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?
      • 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...