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Search engine-marketing-overview

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How Search Engine Marketing is helpful for your business?

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Search engine-marketing-overview

  1. 1. WHY DO I NEED SEARCH ENGINE MARKETING? Need of Search Engine Marketing? SEO – Business Prospects What is Search Engine Marketing? How Do Search Engines Work? How Can My Business Get High Rankings?
  2. 2. Search Engine Optimization – the need <ul><li>World Wide Web contains more than 2.1 billion documents, to get noticed, search engines are necessary </li></ul><ul><li>88% of all online consumers use search engines to find the products and services     </li></ul><ul><li>People finding the sites via search engines are more qualified targets for products offered </li></ul><ul><li>Cost-effective advertising </li></ul><ul><li>Clear and measurable ROI </li></ul><ul><li>SEO Works with the below assumption: </li></ul><ul><li>More (relevant) traffic + Good Conversion Rate = More Sales / Leads </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  3. 3. SEO – Business Prospects <ul><li>E-commerce application website </li></ul><ul><li>New venture who is just building up </li></ul><ul><li>Brand promotion </li></ul><ul><li>Who are using other advertising media’s </li></ul><ul><li>Whose revenue from website is not as good as expected </li></ul><ul><li>Not satisfied with existing web marketing plan </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  4. 4. Why Should I Spend on SEO / PPC? by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  5. 5. What is a Search Engine? <ul><li>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. </li></ul><ul><li>Different than a Directory </li></ul><ul><li>Common Characteristics: </li></ul><ul><ul><ul><li>Spider, Indexer, Database, Algorithm </li></ul></ul></ul><ul><ul><ul><li>Find matching documents and display them according to relevance </li></ul></ul></ul><ul><ul><ul><li>Frequent updates to documents searched and ranking algorithm </li></ul></ul></ul><ul><ul><ul><li>Strive to produce “better”, more relevant results than competitors </li></ul></ul></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  6. 6. What is a Search Engine? by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  7. 7. Why Search Engine Marketing? <ul><li>85% of all traffic on the internet is referred from a search engine </li></ul><ul><li>90% of all users don’t look past the first 30 results (most only view top 10) </li></ul><ul><li>Many websites aren’t even indexed, most are poorly optimized and get very little traffic from the search engines </li></ul><ul><li>Cost-effective advertising </li></ul><ul><li>Clear and measurable ROI </li></ul><ul><li>Operates under this assumption: </li></ul><ul><ul><li>More (relevant) traffic + Good Conv. Rate = More Sales/Leads </li></ul></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  8. 8. Major Search Engines <ul><li>What Search Engines Are the Most Popular? Figures below show what percentage of US internet users accessed the corresponding sites at least once during a given month. Counts only search-specific visits. ( Nielsen//NetRatings – February 2010) </li></ul><ul><li>Google – 65.2% </li></ul><ul><li>Yahoo – 14.1% </li></ul><ul><li>MSN – 12.5% </li></ul><ul><li>AOL – 2.3% </li></ul><ul><li>Ask – 1.9% </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  9. 9. Anatomy of a Search Engine Search box Sponsored Listings aka PPC “ Organic” Results aka SERPs by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  10. 10. How Do Search Engines Work? <ul><li>Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in the database </li></ul><ul><li>Search engine indexes the content (text, code) in these documents by adding it to their huge databases and periodically updates this content </li></ul><ul><li>Search engine searches its own database when user enters in a search to find related documents (not searching web pages in real-time) </li></ul><ul><li>Search engine ranks resulting documents using an algorithm (mathematical formula) that assigns various weights to various ranking factors </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  11. 11. So What is the Search Engine Algorithm? <ul><li>Top Secret! Only select employees of the actual search engines know for certain </li></ul><ul><li>Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of major factors and approximate weight assignments </li></ul><ul><li>Constantly changing, tweaking, updating is done to the algorithm </li></ul><ul><li>Websites and documents being searched are also constantly changing </li></ul><ul><li>Varies by Search Engine – some give more weight to on-page factors, some to link popularity </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  12. 12. What’s an SEO? <ul><li>SEO = Search Engine Optimization </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Refers to an individual or company that optimizes websites for its clientele. </li></ul></ul><ul><ul><li>Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings </li></ul></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  13. 13. What Does a SEO Do? <ul><li>Researches desirable keywords and search phrases </li></ul><ul><li>Identifies search phrases to target (should be relevant to business/market, obtainable and profitable) </li></ul><ul><li>“ Cleans” and optimizes a website’s HTML code for appropriate keyword usage. </li></ul><ul><li>Helps in writing copy to appeal to both search engines and actual website visitors </li></ul><ul><li>Studies competitors (competing websites) and search engines </li></ul><ul><li>Implements a quality link building campaign </li></ul><ul><li>Pushes for more content! </li></ul><ul><li>Monitors rankings for targeted search terms </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  14. 14. What is Pay Per Click? <ul><li>PPC ads appear as “sponsored listings” </li></ul><ul><li>Companies bid on price they are willing to pay “per click” </li></ul><ul><li>Typically have very good tracking tools and statistics </li></ul><ul><li>Ability to control ad text </li></ul><ul><li>Can set budgets and spending limits </li></ul><ul><li>Google AdWords , Yahoo and MSN are leaders </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  15. 15. PPC – business benefits <ul><li>Event driven website which has life “expiry date” </li></ul><ul><li>Who wants Instant traffic and sales </li></ul><ul><li>Product or any service launch </li></ul><ul><li>Who wants to experiment reaching out to a particular area audience for his product & services </li></ul><ul><li>A new website that is undergoing SEO </li></ul>by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  16. 16. PPC vs. “Organic” SEO by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com Pay-Per-Click “ Organic” SEO <ul><li>results in 1-2 days </li></ul><ul><li>easier for a novice or one without much knowledge of SEO </li></ul><ul><li>ability to turn on and off at any moment </li></ul><ul><li>generally more costly per visitor and per conversion </li></ul><ul><li>fewer impressions and exposure </li></ul><ul><li>easy to compete in highly competitive market space (but it will cost you) </li></ul><ul><li>can generate exposure on related sites (AdSense) </li></ul><ul><li>ability to target “local” markets </li></ul><ul><li>better for short-term and high-margin campaigns </li></ul><ul><li>results take 2 weeks to 4 months </li></ul><ul><li>requires ongoing learning and experience to reap results </li></ul><ul><li>very difficult to control flow of traffic </li></ul><ul><li>generally more cost-effective, doesn’t penalize for more traffic </li></ul><ul><li>SERPs are more popular than sponsored ads </li></ul><ul><li>very difficult to compete in highly competitive market space </li></ul><ul><li>can generate exposure on related websites and directories </li></ul><ul><li>more difficult to target local markets </li></ul><ul><li>better for long-term and lower margin campaigns </li></ul>
  17. 17. Not Convinced – See the global trend by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  18. 18. Still Not Convinced – check it! by Mohit Jain, Online Marketing Consultant contact @ m.jain at hotmail.com
  19. 19. Questions?

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