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Search Engine Marketing

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  • 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
    http://www.phoenixonesales.com/semwhatwedo.html
  • 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?
    • “ CONTENT IS KING”
      • Always update & refresh
      • Design for humans, not search engines!
  • 21. http://www.avangate.com/seo-services/
  • 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 http://www.netconnexion.com/search-engine-marketing-toronto.htm
  • 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 http://www.finkernet.com/sem/sem-statistics/
  • 30. Cost Effectiveness http://www.finkernet.com/sem/sem-statistics/
  • 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
      • www.teasorganic.com (U.S.)
      • www.teasorganic.fr (France)
      • www.teasorganic.de (Germany)
      • www.teasorganic.co.uk (United Kingdom)
  • 37. Which Search Engine? http://www.ppcmanagementconsulting.com/services/search_engine_optimization.htm
  • 38. http://www.p21.com.au/search_engine_optimisation.aspx
  • 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 http://google.stanford.edu
    • Google.com 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, http://akebono.stanford.edu/yahoo
    • 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 Classicgames.com turned it into Yahoo! Games.
    • Acquired Geocities
    • Acquired eGroups and turned it into Yahoo! Groups.
    • Launched Yahoo! Pager, and Yahoo! Messenger.
    • During the Dot.com 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 Dot.com 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 http://www.nytimes.com/2006/05/08/technology/08yahoo.html?pagewanted=2&ei=5090&en=658529acc1fc013a&ex=1304740800&partner=rssuserland&emc=rss
  • 50. New Source of SEM : Social Bookmarking
    • Del.icio.us
    • 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.
    • http://www.youtube.com/watch?v=P2sOI0vpXgE
  • 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
    • http://www.finkernet.com/sem/
    • http://www.aims.co.il/seo-cartoon-quiz.html
    • http://www.ppcmanagementconsulting.com/services/search_engine_optimization.htm
    • http://www.netconnexion.com/search-engine-marketing-toronto.htm
    • http://www.p21.com.au/search_engine_optimisation.aspx
    • http://www.phoenixonesales.com/sitebuildercontent/sitebuilderpictures/seroundup.gif
    • http://www.avangate.com/seo-services/
    • http://www.webcredible.co.uk/user-friendly-resources/search-engine-optimisation/social-media.shtml
    • http://www.marketingfind.com/articles/website_creation_and_the_eye_of_the_spider.html
    • http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=40349
    • http://www.marketingfind.com/articles/questions_to_ask_your_potential_seo_company_part_2.html
  • 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...

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