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1. Chapter Four
SEARCH ENGINE MARKETING
DANIEL TEKLE
2024

2. Contents of the Chapter
• Search engine
• Search engine marketing (SEM)
• Search engine optimization (SEO)
• Paid search (pay-per-click) marketing (PPC)
• Search engine ranking factors
• Best practice in planning and managing SEO
• Best practice of Paid search (pay-per-click) marketing (PPC)

3. What is Search Engine?
• Search engine is a program that searches for and identifies items
in a database that correspond to keywords or characters specified
by the user, used especially for finding particular sites on the
World Wide Web.
• Search engine is a software system that finds web pages that
match a web search.

4. Search Engine

5. Example of Search Engine

8. Search Engine
• Search engines compete with one another based on providing
the best user experience,
• High-ranked SE presents users with the information they are
looking for, in the most convenient way.
• Search engine users now looking for quick answers to a
question, or for a product they can buy.

9. Type of Search
Informational
Search Queries
• Queries that cover a
broad topic for which
there may be
thousands of relevant
results.
Navigational
Search Queries
• a search query
entered with the
intent of finding a
particular website or
webpage.
Transactional Search
Queries
• a query that indicates an intent to
complete a transaction, such as
making a purchase.
• may include exact brand and
product names.

10. Navigational Search

11. Informative Search

12. Transactional Search

13. Search Engine Result Page
• SERP is the page that presents list of answers to the search query entered
into search engines.
• It is the list of natural or organic search results or paid search results.
• The page generated by a search engine after the request submitted by a
user.
• These search result lists boost traffic to your site.

14. Paid Search Result lists
• Paid ads got places at the top of the SERPs.
• Based on the quality of the page, bid amount, quality of
the ad and the relevance to search, google decides which
ad should present first on SERP.

15. Organic or Natural Listings
• The pages listing results from a search engine query which are displayed in
a sequence according to relevance of match between the keyword phrase
typed into a search engine and a web page according to a ranking algorithm
used by the search engine.
• Organic listings earn their place through search engine optimization (SEO).
• A high-quality site to get a good organic ranking.

16. Organic Search Result Snippet
•A standard organic search result snippet includes:
• Page title (title tag)
• Page URL
• Meta description

17. Search Result Snippet Example

18. SEARCH ENGINE MARKETING(SEM)
•SEM is promoting an organization through search engines to
meet its objectives by delivering relevant content in the search
listings for searchers and encouraging them to click through to a
destination site.
• SEM is a key technique for generating quality visitors to a
website.

19. Types of SEM
• There are two key techniques of SEM
1. Search engine optimization (SEO)
• improving results from the natural listings
• involves achieving the highest position or ranking practical in
the natural or organic listings
2. Paid-search marketing to deliver results from the sponsored
listings within the search engines.

21. SEARCH ENGINE OPTIMIZATION
• SEO is a structured approach used to increase the position of a company or its
products in search engine natural or organic results listings for selected
keywords or phrases.
• an ever-shifting set of techniques that you can use to help your site rank
higher on SERPs.
• A SERP's ranking position can be highly competitive, as users are more likely
to click on links at the top of the page.

22. Search Engine Optimization
• SEO is a process used to optimize a website's technical configuration, content
relevance and link popularity so that pages on the site can be found easily and
are more relevant and popular in search queries.
• SEO efforts that benefit the user's search experience and page ranking by
presenting content that responds to the user's search.
• Search Engine Optimization (SEO) refers to the practice of tailoring your
website so that it ranks higher on a search engine results page (SERP)

23. The aim of SEO is increasing traffic to
your site.
The goal is to rank on the first page of
SERPs for search terms that are most
relevant to your target audience.
SEO is understanding customers (users) expectations, needs
and technical aspects of configuration of your website.

24. SEO Process
• SEO process involves;
• Crawling: discovery process in which search engines send out a team of
robots (known as crawlers or spiders) to find new and updated content.
• Indexing: Store and organize the content found during the crawling process
• Ranking or scoring: ordering the contents in terms of relevance/best
answer to a searcher's query from the most relevant to least relevant.
• Query request and results serving;
• search engine interface receive user’s query.
• User’s location is assessed through their IP address
• Query will be sent to relevant database to serve sorted lists of results

25. Search Engine Ranking Factors
• Off-page SEO signals
• the number of websites linking to a specific page. Also known as “backlinks”
• external links from other sites
• Internal links with quality content
• On-page SEO signals
• ‘keyword density, keyword formatting, keywords in the anchor text, and the
document meta-data including page title tags
• Site loading speed
• Brand presence and trust signals

26. Advantages of SEO
•Significant traffic driver
•Highly targeted
•Potentially low-cost visitors
•Dynamic

27. Disadvantages of SEO
•Lack of predictability
•Time for results to be implemented
•Complexity and dynamic nature
•Ongoing investment
•Poor for developing awareness in comparison with other
media channels.

28. On-page SEO
• Create unique, accurate page titles
• Accurately describe the page's content
• Create unique <title> elements for each page
• Use brief, but descriptive <title> elements
• Use the meta description tag

29. Thank You