Search Engine Marketing
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Search Engine Marketing






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    Search Engine Marketing Search Engine Marketing Presentation Transcript

    • Search Engine Marketing İlker Dalgıç Ali Elaidi Merve Günay Melis Onay Özgün Özdede Can Özenç 26/05/08
    • Outline
      • Brief History
      • SEM
        • SEM Methods
          • SEO
          • Paid Placement
          • Paid Inclusion
        • SEM Campaigns
        • Why SEM
      • Google
      • Yahoo!
      • Social Bookmarking
      • Other Search Tools
      • References
    • Brief History
      • chaos
      • exact address
      • development of gophers
        • server-based collections of addresses
    • World Wide Web
      • exploitation of hyperlinks
      • full-text searching
      • graphical browser
      • 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
      • 1998 --> Personalization
      • Free e-mail and free homepages as add-ons
    • Advertising for Engines
      • inevitable
      • provides main revenue for search engine companies
    • Search Engine Marketing (SEM)
      • form of internet marketing
      • promoting websites
      • increasing visibility
      • 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
      • search engine optimization
      • paid placement
      • paid inclusion
    • 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
    • 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)
        • Least popular searches
        • Searches that yielded no results
        • Percentage of searches with no results
        • Searches that yielded results but no click-throughs
    • 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
    • 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
    • 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…
    • Building a Search-Engine Friendly Web Site continued …
      • Get technical…
        • HTML Text rules
        • Sitemap is a MUST
    • 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
    • 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?
    • 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!
    • 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
    • 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
      • An exception  Google
    • 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
    • Example of SEM Process
    • Why SEM?
      • high usage of search engines
      • increasing level of Internet marketing
      • competion
      • brand awareness
      • website visibility
      • update frequency
      • proactive  immediate returns
      • cost effectiveness
    • Why SEM?
      • Statistics:
        • 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
    • Cost Effectiveness
    • 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”
      • 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
    • 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 7: Call to action
      • Step 8: Monitoring results
        • Web analytics
        • 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
        • (U.S.)
        • (France)
        • (Germany)
        • (United Kingdom)
    • Which Search Engine?
    • 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.
    • 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,
      • 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 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.
    • 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.
    • 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
    • New Source of SEM : Social Bookmarking
      • Digg
      • Mixx
      • Reddit
      • Stumbleupon
    • What is Social Bookmarking
      • Enables users to bookmark and tag websites on the internet
      • Content Sharing
      • New Source of SEM
    • How to promote ?
      • Be:
      • Trustable
      • Popular
      • Proper
      • Active
    • 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
    • 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
    • Virtual Libraries
    • Metasearch
    • Ethical Question
      • Relevance ranking or PPC?
      • Are the “normal” results actually ...
        • ...normal...
        • ...fair...
        • ...acceptable for the consumers?
    • References
    • 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...