Search Engine Marketing Lecture

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Lecture on SEM

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Search Engine Marketing Lecture

  1. 1. Introduction to search engine marketing… Credits: This picture: martin.canchola Slides: Jon Jognerud Sara Robbins Jonathon D. Colman
  2. 2. 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)
  3. 3. Organic is top of show! Enquiro / marketingsherpa
  4. 4. Trends in search : Search 1.0
  5. 5. Trends in search : Search 2.0
  6. 6. Search 3.0 Universal search
  7. 7. Local Search
  8. 8. 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
  9. 9. Opps/threats – Good SEO Matters!
  10. 10. Some facts about Google…. Photo credit: Yodel Anecdotal
  11. 11. How do search engines work?
  12. 12. 1. New web site is posted, linked to, or has its content altered
  13. 13. 2. SE’s spiders crawl the page
  14. 14. Skims text, image descriptions, meta data, page titles, and URL
  15. 15. Follow links, count links in and out
  16. 16. 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.
  17. 17. 4. Weight algorithm This Page Other Pages
  18. 18. 10 Tons 9 Tons 8 Tons 6 Tons Sites are ranked according to their key term rank PageRank!!
  19. 19. What are we searching for?
  20. 20. Source: http://www.southern-highlands- accommodation.com/berry%20picking.jpg Information foraging & berry picking….
  21. 21. 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)

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