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Search Engine Marketing: Section A Group 12

Search engine marketing is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine results pages. There are two main approaches: search engine optimization (SEO), which involves optimizing websites to rank higher organically, and pay-per-click (PPC) advertising, where advertisers bid to have their ads displayed for relevant search terms. Both approaches aim to drive more relevant traffic to websites and have clear return on investment. Effective search engine marketing requires an understanding of how search engines work and ongoing efforts to analyze keywords, optimize websites, build links, and monitor performance.

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80 views26 pages

Search Engine Marketing: Section A Group 12

Search engine marketing is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine results pages. There are two main approaches: search engine optimization (SEO), which involves optimizing websites to rank higher organically, and pay-per-click (PPC) advertising, where advertisers bid to have their ads displayed for relevant search terms. Both approaches aim to drive more relevant traffic to websites and have clear return on investment. Effective search engine marketing requires an understanding of how search engines work and ongoing efforts to analyze keywords, optimize websites, build links, and monitor performance.

Uploaded by

bluffmasterani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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SEARCH ENGINE MARKETING

SECTION A
GROUP 12
ABHISHEK AGARWAL 2009001
ADITYA JAIN 2009019
ANIRUDHA KOTGIRE 2009024
ANIKET DARYAPURKAR 2009045
AGENDA
• What is Search Engine?
• How Search Engines work?
• What is Search Engine Marketing?
• Why Search Engine Marketing?
• What is Search Engine Optimization?
• Steps in Search Engine Optimization
• Pay Per Click SEM
• SEO Vs Pay Per Click
FACTS
• 81,000,000 Internet users as of Nov/08
7.0% penetration, per ITU.
• 92% of internet users research products & businesses
online.
• 74% of consumers use the Internet to find a business vs.
65% who use Yellow Pages.
• 85% of people use search engines to find information.
(Source: Georgia Institute of Technology)
• 50.5 percent of searchers never looked past the first
search results page and only 29.2 percent made it to the
third page (Penn State Study)
What is a Search Engine?

• Definition: An internet-based tool that searches an index of


documents for a particular term, phrase or text specified by the user.
Commonly used to refer to large web-based search engines that
search through billions of pages on the internet.

• Common Characteristics:
Spider, Indexer, Database, Algorithm
Find matching documents and display them according to
relevance
Frequent updates to documents searched and ranking algorithm
Strive to produce “better”, more relevant results than
competitors
What is a Search Engine?
A Search Engine’s Goals & Objectives
• Accumulate large index (database) of web
documents to search

• Provide highly-relevant results to users (better


than competitors)

• Generate revenue via paid advertising and


related business ventures that typically leverage
large amount of traffic
Major Search Engines
What Search Engines Are the Most Popular?
Figures below show what percentage of US internet users accessed the corresponding sites at least once
during a given month. Counts only search-specific visits. (http://marketshare.hitslink.com/ Aug 2009)
Anatomy of a Search Engine

Search box

Sponsored Listings
aka PPC

“Organic” Results
aka SERPs
How Do Search Engines Work?
• Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already
in the database
• Search engine indexes the content (text, code) in these documents
by adding it to their huge databases and periodically updates this
content
• Search engine searches its own database when user enters in a
search to find related documents (not searching web pages in real-
time)
• Search engine ranks resulting documents using an algorithm
(mathematical formula) that assigns various weights to various
ranking factors
Google Query Lifecycle
Ranking Factors

• On-Page Factors (Code & Content)


 Title tags <title>
 Header tags <h1>
 ALT image tags
 Content, Content, Content
(Body text) <body>
 Hyperlink text
 Keyword frequency & density

• Off-Page Factors
 Link Popularity (“votes” for your site)
– adds credibility
 Anchor text
So What is the Algorithm?
• Top Secret! Only select employees of the actual search engines
know for certain

• Reverse engineering, research and experiments gives SEOs (search


engine optimization professionals) a “pretty good” idea of major
factors and approximate weight assignments

• Constantly changing, tweaking, updating is done to the algorithm

• Websites and documents being searched are also constantly


changing

• Varies by Search Engine – some give more weight to on-page


factors, some to link popularity
Search Engine Marketing

A form of Internet Marketing that seeks to promote websites by


increasing their visibility in the Search Engine results
pages(SERP) and has a proven ROI.
Why Search Engine Marketing?
• 85% of all traffic on the internet is referred from a search
engine.
• 90% of all users don’t look past the first 30 results (most
only view top 10)
• Many websites aren’t even indexed, most are poorly
optimized and get very little traffic from the search
engines.
• Cost-effective advertising.
• Clear and measurable ROI.
• Operates under this assumption:
More (relevant) traffic + Good Conv. Rate = More Sales/Leads
Why Search Engine Marketing?

“ If Your Business Can't


Be Found On The
Search Engines,
You Basically Don't
Exist! ”
SEM Implementation

1. Search Engine Optimization


(SEO)
2. Pay Per Click
(PPC)
Search Engine Optimization

Search engine optimization (SEO) is the art and science of


publishing and marketing information that ranks well for
valuable keywords in search engines.
Search Engine Optimization

• Keyword Analysis/Reporting
• Link Building
• Site Optimization
• Content Writing
• Sitemap Submission
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What Does a (good) SEO Do?
• Researches desirable keywords and search phrases
(Wordtracker, Overture, Google AdWords)
• Identifies search phrases to target (should be relevant to
business/market, obtainable and profitable)
• “Cleans” and optimizes a website’s HTML code for appropriate
keyword density, title tag optimization, internal linking structure,
headings and subheadings, etc.
• Helps in writing copy to appeal to both search engines and actual
website visitors
• Studies competitors (competing websites) and search engines
• Implements a quality link building campaign
• Pushes for more content!
• Monitors rankings for targeted search terms
Pay Per Click SEM

According to MarketingTerms.com.

“Pay-Per-Click is an online advertising payment model in


which payment is based solely on qualifying click-through.”

PPC Models
• Flat-rate PPC
• Bid-based PPC
STEPS in Pay Per Click SEM

• Bid on relevant keywords


• Advertising engine
displays your text ad on
their results page or
network of web sites
• You only pay when
people click
Pay Per Click SEM

• PPC ads appear as “sponsored listings”


• Companies bid on price they are willing to pay “per
click”
• Typically have very good tracking tools and statistics
• Ability to control ad text
• Can set budgets and spending limits
• Google AdWords and Overture are the two leaders
PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO

• results in 1-2 days • results take 2 weeks to 4 months


• easier for a novice or one without much • requires ongoing learning and
knowledge of SEO experience to reap results
• ability to turn on and off at any moment • very difficult to control flow of traffic
• generally more costly per visitor and per • generally more cost-effective, doesn’t
conversion penalize for more traffic
• fewer impressions and exposure • SERPs are more popular than sponsored
• easy to compete in highly competitive ads
market space (but it will cost you) • very difficult to compete in highly
•ability to target “local” markets competitive market space
• better for short-term and high-margin • more difficult to target local markets
campaigns • better for long-term and lower margin
campaigns
Basic Tips & Optimization Techniques
• Research keywords related to your business
• Identify competitors, utilize benchmarking techniques and identify
level of competition
• Utilize descriptive title tags for each page
• Ensure that your text is HTML text and not image text
• Use text links when possible
• Use appropriate keywords in your content and internal hyperlinks
(don’t overdo!)
• Obtain inbound links from related websites
• Monitor your search engine rankings and more importantly your
website traffic statistics and sales/leads produced
• Educate yourself about search engine marketing or consult a search
engine optimization firm or SEO expert
Resources
Statistics Provided By
• Search Engine Watch – www.searchenginewatch.com
• Neilsen//NetRatings – www.neilsen-netratings.com
• Our own experience, opinion and bias 

For More Information


• Various SEO Forums & Resources online
• Ephricon Web Marketing – www.ephricon.com
• Google (of course) – www.google.com
THANK YOU !

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