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InsideIIM Career Learning presents to you a course on Marketing in the Digital Space by Garima Jain. This is the second module that talks about why 'Search' matters. It covers SEO and SEM and tells you about various tools and metrics.
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Marketing in Digital Space
Garima Jain
Module 2: Why Search Matters – SEO/SEM
Why Search Matters
Search is fundamentally flawed.
©Garima Jain Source: Kevin Walsh, iProspect
PageRank
©Garima Jain
• Determines the importance allocated to a webpage by the
search engine
• It depends on 2 factors: •Qualitative •Quantitative
• Check your PageRank http://www.prchecker.info/
SEO vs. SEM
©Garima Jain
SEO vs. SEM
©Garima Jain
SEO SEM
Media Type Organic Paid
Definition Traffic due to code & content optimization
Traffic due to bidding on keywords
Cost Notionally “free” Based on marketing spend
Speed 6-8 weeks 20 minutes to 10 days
Importance 70% of searchers click on organic results
30% of searchers click on organic results
SEO
©Garima Jain
When you see this…
SEO
©Garima Jain
…search engine sees this!
SEO – Tips & Tricks
©Garima Jain
1. More Links
2. Metadata
3. Keywords
4. Page Titles
5. Updates
SEM
©Garima Jain
• What if InsideIIM bids for “restaurants in mumbai” ?
SEM
©Garima Jain
Depends on:
• Quality Score
• Bid & Budget
Tools
©Garima Jain
1. Keyword Research Tools
Example: Google AdWords Keyword Tool
2. Search Analytics Tools Example: Google Analytics
3. Link Analysis Tools Example: Yahoo! Site Explorer
4. Competitive Research Example: Compete.com Search Analytics (paid) Google Trends & Google Insights (free)
Metrics
©Garima Jain
Keyword Searches
Metrics
©Garima Jain
Keyword Searches
Impressions
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks Bounce Rate
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Leads
Bounce Rate
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Sales Leads
Bounce Rate
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Sales Leads
Bounce Rate
Dwell Time
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Returning Users
Sales Leads
Bounce Rate
Dwell Time
Metrics Example
©Garima Jain
“IIM Admission” searches = 1000
Impressions = 500
Clicks = 10 Bounce Rate = 20%
Dwell Time = 4 min 30 secs
2%
2
8
Page Views = 3.5
Metrics Example
©Garima Jain
Cost CPC = 3 Total Spend = CPC * No. of Clicks = 3*10 = Rs 30 Content Consumption Time spent on website = Dwell Time/person * No. of visitors = 4.5 * 8 = 48 minutes Page Views = Page Views/Person * No. of visitors = 3.5 * 8 = 28 page views
Thank you!
©Garima Jain
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