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Session 19 E-marketing - 19 Oct 10

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Session 19

Session 19
MG 583 E-Marketing
Elective

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    Session 19  E-marketing - 19 Oct 10 Session 19 E-marketing - 19 Oct 10 Presentation Transcript

    • Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz
      > Concept of Search & its importance 5
      > Understanding Search Engines 4 & 5
      > Search Engine Marketing (SEM) 5
      Class Presentation | Session 19 | 19 Oct 2010
    • Concept of Search & its importanceRef: Chap 5, Quirk
      Understanding Search
      With growth of internet, more and more information is available
      People use Search to navigate through internet and find what they require using Search Engines or portals which provide facility to search for information
      How powerful is Search?
      Brand Value of Google?
      Interbrand ratings (70 Bn US$)
      Millward Brown (114 Bn US$)
      E-Marketing
      2
    • Concept of Search & its importance Ref: Chap 5, Quirk
      Understanding Search
      Search is doorway to internet
      Most people have search engines as their home pages
      Top of Search equates Top of Mind
      People trust [organic] Search results
      Search industry is big – Google is arguably world’s largest brand
      To be found, you have to be visible – concept of SEO (Search Engine Optimization)
      E-Marketing
      3
    • Concept of Search & its importance Ref: Chap 5, Quirk
      Understanding Search – KEY DEFINITIONS & CONCEPTS
      Search engine
      A tool for searching the Internet. Users of search engines enter keywords relevant to their search, and the search engine returns results from its databases.
      SEM Search Engine Marketing
      refers to marketing that is related to search.
      SEO Search Engine Optimization
      is the practice that aims to improve a web site’s ranking in the search engines for specific keywords.
      SERP Search Engine Results Page
      the page that shows the results for a search on a search engine.
      Spider
      An automated program that scans or crawls web pages to gather information for search engines.
      E-Marketing
      4
    • Concept of Search & its importance Ref: Chap 5, Quirk
      Understanding Search – KEY DEFINITIONS & CONCEPTS (….contd.)
      Keyword
      A word or words used by a searcher on a search engine. In SEO, keywords are the words that a web site is optimized to rank for, and in PPC, keywords are bid on by advertisers.
      Keyword phrase
      More than one keyword can be referred to as a keyword phrase.
      Index
      The databases for keywords created by the search engines.
      Above the fold
      The content that can be seen on a screen without having to scroll down.
      Algorithm
      When it comes to search, a search engine’s algorithm is its set of rules for computing ranking.
      E-Marketing
      5
    • Concept of Search & its importance Ref: Chap 5, Quirk
      Understanding Search – KEY DEFINITIONS & CONCEPTS (….contd.)
      Organic search results
      The listings on a SERP resulting from the search engine’s algorithm. These are not paid for.
      Paid search results
      The listings on a SERP that are paid for.
      PPC
      Pay Per Click is advertising on search engines where the advertiser pays only for each click on their advert.
      Ranking In search
      Ranking is used to describe the relative position of a web page in the SERPs.
      E-Marketing
      6
    • Understanding Search EnginesRef: Chap 4, Sitepoint | Chap 5, Quirk
      Role of a Search Engine
      Functions of a Search Engine
      They crawl the Web (via spiders).
      They index the Web documents and pages they find.
      Search engines process user queries.
      Finally, they return ranked results from the index.
      How information is collected & SERP
      How a Search Engine determines Rank
      E-Marketing
      7
    • Search Engine MarketingRef: Chap 5, Quirk
      Using Search for Marketing
      SEO + PPC = SEM
      E-Marketing
      8
    • Mid Term Exam
      EXAM SESSION | Session 20 | 22 Oct 2010
    • Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz
      > Search Engine Optimization (SEO) 6
      > Developing SEO Strategy 6
      > Different hats of SEO 4
      Class Presentation | Session 21 | 26 Oct 2010