Why Search Matters - Module 2 - Marketing in the Digital Space - Garima Jain on InsideIIM.com

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InsideIIM Career Learning presents to you a course on Marketing in the Digital Space by Garima Jain. This is the second module that talks about why 'Search' matters. It covers SEO and SEM and tells …

InsideIIM Career Learning presents to you a course on Marketing in the Digital Space by Garima Jain. This is the second module that talks about why 'Search' matters. It covers SEO and SEM and tells you about various tools and metrics.

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  • 1. Marketing in Digital Space Garima Jain Module 2: Why Search Matters – SEO/SEM
  • 2. Why Search Matters Search is fundamentally flawed. ©Garima Jain Source: Kevin Walsh, iProspect
  • 3. PageRank ©Garima Jain • Determines the importance allocated to a webpage by the search engine • It depends on 2 factors: •Qualitative •Quantitative • Check your PageRank http://www.prchecker.info/
  • 4. SEO vs. SEM ©Garima Jain
  • 5. SEO vs. SEM ©Garima Jain SEO SEM Media Type Organic Paid Definition Traffic due to code & content optimization Traffic due to bidding on keywords Cost Notionally “free” Based on marketing spend Speed 6-8 weeks 20 minutes to 10 days Importance 70% of searchers click on organic results 30% of searchers click on organic results
  • 6. SEO ©Garima Jain When you see this…
  • 7. SEO ©Garima Jain …search engine sees this!
  • 8. SEO – Tips & Tricks ©Garima Jain 1. More Links 2. Metadata 3. Keywords 4. Page Titles 5. Updates
  • 9. SEM ©Garima Jain • What if InsideIIM bids for “restaurants in mumbai” ?
  • 10. SEM ©Garima Jain Depends on: • Quality Score • Bid & Budget
  • 11. Tools ©Garima Jain 1. Keyword Research Tools Example: Google AdWords Keyword Tool 2. Search Analytics Tools Example: Google Analytics 3. Link Analysis Tools Example: Yahoo! Site Explorer 4. Competitive Research Example: Compete.com Search Analytics (paid) Google Trends & Google Insights (free)
  • 12. Metrics ©Garima Jain Keyword Searches
  • 13. Metrics ©Garima Jain Keyword Searches Impressions
  • 14. Metrics ©Garima Jain Keyword Searches Impressions Clicks
  • 15. Metrics ©Garima Jain Keyword Searches Impressions Clicks Bounce Rate
  • 16. Metrics ©Garima Jain Keyword Searches Impressions Clicks Leads Bounce Rate
  • 17. Metrics ©Garima Jain Keyword Searches Impressions Clicks Sales Leads Bounce Rate
  • 18. Metrics ©Garima Jain Keyword Searches Impressions Clicks Sales Leads Bounce Rate Dwell Time
  • 19. Metrics ©Garima Jain Keyword Searches Impressions Clicks Returning Users Sales Leads Bounce Rate Dwell Time
  • 20. Metrics Example ©Garima Jain “IIM Admission” searches = 1000 Impressions = 500 Clicks = 10 Bounce Rate = 20% Dwell Time = 4 min 30 secs 2% 2 8 Page Views = 3.5
  • 21. Metrics Example ©Garima Jain Cost CPC = 3 Total Spend = CPC * No. of Clicks = 3*10 = Rs 30 Content Consumption Time spent on website = Dwell Time/person * No. of visitors = 4.5 * 8 = 48 minutes Page Views = Page Views/Person * No. of visitors = 3.5 * 8 = 28 page views
  • 22. Thank you! ©Garima Jain