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Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
Session 19  E-marketing - 19 Oct 10
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Session 19 E-marketing - 19 Oct 10

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Session 19 …

Session 19
MG 583 E-Marketing
Elective

Published in: Technology, Design
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  • 1. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Concept of Search & its importance 5 > Understanding Search Engines 4 & 5 > Search Engine Marketing (SEM) 5 Class Presentation | Session 19 | 19 Oct 2010 Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz
  • 2. Access it online: www.slideshare.net/talhasalam Concept of Search & its importance Ref: 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
  • 3. Access it online: www.slideshare.net/talhasalam 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
  • 4. Access it online: www.slideshare.net/talhasalam 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
  • 5. Access it online: www.slideshare.net/talhasalam 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
  • 6. Access it online: www.slideshare.net/talhasalam 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
  • 7. Access it online: www.slideshare.net/talhasalam Understanding Search Engines Ref: 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
  • 8. Access it online: www.slideshare.net/talhasalam Search Engine Marketing Ref: Chap 5, Quirk Using Search for Marketing • SEO + PPC = SEM E-Marketing 8
  • 9. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam EXAM SESSION | Session 20 | 22 Oct 2010 Mid Term Exam
  • 10. E-Marketing Elective Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam > Search Engine Optimization (SEO) 6 > Developing SEO Strategy 6 > Different hats of SEO 4 Class Presentation | Session 21 | 26 Oct 2010 Search Engine Marketing Ref: CHAP 4 Online Marketing Inside Out by SitePoint CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz

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