This document provides an overview of search engine optimization (SEO) versus pay-per-click (PPC) advertising. It begins by discussing the growth of internet usage and search engines. It then explains that SEO and PPC are two forms of search engine marketing that aim to increase a website's visibility in search engine results pages. Specifically, SEO targets organic/natural results while PPC targets paid/sponsored results. The document hypothesizes that website profitability depends on traffic, which can be increased through SEO and PPC. It aims to determine which strategy is most effective at generating web traffic by analyzing 30 peer-reviewed articles.
Search engine marketing spending has grown tremendously over the past decade, rising from $299 million in 2001 to an estimated $16.6 billion in 2011 in the US alone. This growth is driven by high customer satisfaction with paid search and contextual ads, which are seen as relevant and non-intrusive. Advertisers are also able to track results effectively. While growth is leveling off, search advertising will continue to make up about 40% of total US online advertising spending going forward.
The Effects of SEO on Website VisitationAliah Thomas
This document discusses the effects of search engine optimization (SEO) on website visitation. It notes that search engines like Google, Yahoo, and MSN account for 90% of new website visits. SEO techniques can help businesses increase their search engine rankings and visibility online to attract more web traffic. However, increased traffic does not always translate to improved business performance - companies must also work to engage visitors once they arrive. While SEO is effective for generating more visits, businesses need to be prepared to manage increased traffic and provide a positive customer experience.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
The document discusses various digital marketing strategies including paid search marketing, search engine optimization (SEO), and social media marketing. It provides statistics on online advertising spending from 2008-2014 which increased from $54.2 billion to $96.8 billion. It then discusses key aspects of paid search marketing, SEO, and using social media platforms like Facebook, Twitter, LinkedIn and YouTube to engage customers and build relationships. The document emphasizes that digital marketing requires testing strategies, measuring results, and focusing on goals like awareness, sales and customer loyalty.
1) Facebook advertising spending is predicted to hit $4 billion in 2011, twice the amount spent in 2010. However, brands lack experience to evaluate campaign performance.
2) Webtrends analyzed over 11,000 campaigns and provided benchmarks for click-through rate, cost per click, cost per thousand impressions, and cost per fan.
3) Older users and women click more on ads. Certain industries see higher click-through rates. Friend endorsements increase clicks regardless of education level.
This document discusses search engine marketing and optimization. It begins with defining search engines and how they work by indexing web pages and returning relevant results based on algorithms. It then defines search engine marketing as a form of internet marketing aimed at increasing website visibility in search results. Key tactics discussed include search engine optimization through on-page optimization and link building, as well as pay-per-click advertising. The document provides tips for implementing both SEO and pay-per-click campaigns and compares their advantages.
Techinfini's presentation on SEO(search engine optimization), SEM(search engi...TechInfini
There are thousands of same businesses. When someone searches something at search engine, he gets lists of sites related to that query. This presentation will show you, how SEO, SEM, SMO can help you for being on top in search results.
The document discusses various strategies for mobile marketing and viral marketing. It provides tips for mobile marketing, including developing useful applications, using shortcodes, and making websites mobile-friendly. It also discusses goals, tactics, and case studies for viral marketing campaigns, including calculating a communication dividend and examples from American Express.
Search engine marketing spending has grown tremendously over the past decade, rising from $299 million in 2001 to an estimated $16.6 billion in 2011 in the US alone. This growth is driven by high customer satisfaction with paid search and contextual ads, which are seen as relevant and non-intrusive. Advertisers are also able to track results effectively. While growth is leveling off, search advertising will continue to make up about 40% of total US online advertising spending going forward.
The Effects of SEO on Website VisitationAliah Thomas
This document discusses the effects of search engine optimization (SEO) on website visitation. It notes that search engines like Google, Yahoo, and MSN account for 90% of new website visits. SEO techniques can help businesses increase their search engine rankings and visibility online to attract more web traffic. However, increased traffic does not always translate to improved business performance - companies must also work to engage visitors once they arrive. While SEO is effective for generating more visits, businesses need to be prepared to manage increased traffic and provide a positive customer experience.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
The document discusses various digital marketing strategies including paid search marketing, search engine optimization (SEO), and social media marketing. It provides statistics on online advertising spending from 2008-2014 which increased from $54.2 billion to $96.8 billion. It then discusses key aspects of paid search marketing, SEO, and using social media platforms like Facebook, Twitter, LinkedIn and YouTube to engage customers and build relationships. The document emphasizes that digital marketing requires testing strategies, measuring results, and focusing on goals like awareness, sales and customer loyalty.
1) Facebook advertising spending is predicted to hit $4 billion in 2011, twice the amount spent in 2010. However, brands lack experience to evaluate campaign performance.
2) Webtrends analyzed over 11,000 campaigns and provided benchmarks for click-through rate, cost per click, cost per thousand impressions, and cost per fan.
3) Older users and women click more on ads. Certain industries see higher click-through rates. Friend endorsements increase clicks regardless of education level.
This document discusses search engine marketing and optimization. It begins with defining search engines and how they work by indexing web pages and returning relevant results based on algorithms. It then defines search engine marketing as a form of internet marketing aimed at increasing website visibility in search results. Key tactics discussed include search engine optimization through on-page optimization and link building, as well as pay-per-click advertising. The document provides tips for implementing both SEO and pay-per-click campaigns and compares their advantages.
Techinfini's presentation on SEO(search engine optimization), SEM(search engi...TechInfini
There are thousands of same businesses. When someone searches something at search engine, he gets lists of sites related to that query. This presentation will show you, how SEO, SEM, SMO can help you for being on top in search results.
The document discusses various strategies for mobile marketing and viral marketing. It provides tips for mobile marketing, including developing useful applications, using shortcodes, and making websites mobile-friendly. It also discusses goals, tactics, and case studies for viral marketing campaigns, including calculating a communication dividend and examples from American Express.
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
Lesson 2: Pay-Per-Click Vs Natural Resultsglaringfacts
This was the second presentation I made at FlyingTeachers, describing why they should focus on obtaining natural results ranking rather than paying Google for its ad space.
To keep up with such shifts, marketers need to develop new marketing plans that are fresh, compelling and attuned to the heartbeat of the new marketplace. Here's a great read for SEM Trends this 2021.
Full blog here - https://digitalmarketingphilippines.com/search-engine-marketing-trends-2021-mid-year-report-infographic/
Seeing Between The Lines Of The Search And The ClickDung Tri
The document discusses how search marketers previously had little visibility into consumer search behavior and competitor performance on search engine results pages (SERPs). It then summarizes findings from an analysis of millions of SERPs by Compete that provide insights for search marketers. Specifically:
- Over half of SERPs contain at least one paid ad, showing the competitiveness of search.
- Organic listings make up 85% of total listings but receive 53% of clicks from the first organic result, emphasizing the importance of organic search optimization.
- While most paid listings appear on the right side of SERPs, 85% of paid clicks go to top listings, highlighting the value of the top paid placement.
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying deals. It emphasizes keeping website content up-to-date and using tactics like search engine optimization (SEO), search engine marketing (SEM), and being social. The document stresses testing strategies, tracking results, and making adjustments to improve performance.
Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions.
An investment-worthy internet marketing campaign includes a combination of traditional methods while strategically utilizing various digital methods including search engine marketing, social media marketing and content distribution. For more information on Biznet please visit: http://www.biznetis.net
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying. It emphasizes updating websites frequently with rich content like photos and videos. The document also stresses testing online marketing strategies and tracking results to optimize performance. Key tactics discussed include search engine optimization, search engine marketing, and being active on social media.
The document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses researching keywords, on-page optimization like optimizing titles and content, off-page factors like link building, and advanced topics like international SEO and mobile search optimization. The presentation aims to help websites improve their visibility and rankings in search engines through various on-page and off-page optimization methods.
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying deals. It emphasizes updating websites frequently and using video to engage customers. The document advocates testing online marketing strategies and using metrics to optimize efforts. Key tactics include search engine optimization, search engine marketing, and social media to help businesses get found online.
Search Engine Marketing (Digital Marketing '15 @ Oulu University)Joni Salminen
This document provides an overview of search engine marketing (SEM). It defines SEM and discusses the importance of search engines in driving website traffic. SEM involves both search engine optimization (SEO), which influences organic rankings, and search engine advertising (PPC), which involves paid text ads. Key factors in SEO include keywords, links, and content while PPC involves bidding on keywords. Non-linear search behavior and short searches are also covered. Overall SEM aims to match websites to customer intent based on keywords and drive qualified traffic and sales.
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying. It emphasizes keeping website content up-to-date and rich, as businesses who updated their site 5 times a month saw 300% more traffic. The document also stresses testing online marketing strategies and using analytics to optimize efforts over time based on user behavior and performance.
This document discusses how brands can use email as the foundation of their customer relationship strategy in a Web 2.0 world where consumers are exposed to many advertising messages across multiple channels. It provides statistics that show email has the highest return on investment of any digital marketing channel and explains how top brands drive email relevance and performance through personalization, segmentation, behavioral targeting, and real-time content optimization.
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...Biznet Digital
The idea isn't really to outsmart Google but rather all of your competitors to achieve first page placement in search results. Nearly 90% of all search users never make i t past the first page. Make your site count. Get the traffic you deserve. Learn more in this educational presentation.
Dojo Google Updates Link Building Tools and SEO LessonsAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Boykin will talk about Google updates, including Panda and Penguin, and how to survive them. Boykin will also share link building techniques and tools his own ninjas use.
How SEO & PPC Work Together To Drive More Traffic To Your WebsiteBoostability
Do you know how to combine your efforts in SEO as well as PPC to generate leads, build your online presence, and attract more customers? Learn how to create the perfect balance between these two methods in order to achieve both immediate results and longterm impact.
Digital marketing has significantly impacted marketing through various online concepts like SEO, PPC, SEM, and SMO. The document discusses digital marketing and provides an overview of iMET Global, a training company for digital marketing. It describes iMET Global's courses, certifications, competitors, and leadership model.
The document provides information about the Certified Digital Marketing Master (CDMM) course, including:
- It is a 115-hour government certified course on digital marketing topics like SEO, social media, and analytics.
- The course includes live instructor-led sessions, hands-on projects, access to experts, and lifetime access to materials.
- Graduates will be eligible to take the CDMM certification exam to demonstrate their digital marketing skills.
Technolgy transfer versus environmental leaderships. With the paradigm shifts, it is more likely to see emerging countries taking a substantial lead on energy production.
You will often hear that the dam engineering is balancing benefits and environmental costs- This slide shows how dam can help to produce food and cut cost with the production detour, through the water channels or electrical energy production.
This document summarizes Michael Fullan's views on developing leadership for sustainability in educational systems. Fullan argues that to drive deeper reforms, systems need "system thinkers in action" who can work within their own schools/organizations while also connecting to the larger system. He identifies eight elements of sustainability: public service/moral purpose; commitment to changing contexts at all levels; lateral capacity building through networks; new co-dependent vertical relationships; deep learning; commitment to short and long-term results; cyclical energizing; and leveraging leadership. Fullan discusses strategies like developing lateral networks, integrating self-evaluation and external accountability, reducing fear to promote innovation, and ensuring data is used to support continuous learning and improvement across all levels
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
Lesson 2: Pay-Per-Click Vs Natural Resultsglaringfacts
This was the second presentation I made at FlyingTeachers, describing why they should focus on obtaining natural results ranking rather than paying Google for its ad space.
To keep up with such shifts, marketers need to develop new marketing plans that are fresh, compelling and attuned to the heartbeat of the new marketplace. Here's a great read for SEM Trends this 2021.
Full blog here - https://digitalmarketingphilippines.com/search-engine-marketing-trends-2021-mid-year-report-infographic/
Seeing Between The Lines Of The Search And The ClickDung Tri
The document discusses how search marketers previously had little visibility into consumer search behavior and competitor performance on search engine results pages (SERPs). It then summarizes findings from an analysis of millions of SERPs by Compete that provide insights for search marketers. Specifically:
- Over half of SERPs contain at least one paid ad, showing the competitiveness of search.
- Organic listings make up 85% of total listings but receive 53% of clicks from the first organic result, emphasizing the importance of organic search optimization.
- While most paid listings appear on the right side of SERPs, 85% of paid clicks go to top listings, highlighting the value of the top paid placement.
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying deals. It emphasizes keeping website content up-to-date and using tactics like search engine optimization (SEO), search engine marketing (SEM), and being social. The document stresses testing strategies, tracking results, and making adjustments to improve performance.
Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions.
An investment-worthy internet marketing campaign includes a combination of traditional methods while strategically utilizing various digital methods including search engine marketing, social media marketing and content distribution. For more information on Biznet please visit: http://www.biznetis.net
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying. It emphasizes updating websites frequently with rich content like photos and videos. The document also stresses testing online marketing strategies and tracking results to optimize performance. Key tactics discussed include search engine optimization, search engine marketing, and being active on social media.
The document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses researching keywords, on-page optimization like optimizing titles and content, off-page factors like link building, and advanced topics like international SEO and mobile search optimization. The presentation aims to help websites improve their visibility and rankings in search engines through various on-page and off-page optimization methods.
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying deals. It emphasizes updating websites frequently and using video to engage customers. The document advocates testing online marketing strategies and using metrics to optimize efforts. Key tactics include search engine optimization, search engine marketing, and social media to help businesses get found online.
Search Engine Marketing (Digital Marketing '15 @ Oulu University)Joni Salminen
This document provides an overview of search engine marketing (SEM). It defines SEM and discusses the importance of search engines in driving website traffic. SEM involves both search engine optimization (SEO), which influences organic rankings, and search engine advertising (PPC), which involves paid text ads. Key factors in SEO include keywords, links, and content while PPC involves bidding on keywords. Non-linear search behavior and short searches are also covered. Overall SEM aims to match websites to customer intent based on keywords and drive qualified traffic and sales.
The document discusses harnessing the power of online marketing. It highlights trends like the rise of mobile phones, social media, and group buying. It emphasizes keeping website content up-to-date and rich, as businesses who updated their site 5 times a month saw 300% more traffic. The document also stresses testing online marketing strategies and using analytics to optimize efforts over time based on user behavior and performance.
This document discusses how brands can use email as the foundation of their customer relationship strategy in a Web 2.0 world where consumers are exposed to many advertising messages across multiple channels. It provides statistics that show email has the highest return on investment of any digital marketing channel and explains how top brands drive email relevance and performance through personalization, segmentation, behavioral targeting, and real-time content optimization.
How to Outsmart Google (How to earn a first page listing on Google, Yahoo!, B...Biznet Digital
The idea isn't really to outsmart Google but rather all of your competitors to achieve first page placement in search results. Nearly 90% of all search users never make i t past the first page. Make your site count. Get the traffic you deserve. Learn more in this educational presentation.
Dojo Google Updates Link Building Tools and SEO LessonsAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Boykin will talk about Google updates, including Panda and Penguin, and how to survive them. Boykin will also share link building techniques and tools his own ninjas use.
How SEO & PPC Work Together To Drive More Traffic To Your WebsiteBoostability
Do you know how to combine your efforts in SEO as well as PPC to generate leads, build your online presence, and attract more customers? Learn how to create the perfect balance between these two methods in order to achieve both immediate results and longterm impact.
Digital marketing has significantly impacted marketing through various online concepts like SEO, PPC, SEM, and SMO. The document discusses digital marketing and provides an overview of iMET Global, a training company for digital marketing. It describes iMET Global's courses, certifications, competitors, and leadership model.
The document provides information about the Certified Digital Marketing Master (CDMM) course, including:
- It is a 115-hour government certified course on digital marketing topics like SEO, social media, and analytics.
- The course includes live instructor-led sessions, hands-on projects, access to experts, and lifetime access to materials.
- Graduates will be eligible to take the CDMM certification exam to demonstrate their digital marketing skills.
Technolgy transfer versus environmental leaderships. With the paradigm shifts, it is more likely to see emerging countries taking a substantial lead on energy production.
You will often hear that the dam engineering is balancing benefits and environmental costs- This slide shows how dam can help to produce food and cut cost with the production detour, through the water channels or electrical energy production.
This document summarizes Michael Fullan's views on developing leadership for sustainability in educational systems. Fullan argues that to drive deeper reforms, systems need "system thinkers in action" who can work within their own schools/organizations while also connecting to the larger system. He identifies eight elements of sustainability: public service/moral purpose; commitment to changing contexts at all levels; lateral capacity building through networks; new co-dependent vertical relationships; deep learning; commitment to short and long-term results; cyclical energizing; and leveraging leadership. Fullan discusses strategies like developing lateral networks, integrating self-evaluation and external accountability, reducing fear to promote innovation, and ensuring data is used to support continuous learning and improvement across all levels
2010 Volvo C30, color brochure provided by Volvo of English Creek located in Pleasantville, NJ. Find the 2010 Volvo C30, for sale in New Jersey ; call about our current sales and incentives at (609)383-6100 http://www.volvoenglishcreek.com/
1. The document discusses corporate tax rates in Israel compared to rates in OECD countries from 2001-2012. It notes that Israel's corporate tax rate was higher than the OECD average during this period.
2. Data is presented from the World Bank and OECD on Israel's corporate tax rates relative to other OECD nations in recent years. Israel's rates have been above average but declining to approach OECD averages.
3. Issues around corporate taxation in Israel are discussed, along with debate over further reducing tax rates to encourage business competitiveness. Concerns about losing government revenue are also addressed.
El documento resume los principales microprocesadores de Intel desde la década de 1970 hasta la actualidad, incluyendo modelos como el Intel 8080 de 1974, el Intel 8086 y 8088, el Intel 80286 de 1982, el Intel 80386 de 1985, el Intel 80486 de 1989, el Intel Pentium de 1993, el Intel Core i3 de 2010 y el Intel Core i9 de 2010. Se detalla para cada procesador el año de lanzamiento, la velocidad, el socket y otros detalles técnicos.
Challenges And Opportunities With Bio And NanotechTim Harper
The document discusses the challenges and opportunities of bio- and nanotechnologies. It outlines challenges such as communicating technologies to the public, regulating new technologies, and making technologies relevant to global issues. The document also discusses opportunities to address global challenges through emerging technologies and gain more control over materials.
Georges RADJOU (BIRD CEO) has design a universal wage. In principle, it is for the Annual Ministerial Review (Part 3, United Nations)- The Indicator of Sustainable developmen tin Post 2015 MDGs and Sustainable Development Goals (SDGs) can be quite a popular issue. Who has not dreamed to be paid for an activity as equally as his business employer. In fact, the Indicator of universal wage, which is a wage for all, for their contribution as outcome of societal participation aimed at reducing the gap between rich people (high paid caliber workers) and poor people the low paid workers- Therefore thus a universal wage, with a limited number of pillar- The desin of the indicator is based on 2 indicators: one to tell people, whe their wages is not enough i.e. the purchasing power is insufficient compared to the cost of living. Opposite, the indicator to tell you earn too much, and they are too many poors. So, you should not react if there is pay cut (particularly) if all your needs have been already satisfied. Tese are for the top earners, whose leaving standards have been multiplied by a great number i.e 3, 5, 10 folds of basic workers wage and needw.
This is a personal work introducing micro-lead times to contrast with lead-times-macro leadtimes.
It is helping to explain while the anti seismic architecture fails in some part of the world due to not compliance with the urbanism code.
This model of supply chain manegement is also valid for water hazards and planning with disregard for flood regulation and codes. It is usefull to be assisted with a consultant to fill the gap between planners and disaster managers
The document provides information on the different trim levels of the 2008 Chevy Malibu: LS, 1LT, 2LT, LTZ, and Hybrid. It lists the standard and available features for each trim level such as engine options, transmission, interior and exterior features. It also discusses the safety ratings and fuel efficiency of the Malibu and provides a brief overview of the Malibu Hybrid model.
The document discusses Google+ Hangouts, a video chat tool from Google that allows multiple people to communicate in real-time. It provides examples of how some brands and politicians have used Hangouts to engage with audiences, including Cadbury having an athlete participate in a Q&A and President Obama answering questions after the State of the Union address. Considerations are discussed around choosing representatives to interact on camera and the potential for Hangouts to transform customer service experiences.
2010 Chevy Express color brochure provided by Viva Chevrolet located in El Paso, TX. Find the 2010 Chevy Express for sale in Texas; call about our current sales and incentives at (915) 613-2017. http://www.vivachevy.com/
Case of 3 islands being located in what was going to be the Channel sea. The global temperature and the sea rise occured during the quaternary. Between -20,000 years and -10,000 years between France and England was a cold season wi in average peak of cold would be around - 20,000.
Muhammad Yunus was awarded the Nobel Peace Prize in 2006 for establishing Grameen Bank and pioneering microcredit and microfinance to help alleviate poverty. Grameen Bank provides small loans, usually around $30-$50, to help the poor establish small businesses and become financially self-sufficient. By providing access to affordable credit, microcredit aims to help the billions of people living on under $2 per day and is aligned with the United Nations' Millennium Development Goals of reducing extreme poverty.
The document discusses how businesses can use search engine optimization (SEO), search engine marketing (SEM), and social media to drive traffic to their websites and grow their businesses online. It covers key topics like how search engines work, using keywords, unpaid and paid search strategies, and tools from Google, Yahoo, and Bing for SEO, pay-per-click advertising, and analyzing results. The presentation aims to teach business owners the importance of being findable online and how to effectively utilize search and social media.
SEO stands for “search engine optimization.” In simple terms, SEO means the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search for:
Search engine optimization (SEO) is the practice of improving a website to increase the quantity and quality of traffic from search engines. SEO helps businesses grow by figuring out what people search for online and creating relevant content that search engines can understand and index. The fundamentals of SEO are simple but effective - it involves optimizing on-page elements like titles and content as well as off-page elements like backlinks to help rank higher organically in search results. While SEO takes ongoing work, it can continue generating traffic over time if done properly by focusing on users' search intents and questions.
My attempt at explaining SEO to the non-SEOs. This was created for friends and family, and I hope to build from this in the future.
See Notes tab for more info
This document provides an overview of search engine optimization (SEO). It defines SEO as improving a website to increase its visibility in search engines when people search for related products, services, or topics. The goal of SEO is to help attract website visitors who may become customers or clients. It discusses how SEO differs from search engine marketing (SEM) and pay-per-click (PPC) advertising. It also outlines the importance of SEO, different types of SEO, how SEO works, and how to learn SEO.
What do you know about search engine marketing (SEO)jishavijayan70
Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
It can be an exciting thing, starting your own business. But like many others who have begun their own startup companies, it soon becomes apparent how daunting it can be to make the company a success, or even just to keep it going. For those that do have startup companies, it can be a tricky thing to market the business and make it grow. That can be said of any new business, but particularly of small startup businesses. To help, here are a few top tips in digital marketing to help you to grow your startup.
Social Media Marketing, Benefits Of Social mediaDheeraj Sukumar
Modern world of cut-throat competition of e-commerce makes SEO imperative. SEO is the process of figuring out "key words" potential customers might use to find what the website is offering and doing whatever is necessary to move to the top of the search results so these searchers visit the site. Getting a website in the top half of search results ensures it will generate public awareness and more traffic leading to potential income. SEO refers to optimizing on-page and off-page ranking factors to obtain high rankings for desirable keyword search terms.
SEO – Search Engine Optimization?
SEO stands for “search engine optimization.” In simple terms, SEO means the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search for:
Products you sell.
Services yoru provide.
Information on topics in which you have deep expertise and/or experience.
The better visibility your pages have in search results, the more likely you are to be found and clicked on. Ultimately, the goal of search engine optimization is to help attract website visitors who will become customers, clients or an audience that keeps coming back.
What you’ll learn in this guide:
How SEO differs from SEM and PPC
Why SEO is important
SEO types and specializations
How SEO works
How to learn SEO
How is SEO different from SEM and PPC?
SEM and PPC are two other common terms you will read about a lot here on Search Engine Land and hear about in the larger search marketing community.
Read on to learn more about both of these terms and how they’re related to SEO.
SEO vs. SEM
SEM stands for search engine marketing – or, as it is more commonly known, search marketing.
Search marketing is a type of digital marketing. It is an umbrella term for the combination of SEO and PPC activities meant to drive traffic via organic search and paid search.
Put simply, search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.
So how do SEO and SEM differ? Technically they aren’t different – SEO is simply one-half of SEM:
SEO = driving organic traffic from search engines.
SEM = driving organic and paid traffic from search engines.
Now, this is where things get a bit confusing.
Today, many people use SEM interchangeably with PPC (which we’ll talk about in the next section).
This idea seems to undercut SEO. However, SEO is marketing, just like PPC is marketing.
Here’s the best way to think about SEO and SEM:
Imagine SEM is a coin. SEO is one side of that coin. PPC is on the flip side.
SEO vs. PPC
PPC stands for pay-per-click – a type of digital marketing where advertisers are charged whenever one of their ads gets clicked on.
Basically, advertisers bid on specific keywords or phrases that they want their ads to appear for in the search engine results. When a user searches for one of those keywords or phrases, the advertiser’s ad will appear among the top results.
So again, if we think of search marketing as a coin, SEO and PPC are two sides of the same coin – SEO is the unpaid side, PPC is the paid side.
Another key point: it’s important never to think of it as “SEO vs. PPC” (i.e., which one is better) because these are complementary channels. It’s not an either-or question – always choose both (as long as your budget allows it).
As we mentioned before, the terms SEM and PPC are used within the industry interchangeably. However, that isn’t the case here on Search Engine Land.
Whenever we mention “SEM,” it
What is digital marketing, and why does it matter? That’s precisely what I plan to discuss today.
Digital marketing means using digital channels, like search engines, social media, email, mobile apps, and websites, to promote a product or service. This umbrella term also includes marketing using digital devices such as TV or radio.
This document provides an introduction to search engine marketing, including pay-per-click (PPC), search engine optimization (SEO), and organic search marketing (OSM). It discusses why search marketing is important for finding new clients online as over 2000 people search for web design services in Indianapolis each month. The document also compares and contrasts PPC, SEO and OSM, noting their pros and cons. It outlines the discovery, creation and promotion process for search marketing clients and discusses managing expectations, including what can be guaranteed.
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1. Running head: EFFECTS OF SEARCH ENGINE MARKETING 1
Search Engine Optimization vs. Pay-Per-Click
By
Aliah M. Thomas
Texas A & M University, Commerce
2. SEO vs. PPC: Effects of Search Engine Marketing 2
The Internet has made it possible to take the contents and services of businesses in all
industries and sizes alike, to every corner of the world, enabling them the ability to achieve an
unprecedented amount of potential customers (Espadas, 2008, p.1727). According to
Internetworldstats.com, approximately 1.96 billion people around the world now have access to
the Internet. With 28.7% of the world’s population now going online for their information,
search engines have inevitably become increasingly popular. A study conducted by
SearchEnginewatch.com reveals that there were more than 131 billion searches conducted world-
wide in 2009. This number represents more than 4 billion searches per day, 175 million per hour,
and 29 million per minute. However, although a search engine may return millions of results for
each user query, users only looks at a select few. In fact, 73% of search engine user’s never look
beyond the first page of returned results (Jansen & Sprink, 2006).
In today’s technology-savvy world, consumers are spending far less time and attention on
traditional forms of media. Instead these consumers are now “Googling” online (Kumar, 2007,
p.3). Google, the undoubted leader in global search market is estimated to conduct more than 91
millions searches each day. This constitutes for almost 60% of all Web search that’s conducted
online. Given that a top position could potentially lead to tens-of-thousands of new prospects, for
most online businesses today, Google is the preferred search engine of choice.
Given its immense growth and popularity within recent years, the Internet has become an
increasing competitive market. There are easily hundreds or thousands of relevant pages
available on the Web (Avrachenkov & Litvak, 2006, p.319) that compete everyday against others
with the same or similar content, information, and even quality design (Espadas, 2008, p.1727).
If businesses online want to be able to effectively compete in the online market, they need to
found before their competitors.
3. SEO vs. PPC: Effects of Search Engine Marketing 3
“Search Engine Marketing or SEM is essentially the utilization of search engines as a
marketing tool for a business.” (Mamaghani, 2009, p.131) Because Search Engine Marketing
allows even small companies with limited capital to compete for a strong position in the online
marketplace SEM has become one the most popular forms of online marketing today. Search
Engine Marketing accounted for at $14.7 billion dollars in revenue generated in 2009. According
to SEMPO 2008, this expenditure is forecasted to nearly double by 2013.
Effective SEM strategies, such as Search Engine Optimization (SEO) and Pay-Per-Click
(PPC) essentially enable business websites to “be found” easier by users searching for related
products and services. Both Internet marketing strategies are designed to generate web traffic by
increasing a website’s visibility in the search engine results pages or SERPs. Google’s SERP is
displayed in two categories: Organic or natural search results, associated with SEO, appear on
the top, left hand side of the user’s screen and are generated by search engine’s proprietary
algorithms. Paid or sponsored results, associated with PPC, appear on the top, right hand side of
the user’s screen and are listed because content providers or advertisers have paid the search
engine companies to place bids on one or more terms in the search query (Ma, Pant, & Sheng,
2010, p.30).
With the increased importance of online advertising, many companies are now shifting
their advertising budgets from the traditional print (newspaper and magazine), direct mail and
television ads, to online marketing campaigns such as Search Engine Optimization and Pay-Per-
Click (Mamaghani, 2009, p.132). However, much skepticism still exists in regards to the impact
these SEM strategies actually have on the bottom line (Mamaghani, 2009, p.136).
It has been estimated that 82% of all online marketing activities go towards paid
placement (PPC) campaigns. The distribution of dollars suggests that Pay-Per-Click is perceived
4. SEO vs. PPC: Effects of Search Engine Marketing 4
as the most effective means of achieving increased visibility in the search-results pages (Sen,
2005, p.10). However, research reveals that users are far less likely to select areas in the
sponsored listings. Given the discrepancy, it’s not difficult to see why so many online businesses
remain confused as to which online marketing strategy is most effective. These companies often
wonder, “Should we use Search Engine Optimization as our online marketing strategy?”
The following statements are hypothesized:
1. Website profitability is dependent, in part, on the amount of traffic it
generates. Therefore, it is assumed that as traffic increases, revenue should
increase as well.
2. Search engines are a major traffic driver for websites.
3. Search engine traffic is increased through the use of SEO and PPC.
The purpose of this applied business research paper is to determine the effects of Search
Engine Optimization in comparison to Pay-Per-Click. Essentially, both Internet marketing
strategies have become increasingly popular as highly effective methods for improving search
engine rankings and generating new web traffic. However, this paper will provide insight as to
which SEM strategy is most effective, in terms of its ability to generate web traffic. The
conclusions derived will be based on the accumulation of data collected and analyzed from
[thirty] recently published, peer-reviewed journal articles. In efforts to ensure consistency
amongst the comparisons within the literature, Google will be the only search engine of focus.
5. SEO vs. PPC: Effects of Search Engine Marketing 5
Google’s SERP has 5 sections:
1. Top Sponsored Links-- The top ranking “sponsored” website
2. Side Sponsored Link-- The remaining “sponsored” website listings
3. Optional Information Feeds-- i.e. News and Froogle listings
4. Above the Fold Organic-- Viewable, top ranking organic search results
5. Below the Fold Organic-- Organic search results, viewable after scrolling
It’s critical to understand how Google’s SERP is displayed and viewed by Internet users
that search the web. It is important to note that Top Sponsored Links very seldom show in the
area referenced. This is also true for the Optional Information Feeds. However, in efforts to
ensure objectivity, all potential placement possibilities have been displayed. It is also important
to note that ten organic results are always displayed by Google on the first page of the search.
The number of sponsored results however, will vary with each search query.
6. SEO vs. PPC: Effects of Search Engine Marketing 6
Discussion
“Search Engine Optimization (SEO), is a set of techniques that are aimed at improving
the “natural or organic” ranking of a website in search engine listings, thereby making it more
likely that the end user will choose to visit the site.” (Search Engine Optimization, 2006, p.39)
SEO seeks to achieve high ranking in the search engine results for certain search words or
phrases (Malaga, 2009, p. 132). The lesson: a narrower focus generally improves ranking
(Freedman, 2009, p.28). “SEO is very important for companies that conduct business primarily
online, such as e-commerce, commercial portals, and subscription-based news media and
research sites.” (Freedman, 2009) SEO is also important for businesses that use their websites to
generate sales leads (Kumar, 2007, p. 5). For these companies, understanding which factors can
influence a page’s ranking in a search engine is crucial for any web site that wishes to attract
large numbers of users (Evans, 2007, p. 22). In addition, these companies must also have an
understanding of search bots, ranking algorithms, key-word density, and other complexities as
well (Freedman, 2008). SEO involves analyzing and modifying website to enable search engines
to read it, understand it, and index (or catalog) it correctly. These techniques include
manipulation of dozens or even hundreds of website elements such as Meta tags, page content,
and site navigation in order to improve the site in the SERPs (Malaga, 2008). With regards to
Google’s search engine, “Page Rank is one of principle criteria according to which it ranks web
pages.” (Avrachenkov & Litvak, 2006, p.319)
Search Engine Optimization (SEO) is generally considered a very complex and time
consuming process. This is because organic search results are selected and ranked on the basis of
search engine’s proprietary algorithms (Ma, et al., 2010, p. 31). There are over 200 different
factors (or signals) used by Google to calculate a page’s rank (Evans, 2007, p.23). These factors
7. SEO vs. PPC: Effects of Search Engine Marketing 7
are intended both to prevent the deliberate manipulation of SERPs as well as to ensure that
Google maintains its ability to return useful, relevant results for user searches (Cahill & Chalut,
2009, p.241). However, the steadily increasing requirements of search engine optimization make
the techniques much harder and arguably more costly to implement. Ultimately, this has lead to
the majority of online business to invest in the quick and easy “fix” for advertising solutions.
Paid search has become the primary business model for web search engines today
(Zhongming, Pant, & Sheng, 2010, p.29). This industry has emerged as a vital pillar for the
success of the major Search Engines—for example, 99 percent of Google’s revenue came from
paid search advertising like Google Adwords (Kumar, 2007, p.8). Paid search accounted for $23
billion for Google alone in 2009. Paid search functions on a “pay-per-click” basis. This means
that with PPC, the site owner only pays when a user actually clicks on the ad and visits the target
site (Malaga, 2007, p.68). While not all clicks may result in sales, the advertiser expects that a
portion of the users who click through the displayed ad will make a purchase of the advertised
product(s) either now or in the future, or that the advertiser will otherwise benefit from the user’s
click (Ozluk & Cholette, 2007, p. 350).
Despite the increasing importance and rising popularity of search engines, attention
pertaining to search engine effectiveness largely centers on the number of clicks generated (Kitts
& LeBlanc, 2004). Click-through-rates (CTR) are the rate at which a search engine user is likely
to click on the published ad (Ozluk & Cholette, 2007, p. 351). In essence, a better positioning
yields a higher Click-Through-Rate (Feldman et al., 2006). In their most recent journal article
8. SEO vs. PPC: Effects of Search Engine Marketing 8
(Zhang, Jansen, & Sprink, 2009) discuss this further:
Click-through-rate (CTR) is a commercial metric that is used to measure user satisfaction
with the results retrieved by a search engine based on a query submitted by a user. CTR is
an important element reflecting the quality and effectiveness of commercial search
engine and online advertising (p.557).
Pay-Per-Click (PPC), also referred as Cost-Per-Click (CPC), enables businesses the
ability to achieve maximum exposure, yet still allows them to control and monitor the amount
spent on towards the campaign. To obtain placement within the sponsored results, advertisers
place bids on relevant advertising keywords and/or keyword phrases. The amount of the bids and
other factors (such as how often an ad is clicked) determine where the ad is placed in Google’s
SERP (Malaga, 2009, p.132). Generally, the higher the bid, the higher the advertisement is
displayed in the sponsored list. However, if a keyword is bid upon on by multiple advertisers, the
search engine then holds an instantaneous, automated auction to determine which of the
advertisers is currently bidding on that keyword are allocated advertising slots (Ozluk &
Cholette, 2007, p.350). Google then analyzes the traffic for all advertisers competing for the
same keyword and gives higher positions to the ads that generate more clicks over those who
offer a similar bid price but that generate fewer clicks (Ozluk et al. 2007).
Sponsored links are primarily relevant for transactional searches. (Rose & Levinson,
2004) referred to these transactional searches as information location goals, where searchers are
interested in locating a product or service. Sponsors are primarily interested in obtaining
qualified customers who are interested in transactions, either now or sometime in the future
(Jansen & Resnick, 2006, p.1950). Furthermore, amongst the literature there were generally three
specific incidences in which PPC was consistently effective. The first is if the business is a well-
known, established company (such as Wal-Mart doesn’t) who already has a large number of
9. SEO vs. PPC: Effects of Search Engine Marketing 9
loyal customers. Secondly, if the establishment consists mostly of resellers and already are
incurring a loss in profit, due to the depreciation of goods sold as well as the higher cost
associated with middlemen. Finally, a company in which the majority of business is not
conducted online has also proven to be effective (Jansen & Resnick, 2006, p. 1959).
Pay-Per-Click is commonly known to be a much faster way to obtain online visibility.
Generally the advertisement results begin to show up in the SERPs within the just the first week
of activating the campaign. Unlike PPC, one of the drawbacks in utilizing the techniques of SEO
is the considerable amount of time it takes to implement (Malaga, 2009, p. 135). SEO has been
known to take up to 120 days after submission before the initial results become visible (Sen,
2005, p.10). This delayed ranking effect on Google has commonly been referred to as the-
Google sandbox. Because of this, SEO is not looked upon favorably for most businesses
primarily because it makes it particularly difficult for marketers to promote seasonal or “hot”
items that require rapid indexing and ranking (Malaga, 2009, p.134). However, although SEO
takes longer to implement it is important to point out that an optimized site does not drop off the
first results page even when a marketer’s spending slows or stops, as paid search does either.
Paid search companies also tend to offer lower average prices than their organic
competitors (Ma, Pant, & Sheng, p.31). Established according to a bidding, amounts of
10-12$/click for the top premium positions are generally considered the average (Daniela &
Anca, 2009, p.1337). However, organic search engine ranking is known to have a long-term,
sustainable branding impact (Noaman, 2006). Therefore, it can be argued that over time, SEO
will almost always result as the more cost effective. With Pay-Per-Click, this is not the case.
When funds allocated for the paid search campaign run out, the website’s visibility in Google’s
SERPs does so as well. Still yet, one of the arguments commonly brought against SEO is that it
10. SEO vs. PPC: Effects of Search Engine Marketing 10
doesn’t produce consistent search engine ranking (Sen, 2005). This believed because Google
changes various aspects of its ranking algorithms over time (Malaga, 2007, p.80). However, one
the strongest arguments in favor of SEO is the fact that search engines themselves publish
guidelines on how to optimize Web sites for search engines (Beel, Gipp, & Eilde, 2010, p.177).
In addition, critics that fail to acknowledge that the actual positioning of a paid search
advertisement changes dynamically throughout the day, as it is c constantly updated and subject
to new and revised bids by other advertisers for that same keyword and/or keyword phrases
(Ozluk & Cholette, 2007, p. 350).
Overall, it is generally considered easier, in time and effort, for a company to be listed in
the paid results rather than in the organic (Ma, et al., 2010, p.31). However, although paid search
is the preferred Internet marketing strategy for most online business today, sponsored results are
far less likely to be selected by Internet users searching the web (Jansen & Resnick, 2006, p.
1950). In fact, empirical evidence suggests that most online users ignore the sponsored links
displayed in the paid-placement section (Shen, 2002).
Research conveys that organic results are more appealing to Internet users because the
results are considered more objective and unbiased (Kumar, 2007, p.8). Unlike paid placements,
popular search engines do not directly profit from organic results. Thus, organic results are
preferred by most Internet users (Xing & Lin, 2006; Jansen & Resnick, 2006; Sen, 2005;
Malaga, 2007) and therefore, also more likely to be to be selected. Organic listings also
constantly block spamming efforts or other inappropriate or “black-hat” (Malaga, 2008)
techniques that are used in an attempt to manipulate the rankings of organic results. Hence, users
can assume a certain level of reliability from vendors in organic search results (Ma, et al., 2010,
p. 31). Furthermore, because organic listings are more trusted, users are also more likely to buy
11. SEO vs. PPC: Effects of Search Engine Marketing 11
from them (Sen, 2005). Therefore, optimized websites appearing higher in SERPs also have a
higher conversion rate or-- sales per visit (Malaga, 2007, p.67).
Eye tracking, has been used to study human behavior for decades and has contributed the
understanding of activities such as reading, scanning, and overall processing of visual stimuli.
For online context, this translates to information about which components of a page are viewed
and how often, and the cognitive load or engagement present upon viewing those components
(Lorigo et al. 2008). Heatmaps as described by (Berendt, 2009), coveys “Heatmaps clearly
show– regardless of content – that people generally inspect pages in an “F shape”. This means
that the “organic ranking visibility” is high only for the first few results but then drops off
sharply (Berendt, 2009, p.754). Therefore, if a business plans to invest in SEO, its highly advised
This data is also consistent with (Jansen and Sprink, 2006).
12. SEO vs. PPC: Effects of Search Engine Marketing 12
As evident of user perception, the (Eyetools Research, 2005) Heatmap above depicts the
fixations by users on Google’s SERP. As the literature and research concur, the vast amount of
time and attention that is placed when viewing the content around the organic or natural listings.
Conclusions
It is estimated that 90% of all new website visits originate from the Internet’s most
popular and frequently used search engines: Google, Yahoo, and MSN (Espadas, 2008, p. 1735).
Given this high percentage, it is more important now than ever for businesses to utilize search
engine optimization techniques to increase their website’s visibility on the World-Wide Web.
Increasing a website’s presence and overall visibility on-line is an essential part generating new
web traffic. Web traffic constitutes mostly, as an indicator of potential customer base and sales
growth for online businesses (Benbunan-Fich & Fich, 2004, p.166) and is often used as a
measure of success because higher traffic generally constitutes higher advertisement revenues
(Wolk & Theysohn, 2007).
Today, search engines are recognized to be as useful as and more cost effective than any
other method at driving web traffic (Mamaghani, 2009, p.130).
(Zhang, et al. 2009):
The usefulness of a search engine depends on the relevance of the results
retrieved and ranked in response to user queries. While millions of Web pages
may include a particular word or a phrase, some may be more relevant, popular,
useful, or authoritative than others. Most search engines employ methods to rank
the results to provide the best, most useful or most relevant results first (p.557).
Along with the exponential growth of the Internet and web search, Search Engine Marketing
paved the way for an effective way for businesses online to compete. Along with the increasing
importance of searches, search engines play greater roles as critical links between firms that use
the Internet to build their images and their target customers (Wu, Cook, Strong, 2005). Search
13. SEO vs. PPC: Effects of Search Engine Marketing 13
Engine Marketing is revolutionary in the sense that it “May level the playing field for small and
medium-sized enterprises with unknown brands, because well-known, “big” brands do not
necessarily own the top positions in SERPs” (Dou, Lim, Su, Zhou, & Cui, 2010).
With 82% of all online marketing activities go towards paid placement campaigns PPC is
undoubtedly the preferred Search Engine Marketing strategy of choice for most online
businesses today. However, as evident by the vast majority of both research and literature,
Internet users do not share the same enthusiasm. Although the distribution of the dollar suggests
that PPC is the most effective strategy, clearly it is a misperception. When comparing Search
Engine Optimization and Pay-Per-Click in terms of these strategies’ ability to generate web
traffic, Search Engine Optimization is generally almost always considered to be most effective.
Research proves that sponsored search results do not get near as many clicks as do the organic
search results. However, sponsored links can quite accurately be described as a mere quick and
easy “fix” for an advertising solution.
14. SEO vs. PPC: Effects of Search Engine Marketing 14
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