Search Engine Marketing


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Search Engine Marketing

  1. 1. Search Engine Marketing İlker Dalgıç Ali Elaidi Merve Günay Melis Onay Özgün Özdede Can Özenç 26/05/08
  2. 2. Outline <ul><li>Brief History </li></ul><ul><li>SEM </li></ul><ul><ul><li>SEM Methods </li></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>Paid Placement </li></ul></ul></ul><ul><ul><ul><li>Paid Inclusion </li></ul></ul></ul><ul><ul><li>SEM Campaigns </li></ul></ul><ul><ul><li>Why SEM </li></ul></ul><ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Other Search Tools </li></ul><ul><li>References </li></ul>
  3. 3. Brief History <ul><li>chaos </li></ul><ul><li>exact address </li></ul><ul><li>development of gophers </li></ul><ul><ul><li>server-based collections of addresses </li></ul></ul>
  4. 4. World Wide Web <ul><li>exploitation of hyperlinks </li></ul><ul><li>full-text searching </li></ul><ul><li>graphical browser </li></ul><ul><li>easy-to-use and highly interactive technology </li></ul><ul><li>Development of web search engines </li></ul>
  5. 5. First Search Engines <ul><li>WebCrawler --> 1st search engine </li></ul><ul><li>1995 --> AltaVista & Excite </li></ul><ul><li>1996 --> Advanced versions </li></ul><ul><li>1998 --> Personalization </li></ul><ul><li>Free e-mail and free homepages as add-ons </li></ul>
  6. 6. Advertising for Engines <ul><li>inevitable </li></ul><ul><li>provides main revenue for search engine companies </li></ul>
  7. 7. Search Engine Marketing (SEM) <ul><li>form of internet marketing </li></ul><ul><li>promoting websites </li></ul><ul><li>increasing visibility </li></ul><ul><li>What is Search Engine Marketing? </li></ul>
  8. 8. Why Search Engine Visibility Is Important? <ul><li>Search Engine Optimization is a powerful online marketing strategy </li></ul><ul><li>Understanding how the search engines work </li></ul><ul><li>How your target audience searches </li></ul><ul><li>How best to design your site </li></ul>
  9. 9. Why Search Engine Visibility Is Important? <ul><li>Search engines rather than banner ads </li></ul><ul><li>28% of consumers go to a search engine when looking for a product to purchase online (Jupiter Media Metrix) </li></ul><ul><li>Over 300 million searches per day </li></ul><ul><li>Other ways: print, tv, radio, banner ads, word of mouth... </li></ul><ul><li>Maximizing search engine visibility= powerful and cost-effective part of online marketing plan </li></ul>
  10. 10. SEM Methods <ul><li>search engine optimization </li></ul><ul><li>paid placement </li></ul><ul><li>paid inclusion </li></ul>
  11. 11. Search Engine Optimization (SEO) <ul><li>Improving volume&quality of traffic to a web site through search engines </li></ul><ul><li>Natural search results </li></ul><ul><li>Targeted keywords </li></ul><ul><li>Higher ranking=more visitors </li></ul><ul><li>SEO Cartoon Quiz </li></ul>
  12. 12. Internal and External SEO <ul><li>If you have site search engine, how well your own pages show up in your own results indicates the effectiveness of your internal seo </li></ul><ul><li>How well your pages show up in the search engines(Google, Inktomi, AltaVista,etc) indicates the effectiveness of external seo </li></ul>
  13. 13. Internal and External SEO <ul><li>You can compare with site search engines </li></ul><ul><ul><li>What people are typing into the search engines to find your type of site </li></ul></ul><ul><ul><li>What people are typing into your site search engine after they have arrived </li></ul></ul><ul><li>If your site has its own search engine: </li></ul><ul><ul><li>Most popular searches (top search results) </li></ul></ul><ul><ul><li>Least popular searches </li></ul></ul><ul><ul><li>Searches that yielded no results </li></ul></ul><ul><ul><li>Percentage of searches with no results </li></ul></ul><ul><ul><li>Searches that yielded results but no click-throughs </li></ul></ul>
  14. 14. Search Engine Optimization Strategies <ul><li>Text component </li></ul><ul><li>Link component </li></ul><ul><li>Popularity component </li></ul><ul><li>Building a search engine-friendly web site </li></ul><ul><li>Building a customer-friendly web site </li></ul><ul><ul><li>Building the ste based on words your audience types into search queries </li></ul></ul>
  15. 15. Popularity Component <ul><li>Credible web sites usually link to pages with valuable information </li></ul><ul><li>A site’s end users tend to use the same web site over and over again because the information is relevant </li></ul><ul><li>Link popularity </li></ul><ul><ul><li>The number and quality of links pointing to that web page </li></ul></ul><ul><li>Click-through popularity </li></ul>
  16. 16. Building a Search-Engine Friendly Web Site <ul><li>Search engine spiders/crawlers </li></ul><ul><li>Keyword positioning </li></ul><ul><ul><li>Position your business </li></ul></ul><ul><ul><ul><li>Cigars or Premium Cigars? </li></ul></ul></ul><ul><ul><ul><li>Should focus on 70% of business, or 30% of business? </li></ul></ul></ul><ul><ul><li>Geographical positioning </li></ul></ul><ul><ul><ul><li>Real estate (but where? – Istanbul, Ankara, Athens?) </li></ul></ul></ul><ul><ul><li>How to look for keywords? </li></ul></ul><ul><ul><ul><li>1 st think like a customer </li></ul></ul></ul><ul><ul><ul><li>2 nd ask: Wordtracker , SEOChat , etc… </li></ul></ul></ul>
  17. 17. Building a Search-Engine Friendly Web Site continued … <ul><li>Get technical… </li></ul><ul><ul><li>HTML Text rules </li></ul></ul><ul><ul><li>Sitemap is a MUST </li></ul></ul>
  18. 18. Building a Search-Engine Friendly Web Site continued… <ul><ul><li>Avoid </li></ul></ul><ul><ul><ul><li>1 – Flash (or should you avoid?) </li></ul></ul></ul><ul><ul><ul><li>2 – Text in pictures </li></ul></ul></ul><ul><ul><ul><li>3 – Splash pages </li></ul></ul></ul><ul><ul><li>Submit your site to the search engine!!! </li></ul></ul><ul><ul><ul><li>Google Webmaster Tools </li></ul></ul></ul><ul><ul><ul><li>Yahoo! Site Explorer </li></ul></ul></ul><ul><ul><li>Track your progress (with a web analytics program) </li></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul>
  19. 19. Building a Search-Engine Friendly Web Site continued… <ul><li>4 C’s: </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><ul><li>Updated? Satisfactory? Got keywords? </li></ul></ul></ul><ul><ul><li>Code </li></ul></ul><ul><ul><ul><li>HTML code lean? Easy to browse/access? </li></ul></ul></ul><ul><ul><li>Credibility </li></ul></ul><ul><ul><ul><li>Who references you? Got any links from the sector leader? </li></ul></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><ul><li>Got any B2B deals? Banner/link exchange? </li></ul></ul></ul>
  20. 20. Building a Search-Engine Friendly Web Site continued… <ul><li>Things to ask your webmaster/SE optimizer </li></ul><ul><ul><li>What type of guarantee will you give me? </li></ul></ul><ul><ul><li>Will you work with my competitors? </li></ul></ul><ul><ul><li>How much work is expected of me? </li></ul></ul><ul><ul><li>Do you have any references/case studies? </li></ul></ul><ul><li>Cheating? </li></ul><ul><li>“ CONTENT IS KING” </li></ul><ul><ul><li>Always update & refresh </li></ul></ul><ul><ul><li>Design for humans, not search engines! </li></ul></ul>
  21. 21.
  22. 22. Pay-for-Placement <ul><li>Pay-per-click  charged for every click </li></ul><ul><li>Predicting target market </li></ul><ul><li>Bidding on keywords and ranking </li></ul><ul><li>Sponsored ads next to normal search engine results </li></ul><ul><li>Search engine guarantees top positions in exchange for payment </li></ul>
  23. 23. Pay-for-Placement (Cont’d) <ul><li>Pay-for-placement search engines have distribution networks </li></ul><ul><li>Paid placement advertisements are marked on partnered sites as “Featured Listings”, “Sponsored Links” </li></ul><ul><li>Participating in pay-for-placement programs can get expensive </li></ul>
  24. 24. Pay-for-Inclusion <ul><li>Beneficial for search engine marketers and web site owners: </li></ul><ul><ul><li>Their web pages will not be dropped from a search engine index </li></ul></ul><ul><ul><li>Any new information added to web page will be reflected in the search engines quickly </li></ul></ul><ul><li>Does not guarantee that the pages appear in top positions </li></ul><ul><li>Web page cannot rank if it is not included in the index </li></ul><ul><li>Fee to include in search index </li></ul><ul><li>An exception  Google </li></ul>
  25. 25. PPC Compared to SEO <ul><li>PPC </li></ul><ul><ul><li>Instant implementation </li></ul></ul><ul><ul><li>Reliable </li></ul></ul><ul><ul><li>No disappearing ads </li></ul></ul><ul><ul><li>62% of searchers are unaware of the difference between paid for and organic results </li></ul></ul><ul><ul><li>Pay for each click </li></ul></ul><ul><ul><li>Can be ignored </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>No costs for clicks </li></ul></ul><ul><ul><li>No financial investment required necessarily </li></ul></ul><ul><ul><li>Best placement spots are for results </li></ul></ul><ul><ul><li>Huge increase in traffic and sales </li></ul></ul><ul><ul><li>May take time to obtain good organic ranking </li></ul></ul><ul><ul><li>No guaranteed method </li></ul></ul><ul><ul><li>Disappearance of the web site in the results </li></ul></ul>
  26. 26. Example of SEM Process
  27. 27. Why SEM? <ul><li>high usage of search engines </li></ul><ul><li>increasing level of Internet marketing </li></ul><ul><li>competion </li></ul><ul><li>brand awareness </li></ul><ul><li>website visibility </li></ul><ul><li>update frequency </li></ul><ul><li>proactive  immediate returns </li></ul><ul><li>cost effectiveness </li></ul>
  28. 28. Why SEM? <ul><li>Statistics: </li></ul><ul><ul><li>85% of all new visitors will reach you via leading search engines </li></ul></ul><ul><ul><li>55% of online purchases originate from search engine traffic </li></ul></ul>
  29. 29. High Usage of SEM
  30. 30. Cost Effectiveness
  31. 31. Better Sales in SEM Campaigns <ul><li>In traditional print ads companies pay for the number of people who are supposed the see the ad </li></ul><ul><li>With pay-for-click program such as Google’s AdWords or Overture, companies pay the search engines per click on their ads </li></ul>
  32. 32. Better Sales in SEM Campaigns <ul><li>Step 1: Describe a real feature or benefit </li></ul><ul><ul><li>“ Save 20% on your next purchase of printer paper” </li></ul></ul><ul><li>Step 2: Give incentives </li></ul><ul><ul><li>price discount or an added value bring in additional targeted traffic to a site </li></ul></ul><ul><ul><li>offer a free service if they buy right away </li></ul></ul>
  33. 33. Better Sales in SEM Campaigns <ul><li>Step 3: Appealing to a specific market </li></ul><ul><ul><li>Different and separate ad listing for each keyword in ad campaign </li></ul></ul><ul><li>Step 4: Offer a competitive advantage </li></ul><ul><ul><li>Ad listings should convey a unique and distinctive message </li></ul></ul><ul><li>Step 5: Create a sense of urgency </li></ul><ul><ul><li>“ why they need to click on your ads now instead of later” </li></ul></ul>
  34. 34. Better Sales in SEM Campaigns <ul><li>Step 6: Integrating keywords </li></ul><ul><ul><li>Include keywords in ad listings </li></ul></ul><ul><li>Step 7: Call to action </li></ul><ul><li>Step 8: Monitoring results </li></ul><ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>12 Search Engine Marketing Campaign Mistakes To Avoid </li></ul></ul>
  35. 35. Foreign Languages <ul><li>If your site is written in English: automatically is submitted to English-speaking, country-specific search engines </li></ul><ul><li>If the target audience extends to non-English speaking countries, need to modify the web site </li></ul><ul><li>Purchasing country-specific domain names </li></ul><ul><li>Creating unique web sites for each targeted country </li></ul>
  36. 36. Foreign Languages <ul><li>Creating subdomains or sub directories on a single main site </li></ul><ul><li>Example: fictional Organic Tea company </li></ul><ul><ul><li> (U.S.) </li></ul></ul><ul><ul><li> (France) </li></ul></ul><ul><ul><li> (Germany) </li></ul></ul><ul><ul><li> (United Kingdom) </li></ul></ul>
  37. 37. Which Search Engine?
  38. 38.
  39. 40. Foundation <ul><li>Sergey Brin and Larry Page were both students at Stanford University. </li></ul><ul><li>Larry Page was the first one to initiate Google as a research project in January 1996, then he was joined by Sergey Brin. </li></ul><ul><li>The hypothesis was that a search engine which related the websites among each other could perform better. </li></ul><ul><li>Main point was to rank the websites according to the number of times the search term appeared on a website. </li></ul><ul><li>Original domain was </li></ul><ul><li> was registered in 1997, and the company was founded one year later at a friend’s garage. </li></ul>
  40. 41. History <ul><li>In 2000, Google started to sell advertisements related to the search terms. </li></ul><ul><li>Google charged customers with 0.5$ per click. </li></ul><ul><li>Advertisements were text based to avoid clutter, and to maximize the loading speed of these pages. </li></ul><ul><li>Name originated from misspelling of the word “googol”, and this word means 10 to the power of 100. </li></ul><ul><li>The verb “google” was added to Merriam Webster Collegiate Dictionary and Oxford English Dictionary in 2006. </li></ul><ul><li>1. intr. To use the Google search engine to find information on the Internet. </li></ul><ul><li>2. trans. To search for information about (a person or thing) using the Google search engine. </li></ul>
  41. 42. History cont’d <ul><li>The company recorded a revenue of USD$ 10.492 billion in 2006 fiscal year. </li></ul><ul><li>Google had 53.6% market share in search engines in 2007. </li></ul><ul><li>Google technique was also implemented in Gmail service, and advertisements were displayed according to the email subjects and their contents. </li></ul><ul><li>Google has also been very popular mainly because of its simple design and ease of usage. </li></ul><ul><li>Changes in the shapes of letters of Google in the main page, (for example: a Turkish flag instead of L on 29 October) also made it more user friendly, and created an emotional bond. </li></ul>
  42. 43. <ul><li> Search Engine Optimization - Optimizing For Google </li></ul><ul><li> Domain Names & Search Engine Marketing </li></ul>
  43. 46. Foundation <ul><li>Jerry Yang and David Filo were both Electrical Engineering graduate students at Stanford University in January 1994. </li></ul><ul><li>In April 1994, “Jerry’s Guide to World Wide Web” was renamed and the famous Yahoo! website was founded. </li></ul><ul><li>The name “Yahoo” comes from Gulliver’s Travels, and it means “rude, unsophisticated, uncouth” </li></ul><ul><li>Original domain was, </li></ul><ul><li>At the end of 1994, Yahoo! had 1 million hits and this resulted in the incorporation Yahoo! </li></ul><ul><li>Exclamation mark was added because there was a knife producer named Yahoo. </li></ul>
  44. 47. Yahoo!’s Growth <ul><li>Main purpose of search engine companies was to create portals and make customers stay in that portal as long as possible. </li></ul><ul><li>Yahoo! acquired Rocketmail, turned it into Yahoo! Mail. </li></ul><ul><li>Acquired turned it into Yahoo! Games. </li></ul><ul><li>Acquired Geocities </li></ul><ul><li>Acquired eGroups and turned it into Yahoo! Groups. </li></ul><ul><li>Launched Yahoo! Pager, and Yahoo! Messenger. </li></ul><ul><li>During the bubble Yahoo! stocks became all high priced stocks in Japan, and American stocks. </li></ul><ul><li>E-Bay, and Yahoo! have formed a marketing/advertising alliance in 2006. </li></ul>
  45. 48. After the Growth <ul><li>Yahoo! was one of the few companies that survived after the bubble burst, and on September 26,2001 Yahoo! experienced 5 year low stock price. </li></ul><ul><li>Yahoo! formed partnerships with several communication companies to be able to compete in the market, but Google’s rapid growth was making everything harder for Yahoo! </li></ul><ul><li>When Gmail was released, Yahoo! increased the mail storage limit from 4MB to 1GB. Which then became unlimited in 2007. </li></ul><ul><li>In 2006 Yahoo! purchased Flickr, the famous photo sharing service. </li></ul>
  46. 49. Advertising in Yahoo! <ul><li>Yahoo! also uses advertisement system based on the content of a page. </li></ul><ul><li>Yahoo! has launched its advertisement system in February 2007. </li></ul><ul><li>“ Advertisers will simply enter the keywords they want their ad to appear next to and the maximum price they are willing to pay for a click. The most significant option will be to specify a certain geographic region in which the ads will be shown, a feature Google also offers. “ ¹ </li></ul><ul><li>“ as advertisers enter each bid, they will see an estimate of how many clicks they will receive each day. More important, a graph will show how many more clicks they can expect for each increased bid.” ² </li></ul><ul><li>1,2 </li></ul>
  47. 50. New Source of SEM : Social Bookmarking <ul><li> </li></ul><ul><li>Digg </li></ul><ul><li>Mixx </li></ul><ul><li>Reddit </li></ul><ul><li>Stumbleupon </li></ul>
  48. 51. What is Social Bookmarking <ul><li>Enables users to bookmark and tag websites on the internet </li></ul><ul><li>Content Sharing </li></ul><ul><li>New Source of SEM </li></ul>
  49. 52. <ul><li> </li></ul>
  50. 53. How to promote ? <ul><li>Be: </li></ul><ul><li>Trustable </li></ul><ul><li>Popular </li></ul><ul><li>Proper </li></ul><ul><li>Active </li></ul>
  51. 54. Road to being reliable <ul><li>Add interesting , unique and non-commercial content </li></ul><ul><li>Try to get it from mainstream media </li></ul><ul><li>Never lie </li></ul><ul><li>Back up facts by citing </li></ul><ul><li>Put enticing titles </li></ul>
  52. 55. Tips to be a good Social Bookmarker <ul><li>Success: %40 content, %30 title, %30 presentation </li></ul><ul><li>Ensure the content is accessible and looks good in all major browsers and screen sizes </li></ul><ul><li>Always include eye catching pictures and images wherever possible </li></ul><ul><li>Break the content down into different sections and use headers </li></ul><ul><li>Avoid serving intrusive ads that get in the way of the all important content </li></ul>
  53. 56. Other Search Tools
  54. 57. Catalogues and Directories
  55. 58. Virtual Libraries
  56. 59. Metasearch
  57. 60. Ethical Question <ul><li>Relevance ranking or PPC? </li></ul><ul><li>Are the “normal” results actually ... </li></ul><ul><ul><li>...normal... </li></ul></ul><ul><ul><li>...fair... </li></ul></ul><ul><ul><li>...acceptable for the consumers? </li></ul></ul>
  58. 61. References <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  59. 62. References <ul><li>Battelle, John., The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture . </li></ul><ul><li>Doubleclick, Performics 50 Search Trend Report </li></ul><ul><li>Frost, R. & Strauss, J. Marketing on the Internet . (1999). New Jersey: Prentice Hall. </li></ul><ul><li>Hock, R. Web Search Engines .(1999). New Jersey: CyberAge Books. </li></ul><ul><li>Silverstein, Barry., Business-to-Business Internet Marketing , 2 nd edition, Maximum Press, 2000. </li></ul>
  60. 63. Any questions? Thank you...