Your SlideShare is downloading. ×
Search Engine Marketing
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Search Engine Marketing


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Search Engine Marketing İlker Dalgıç Ali Elaidi Merve Günay Melis Onay Özgün Özdede Can Özenç 26/05/08
  • 2. Outline
    • Brief History
    • SEM
      • SEM Methods
        • SEO
        • Paid Placement
        • Paid Inclusion
      • SEM Campaigns
      • Why SEM
    • Google
    • Yahoo!
    • Social Bookmarking
    • Other Search Tools
    • References
  • 3. Brief History
    • chaos
    • exact address
    • development of gophers
      • server-based collections of addresses
  • 4. World Wide Web
    • exploitation of hyperlinks
    • full-text searching
    • graphical browser
    • easy-to-use and highly interactive technology
    • Development of web search engines
  • 5. First Search Engines
    • WebCrawler --> 1st search engine
    • 1995 --> AltaVista & Excite
    • 1996 --> Advanced versions
    • 1998 --> Personalization
    • Free e-mail and free homepages as add-ons
  • 6. Advertising for Engines
    • inevitable
    • provides main revenue for search engine companies
  • 7. Search Engine Marketing (SEM)
    • form of internet marketing
    • promoting websites
    • increasing visibility
    • What is Search Engine Marketing?
  • 8. Why Search Engine Visibility Is Important?
    • Search Engine Optimization is a powerful online marketing strategy
    • Understanding how the search engines work
    • How your target audience searches
    • How best to design your site
  • 9. Why Search Engine Visibility Is Important?
    • Search engines rather than banner ads
    • 28% of consumers go to a search engine when looking for a product to purchase online (Jupiter Media Metrix)
    • Over 300 million searches per day
    • Other ways: print, tv, radio, banner ads, word of mouth...
    • Maximizing search engine visibility= powerful and cost-effective part of online marketing plan
  • 10. SEM Methods
    • search engine optimization
    • paid placement
    • paid inclusion
  • 11. Search Engine Optimization (SEO)
    • Improving volume&quality of traffic to a web site through search engines
    • Natural search results
    • Targeted keywords
    • Higher ranking=more visitors
    • SEO Cartoon Quiz
  • 12. Internal and External SEO
    • If you have site search engine, how well your own pages show up in your own results indicates the effectiveness of your internal seo
    • How well your pages show up in the search engines(Google, Inktomi, AltaVista,etc) indicates the effectiveness of external seo
  • 13. Internal and External SEO
    • You can compare with site search engines
      • What people are typing into the search engines to find your type of site
      • What people are typing into your site search engine after they have arrived
    • If your site has its own search engine:
      • Most popular searches (top search results)
      • Least popular searches
      • Searches that yielded no results
      • Percentage of searches with no results
      • Searches that yielded results but no click-throughs
  • 14. Search Engine Optimization Strategies
    • Text component
    • Link component
    • Popularity component
    • Building a search engine-friendly web site
    • Building a customer-friendly web site
      • Building the ste based on words your audience types into search queries
  • 15. Popularity Component
    • Credible web sites usually link to pages with valuable information
    • A site’s end users tend to use the same web site over and over again because the information is relevant
    • Link popularity
      • The number and quality of links pointing to that web page
    • Click-through popularity
  • 16. Building a Search-Engine Friendly Web Site
    • Search engine spiders/crawlers
    • Keyword positioning
      • Position your business
        • Cigars or Premium Cigars?
        • Should focus on 70% of business, or 30% of business?
      • Geographical positioning
        • Real estate (but where? – Istanbul, Ankara, Athens?)
      • How to look for keywords?
        • 1 st think like a customer
        • 2 nd ask: Wordtracker , SEOChat , etc…
  • 17. Building a Search-Engine Friendly Web Site continued …
    • Get technical…
      • HTML Text rules
      • Sitemap is a MUST
  • 18. Building a Search-Engine Friendly Web Site continued…
      • Avoid
        • 1 – Flash (or should you avoid?)
        • 2 – Text in pictures
        • 3 – Splash pages
      • Submit your site to the search engine!!!
        • Google Webmaster Tools
        • Yahoo! Site Explorer
      • Track your progress (with a web analytics program)
        • Google Analytics
  • 19. Building a Search-Engine Friendly Web Site continued…
    • 4 C’s:
      • Content
        • Updated? Satisfactory? Got keywords?
      • Code
        • HTML code lean? Easy to browse/access?
      • Credibility
        • Who references you? Got any links from the sector leader?
      • Conversion
        • Got any B2B deals? Banner/link exchange?
  • 20. Building a Search-Engine Friendly Web Site continued…
    • Things to ask your webmaster/SE optimizer
      • What type of guarantee will you give me?
      • Will you work with my competitors?
      • How much work is expected of me?
      • Do you have any references/case studies?
    • Cheating?
      • Always update & refresh
      • Design for humans, not search engines!
  • 21.
  • 22. Pay-for-Placement
    • Pay-per-click  charged for every click
    • Predicting target market
    • Bidding on keywords and ranking
    • Sponsored ads next to normal search engine results
    • Search engine guarantees top positions in exchange for payment
  • 23. Pay-for-Placement (Cont’d)
    • Pay-for-placement search engines have distribution networks
    • Paid placement advertisements are marked on partnered sites as “Featured Listings”, “Sponsored Links”
    • Participating in pay-for-placement programs can get expensive
  • 24. Pay-for-Inclusion
    • Beneficial for search engine marketers and web site owners:
      • Their web pages will not be dropped from a search engine index
      • Any new information added to web page will be reflected in the search engines quickly
    • Does not guarantee that the pages appear in top positions
    • Web page cannot rank if it is not included in the index
    • Fee to include in search index
    • An exception  Google
  • 25. PPC Compared to SEO
    • PPC
      • Instant implementation
      • Reliable
      • No disappearing ads
      • 62% of searchers are unaware of the difference between paid for and organic results
      • Pay for each click
      • Can be ignored
    • SEO
      • No costs for clicks
      • No financial investment required necessarily
      • Best placement spots are for results
      • Huge increase in traffic and sales
      • May take time to obtain good organic ranking
      • No guaranteed method
      • Disappearance of the web site in the results
  • 26. Example of SEM Process
  • 27. Why SEM?
    • high usage of search engines
    • increasing level of Internet marketing
    • competion
    • brand awareness
    • website visibility
    • update frequency
    • proactive  immediate returns
    • cost effectiveness
  • 28. Why SEM?
    • Statistics:
      • 85% of all new visitors will reach you via leading search engines
      • 55% of online purchases originate from search engine traffic
  • 29. High Usage of SEM
  • 30. Cost Effectiveness
  • 31. Better Sales in SEM Campaigns
    • In traditional print ads companies pay for the number of people who are supposed the see the ad
    • With pay-for-click program such as Google’s AdWords or Overture, companies pay the search engines per click on their ads
  • 32. Better Sales in SEM Campaigns
    • Step 1: Describe a real feature or benefit
      • “ Save 20% on your next purchase of printer paper”
    • Step 2: Give incentives
      • price discount or an added value bring in additional targeted traffic to a site
      • offer a free service if they buy right away
  • 33. Better Sales in SEM Campaigns
    • Step 3: Appealing to a specific market
      • Different and separate ad listing for each keyword in ad campaign
    • Step 4: Offer a competitive advantage
      • Ad listings should convey a unique and distinctive message
    • Step 5: Create a sense of urgency
      • “ why they need to click on your ads now instead of later”
  • 34. Better Sales in SEM Campaigns
    • Step 6: Integrating keywords
      • Include keywords in ad listings
    • Step 7: Call to action
    • Step 8: Monitoring results
      • Web analytics
      • 12 Search Engine Marketing Campaign Mistakes To Avoid
  • 35. Foreign Languages
    • If your site is written in English: automatically is submitted to English-speaking, country-specific search engines
    • If the target audience extends to non-English speaking countries, need to modify the web site
    • Purchasing country-specific domain names
    • Creating unique web sites for each targeted country
  • 36. Foreign Languages
    • Creating subdomains or sub directories on a single main site
    • Example: fictional Organic Tea company
      • (U.S.)
      • (France)
      • (Germany)
      • (United Kingdom)
  • 37. Which Search Engine?
  • 38.
  • 39.  
  • 40. Foundation
    • Sergey Brin and Larry Page were both students at Stanford University.
    • Larry Page was the first one to initiate Google as a research project in January 1996, then he was joined by Sergey Brin.
    • The hypothesis was that a search engine which related the websites among each other could perform better.
    • Main point was to rank the websites according to the number of times the search term appeared on a website.
    • Original domain was
    • was registered in 1997, and the company was founded one year later at a friend’s garage.
  • 41. History
    • In 2000, Google started to sell advertisements related to the search terms.
    • Google charged customers with 0.5$ per click.
    • Advertisements were text based to avoid clutter, and to maximize the loading speed of these pages.
    • Name originated from misspelling of the word “googol”, and this word means 10 to the power of 100.
    • The verb “google” was added to Merriam Webster Collegiate Dictionary and Oxford English Dictionary in 2006.
    • 1. intr. To use the Google search engine to find information on the Internet.
    • 2. trans. To search for information about (a person or thing) using the Google search engine.
  • 42. History cont’d
    • The company recorded a revenue of USD$ 10.492 billion in 2006 fiscal year.
    • Google had 53.6% market share in search engines in 2007.
    • Google technique was also implemented in Gmail service, and advertisements were displayed according to the email subjects and their contents.
    • Google has also been very popular mainly because of its simple design and ease of usage.
    • Changes in the shapes of letters of Google in the main page, (for example: a Turkish flag instead of L on 29 October) also made it more user friendly, and created an emotional bond.
  • 43.
    • Search Engine Optimization - Optimizing For Google
    • Domain Names & Search Engine Marketing
  • 44.  
  • 45.  
  • 46. Foundation
    • Jerry Yang and David Filo were both Electrical Engineering graduate students at Stanford University in January 1994.
    • In April 1994, “Jerry’s Guide to World Wide Web” was renamed and the famous Yahoo! website was founded.
    • The name “Yahoo” comes from Gulliver’s Travels, and it means “rude, unsophisticated, uncouth”
    • Original domain was,
    • At the end of 1994, Yahoo! had 1 million hits and this resulted in the incorporation Yahoo!
    • Exclamation mark was added because there was a knife producer named Yahoo.
  • 47. Yahoo!’s Growth
    • Main purpose of search engine companies was to create portals and make customers stay in that portal as long as possible.
    • Yahoo! acquired Rocketmail, turned it into Yahoo! Mail.
    • Acquired turned it into Yahoo! Games.
    • Acquired Geocities
    • Acquired eGroups and turned it into Yahoo! Groups.
    • Launched Yahoo! Pager, and Yahoo! Messenger.
    • During the bubble Yahoo! stocks became all high priced stocks in Japan, and American stocks.
    • E-Bay, and Yahoo! have formed a marketing/advertising alliance in 2006.
  • 48. After the Growth
    • Yahoo! was one of the few companies that survived after the bubble burst, and on September 26,2001 Yahoo! experienced 5 year low stock price.
    • Yahoo! formed partnerships with several communication companies to be able to compete in the market, but Google’s rapid growth was making everything harder for Yahoo!
    • When Gmail was released, Yahoo! increased the mail storage limit from 4MB to 1GB. Which then became unlimited in 2007.
    • In 2006 Yahoo! purchased Flickr, the famous photo sharing service.
  • 49. Advertising in Yahoo!
    • Yahoo! also uses advertisement system based on the content of a page.
    • Yahoo! has launched its advertisement system in February 2007.
    • “ Advertisers will simply enter the keywords they want their ad to appear next to and the maximum price they are willing to pay for a click. The most significant option will be to specify a certain geographic region in which the ads will be shown, a feature Google also offers. “ ¹
    • “ as advertisers enter each bid, they will see an estimate of how many clicks they will receive each day. More important, a graph will show how many more clicks they can expect for each increased bid.” ²
    • 1,2
  • 50. New Source of SEM : Social Bookmarking
    • Digg
    • Mixx
    • Reddit
    • Stumbleupon
  • 51. What is Social Bookmarking
    • Enables users to bookmark and tag websites on the internet
    • Content Sharing
    • New Source of SEM
  • 52.
  • 53. How to promote ?
    • Be:
    • Trustable
    • Popular
    • Proper
    • Active
  • 54. Road to being reliable
    • Add interesting , unique and non-commercial content
    • Try to get it from mainstream media
    • Never lie
    • Back up facts by citing
    • Put enticing titles
  • 55. Tips to be a good Social Bookmarker
    • Success: %40 content, %30 title, %30 presentation
    • Ensure the content is accessible and looks good in all major browsers and screen sizes
    • Always include eye catching pictures and images wherever possible
    • Break the content down into different sections and use headers
    • Avoid serving intrusive ads that get in the way of the all important content
  • 56. Other Search Tools
  • 57. Catalogues and Directories
  • 58. Virtual Libraries
  • 59. Metasearch
  • 60. Ethical Question
    • Relevance ranking or PPC?
    • Are the “normal” results actually ...
      • ...normal...
      • ...fair...
      • ...acceptable for the consumers?
  • 61. References
  • 62. References
    • Battelle, John., The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture .
    • Doubleclick, Performics 50 Search Trend Report
    • Frost, R. & Strauss, J. Marketing on the Internet . (1999). New Jersey: Prentice Hall.
    • Hock, R. Web Search Engines .(1999). New Jersey: CyberAge Books.
    • Silverstein, Barry., Business-to-Business Internet Marketing , 2 nd edition, Maximum Press, 2000.
  • 63. Any questions? Thank you...