SEO

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SEO

  1. 1. Search Engine Optimization An Impact on Marketing Implementation
  2. 2. Overview <ul><li>Background of SEO </li></ul><ul><li>- a basic introduction </li></ul><ul><li>SEO & Marketing Implementation </li></ul><ul><li>How to Rank Higher? </li></ul><ul><li>*** Google is the based example *** </li></ul>
  3. 3. What is SEO? <ul><li>SEO </li></ul><ul><li>= Senior Executive Officer??? </li></ul><ul><li>SEO </li></ul><ul><li>= Systems Evaluation Office??? </li></ul><ul><li>Or…….. </li></ul>
  4. 4. Definition of SEO <ul><li>SEO = Search Engine Optimization , </li></ul><ul><li>“ involves achieving the highest position or ranking practical in the natural or organic listing on the search engine results pages after a specific combination of keywords (or keyphrase) has been typed in.” </li></ul><ul><li>(Chaffey, et al , 2006) </li></ul>
  5. 6. How Search Engine Works? <ul><li>Web-Crawling </li></ul><ul><li>- ‘Spiders’/‘Robots’ </li></ul><ul><li>Ranking is based on 2 Factors </li></ul><ul><li>Keyphrases </li></ul><ul><li>Linkages </li></ul><ul><li>- Industry Hubs; </li></ul><ul><li>- Number of Incoming Links; </li></ul><ul><li>- Link Context </li></ul><ul><li>(Wilson & Pettijohn, 2005) </li></ul>
  6. 7. Pros and Cons of SEO <ul><li>Strengths </li></ul><ul><li>Highly Targeted of Customers </li></ul><ul><li>Relatively Low Cost </li></ul><ul><li>High Traffic Volumes </li></ul><ul><li>Weaknesses </li></ul><ul><li>Intensive Competition </li></ul><ul><li>May Compromise Look of Site </li></ul><ul><li>Changes to Ranking Algorithm </li></ul>
  7. 8. SEO From Marketing Aspects <ul><li>Segmentation </li></ul><ul><li>SEO => Target Segments </li></ul><ul><li>Distribution Strategy </li></ul><ul><li>Pull Strategy </li></ul>
  8. 9. SEO From Marketing Aspects (Cont) <ul><li>Branding </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Brand Image </li></ul><ul><li>‘ Brand in the Blender’ Concept </li></ul><ul><li> Optimize your site on different </li></ul><ul><li>channel, such as text, image, </li></ul><ul><li>video, podcast, etc. </li></ul>
  9. 10. SEO From Marketing Aspects (Cont) <ul><li>Public Relation </li></ul><ul><li>SEO can be the PR side of businesses. E.g. </li></ul><ul><li>– Facebook </li></ul><ul><li>– The New York Times </li></ul><ul><li>Social-Media Tools </li></ul><ul><li>– Blogs; </li></ul><ul><li>– Discussion Forums; etc. </li></ul>
  10. 11. SEO Case: Entrepreneur.com
  11. 12. SEO Case: Entrepreneur.com <ul><li>Strategy </li></ul><ul><li>Optimizing all the main web pages; </li></ul><ul><li>Optimizing all the articles; </li></ul><ul><li>Integrating SEO into the business processes at Entrepreneur.com. </li></ul><ul><li>Result </li></ul><ul><li>An estimated return of over $2 million dollars PER MONTH </li></ul><ul><li>(Source: http://www.seoinc.com/entrepreneur-case-study/) </li></ul>
  12. 13. Higher Rank by SEO <ul><li>Frequency of Occurrence </li></ul><ul><li>No. of Inbound Links </li></ul><ul><li>Title HTML Tag </li></ul><ul><li>Meta-Tags </li></ul><ul><li>Less Graphic Text </li></ul><ul><li>(Chaffey, et al , 2006) </li></ul>
  13. 14. Conclusion <ul><li>SEO plays significant role in online marketing strategy </li></ul><ul><li>To marketers, now, market the computer machine (e.g. SEO) to targeted customer rather than create a desire (e.g. TV ads) to mass audience </li></ul><ul><li>‘ Blended-Search’ => Future SEO </li></ul><ul><li>*** Thank You! *** </li></ul>
  14. 15. Reference <ul><li>Creamer M. 2007, ‘Optimize Me’, Advertising Age , vol. 78, Iss. 48, p.1-2, viewed 10 May 2008, ABI/INFORM Global (ProQuest) </li></ul><ul><li>Chaffey et al. 2006, Internet Marketing: Strategy, Implementation and Practice , 3rd edn, Prentice Hall Pearson Education, UK </li></ul><ul><li>Krol C. 2007, “Marketers Prepare for ‘blended search’”, B to B , vol. 92, Iss. 11, p.1-2, viewed 12May 2008, ABI/INFORM Global (ProQuest) </li></ul><ul><li>Klaasen A. & Mcllroy M. 2008, ‘Search’, Advertising Age , vol. 79, Iss. 11, p.43, viewed 10 May 2008, ABI/INFORM Global (ProQuest) </li></ul><ul><li>Wilson R. & Pettijohn J. 2007, ‘Search Engine Optimisation: A primer on linkage strategies’, Journal of Direct, Data and Digital Marketing Practice vol. 8, Iss. 3, p.210, viewed 2 May 2008, ABI/INFORM Global (ProQuest) </li></ul>
  15. 16. Source Websites <ul><li>http://www.google.com/ </li></ul><ul><li>http://en.wikipedia.org/wiki/Search_engine_optimization </li></ul><ul><li>http://www.seoinc.com/entrepreneur-case-study/ </li></ul><ul><li>http://entrepreneur.com/ </li></ul><ul><li>Opening & Ending Music </li></ul><ul><li>“ The Distance” – by Bon Jovi </li></ul>

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