ddma search engine marketing guest lecture erasmus university rotterdam
DESCRIPTION
Guest lecture presentation slides from Wouter Theijsmeijer (eMatters) and Eduard Blacquière (OrangeValley) for the Information Technology Master students at the Erasmus University Rotterdam, Netherlands.TRANSCRIPT
DDMA Association for dialogue marketing
Search Commission
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)
DDMA?
Dutch Dialogue Marke0ng Associa0on
• Pillars: o Network (commisions & business groups) o Knowledge (workshops, research, etc.) o Lobby (Dutch & European government)
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
Guest lecturer?
Eduard Blacquière
Eduard Blacquière
Eduard Blacquière
Eduard Blacquière
Eduard Blacquière
Search is (not)..
Search is..
History of Search Engines
Google PageRank
Search Engines now (Netherlands)
Market share Google
Just 14
Surpassed Microsoft market value
Search Engine Marketing?
Free Tools
Data = Value
=
Universal Search
YouTube
Images
Shopping
Videos Maps
News
Books
• 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
Use of Search engines
Use of Search engines
67% offline media
Search is influenced
The boring details…
But search is influenced by…
Recognizable?
Where people look
Where people click
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)
Google knows this..
2010, June 2011, January 2011, September
Search Engine Marketing?
Search Engine Optimization
SEO – Search Engine Optimization
SEO – Search Engine Optimization
Search engine operation
Search engine operation
1. Crawling
2. Indexing 3. Ranking
Finding+ following links Check robot instructions URL handling (redirects, dynamic)
Duplicate content Content extraction Subject association
Relevance Value Uniqueness Usability
What users are seeing
What search engines are seeing
What users are seeing
What search engines are seeing
SEO – Search Engine Optimization
Architecture Content
Authority
SEO – Architecture
SEO – Is my page properly indexed?
SEO – Is my site properly indexed?
SEO – Content/Copywriting
SEO – Which keywords?
SEO – Which keywords?
SEO – Search Trends
SEO – Content/Copywriting
SEO – Content DNA
travel
passengers
electricity
station
railway
SEO – Authority
Google PageRank
SEO – Authority
SEO – Authority & Social Media
Trends
Universal search / Verticals
YouTube
Images
Shopping
Video’s Maps
News
Books
Universal search / Verticals
Universal search / Verticals
Universal search / Verticals
Google Strategy
Google Strategy
Google Strategy
Google Strategy
Google Strategy
Google Strategy
Mobile Search
Mobile/Tablet Search
Q&A
Search Engine Advertising
SEA – Search Engine Advertising
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
SEA – Search Engine Advertising
SEA – Search “Engine” Advertising
Don’t forget YouTube