What is SEM ?• Search engine marketing is an inclusive term for all techniques used to market a website via search engines, including Pay-Per-Click advertising and Natural Search Engine Optimization.• SEM is a series of online tactics that, when combined with SEO, help to attract consumers, generate brand awareness and build consumer trust.
What (2)• The act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities.• marketing and advertising online. How you position your website online.
SEM• Paid SEM – Different Vendors• SEO ( Search Engine Optimization – White Hat SEO – Black Hat SEO
Paid SEM• PPC – Pay per click• CPM – Cost per impression – Pay per impression
Paid SEM Vendors• Google Adwords• Yahoo Search Marketing• Microsoft adCenter
Paid SEM in U.S• Adwords – More than 70 percent of budget• Impossible to ignore – Yahoo Search Marketing – Microsoft adCenter
Paid SEM in China• Baidu – More than half• Adwords – Less than half• Ignore – Yahoo Search Marketing – Microsoft adCenter
Paid SEM in Turkey• Google usage is more than %96• Since google usage far more then competitors Paid SEM = ADWORDS
Adwords• Check Adwords Slide For more information
SEOAims to improve organic visibility of your Website• White Hat Seo – Depens on your website• Black Hat Seo – Mainly External websites
White Hat SEO• Aims to improve your website coding• Aims to improve your content• Aims to improve your organic• Legal• No worries about Google Ban
Black Hat Seo• Breaks the search engine rules and regulations• Back Link Based• On site techniques• illegal• Google may Ban
İllegal / Legal• Google Guidelineshttp://support.google.com/webmasters/bin/answer.py?hl=tr&answer=35769• Yahoo Guidelineshttp://help.yahoo.com/kb/index?locale=en_US&page=content&y=PROD_SRC H&id=SLN2245&pir=H3iOonlibUnvsWSyGVpSq7E1ZhH6n_2EJI2Hf3_RFslb M6fWIiNFXWpmOve2H53fq4k-
Important Terms of SEM• CTR "click-through rate" – The ratio of clicks to impressions. If a campaign has 5 clicks and 100 impressions, its CTR is 5%• Above the Fold – area of content viewable prior to scrolling.• Adsense – Contextual advertising programme of google – Content owners monetize their content via adsense
Important Terms of SEM• Breadcrumb Navigation – Navigational technique used to help search engines and website users understand the relationship between pages. – Home > Marketing > Digital Marketing• Bid Management• CPA ( Cost Per Action) – Cost for filling the contact form