Search Engine Marketing Presentation for Vytautas Magnus University marketing students. Search Engine Marketing, Search Engine Optimization, Search Engine Advertising. Google AdWords, Google SEO.

1. SEARCH ENGINE MARKETING
(SEM)
SEO / SEA
Hüseyin Ograk
huseyinograk.com

2. What is Search Engine Marketing?
• SEM is part of online marketing and covers both paid and organic
search queries.
• “Search Engine Optimization” (SEO) refers to techniques that help you
achieve better rankings for your website in organic search results.
• “Search Engine Advertising” (SEA) measures involve you paying for
your website to be listed in the display area of a search engine when
particular search queries or phrases are entered.

4. How Do Search Engine Works?
• Imagine the World Wide Web as a network of stops in a big city
subway system.
• Each stop is a unique document (usually a web page, but sometimes a
PDF, JPG, or other file). The search engines need a way to “crawl” the
entire city and find all the stops along the way, so they use the best
path available—links.

5. How Do Search Engine Works?

6. Statistics
Global
Google 91.47%
Bing 2.75%
Yahoo! 2.25%
Baidu 1.8%
YANDEX RU 0.42%
YANDEX 0.41%

7. Statistics
Lithuania
Google 96.15%
Bing 1.67%
Yahoo! 1.35%
YANDEX RU 0.38%
DuckDuckGo 0.19%
Mail.ru 0.13%

8. Src:smartinsights.com

10. Search Engine Optimization
(SEO)

11. Goal of search engine optimization is to get
high quality traffic from search engines.

12. Why SEO is too
important?

13. On-Page
SEO
Off-Page
SEO
Mobile
SEO
SEO
Analytics

14. On-Page SEO Factors
• Content
• Title Tag
• Meta Description
• URL Structure
• Heading Tags
• Image Optimization
• Internal Links
• Sitemap and Robots.txt Files
• Bounce Rate
• Time On Site

15. Content
Content is KING! Without rich
content, you will find it difficult to
achieve good rankings with specific
keywords and to direct traffic to
your website.
Avoid duplicate content!
Create content that can fully satisfy
the users’ needs. It is not just about
the quantity (huge amounts of
text); it’s more about the relevance
of the content to potential
searches.
BLOGGING!

17. Title Tag
In addition to the actual title bar of
your site, every web page that you
create has a so called “title tag.”
This is the snippet of text that
appears in the top left-hand corner
or in your web browser tab.
Title tags have up to 70 characters,
so you should choose your words
wisely.

18. Meta Description
The “meta description,” in contrast,
is a piece of text that describes
what a specific page is about.
Meta descriptions are typically
displayed as text below the blue
links in search engine results
The meta description is limited to
175 characters. End your meta
description with a call to action and
use keywords.

19. URL Structure
The structure of your URLs can also
help search engines to better
understand your website content.
You should use your keyword(s) in
URL and keep short and simple.
Avoid special characters in the URL:
They can make it difficult for search
engines to crawl.

21. Heading Tags
When search engine crawlers scan
your website, they look for clues
about the content on your pages.
There are basically six heading tags
in HTML. H1-H2-H3-H4-H5-H6
If you use different headline tags,
you structure your website’s
content and make it easier for
visitors and crawlers to understand
it.

23. Image Optimization
Images are a great way to break up
pieces of text, and also to
communicate with search engines.
Every image that you upload to your
site will have a file name. If you
insert the image into your website,
your image’s file name will also
appear in your site’s source text.
The name “red tennis shoes.jpg” is
more useful than “pic12345.jpg”.
<img alt=“Image Optimization" title=“Image Optimization"
src=“image-optimization.jpg">
AVOID LARGE SIZED IMAGES AND OPTIMIZE THEM TO LOAD FASTER!

24. Internal Links
If you create content on your blog
or specific web pages, you should
also nonetheless refer to other
pages within your website.
You can do this by adding a link
between the pages. I recommend
that you use anchor text to do this.
When you use anchor text, it
suggests that the linked page is
about the keyword or phrase in it.
So, you can greatly increase the
relevance of a web page to a
particular subject or keyword.

26. Sitemaps and
Robots.txt Files
Your site should have an HTML
sitemap, and every page should link
to that sitemap, probably in the
footer.
You should also have an XML
sitemap you submit to search
engines.
The Robots.txt file tells the search
engine spiders what not to index.
It’s important this file exists, even if
it’s empty.

27. Bounce Rate
The Bounce Rate
measures the
percentage of
users who only
click on the URL
from Google’s
search results,
without visiting
any other URLs
on the domain,
and then return
back to the SERP.

28. The length of time users spend on a page also gives Google an
indicator or how satisfied the user is with a result.

29. Off-Page SEO Factors
• Link Building
• Social Media
• Guest Articles
• Blogging
• E-Mail Marketing

30. Link Building
This is the process by which
inbound links are generated from
other websites.
Search engines evaluate the quality
of backlinks. This involves a number
of issues which you also need to
keep in mind when creating links.
Relevancy, anchor text, link
location, and follow or nofollow are
important factors.

32. Social Media
Search engines also take into
account the traffic generated by
links from social networks.
It is assumed that these so-called
“social signals” can influence a
website’s ranking at least when
search queries relate to something
current.
Keep in mind, when using social
networks, that you should also
maintain these channels and
regularly “feed” them new content

33. Guest Articles
Guest articles are a good way of
improving your branding and
getting high-quality backlinks.
So you should look for publication
channels that would be a good fit
for you to write guest posts.
Once you have found a suitable
partner, you can not only generate
backlinks but also reinforce your
status as a subject expert.

34. Blogging
Many companies already run their
own blogs and use them to publish
articles about their own subject
areas and company news.
This creates high-quality, relevant
content that offers a lot of added
value to users, customers, and
potential customers.
It enables you to increase traffic to
your website while also enabling
other users to voluntarily link to
you.

35. E-Mail Marketing
Use E-Mail to distribute content.
Your emails should include a clear
call-to-action, you should maintain
your lists, generate leads, and
convert them to customers.
You should also make it easy for
your email readers to share their
content with their friends and post
it on social media.

36. Mobile SEO
• Mobile First Index
• Mobile Optimization
• Page Speed

37. Mobile First Index
The importance of mobile SEO is
made even clearer by Google’s
recent announcement. Sometime in
2018, Google will switch to a
mobile-first index.
What does this mean?
For the first time, Google will
determine rankings based on the
quality of the mobile version of the
site instead of the desktop version.

38. Mobile Optimization
Deploy “responsive web design” if
possible. This ensures that your
website adjusts to any display size.
Make sure that image files and
other graphics are not too big. This
prevents loading times from being
unnecessarily increased for mobile
users.
Keep in mind that mobile users will
be using touch screens with your
website. So buttons should not be
too close together.

39. Page Speed
Page speed is important on all
devices, but it can be critically
important on mobile when users
are out and about looking for quick
answers.
A page that may load relatively
quickly on a WiFi network may not
be quite so snappy on a mobile data
network. 4G has delivered some
great speed improvements, but
coverage is not something that can
be relied upon.

40. SEO Analytics
• Google Analytics
• Google Search Console
• SEO Tools

41. Google Analytics
Analytics

42. Google Search Console
Search Console

43. SEO Tools
Semrush
Ahrefs
MOZ
Searchmetrics
Alexa

44. Recommended Sources For SEO
• Blog.hubspot.com
• MOZ.com
• Semrush.com
• Searchmetrics.com
• Searchengineland.com

45. Search Engine Advertising
(SEA)

46. Search Engine Advertising
• Google AdWords
• Bing Ads
• Yahoo Ads
• Yandex Ads

47. Google AdWords
Search Network

48. Google AdWords
Google AdWords is a product that
you can use to promote your
business, help sell products or
services, raise awareness, and
increase traffic to your website.

49. Google AdWords Campaign Types

51. Google AdWords Advantages
Reach people searching for what you
offer
Control your budget
Measurable, accountable, flexible
Cost Effective
Maximum Relevance
Highly Targeted
Remarketing

52. AdWords Account Structure
AdWords is organized into three layers:
• Account
• Campaigns
• ad groups.
Account structure is critical. Organize your campaigns, ad groups,
keywords, and ad copy appropriately.
Your ad campaign has its own budget and settings that determine
where your ads appear.

53. AdWords - Campaigns
Your ad campaign has its own budget and settings that determine
where your ads appear.
• Location
• Budget
• Bidding
• Language
• Date
• Extensions

54. AdWords - AdGroup
Your ad group contains a set of similar ads and the words and phrases,
known as keywords
An AdGroup contains one or more ads which target a shared set of
keywords.
Each of your campaigns is made up of one or more ad groups.
Use ad groups to organize your ads by a common theme.

57. AdWords Keywords Match Types

58. AdWords Bidding Types
Mainly Three kinds of bidding types. Namely
CPM (Cost-per-thousand impressions)
CPC (Cost-per-click )
CPA (Cost-per-acquisition)

59. AdWords Ad Rank
Ad Rank determines your ad Position where your ad shows on the
page in relation to other ads and whether your ads are eligible to
show at all.
The main components of your Ad Rank are your bids and the quality
of your ads and website.
AdRank = Max. CPC * Quality Score(QS)

60. AdWords Ad Rank
Max.cpc
 A bid that you set to
determine the highest
amount that you were willing
to pay for a click on your ad
Quality Score(QS)
 QS is a metric calculated
AdWords based on various
factors of quality and
relevancy.
Google uses an auction-style bid to set their prices

61. Click through rate
of keywords
Relevance of
keywords in Ad
Group
Relevance of
keywords and
Ads
Relevance of
landing page with
keywords
Historical
AdWords account
performance Quality
Score
Factors

62. Let’s Create and Ads!

63. Thank you for your attention!