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 BUYING BEHAVIOR FINAL PROJECT 02/14/09
    • GROUP E Karl Eggertsen Karen Kearsley Senta Spenninger Yuksel Ulgen
    • OLD VS. NEW RULES OF MARKETING Less  targeted Laser targeted to niche markets Interruptive/Annoying Less intrusive Expensive More cost efficient Increasingly ineffective Effectively reach ideal buyers
    • SEM: WHAT IT IS
      • Marketing website through search engines
    • SEM: WHAT IT IS
      • Marketing website through search engines
      • Means to reach ideal buyers directly
    • SEM: WHAT IT IS
      • Marketing website through search engines
      • Means to reach ideal buyers directly
      • A marketer’s dream come true
    •   SEM: WHAT IT INCLUDES
      • Improve organic/natural search
    • SEM: WHAT IT INCLUDES
      • Improve organic/natural search
        • Keyword phrases research
    • SEM: WHAT IT INCLUDES
      • Improve organic/natural search
        • Keyword phrases research
        • Keyword competition analysis
    • SEM: WHAT IT INCLUDES
      • Improve organic/natural search
        • Keyword phrases research
        • Keyword competition analysis
        • Seek lower competition & high traffic potential keywords
    • SEM: WHAT IT INCLUDES
      • Improve organic/natural search
        • Keyword phrases research
        • Keyword competition analysis
        • Seek lower competition & high traffic potential keywords
      • Build high value content page for each keyword
    • SEM: WHAT IT INCLUDES
      • Improve organic/natural search
        • Keyword phrases research
        • Keyword competition analysis
        • Seek lower competition & high traffic potential keywords
      • Build high value content page for each keyword
        • Sprinkle keyword naturally (into content, title, heading…)
    • SEM: WHAT IT INCLUDES
      • Improve organic/natural search
        • Keyword phrases research
        • Keyword competition analysis
        • Seek lower competition & high traffic potential keywords
      • Build high value content page for each keyword
        • Sprinkle keyword naturally (into content, title, heading…)
        • Build back links to other relevant/popular sites
    • SEM: WHAT IT INCLUDES
      • Run PPC Search
    • SEM: WHAT IT INCLUDES
      • Run PPC Search
        • Select, pay for promising keywords and test for ROI
    • SEM: WHAT IT INCLUDES
      • Run PPC Search
        • Select, pay for promising keywords and test for ROI
        • Write ads for high click thru & conversion rates
    • SEM: WHAT IT INCLUDES
      • Run PPC Search
        • Select, pay for promising keywords and test for ROI
        • Write ads for high click thru & conversion rates
        • Create different landing page for each keyword
    • SEM: WHAT IT INCLUDES
      • Run PPC Search
        • Select, pay for promising keywords and test for ROI
        • Write ads for high click thru & conversion rates
        • Create different landing page for each keyword
      • Establish unique company and product names so easily found by SE's
    • SEM: IT'S VALUE AND POWER
      • Higher rankings on search engines
    • SEM: IT'S VALUE AND POWER
      • Higher rankings on search engines
      • Increase targeted traffic
    • SEM: IT'S VALUE AND POWER
      • Higher rankings on search engines
      • Increase targeted traffic
      • Increase sales
    • TYPES OF SEARCH ENGINES
      • General Search Engines
      • Vertical Search Engines
        • Ex : infomat , Yahoo hotjobs
    • TYPES OF SEARCH ENGINES
      • Crawlers
      • Human-powered
      • Hybrid
    • TYPES OF SEARCH ENGINES
      • Crawlers
        • Ex : Google
    • TYPES OF SEARCH ENGINES
      • Human-powered
        • Ex : Dmoz
    • TYPES OF SEARCH ENGINES
      • Hybrid
        • Ex : LiveSearch
    • TYPES OF SEARCH ENGINES
      • Natural, Organic Search
      • Paid Search
        • Ex : Nili Lotan
        • Natural Search is the way your site found
        • Paid Search is the way you would like your site to be found
    • TYPES OF SEARCH ENGINES
      • Paid Search
    • TYPES OF SEARCH ENGINES
      • Paid Search, Sponsored Links
        • Google Adwords
          • Pay per click
          • One of Google´s main sources of revenue
          • Local, national & international distribution
          • Show up on the right side of the screen/sometimes above the main search results
          • Words are specified by the advertise
    • TYPES OF SEARCH ENGINES
      • Organic Search
        • Results appear according to their relevance to the search terms
          • Algorithm that uses
            • Page rank
            • Analysis of hypertext conformity
    • TYPES OF SEARCH ENGINES
      • Organic Search
        • Results appear according to their relevance to the search terms
          • Algorithm that uses
            • Page rank
            • Analysis of hypertext conformity
          • Web Crawler
    • TYPES OF SEARCH ENGINES
      • Organic Search
        • Results appear according to their relevance to the search terms
          • Algorithm that uses
            • Page rank
            • Analysis of hypertext conformity
          • Web Crawler
          • Meta elements
            • Ex: Search for Buy Shoes - Zappos
    • SOCIAL MEDIA
      • Internet, mobile based tools
        • Share, Discuss Information
    • SOCIAL MEDIA OLD NEW Aim to reach a specific outcome Interacting, Sharing Saving the websites we like Share, Grade, Tag Formal Marketing Messages References, Recommendations of others
    • SOCIAL MEDIA FORMAL SEARCH
    • SOCIAL MEDIA Effective social advertising is less about attaching marketing messages to content and more about BEING the CONTENT. For more social media tools : http://www.go2web20.net/
    • SEM SUMMARY
      • Victorian Houses of Santa Barbara
        • www.santa-barbara-vacations.com
    • SEM SUMMARY
      • Google Analytics
        • AdWords
          • Summary Page
          • Tools
          • Reports: Keyword Report
        • Analytics
          • Website Profile
          • Dashboard
      • Website Grader of HubSpot
    • SEM SUMMARY
      • Why all this detail about search engines?
        • Search Engine Ranking is critical to being found by buyers
    • SEM SUMMARY
      • Why all this detail about search engines?
        • Search Engine Ranking is critical to being found by buyers
        • Buyers use key words and phrases that they think will bring the right site to them, preferably on the first page of Google, Yahoo, etc.
    • SEM SUMMARY
      • Research is imperative in order to define the buyer personae that best match your product(s) i.e. who are your “young hungry guys” and/or gals?
        • Visit related blogs and/or start a blog, yourself
    • SEM SUMMARY
      • Research is imperative in order to define the buyer personae that best match your product(s) i.e. who are your “young hungry guys” and/or gals?
        • Visit related blogs and/or start a blog, yourself
        • Read industry publications to learn and understand industry specific lingo
    • SEM SUMMARY
      • Research is imperative in order to define the buyer personae that best match your product(s) i.e. who are your “young hungry guys” and/or gals?
        • Visit related blogs and/or start a blog, yourself
        • Read industry publications to learn and understand industry specific lingo
        • Perform reverse keyword searches for the most commonly used keywords and phrases
    • SEM SUMMARY
      • Define the target persona(e):
        • Think : What does my product offer that appeals to the emotions of my target buyer(s)
    • SEM SUMMARY
      • Define the target persona(e):
        • Think : What does my product offer that appeals to the emotions of my target buyer(s)
        • Create a “concept” word to build your marketing around
          • “ safety”
          • “ comfort”
          • “ change”
          • Ours is “home away from home”
    • SEM SUMMARY “ Understand your buyers and create great, indexable Web content especially for them.” * *The New Rules of Marketing & PR, David Meerman Scott, John Wiley & Sons, Inc., Hoboken, NJ, 2007, 2009,Chapter 20: “Search Engine Marketing”, pg. 257
    • REFERENCES
      • http://www.coffeestudio.co.uk/naturalsearch.html
      • http://personalbrandingblog.wordpress.com/2008/10/29/how-to-master-search-engines-for-personal-branding-prosperity/
      • http://www.chiefingredient.com/blog/wp-content/globe.jpg
      • http://images.inmagine.com/img/imagezoo/iz012/iz012007.jpg
      • http://www.cs4fn.org/biology/
      • http://www.superstock.com/stock-photos-images/1614R-10178
      • http://www.keral.com/Happenings/search_engine_marketing.htm
      • http://www.greatfynds.com/store/index.php?act=viewDoc&docId=5
      • http://www.dreamstime.com/thought-balloon-image4311879
      • http://www.pjlighthouse.com/2007/04/17/seo-pay-per-click-advertising-ppc-vs-natural-or-organic-search-engine-optimization/
      • http://www.presentationload.com/winners-podium.html?lang=1
      • http://www.easyhits.biz/
      • http://www.acf-fr.org/
      • http://flickr.com/photos/eduardblacquiere/548130658/
      • http://www.toprankblog.com/2008/09/how-does-social-media-affect-search/
    • HAPPY VALENTINE’S DAY 
    • THANK YOU!
      • ANY QUESTIONS?