Search Engine

Optimization and online

SEO advertising
MODULE 3:
SEO and online
advertising
 Objective of the module
 To understand the impact of SEO on
SEO
FABRIKAM RESIDENCES
advertising performance of the brand.

 To compare SEO advertising with other online

advertising tools.

 To identify the implications on customer’s

perception about SEO as an advertising tool
 FR
SEO vs SEM

SEO as a part of “Search Engine

Marketing (SEM)”. Chart Title
SEO and SEM strategies rely on the use
of keywords to reach target audiences,
improve search ranking and generate
website traffic.
SEO and SEM allow firms to better track
and monitor their advertising campaigns
and generate reports to study, compare
Category 1 Category 2 Category 3 Category 4
and contrast results.
In fact, there are many cases where the most success comes from creating a digital marketing
campaign that uses both of these strategies to complement each other
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 FR
SEO vs SEM

Search Engine Optimization (SEO) Search Engine Marketing (SEM)

• SEO is focused on optimizing a website • SEM is to get traffic and visibility from
in order to get traffic from organic both organic and paid search on SEs.
search results. • SEM involves paying for your spot in the
• The goal of SEO is to rank your website search engine placement, and is a form
in the organic search results. of paid advertising

Though you may be tempted to consider SEO as a part of “Search Engine Marketing,”
typically when talking to marketing professionals, they are referring to paid advertising, like
Google Adwords 4
 FR
SEO vs SEM

• Google’s search results are divided

into two main categories: the paid
search results and the organic
search results.

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 FR
SEO vs SEM
Search Engine Optimization (SEO) Search Engine Marketing (SEM)
• The goal of SEO is to rank your website • You can also get your website in the
in the organic search results. paid area of the search results via pay
per click (PPC)

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 FR
SEO vs SEM (cont.)

Search Engine Optimization (SEO) Search Engine Marketing (SEM)

• One focus of SEO is on creating content • SEM is about paying for your place in the
that matches the user’s search queries. search engine results page
SEO is about earning your spot in the
search engine results page (SERPS).
• With SEM, you always need to pay
• The reason why SEO is often viewed as Google (or Yahoo, Bing, etc.) for every
a higher ROI marketing channel is that, click your website receives for your
once you earn your rankings in Google, listing
you will not have to pay for each click.

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 SEO vs SEM (cont.) FR
How Long It Takes to See Results?

Search Engine Optimization (SEO) Search Engine Marketing (SEM)

• SEO takes time. A lot of time. Especially • if you focus SEM efforts in PPC, you can
if your site is new and doesn’t have a lot start to see results pretty much instantly.
of backlinks yet. • But that doesn’t mean that you’ll get an
ROI on day 1. In many cases, it can take
months of testing and tweaking to get a
positive ROI from PPC.

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 Importance of SEO in online advertising FR

SE and advertising strategies

• SEs are essential search tools utilized for data recovery on the Web.
• Most of Web clients utilize search engines to acquire data from the Web. This highlights the
fundamental significance of website pages being recorded with web search tools.
• An essential system for any site proprietor is arranging how guests can discover their way to their
specific website .
• SE acts as a mediator amongst shoppers and sites
• To rank sites, the web search tool scores every site on its assessed quality utilizing data assembled
from the Internet utilizing crawling calculations and information mining strategies.
• Users while using a SE are affected by SE marketing decisions made by site proprietors and by the
mechanism of the SE.
• Firms can decide to put resources into SEO push to advance their site in organic postings and also
offer for sponsored connections

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Importance of SEO in marketing FR

SEO and advertising strategies

• Marketers utilize SEO to build the position of their postings in the organic indexed
search results which are created by the search engine’s restrictive ranking
calculations.
• Positioning depicts the importance of the match between the searcher’s search inquiry and the
sites in the web crawler’s file.
• With SEO, marketers attempt to improve their websites so they are seen as more
significant by the rank in order to gain better market share.
• SEO is favorable for marketers because they do not have to spend for web traffic from
organic ads.
• SEO provides continuous and real-time insights about online consumer behavior.
 SEO is a need to be performed on an ongoing basis
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The influences of SEO on online marketing
 Importance of
SEO to marketing
• SEO is for the most part considered to either be a
substitute for or a supplement to traditional media.
• Marketers can reduce server stress and load times,
which lead to speedier pages, happier search engine
spiders, and retained visitors by validating code and
optimizing files.
• The best favorable position of SEO administrations is
sales! The website is effortlessly accessible to the huge
part of the online clients.
• SEO is an essential apparatus to expand a webpage’s
visibility for marketers.
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 Thank You.
Lee
Thuongmai University
Xuan Cu Le
0904986887
[email protected]
www.tmu.edu.vn