Search Engine Marketing İlker Dalgıç Ali Elaidi Merve Günay Melis Onay Özgün Özdede Can Özenç 26/05/08
server-based collections of addresses
World Wide Web exploitation of hyperlinks easy-to-use and highly interactive technology
Development of web search engines
First Search Engines WebCrawler --> 1st search engine 1995 --> AltaVista & Excite 1996 --> Advanced versions
Free e-mail and free homepages as add-ons
Advertising for Engines
provides main revenue for search engine companies
Search Engine Marketing (SEM) form of internet marketing
What is Search Engine Marketing?
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
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
SEM Methods http://www.phoenixonesales.com/semwhatwedo.html
search engine optimization
Search Engine Optimization (SEO) Improving volume&quality of traffic to a web site through search engines
Higher ranking=more visitors
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
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) Searches that yielded no results Percentage of searches with no results
Searches that yielded results but no click-throughs
Search Engine Optimization Strategies 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
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
The number and quality of links pointing to that web page
Building a Search-Engine Friendly Web Site Search engine spiders/crawlers Cigars or Premium Cigars? Should focus on 70% of business, or 30% of business? Real estate (but where? – Istanbul, Ankara, Athens?) How to look for keywords? 1 st think like a customer
2 nd ask: Wordtracker , SEOChat , etc…
Building a Search-Engine Friendly Web Site continued …
Building a Search-Engine Friendly Web Site continued… 1 – Flash (or should you avoid?) Submit your site to the search engine!!!
Track your progress (with a web analytics program)
Building a Search-Engine Friendly Web Site continued… Updated? Satisfactory? Got keywords? HTML code lean? Easy to browse/access? Who references you? Got any links from the sector leader?
Got any B2B deals? Banner/link exchange?
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?
Design for humans, not search engines!
Pay-for-Placement Pay-per-click charged for every click Bidding on keywords and ranking Sponsored ads next to normal search engine results
Search engine guarantees top positions in exchange for payment
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
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
PPC Compared to SEO 62% of searchers are unaware of the difference between paid for and organic results 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
Disappearance of the web site in the results
Example of SEM Process http://www.netconnexion.com/search-engine-marketing-toronto.htm
Why SEM? high usage of search engines increasing level of Internet marketing
proactive immediate returns
Why SEM? 85% of all new visitors will reach you via leading search engines
55% of online purchases originate from search engine traffic
High Usage of SEM http://www.finkernet.com/sem/sem-statistics/
Cost Effectiveness http://www.finkernet.com/sem/sem-statistics/
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
Better Sales in SEM Campaigns Step 1: Describe a real feature or benefit “ Save 20% on your next purchase of printer paper” price discount or an added value bring in additional targeted traffic to a site
offer a free service if they buy right away
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”
Better Sales in SEM Campaigns Step 6: Integrating keywords Include keywords in ad listings Step 8: Monitoring results
12 Search Engine Marketing Campaign Mistakes To Avoid
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
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)
Which Search Engine? http://www.ppcmanagementconsulting.com/services/search_engine_optimization.htm
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.
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.
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.
Search Engine Optimization - Optimizing For Google
Domain Names & Search Engine Marketing
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.
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 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.
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.
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
New Source of SEM : Social Bookmarking
What is Social Bookmarking
Enables users to bookmark and tag websites on the internet
How to promote ?
Road to being reliable Add interesting , unique and non-commercial content
Try to get it from mainstream media
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
Other Search Tools
Catalogues and Directories
Ethical Question Relevance ranking or PPC? Are the “normal” results actually ...
...acceptable for the consumers?
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
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.
Any questions? Thank you...