This document discusses search engine marketing and search engine optimization. It defines search engines and how they present search results. Search engine marketing is described as using promotion techniques to increase website visibility in search results. The two main components are search engine optimization (SEO), which involves organic optimization practices, and search advertising, which are paid placement options. The document outlines best practices for SEO, including on-page elements like keywords and off-page elements like links. It also discusses setting goals and analyzing results.

1. Search Engine Marketing
And
Search Engine Optimization
Presented By:
Jatin Vaid
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2. Search Engines
 A search engine is a software
system that is designed to
carry out Internet search on
the World Wide Web in a
systematic way for particular
information specified in a
textual web search query
 Search results are presented in
a line of results, called search
engine result pages(SERPs)
 The information may be a mix
of links to web pages, images,
videos, articles, etc.
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3. Search Engine Marketing
 Search Engine Marketing (SEM) is a form
of Internet Marketing that involves the
promotion of websites by increasing their
visibility in search engine result pages (SERPs)
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4. Components of Search Engine
Marketing
Search Engine
Marketing
Search Engine
Optimization
(SEO)
Search
Advertising
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5. Components of Search Engine
Marketing
Search Engine Optimization
(SEO)
1. Organic form
2. Takes lots of time for
results to optimize
3. Dependent on complex
algorithms and best
practices
4. Organically reach the top
slots
Search Advertising
1. Paid form
2. Less time consuming for
results to optimize
3. Relevant to user search
query
4. Displayed on top of search
page and labeled as ‘Ad’
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6. SEARCH ADVERTISING
I.
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7. Why Search Advertising?
1. Capture intent – Ads shown to users who are
interested & have intent to buy
2. Ease of action – Ads are clickable and directs users to
specific web pages to find relevant content
3. Controlled costs – Marketers pay only when users
click on the ad (cost per click). No base charges
4. Analytics – Performance reports of the ads can be
generated showing Avg. CPC, No. of clicks, Money
spent, CTR, etc.
5. Competition – Helps to compete with competitors
having a better organic reach
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8. Ad Placement
1. Top: Prime location.
High click rates
2. Side: Displays only ads,
& no organic results.
Low click rates. Not
possible with mobiles
3. Bottom: For ads with
lower than threshold
limits for top position.
Shown in bottom area
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9. Best practices for creating
Advertisement Campaigns
1. Keyword targeting
2. Creating advanced Ad formats
i. Call Extension – Provide Phone No. with Ad
ii. Site links – With additional direct links (Product/ store locator/contact)
iii. App Extensions – Downloadable App
iv. Location Extensions – Shows local business address
v. Review Extensions – Include positive reviews, ratings, awards
vi. Structured snippets – Provides a preview of valuable information
vii. Price Extensions – Display prices to increase conversion rates
viii. Google my business – Put business information on search and maps
(add, phone, operating hours)
3. Monitor account regularly
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10. SEARCH ENGINE OPTIMIZATION
(SEO)
II.
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11. Search Engine Optimization
 It is the process of influencing the visibility of
a website or a webpage so that it appears
higher up in the organic search results
 To establish web presence and get discovered
 To get quality traffic for lead generation and
higher revenues
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12. Search Behaviour
 Important to understand
customers
1. Person: Age, gender,
religion, socio-eco group
2. Place: Country, city
3. Product: Interest area
being researched
4. Priority: Purchasing time
frames
5. Purchase: How and
where users buy
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13. Phases of SEO
Four phases of SEO:
1. Goals
2. On-Page optimization
3. Off-Page optimization
4. Analyze
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14. i. Goals
 Decide and setup clear, realistic goals and
targets for SEO campaign
 Assign KPI to the strategy
 Align with 3 stakeholders: searcher, search
engine and website owner
 Benefits: Increased CTR; better engagement;
enhanced reputation; Higher conversions
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15. ii. On-Page optimization
 It deals with technical optimization of various elements
of website
 It ensures search engines can easily read, understand
and navigate WebPages to index it correctly
 Keyword research (Offline) – jargons, customer
queries, surveys
 Keyword research (Online) – Google Autocomplete,
Adwords, Trends, SEMrush
 Web page mechanics: URLs, Page name, Meta Tags,
On-page headings, text, images, social sharing
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16. iii. Off-Page optimization
 These are the techniques used to influence
website position in organic search results.
 Long-term, iterative process to build digital
footprint and earn online credibility
 Link formats
 Content marketing
 Social sharing
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17. iv. Analyze
 A cyclical process of looking at the data coming back,
analyzing it and making the necessary adjustments
 Help achieve goals and implement changes
 Knowing analytical tools to measure search traffic
 Knowledge of volume & source of traffic to website;
Keywords; key pages for conversions
 E.g., Google Analytics; HubSpot
 Compile data
 Report findings
 KPI: Position; Traffic; Conversion
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18. References
1. Dodson, I. (2017). The Art of Digital
Marketing: The definitive guide to creating
strategic, targeted and Measurable Online
Campaigns. New Delhi: Wiley.
2. Gupta, S. (2018). Digital Marketing. Delhi: Mc
Graw Hill Education.
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19. Thank You!
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