Search Engine


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Search Engine

  2. 2. E-Business definitions  SE – search engine  SEO - search engine optimization  SEM - search engine marketing  Location Based Services
  4. 4. What is a Search Engine?  Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
  5. 5. A Search Engine’s Goals & Objectives  Accumulate large index (database) of web documents to search.  Provide relevant results to users.  Generate revenue thanks to paid advertising and related business ventures that leverage large amount of traffic.
  6. 6. What Search Engines Are the Most Popular?  The chart below shows the percentage of online searches done by US home and work web surfers in July 2006 that were performed at a particular search engine(Nielsen NetRatings) 3% 8% 6% Google Yahoo 10% 49% MSN AOL Ask Others 24%
  7. 7. Search engine Search box Sponsored Listings Paid Placement Results “Organic” Results
  9. 9. SEO - search engine optimization  SEO = Search Engine Optimization  Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.  Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword search terms as a means of increasing the relevant traffic to a given website.  Refers to an individual or company that optimizes websites for its clientele.  Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings
  10. 10. What does a good SEO do?  Researches desirable keywords and search phrases (Google AdWords)  Identifies search phrases to target (should be relevant to business/market, obtainable and profitable)  “Cleans” and optimizes a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.  Helps in writing copy to appeal to both search engines and actual website visitors  Studies competitors (competing websites) and search engines  Implements a quality link building campaign  Monitors rankings for targeted search terms
  11. 11. SEO Process
  13. 13. Search engine marketing Definition: SEM is the act of marketing a website via search engines by purchasing paid listings What are paid listings? These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.
  14. 14. What are the benefits? It gives companies the ability to:  Drive high quality customers to their website  Increase sales leads from customers looking for their products and services  Build their brand online by communicating marketing messages to their target audience  Increase their profile against their competitors  Target a global audience via international search engines  Be accountable with ROI tracking (SEM)
  15. 15. SEM: pay per click  PPC ads appear as “sponsored listings”  Companies bid on price they are willing to pay “per click”  Typically have very good tracking tools and statistics  Can set budgets and spending limits  Google AdWords and Overture are the two leaders
  16. 16. Why search engine marketing?  85% of all traffic on the internet is referred from a search engine  90% of all users don’t look past the first 30 results (most only view top 10)  Many websites aren’t even indexed, most are poorly optimized and get very little traffic from the search engines  Cost-effective advertising  Clear and measurable Return On Investment  Operates under this assumption: More (relevant) traffic + Good Conv. Rate = More Sales/Leads
  17. 17. SEO vs SEM  Search engine optimisation (SEO) - no cost per click  Search engine marketing (SEM) - cost per click
  18. 18. Difference SEO & SME SEM SEO requires ongoing learning and experience to reap •easier for a novice or one without much knowledge results of SEO • very difficult to control flow of traffic • ability to turn on and off at any moment • generally more cost-effective, doesn’t penalize for • generally more costly per visitor more traffic • easy to compete in highly competitive market • very difficult to compete in a highly competitive space market • can generate exposure on related sites • can generate exposure on related websites and • ability to target “local” markets directories • better for short-term and high-margin campaigns • more difficult to target customers • better for long-term and lower margin campaigns
  19. 19. Location based services  Definition: A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device