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What is a Search Engine?
Definition: An internet-based tool that searches an index
of documents for a particular term, phrase or text
specified by the user. Commonly used to refer to large
web-based search engines that search through billions
of pages on the internet.
A Search Engine’s Goals & Objectives
Accumulate large index (database) of web documents
Provide relevant results to users.
Generate revenue thanks to paid advertising and
related business ventures that leverage large amount
What Search Engines Are the Most Popular?
The chart below shows the percentage of online searches done
by US home and work web surfers in July 2006 that were
performed at a particular search engine(Nielsen NetRatings)
10% 49% MSN
SEO - search engine optimization
SEO = Search Engine Optimization
Refers to the process of “optimizing” both the on-page and off-page
ranking factors in order to achieve high search engine rankings for
targeted search terms.
Refers to the “industry” that revolves around obtaining high rankings in
the search engines for desirable keyword search terms as a means of
increasing the relevant traffic to a given website.
Refers to an individual or company that optimizes websites for its
Has a number of related meanings, and usually
refers to an individual/firm that focuses on
optimizing for “organic” search engine rankings
What does a good SEO do?
Researches desirable keywords and search phrases (Google
Identifies search phrases to target (should be relevant to
business/market, obtainable and profitable)
“Cleans” and optimizes a website’s HTML code for appropriate
keyword density, title tag optimization, internal linking structure,
headings and subheadings, etc.
Helps in writing copy to appeal to both search engines and actual
Studies competitors (competing websites) and search engines
Implements a quality link building campaign
Monitors rankings for targeted search terms
Search engine marketing
Definition: SEM is the act of marketing a website via
search engines by purchasing paid listings
What are paid listings?
These are listings that search engines sell to
advertisers, usually through paid placement or paid
inclusion programs. In contrast, organic listings are
What are the benefits?
It gives companies the ability to:
Drive high quality customers to their website
Increase sales leads from customers looking for their
products and services
Build their brand online by communicating marketing
messages to their target audience
Increase their profile against their competitors
Target a global audience via international search
Be accountable with ROI tracking (SEM)
SEM: pay per click
PPC ads appear as “sponsored listings”
Companies bid on price they are willing to pay “per
Typically have very good tracking tools and statistics
Can set budgets and spending limits
Google AdWords and Overture are the two leaders
Why search engine marketing?
85% of all traffic on the internet is referred from a search engine
90% of all users don’t look past the first 30 results (most only view top 10)
Many websites aren’t even indexed, most are poorly optimized and get
very little traffic from the search engines
Clear and measurable Return On Investment
Operates under this assumption:
More (relevant) traffic + Good Conv. Rate = More Sales/Leads
SEO vs SEM
Search engine optimisation (SEO)
- no cost per click
Search engine marketing (SEM)
- cost per click
Difference SEO & SME
requires ongoing learning and experience to reap
•easier for a novice or one without much knowledge results
of SEO • very difficult to control flow of traffic
• ability to turn on and off at any moment • generally more cost-effective, doesn’t penalize for
• generally more costly per visitor more traffic
• easy to compete in highly competitive market • very difficult to compete in a highly competitive
• can generate exposure on related sites • can generate exposure on related websites and
• ability to target “local” markets directories
• better for short-term and high-margin campaigns • more difficult to target customers
• better for long-term and lower margin campaigns
Location based services
Definition: A location-based service (LBS) is an
information and entertainment service, accessible
with mobile devices through the mobile network and
utilizing the ability to make use of the geographical
position of the mobile device