STIMA - Introduction to Search Engine Marketing

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A rapid dive into the Search Engine Marketing world. Basic concepts are introduced and a list of useful tools and techniques are referenced.

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STIMA - Introduction to Search Engine Marketing

  1. 1. Search Engine Marketing October 2012
  2. 2. hello,my name is David Hachez @theafter
  3. 3. the dark ageIn the beginning, there was a world without search. But one day ...
  4. 4. Search Engine Marketing = SEO + SEA
  5. 5. Definition‣ Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages(SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions). source: http://en.wikipedia.org/wiki/Search_engine_marketing
  6. 6. global
  7. 7. local
  8. 8. vertical
  9. 9. source: http://www.netmarketshare.com/
  10. 10. source: http://www.netmarketshare.com/
  11. 11. source: http://www.netmarketshare.com/
  12. 12. source: http://www.netmarketshare.com/
  13. 13. Marketingfacts.com
  14. 14. how does it work?
  15. 15. Organic vs. Paid Search Paid Organic Seomoz.org
  16. 16. Organic vs. Paid Search 10% of Clicks 90% of Clicks Seomoz.org
  17. 17. Click-Through Rates Seomoz.org
  18. 18. Vertical Search Seomoz.org
  19. 19. SEO
  20. 20. Definition‣ Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engines "natural" or un-paid ("organic" or "algorithmic") search results. source: http://en.wikipedia.org/wiki/Search_engine_optimization
  21. 21. Crawling & Indexing
  22. 22. Seomoz.org
  23. 23. SEO = organic search
  24. 24. Seomoz.org
  25. 25. SEO checklist
  26. 26. SEA
  27. 27. Definition‣ Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published source: http://en.wikipedia.org/wiki/Search_advertising
  28. 28. SEO vs. SEA elliance.com
  29. 29. Blogging & Content Why bother ?
  30. 30. RSS
  31. 31. Toolbox http://classroomclipart.com
  32. 32. Resources Content & Learning Tools & Tips‣ http://www.seomoz.org/blog ‣ http://www.google.com/trends/‣ http://www.seomoz.org/seo-industry-survey ‣ http://ahrefs.com/‣ http://www.marketingcharts.com ‣ http://www.customreportsharing.com/‣ http://searchenginewatch.com/ ‣ https://freekeywords.wordtracker.com/‣ http://www.netmarketshare.com ‣ http://www.woorank.com ‣ http://www.google.com/analytics ‣ http://www.google.com/webmasters ‣ http://www.searchenginepeople.com/blog/google- docs-seo.html ‣ http://www.webconfs.com/keyword-density- checker.php ‣ http://www.toprankblog.com/2011/01/keywords- blog-posts/ ‣ http://www.seomoz.org/blog/excel-and-google- docs-tools-for-the-ultimate-seo-dashboard ‣ http://www.thinkwithgoogle.com/insights/tools/ real-time-insights/ ‣ http://www.thinkwithgoogle.com/insights/emea/ tools/media-planning-toolkit/
  33. 33. Measuring Search http://www.euromonitor.com
  34. 34. ROPO ? Source : http://www.artmail-conseil.com/
  35. 35. Thank you.

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