Search engine marketing - Search Engine marketing.pdf · -web site design and content-search engine...

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Search engine marketing

Number of customers to be attractedWhat actions do we want our customer to do online?

CustomersCompetitors Evolution trends about our businessSWOT Analysis

Set main marketing objectivesSegmenting, Targeting, PositioningBusiness ModelBranding issues

Actions programmes to achieve the objectives:-online product, pricing, promotion, place-web site design and content-search engine marketing

PHASE 1Current marketing situation analysis

Setting Web Site Objective

PHASE 3Operational action

programmes

PHASE 2Defining Strategy

PHASE 4Control and Measurement

Preparing a budget and monitoring performances

Analysis(Online marketing research)

Strategic decisions

Operational decisions

Online marketing planning

Introduction

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IAB Internet AdvertisingRevenue Report, 2008.

U.S. search providers

Daily internet activities

ActivityPercent of those

with Internet access

1. Use the Internet 70%2. Send or read email 603. Use a search engine to find information 49

4. Get news 395. Look for info on a hobby or interest 29

6. Surf the Web for fun 287. Do any type of research for your job 23

8. Check the weather 309. Research a product or service before buying 20

10. Look online for news or information about politics or the upcoming campaigns

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Search engine marketing

We have already defined our business model and our value propositionWe have performed segmenting, targeting, positioning

How can we drive traffic from search engine to our web site?

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- Importance of having a web site indexed with the major search engines, as in a library

Search engine marketing

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SEO (search engine optimization) or organic listingUsing selected keywords and phrases so that a website’s pages will rank high on result pagesPAID LISTINGSListings are guaranteed to appear in a search engine result page, with higher ranking obtained by paying more than other advertisers

Search engine marketing

The practice of marketing a web site via search engines

Search engine marketing

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Paid listing

Paid listing

Organic listing

How do organic search listing work?

In order to rank high on result pages through organic listing you need to:

1) get crawled

2) choose strategic Key Words3) optimize web pages content4) Increase inbound relevant links

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Google PageRank

PageRank: method used by Google to determine a page’s relevanceEach web has a PageRank scoreIt’s an algorithm based on the probability that a person surfing the Internet will find a given pageMore than 100 factors! (e.g. fresh content)

Google: “ PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. Google interprets a link from page A to page B as a vote, by page A, for page B. Votes cast by "important" pages weigh more heavily and help to make other pages "important“.

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Choosing the best keywords

The site is indexed based on the keywordsTitle tagMeta tags - are hidden bits of text holding keywords of a web page- they describe the contents of a web pageThe same words must appear visibly on the web page with enough density to warrant a true relevancy factor: content is king!

What worlds would prospective customers use to get to your site?Brainstorming

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Choosing the best keywords

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Content optimization

Don't use images to display important names, content, or links. Crawlers do not recognize text contained in graphics. Spiders read only text

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=40349: e.g. “Don't fill your page with lists of keywords.. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site”

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Natural Search can be highly effective because results are posted in the most important part of a web site.

Organic search effectiveness

Paid listings

Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs

1) Paid inclusion- pages are guaranteed to be included in a search engine's index in exchange for payment - no guaranteed ranking

2) Paid placement- the higher the fee, the higher the ranking- Advertisers submit bids to search-engine companies for words- An initial deposit is made and if the surfer is clicks on the link, the cost per click is deducted from the initial deposit

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Paid listings

Pay per click: advertisers pay each time the “sponsored link” is clicked.Cost per click: the cost to advertisers per click by a userClick through rate: the number of users who clicked on an ad divided by the number of times the ad was delivered (impressions). Usually indicated as a percentage.Cost per order?

It is highly targeted traffic that companies are looking and paying forSharp increase in the average cost per click!

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33%

26%

19%

13%

6%

2%

1%

0% 10% 20% 30% 40%

2 words

3 words

1 word

4 words

5 words

6 words

7 words

Breakdown of the number of Words Used in Search Phrases Worldwide, December 2003 – January 2004

Source: OneStat.com, February 2004

Choosing the best keywords

Paid listings

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Paid listings

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Paid listings

Pay per click: increasing competition, increasing costs

It could be better to start a campaign at the end of the day or the end of the month, when other companies have finished their credit

Look for less popular words/phrases: less clicks, lower costs

Avoid highly competitive keywords (“long tail”)

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Organic vs paid listings

“Paid search has a median order conversion rate of 3.4 percent, while organic search results produces a conversion rate of 3.13 percent”(Source: http://www.clickz.com/)

Marketing investments =>ROI?

Internet web sites get the best results when they combine both. E.g. Organic and paid search may target different users

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Organic vs paid listings

Google maps

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