Download - Livertising 6 seo + sea = sem
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Issues in Marketing Communication:
LIVErtising # 6SEO + SEA =
SEM
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is online?is online?HOW BIG ?HOW BIG ?
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LIVErtisingLIVErtising
advertising models evolving
TRADITIONALADVERTISINGTRADITIONALADVERTISING
PERMISSIONADVERTISINGPERMISSION
ADVERTISING
NETWORKED / CONNECTEDADVERTISING
NETWORKED / CONNECTEDADVERTISING
BroadcastPrint
CinemaOutdoor
DMSpam mail
Pop upsFB ads
SearchBanners
NewsletterPodcast
BlogContent
MgFB page
Social sharesRTs
InteractionsComments
CommunitiesForums
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Issues in Marketing Communication:
LIVErtising # 6SEO + SEA =
SEM
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1.SEO2.SEA
SEM =
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Google evolution #1
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Changes in the algorythm
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Changes in the algorythm
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Spamdexing:
Cloaking Content spinning Scraping
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Google evolution #2
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Universal search
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36 %
31 %
17 %
Universal search
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Universal search
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SEOptimization
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Optimization = ONpage + OFFpage
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Onpage =• organisation• structure• quality• freshness
• URL• HTML code• visible and
invisible• obstacles
(Javascript/ Flash/ Ajax/ pictures / videos)
• coherent • rich/relevant
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Onpage =• organisation• structure• quality• freshness (QDF)
QueryDeserve Freshness
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Onpage =
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OFFpage = authority
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PR 8
3.6
1.2
1.2
1.2
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Trust Rank
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LOCAL SEO
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VIDEO SEO
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QuickTime™ and a decompressor
are needed to see this picture.
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SO...
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So…
First position no longer means
anything…or not much
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1.SEO2.SEA
SEM =
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SERP
keywords
SEA = Adwords = Auction
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QuickTime™ and a decompressor
are needed to see this picture.
SEA = Adwords = Auction
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AdRank
1.Expected CTR2.Relevance3. Landing Page
= QS x Max CPC
?
SEA = Adwords = Auction
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AdRank = QS x Max CPC
SEA = Adwords = Auction
14
2 eur1 eur euros
42 #2
#1
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SEM: two last comments
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To be continued…
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QuickTime™ and ampeg4 decompressor
are needed to see this picture.