Search Engine Marketing
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Search Engine Marketing Presentation Transcript

  • 1. SEARCH ENGINE MARKETING BUYING BEHAVIOR FINAL PROJECT 02/14/09
  • 2. GROUP E Karl Eggertsen Karen Kearsley Senta Spenninger Yuksel Ulgen
  • 3. 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
  • 4. SEM: WHAT IT IS
    • Marketing website through search engines
  • 5. SEM: WHAT IT IS
    • Marketing website through search engines
    • Means to reach ideal buyers directly
  • 6. SEM: WHAT IT IS
    • Marketing website through search engines
    • Means to reach ideal buyers directly
    • A marketer’s dream come true
  • 7.   SEM: WHAT IT INCLUDES
    • Improve organic/natural search
  • 8. SEM: WHAT IT INCLUDES
    • Improve organic/natural search
      • Keyword phrases research
  • 9. SEM: WHAT IT INCLUDES
    • Improve organic/natural search
      • Keyword phrases research
      • Keyword competition analysis
  • 10. SEM: WHAT IT INCLUDES
    • Improve organic/natural search
      • Keyword phrases research
      • Keyword competition analysis
      • Seek lower competition & high traffic potential keywords
  • 11. 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
  • 12. 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…)
  • 13. 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
  • 14. SEM: WHAT IT INCLUDES
    • Run PPC Search
  • 15. SEM: WHAT IT INCLUDES
    • Run PPC Search
      • Select, pay for promising keywords and test for ROI
  • 16. SEM: WHAT IT INCLUDES
    • Run PPC Search
      • Select, pay for promising keywords and test for ROI
      • Write ads for high click thru & conversion rates
  • 17. 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
  • 18. 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
  • 19. SEM: IT'S VALUE AND POWER
    • Higher rankings on search engines
  • 20. SEM: IT'S VALUE AND POWER
    • Higher rankings on search engines
    • Increase targeted traffic
  • 21. SEM: IT'S VALUE AND POWER
    • Higher rankings on search engines
    • Increase targeted traffic
    • Increase sales
  • 22. TYPES OF SEARCH ENGINES
    • General Search Engines
    • Vertical Search Engines
      • Ex : infomat , Yahoo hotjobs
  • 23. TYPES OF SEARCH ENGINES
    • Crawlers
    • Human-powered
    • Hybrid
  • 24. TYPES OF SEARCH ENGINES
    • Crawlers
      • Ex : Google
  • 25. TYPES OF SEARCH ENGINES
    • Human-powered
      • Ex : Dmoz
  • 26. TYPES OF SEARCH ENGINES
    • Hybrid
      • Ex : LiveSearch
  • 27. 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
  • 28. TYPES OF SEARCH ENGINES
    • Paid Search
  • 29. 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
  • 30.
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. SOCIAL MEDIA
    • Internet, mobile based tools
      • Share, Discuss Information
  • 35. 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
  • 36. SOCIAL MEDIA FORMAL SEARCH
  • 37. 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/
  • 38. SEM SUMMARY
    • Victorian Houses of Santa Barbara
      • www.santa-barbara-vacations.com
  • 39. SEM SUMMARY
    • Google Analytics
      • AdWords
        • Summary Page
        • Tools
        • Reports: Keyword Report
      • Analytics
        • Website Profile
        • Dashboard
    • Website Grader of HubSpot
  • 40. SEM SUMMARY
    • Why all this detail about search engines?
      • Search Engine Ranking is critical to being found by buyers
  • 41. 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.
  • 42. 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
  • 43. 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
  • 44. 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
  • 45. SEM SUMMARY
    • Define the target persona(e):
      • Think : What does my product offer that appeals to the emotions of my target buyer(s)
  • 46. 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”
  • 47. 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
  • 48. 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/
  • 49. HAPPY VALENTINE’S DAY 
  • 50. THANK YOU!
    • ANY QUESTIONS?