DATABASE OF HUMAN INTENTIONSGoogle has become the gateway to instant knowledge. Hundreds of millions o f people use it to satisfy their wants, needs, fears, and obsessions, creatin g an enormous artifact”, the “Database of Intentions”
“I Climb all this way,and you tell me THAT’S the meaning of life?!”
Table of Curriculum and Key Takeout• Paradigm shift• Searchability & Findability• Search Marketing• Next Trend of Search
Search marketing SEM Search Engines Marketing Comprises Of….. SEA Search Engines Advertising SEO Search Engines Optimization Search engine optimization aims to Paying the search engines company for guaranteed high ranking or ad displayed improve rankings for relevantaside the results ( commonly known as pay keywords in search results. per click advertising ). PPC/CPC/SEM/Paid Search
SEO VS SEM(PPC) SEO SEM/PPCPros • Free (not including resources) • Excellent at creating awareness quickly • Searchers click on organic sear • Campaigns can be budgeted to fit a busi ch results more often than paid ness’s needs PPC links • Changeable • More Credible (Editorial) • Short Term • Better Quality response • Tactical • Longer lasting • StrategicCons • Time consuming(3/6 months) • Can be pricey ($25-$100,000 a month) • Takes longer to see results • Must be managed constantly (daily/wee kly) • ROI can be difficult to manage • Clickfraud
Benefits of SEM(PPC/SEA)• Control4 When you launch4 Bid price and how much you spend4 Keyword for which your ad appears4 Message the user sees4 Immediate results• Low Risk4 “Pay-per-click” pricing model: you pay only when a user clicks and NOT per impression• High Impact4 High volume and relative lower cost compared with SEO
Type of SEANetwork Product• Overture (CPC)• Google (CPC)Site Product• 브랜드검색• Naver Click-Choice (CPC)• Daum Clix (CPC)• CPMETC• Realclick• Linkprice
4.39% 4.25% 23.67% 1.4 Overture CPC Google CPC Rea Daum CPMYahoo CPM Empas CPM 검색결과 상위 노출 Daum CPC 매체 매체
SEA Management ProcessStep 1: Define your targets• Learning more about your target audience : what are their digital habits ?• Which pages are targeted (based on marketing objectives) : “e-call” pages• Which goals should be achieved with the website (newsletter subscriptions, buying a product, printing documentation, etc… ) 1 Target Definition
SEA Management ProcessStep 2: Pre-campaign preparation• If necessary, set-up of a webanalytics program• Prepare a list of relevant keywords : IMPORTANCE OF THE LONG TAIL !• Prepare the landing pages : match the ads / keywords as much as possible.• This includes – Optimization of existing content – Writing additional content when necessary 1 2 Target Campaign Definition Preparation
SEA Management ProcessStep 3: Approval and launch of the campaign• When the proposed keywords receive approval, campaigns are launched and watched very closely the first few days to manage keyword pricing and execute initial optimization• Unwanted websites from the content network are filtered out 1 2 3 Target Campaign Approval & Definition Preparation Launch
SEA Management ProcessStep 4: Maintenance and reporting• Campaigns should be monitored on a daily basis. This includes: – 4 Ongoing bid management – 4 Competitor analysis• On a monthly basis you should assess : – 4 Quality visitor evolution statistics – 4 Implementation of new opportunities 1 2 3 4 Target Campaign Approval & Maintenance Definition Preparation Launch & Report
SEA Management ProcessStep 5: Conversion optimizationAttracting more quality visitors to your websiteis the first step of a successful PPC Campaign.Once a visitor reaches your website, wewant to make sure that these visitors aredoing exactly what we want them to do… therebymaximizing the ROI of your campaign 5 Conversion Optimization
SEA Management ProcessStep 6: Advanced Analytics:• Tracking the visitor trough out the website to optimize the conversion funnel• A/B Testing on landing pages
SEO LayersCredibility 향상Contents 최적화Accessibility 개선
SEO basic Layer – Accessibility 개선What we can see• Text• Images What search engines see:• Video • No scripts (text)• Layout • No content of imagesETC • No content of videos • No Flash … • Only structured content SEO basic Layer에서 중요한 것은 웹사이트의 모든 타입의 컨텐츠들을 검색엔진이 읽을 수 있게 만드는 것.
The Content optimization layer희망하는 검색키워드를 검색했을 시에 상위에 노출시키기 위해서는,그 키워드들이 가능한 가장 적합하게 사용되게 만들어야 함.Important Factors• 키워드들을 타이틀, 설명문구, header 요소들 등에 사용.• 방문자들에게 웹사이트를 통해서 유용한 internal 링크들을 제공.• 필요하다면 별도의 컨텐츠 페이지를 구성.• 키워드의 Relevancy를 높이기 위해서는 추가적인 문구 사용.
Good; backlink viaimage to the event Better: backlink viapage (not bcc home anchor text –your toppage !) keyword Best: backlinks via multiple keywords as anchor text
The Improving Credibility Layer LINK BATINGLink bait is any content or feature within a website that s omehow baits viewers to place links to it from other we bsites
SMO NR Killer Contents상위등록 포털사이트 등록 Social Networking Viral Marketing 이벤트SEO 블로그검색 마케팅 지식인 마케팅
SMO / NR KPI 비교SMO :1) 타겟팅한 키워드로 검색 결과 시 블로그 색션에 상위 노출2) 사이트 유입 키워드 ratio (타겟팅한 키워드 미리 선정)3) RSS등록(구독률 %)NR1) 지식인 : 일정량의 등록건수 생존 %(생존하면 자연스레 상위노출효과를 누릴 수 있음을 전제로 생각함)2) 일반 커뮤니티 사이트 : 게시판 등록건수 %(다른 글이 올라오면 내려가니깐)
SMO KPI 예 검색엔진 10위 내 등록 율 30위 내 등록 율 Google 80% 80% Yahoo 70% 80% MSN 60% 90% AOL 60% 100% ASK 100% 100% Altavista 60% 80% Lycos 70% 100% Netscape 60% 100% Alltheweb 70% 100% iWon 100% 100% 평균 등록 율 73% 93%Summaryl 10 위 내 등록 율 지난 달 비교 7% 상승 : 66% 73%l 30 위 내 등록 율 지난 달 비교 15% 상승 : 78% 93%
Wrap up Paradigm Shift SEM Lookingforness기술의 진화 / 정보의 폭발 SEA SEO (무어 & 무어스의 이론) Searchability의 한계 Web 2.0 Social Web SMOUsability, UXD, Findability NR
Advantages for users• Quicker to find desired info 53%*• Focused on business interests & workflow 50%• Save time 48%• Top results more relevant 47%* Percentage of users citing as ‘major advantage’
Disadvantages for users• Lack of good vertical search engine in sector 38%*• Results not comprehensive enough 32%• No better than popular search engine 27%• Hard to remember URL 23%* Percentage of users citing as ‘major downside’
Semantic SearchSemantic Web “The Semantic Web is an extension of the current web in which information is given well-defined meaning, better enabling computers and people to work in cooperation.”-- Tim Berners-Lee, James Hendler, Ora Lassila, The Sema ntic Web, Scientific American, May 2001
New Trends: Wikia Search• What is it? – Open-source search engine launched in Janua ry, 2008 by the founder of Wikipedia.• How does it work? – Users can delete, add, and change the order of its natural search listings based on relevan ce. Like Wikipedia, changes are tracked so th e community can see who does what. • 20,000 community members • 60,000 edits made to search results• What are the implications? – Its reliance of user feedback means it will tak e some time to become effective in terms of search depth and relevance. – Currently still in beta but will eventually sup port advertising.
New Trends: Pay-Per-Call• What is it? – Advertisers pay for calls rather than clicks from s earch ads. – Primarily used by local advertisers without Web s ites or companies that close sales over the phone .• Main provider #1: Google – What is Google’s business model? • Users click the phone icon in the ad, enter their ph one number, and advertiser calls back. Call is free for user. – What’s been the reaction in the marketplace? • Anecdotally, the adoption rate for Google’s pay-pe r-call service remains slow since its launch in 2005 because: – Users do not like entering their phone numbers (inco nvenience and fear that number will be sold, misuse d, or given to advertiser, etc). – Users do not want to wait for their phone to ring.
New Trends: Pay-Per-Call• Main provider #2: Ingenio – How is Ingenio’s business model? • User sees a unique 800-number and calls that number. Advertiser only pays if call lasts more then 10 seconds. • Ingenio, acquired by AT&T in December 2007, distributes ads to AOL, Yello wpages.com, and other search engines. – What’s been the reaction in the marketplace? • Ingenio’s model has arguably gained more traction among advertisers and us ers than Google’s. • Call pricing starts at $2, but due to demand, average price-per-call is aroun d $10 with some categories at $60.
New Trends: MSN Search Cashback• What is it? – A comparison-shopping search engine launched in May 2008 that pays users cash back who purchase an advertiser ’s product.• Why does this mean for MSN? – MSN is attempting to grow market sha re by paying users to search.• What does this mean for advertisers? – Advertisers only pay when someone p urchases a product. This CPA (cost-pe r-action) model can drive more ROI fo r some advertisers than Google and Ya hoo’s CPC (cost-per-click) model.