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Search Engine Marketing Lecture

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Lecture on SEM

Lecture on SEM

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Search Engine Marketing Lecture Search Engine Marketing Lecture Presentation Transcript

  • Introduction to search engine marketing… Credits: This picture: martin.canchola Slides: Jon Jognerud Sara Robbins Jonathon D. Colman
  • Why is search important?
    • Why we focus on search engines:
    • Portions of user base can view your website
    • FOR FREE! * *(if done right, also targeted = conversion)
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  • Organic is top of show! Enquiro / marketingsherpa
  • Trends in search : Search 1.0
  • Trends in search : Search 2.0
  • Search 3.0 Universal search
  • Local Search
  • Vertical Search
    • Blog Search
    • Book Search
    • Catalogs
    • Code Search
    • Directory
    • Finance
    • Images
    • Local/Maps
    • News
    • Patent Search
    • Product Search
    • Scholar
    • Video
    • Web Search
    • Vertical Search Opportunities in Google
  • Opps/threats – Good SEO Matters!
  • Some facts about Google …. Photo credit: Yodel Anecdotal
  • How do search engines work? Really RESULTS
  • 1. New web site is posted, linked to, or has its content altered
  • 2. SE’s spiders crawl the page
  • Skims text, image descriptions, meta data, page titles, and URL
  • Follow links, count links in and out
  • 3. Index key terms, count word frequency Search Wiki Engine SEO SEM Web Keywords: Words that are used by search engines to determine the topic of a given web page.
  • 4. Weight algorithm This Page Other Pages
  • 10 Tons 9 Tons 8 Tons 6 Tons Sites are ranked according to their key term rank PageRank!!
  • What are we searching for?
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  • Source: http://www.southern-highlands-accommodation.com/berry%20picking.jpg Information foraging & berry picking ….
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  • Assignment 5
    • Create an SEM strategy map using the . This map will:
    • Be for a real organization (of your choosing)
    • Contain an online competitor SWOT-analysis
    • Outline an actual SEM strategy the organization can implement
    • Contain a keyword research
    • Contain recommendations on PPC budget
    • Contain recommendations on link building and (web) development
    • Contain recommendations on SEO tactics (advice)