DDMA Search Engine Marketing guest lecture Erasmus University Rotterdam

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Guest lecture presentation slides from Wouter Theijsmeijer (eMatters) and Eduard Blacquière (OrangeValley) for the Information Technology Master students at the Erasmus University Rotterdam, Netherlands.

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DDMA Search Engine Marketing guest lecture Erasmus University Rotterdam

  1. 1. DDMAAssociation for dialogue marketing Search Commission
  2. 2. Agenda•  Introduction•  History of Search•  Search Engine Marketing•  Why Search Engine Marketing?•  SEO – Search Engine Optimization•  Search Marketing Trends•  Q&A•  (SEA– Search Engine Advertising)
  3. 3. DDMA?Dutch  Dialogue  Marke0ng  Associa0on    •  Pillars:   o     Network  (commisions  &  business  groups)   o     Knowledge  (workshops,  research,  etc.)   o     Lobby  (Dutch  &  European  government)  
  4. 4. Members & Commissionso     230  organiza0ons   •  Adver0sers   •  Listbrokers   •  Consultancy       Commisions: •  Imarketing •  Search •  Imarketing •  Crossmedia •  E-mail •  Social Marketing •  Data & Listbroking •  Active Marketing Bureaus •  Charitatieven •  Datakwaliteit •  Regelgeving •  Businessgroep Financiële Dienstverleners •  Businessgroep Verspreidingen •  Telemarketing
  5. 5. Guest lecturer?
  6. 6. Wouter Theijsmeijer@theijsmeijerwouter@ematters.nlwww.ematters.nl020-7073690Winnaarvan:
  7. 7. Eduard Blacquière
  8. 8. Eduard Blacquière
  9. 9. Eduard Blacquière
  10. 10. Eduard Blacquière
  11. 11. Eduard Blacquière
  12. 12. Search is (not)..
  13. 13. Search is..
  14. 14. History of Search Engines
  15. 15. Google PageRank
  16. 16. Search Engines now (Netherlands)
  17. 17. Market share Google
  18. 18. Just 14
  19. 19. Surpassed Microsoft market value
  20. 20. Search Engine Marketing?
  21. 21. Free Tools
  22. 22. Data = Value =
  23. 23. Universal Search ShoppingYouTube News ImagesVideos Maps Books
  24. 24. •  Over 800 million unique users visit YouTube each month•  Over 4 billion hours of video are watched each month on YouTube•  72 hours of video are uploaded to YouTube every minute•  70% of YouTube traffic comes from outside the US•  YouTube is localized in 43 countries and across 60 languages•  In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth
  25. 25. Use of Search engines
  26. 26. Use of Search engines
  27. 27. 67%offline media
  28. 28. Search is influencedThe boring details…
  29. 29. But search is influenced by…
  30. 30. Recognizable?
  31. 31. Where people look
  32. 32. Where people click
  33. 33. We trust Google “Users pay almost exclusive attention to just the first few results on a page” “this behavior persists even when the top few results are manipulated to be less relevant”Social Annotations in Web SearchAditi Muralidharan, Zoltan Gyongyi, Ed H. Chi (2012)
  34. 34. Google knows this..2010, June 2011, January 2011, September
  35. 35. Search Engine Marketing?
  36. 36. Search Engine Optimization
  37. 37. SEO – Search Engine Optimization
  38. 38. SEO – Search Engine Optimization
  39. 39. Search engine operation
  40. 40. Search engine operation 1. Crawling 2. Indexing 3. RankingFinding+ following Duplicate content Relevancelinks Content extraction ValueCheck robotinstructions Subject association UniquenessURL handling Usability(redirects, dynamic)
  41. 41. What users are seeing
  42. 42. What search engines are seeing
  43. 43. What users are seeing
  44. 44. What search engines are seeing
  45. 45. SEO – Search Engine Optimization Architecture Content Authority
  46. 46. SEO – Architecture
  47. 47. SEO – Is my page properly indexed?
  48. 48. SEO – Is my site properly indexed?
  49. 49. SEO – Content/Copywriting
  50. 50. SEO – Which keywords?
  51. 51. SEO – Which keywords?
  52. 52. SEO – Search Trends
  53. 53. SEO – Content/Copywriting
  54. 54. SEO – Content DNA travel passengers electricity stationrailway
  55. 55. SEO – Authority
  56. 56. Google PageRank
  57. 57. SEO – Authority
  58. 58. SEO – Authority & Social Media
  59. 59. Trends
  60. 60. Universal search / Verticals Shopping YouTube News Images Video’s Maps Books
  61. 61. Universal search / Verticals
  62. 62. Universal search / Verticals
  63. 63. Universal search / Verticals
  64. 64. Google Strategy
  65. 65. Google Strategy
  66. 66. Google Strategy
  67. 67. Google Strategy
  68. 68. Google Strategy
  69. 69. Google Strategy
  70. 70. Mobile Search
  71. 71. Mobile/Tablet Search
  72. 72. Q&A
  73. 73. Search Engine Advertising
  74. 74. SEA – Search Engine Advertising
  75. 75. SEA – Search Engine AdvertisingPaid Search position is based on:CPCBid for price per keyword, cost per clickCTRClick through rate (clicks / impressions)Quality scoreRelevance of keyword vs. ad text vs. landing pageHistory of accountLoadtime
  76. 76. SEA – Search Engine Advertising
  77. 77. SEA – Search “Engine” Advertising
  78. 78. Don’t forget YouTube

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