search engine marketing
TRANSCRIPT
Search Engine Marketing
İlker DalgıçAli ElaidiMerve GünayMelis OnayÖzgün ÖzdedeCan Özenç
26/05/08
Outline Brief History SEM
SEM Methods SEO Paid Placement Paid Inclusion
SEM Campaigns Why SEM
Google Yahoo! Social Bookmarking Other Search Tools References
Brief History
chaos exact address development of gophers
server-based collections of addresses
World Wide Web
exploitation of hyperlinks full-text searching graphical browser easy-to-use and highly interactive technology Development of web search engines
First Search Engines
WebCrawler --> 1st search engine 1995 --> AltaVista & Excite 1996 --> Advanced versions 1998 --> Personalization Free e-mail and free homepages as add-ons
Advertising for Engines
inevitable provides main revenue for search engine
companies
Search Engine Marketing (SEM) form of internet marketing promoting websites increasing visibility
What is Search Engine Marketing?
Why Search Engine Visibility Is Important? Search Engine Optimization is a powerful
online marketing strategy Understanding how the search engines work How your target audience searches How best to design your site
Why Search Engine Visibility Is Important? Search engines rather than banner ads 28% of consumers go to a search engine when
looking for a product to purchase online (Jupiter Media Metrix)
Over 300 million searches per day Other ways: print, tv, radio, banner ads, word of
mouth... Maximizing search engine visibility= powerful and
cost-effective part of online marketing plan
SEM Methods
1. search engine optimization
2. paid placement
3. paid inclusion
http://www.phoenixonesales.com/semwhatwedo.html
Search Engine Optimization (SEO) Improving volume&quality of traffic to a web
site through search engines Natural search results Targeted keywords Higher ranking=more visitors SEO Cartoon Quiz
Internal and External SEO
If you have site search engine, how well your own pages show up in your own results indicates the effectiveness of your internal seo
How well your pages show up in the search engines(Google, Inktomi, AltaVista,etc) indicates the effectiveness of external seo
Internal and External SEO
You can compare with site search engines What people are typing into the search engines to find your
type of site What people are typing into your site search engine after
they have arrived If your site has its own search engine:
Most popular searches (top search results) Least popular searches Searches that yielded no results Percentage of searches with no results Searches that yielded results but no click-throughs
Search Engine Optimization Strategies Text component Link component Popularity component Building a search engine-friendly web site Building a customer-friendly web site
Building the ste based on words your audience types into search queries
Popularity Component
Credible web sites usually link to pages with valuable information
A site’s end users tend to use the same web site over and over again because the information is relevant
Link popularity The number and quality of links pointing to that
web page Click-through popularity
Building a Search-Engine Friendly Web Site Search engine spiders/crawlers
Keyword positioning Position your business
Cigars or Premium Cigars? Should focus on 70% of business, or 30% of business?
Geographical positioning Real estate (but where? – Istanbul, Ankara, Athens?)
How to look for keywords? 1st think like a customer 2nd ask: Wordtracker, SEOChat, etc…
Building a Search-Engine Friendly Web Site continued… Get technical…
HTML Text rules
Sitemap is a MUST
Building a Search-Engine Friendly Web Site continued…
Avoid 1 – Flash (or should you avoid?) 2 – Text in pictures 3 – Splash pages
Submit your site to the search engine!!! Google Webmaster Tools Yahoo! Site Explorer
Track your progress (with a web analytics program) Google Analytics
Building a Search-Engine Friendly Web Site continued…
4 C’s: Content
Updated? Satisfactory? Got keywords? Code
HTML code lean? Easy to browse/access? Credibility
Who references you? Got any links from the sector leader?
Conversion Got any B2B deals? Banner/link exchange?
Building a Search-Engine Friendly Web Site continued… Things to ask your webmaster/SE optimizer
What type of guarantee will you give me? Will you work with my competitors? How much work is expected of me? Do you have any references/case studies?
Cheating?
“CONTENT IS KING” Always update & refresh Design for humans, not search engines!
http://www.avangate.com/seo-services/
Pay-for-Placement
Pay-per-clickcharged for every click Predicting target market Bidding on keywords and ranking Sponsored ads next to normal search engine
results Search engine guarantees top positions in
exchange for payment
Pay-for-Placement (Cont’d)
Pay-for-placement search engines have distribution networks
Paid placement advertisements are marked on partnered sites as “Featured Listings”, “Sponsored Links”
Participating in pay-for-placement programs can get expensive
Pay-for-Inclusion
Beneficial for search engine marketers and web site owners: Their web pages will not be dropped from a search engine
index Any new information added to web page will be reflected in
the search engines quickly Does not guarantee that the pages appear in top
positions Web page cannot rank if it is not included in the
index Fee to include in search indexAn exception Google
PPC Compared to SEO
PPC Instant implementation Reliable No disappearing ads 62% of searchers are
unaware of the difference between paid for and organic results
Pay for each click Can be ignored
SEO No costs for clicks No financial investment
required necessarily Best placement spots are
for results Huge increase in traffic and
sales May take time to obtain
good organic ranking No guaranteed method Disappearance of the web
site in the results
Example of SEM Process
http://www.netconnexion.com/search-engine-marketing-toronto.htm
Why SEM?
high usage of search engines increasing level of Internet marketing competion brand awareness website visibility update frequency proactiveimmediate returns cost effectiveness
Why SEM?
Statistics: 85% of all new visitors will reach you via leading
search engines 55% of online purchases originate from search
engine traffic
High Usage of SEM
http://www.finkernet.com/sem/sem-statistics/
Cost Effectiveness
http://www.finkernet.com/sem/sem-statistics/
Better Sales in SEM Campaigns In traditional print ads companies pay for the
number of people who are supposed the see the ad
With pay-for-click program such as Google’s AdWords or Overture, companies pay the search engines per click on their ads
Better Sales in SEM Campaigns Step 1: Describe a real feature or benefit
“Save 20% on your next purchase of printer paper”
Step 2: Give incentives price discount or an added value bring in
additional targeted traffic to a site offer a free service if they buy right away
Better Sales in SEM Campaigns Step 3: Appealing to a specific market
Different and separate ad listing for each keyword in ad campaign
Step 4: Offer a competitive advantage Ad listings should convey a unique and distinctive
message Step 5: Create a sense of urgency
“why they need to click on your ads now instead of later”
Better Sales in SEM Campaigns Step 6: Integrating keywords
Include keywords in ad listings Step 7: Call to action Step 8: Monitoring results
Web analytics
12 Search Engine Marketing Campaign Mistakes To Avoid
Foreign Languages
If your site is written in English: automatically is submitted to English-speaking, country-specific search engines
If the target audience extends to non-English speaking countries, need to modify the web site
Purchasing country-specific domain names Creating unique web sites for each targeted country
Foreign Languages
Creating subdomains or sub directories on a single main site
Example: fictional Organic Tea company www.teasorganic.com (U.S.) www.teasorganic.fr (France) www.teasorganic.de (Germany) www.teasorganic.co.uk (United Kingdom)
Which Search Engine?
http://www.ppcmanagementconsulting.com/services/search_engine_optimization.htm
http://www.p21.com.au/search_engine_optimisation.aspx
Foundation
- Sergey Brin and Larry Page were both students at Stanford University.
- Larry Page was the first one to initiate Google as a research project in January 1996, then he was joined by Sergey Brin.
- The hypothesis was that a search engine which related the websites among each other could perform better.
- Main point was to rank the websites according to the number of times the search term appeared on a website.
- Original domain was http://google.stanford.edu- Google.com was registered in 1997, and the company was
founded one year later at a friend’s garage.
History
In 2000, Google started to sell advertisements related to the search terms.
Google charged customers with 0.5$ per click. Advertisements were text based to avoid clutter, and to maximize
the loading speed of these pages. Name originated from misspelling of the word “googol”, and this
word means 10 to the power of 100. The verb “google” was added to Merriam Webster Collegiate
Dictionary and Oxford English Dictionary in 2006. 1. intr. To use the Google search engine to find information on the
Internet. 2. trans. To search for information about (a person or thing) using
the Google search engine.
History cont’d
The company recorded a revenue of USD$ 10.492 billion in 2006 fiscal year.
Google had 53.6% market share in search engines in 2007. Google technique was also implemented in Gmail service, and
advertisements were displayed according to the email subjects and their contents.
Google has also been very popular mainly because of its simple design and ease of usage.
Changes in the shapes of letters of Google in the main page, (for example: a Turkish flag instead of L on 29 October) also made it more user friendly, and created an emotional bond.
Search Engine Optimization - Optimizing For Google
Domain Names & Search Engine Marketing
Foundation
Jerry Yang and David Filo were both Electrical Engineering graduate students at Stanford University in January 1994.
In April 1994, “Jerry’s Guide to World Wide Web” was renamed and the famous Yahoo! website was founded.
The name “Yahoo” comes from Gulliver’s Travels, and it means “rude, unsophisticated, uncouth”
Original domain was, http://akebono.stanford.edu/yahoo At the end of 1994, Yahoo! had 1 million hits and this resulted in
the incorporation Yahoo! Exclamation mark was added because there was a knife producer
named Yahoo.
Yahoo!’s Growth
Main purpose of search engine companies was to create portals and make customers stay in that portal as long as possible.
Yahoo! acquired Rocketmail, turned it into Yahoo! Mail. Acquired Classicgames.com turned it into Yahoo! Games. Acquired Geocities Acquired eGroups and turned it into Yahoo! Groups. Launched Yahoo! Pager, and Yahoo! Messenger. During the Dot.com bubble Yahoo! stocks became all high priced
stocks in Japan, and American stocks. E-Bay, and Yahoo! have formed a marketing/advertising alliance in
2006.
After the Growth
Yahoo! was one of the few companies that survived after the Dot.com bubble burst, and on September 26,2001 Yahoo! experienced 5 year low stock price.
Yahoo! formed partnerships with several communication companies to be able to compete in the market, but Google’s rapid growth was making everything harder for Yahoo!
When Gmail was released, Yahoo! increased the mail storage limit from 4MB to 1GB. Which then became unlimited in 2007.
In 2006 Yahoo! purchased Flickr, the famous photo sharing service.
Advertising in Yahoo!
Yahoo! also uses advertisement system based on the content of a page.
Yahoo! has launched its advertisement system in February 2007. “Advertisers will simply enter the keywords they want their ad to
appear next to and the maximum price they are willing to pay for a click. The most significant option will be to specify a certain geographic region in which the ads will be shown, a feature Google also offers. “ ¹
“as advertisers enter each bid, they will see an estimate of how many clicks they will receive each day. More important, a graph will show how many more clicks they can expect for each increased bid.” ²
1,2 http://www.nytimes.com/2006/05/08/technology/08yahoo.html?pagewanted=2&ei=5090&en=658529acc1fc013a&ex=1304740800&partner=rssuserland&emc=rss
New Source of SEM : Social Bookmarking Del.icio.us Digg Mixx Reddit Stumbleupon
What is Social Bookmarking
Enables users to bookmark and tag websites on the internet
Content Sharing
New Source of SEM
http://www.youtube.com/watch?v=P2sOI0vpXgE
How to promote ?
Be: Trustable Popular Proper Active
Road to being reliable
Add interesting, unique and non-commercial content
Try to get it from mainstream media Never lie Back up facts by citing Put enticing titles
Tips to be a good Social Bookmarker Success: %40 content, %30 title, %30 presentation Ensure the content is accessible and looks good in
all major browsers and screen sizes Always include eye catching pictures and images
wherever possible Break the content down into different sections and
use headers Avoid serving intrusive ads that get in the way of the
all important content
Other Search Tools
Catalogues and Directories
Virtual Libraries
Metasearch
Ethical Question
Relevance ranking or PPC? Are the “normal” results actually ...
...normal...
...fair...
...acceptable for the consumers?
References
http://www.finkernet.com/sem/ http://www.aims.co.il/seo-cartoon-quiz.html http://www.ppcmanagementconsulting.com/services/
search_engine_optimization.htm http://www.netconnexion.com/search-engine-marketing-toronto.htm http://www.p21.com.au/search_engine_optimisation.aspx http://www.phoenixonesales.com/sitebuildercontent/sitebuilderpictures/
seroundup.gif http://www.avangate.com/seo-services/ http://www.webcredible.co.uk/user-friendly-resources/search-engine-
optimisation/social-media.shtml http://www.marketingfind.com/articles/
website_creation_and_the_eye_of_the_spider.html http://www.google.com/support/webmasters/bin/answer.py?
hl=en&answer=40349 http://www.marketingfind.com/articles/
questions_to_ask_your_potential_seo_company_part_2.html
References
Battelle, John., The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture.
Doubleclick, Performics 50 Search Trend Report Frost, R. & Strauss, J. Marketing on the Internet. (1999).
New Jersey: Prentice Hall. Hock, R. Web Search Engines.(1999). New Jersey:
CyberAge Books. Silverstein, Barry., Business-to-Business Internet
Marketing, 2nd edition, Maximum Press, 2000.
Any questions?
Thank you...