DDMA Search Engine Marketing guest lecture Erasmus University Rotterdam
•
2 likes•1,288 views
The document discusses the Dutch Dialogue Marketing Association (DDMA), which has 230 member organizations and multiple commissions focused on digital marketing. DDMA aims to connect its members through networking opportunities and knowledge sharing events, as well as lobby the Dutch and European governments on issues relevant to its members. The remainder of the document covers topics related to search engine marketing, including the history of search engines, search engine optimization, search advertising, and trends in the industry.
More Related Content
Viewers also liked
Viewers also liked (6)
Similar to DDMA Search Engine Marketing guest lecture Erasmus University Rotterdam
Similar to DDMA Search Engine Marketing guest lecture Erasmus University Rotterdam (20)
More from Eduard Blacquière
More from Eduard Blacquière (19)
Recently uploaded
Recently uploaded (20)
DDMA Search Engine Marketing guest lecture Erasmus University Rotterdam
- 1. DDMA Association for dialogue marketing Search Commission
- 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. DDMA? Dutch Dialogue Marke0ng Associa0on • Pillars: o Network (commisions & business groups) o Knowledge (workshops, research, etc.) o Lobby (Dutch & European government)
- 4. Members & Commissions o 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
- 14. Search is..
- 15. History of Search Engines
- 16. Google PageRank
- 17. Search Engines now (Netherlands)
- 19. Just 14
- 20. Surpassed Microsoft market value
- 22. Free Tools
- 23. Data = Value =
- 24. Universal Search Shopping YouTube News Images Videos Maps Books
- 25. • 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
- 26. Use of Search engines
- 27. Use of Search engines
- 29. Search is influenced The boring details…
- 30. But search is influenced by…
- 31. Recognizable?
- 34. 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 Search Aditi Muralidharan, Zoltan Gyongyi, Ed H. Chi (2012)
- 35. Google knows this.. 2010, June 2011, January 2011, September
- 38. SEO – Search Engine Optimization
- 39. SEO – Search Engine Optimization
- 41. Search engine operation 1. Crawling 2. Indexing 3. Ranking Finding+ following Duplicate content Relevance links Content extraction Value Check robot instructions Subject association Uniqueness URL handling Usability (redirects, dynamic)
- 42. What users are seeing
- 43. What search engines are seeing
- 44. What users are seeing
- 45. What search engines are seeing
- 46. SEO – Search Engine Optimization Architecture Content Authority
- 48. SEO – Is my page properly indexed?
- 49. SEO – Is my site properly indexed?
- 51. SEO – Which keywords?
- 52. SEO – Which keywords?
- 53. SEO – Search Trends
- 55. SEO – Content DNA travel passengers electricity station railway
- 56. SEO – Authority
- 57. Google PageRank
- 58. SEO – Authority
- 59. SEO – Authority & Social Media
- 60. Trends
- 61. Universal search / Verticals Shopping YouTube News Images Video’s Maps Books
- 62. Universal search / Verticals
- 63. Universal search / Verticals
- 64. Universal search / Verticals
- 65. Google Strategy
- 66. Google Strategy
- 67. Google Strategy
- 68. Google Strategy
- 69. Google Strategy
- 70. Google Strategy
- 71. Mobile Search
- 73. Q&A
- 75. SEA – Search Engine Advertising
- 76. SEA – Search Engine Advertising Paid Search position is based on: CPC Bid for price per keyword, cost per click CTR Click through rate (clicks / impressions) Quality score Relevance of keyword vs. ad text vs. landing page History of account Loadtime
- 77. SEA – Search Engine Advertising
- 78. SEA – Search “Engine” Advertising