their corresponding CTRs and CRs  Step 4: Bid, trim and track  Bid-based listing  CTR based listing

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