“Because its purpose is to create a customer, the business has two and only
two functions: marketing and innovation. Marketing and innovation
produce results. All the rest are costs.” – Peter Drucker
What is Search Engine
• SEM has 2 components:
– Paid Search aka Pay Per Click
– Search Engine Optimization
(SEO) aka Natural Search
Search Engine Optimization
Search engine optimization (SEO) is the process of improving the volume and
quality of traffic to a web site from search engines via "natural" ("organic" or
"algorithmic") search results.
Typically, the higher a site's "page rank" (i.e, the earlier it comes in the search
results list), the more visitors it will receive from the search engine.
SEO can also target different kinds of search, including image search, local
search, and industry‐specific vertical search engines.
SEO Ranking Explained
So how does a web site get “ranked”?
Achieving a higher rank
SEO Best Practices
Onsite Best Practices
Offsite Best Practices
Optimize your Web Site in 5
1. Select the right keywords. Your entire SEO strategy depends heavily on selecting
the right keywords.
2. Content, content, content
3. Use Title and Meta Tags on every page.
4. Sitemaps and Robots.txt
5. Sign up for a Google Webmaster Tools account
Also known as “pay per click” (PPC), “sponsored ads”, “paid inclusion”
and “paid placement”.
Google is the predominant search engine with 67% share of the market.
Yahoo! and MSNSearch have a 28% market share which gives the top 3
engines a 95% share.
ROI is easily tracked because most of the activity occurs on the web.
Creating Compelling Ads in 95 Characters or
Ad #1 Line 1: HEADLINE
25 characters including spaces.
Online advertising. Line 2 & 3: DESCRIPTION
Google's online advertising program. 35 characters including spaces for
adwords.google.com key benefits and call to action.
Ad #2 Line 4: DISPLAY URL
Online Advertising 35 characters including spaces for landing
Improve your website ROI. Sign up page URL.
for AdWords. Show ads today.
Keep the message short and simple.
In the example above, assume the search query was “online advertising”
Test and Learn
Good Resources for Search Engine Marketing