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

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• 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

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SEO vs. SEM

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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

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When you see this…

SEO

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…search engine sees this!

SEO – Tips & Tricks

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1. More Links

2. Metadata

3. Keywords

4. Page Titles

5. Updates

SEM

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• What if InsideIIM bids for “restaurants in mumbai” ?

SEM

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Depends on:

• Quality Score

• Bid & Budget

Tools

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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

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Keyword Searches

Metrics

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Keyword Searches

Impressions

Metrics

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Keyword Searches

Impressions

Clicks

Metrics

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Keyword Searches

Impressions

Clicks Bounce Rate

Metrics

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Keyword Searches

Impressions

Clicks

Leads

Bounce Rate

Metrics

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Keyword Searches

Impressions

Clicks

Sales Leads

Bounce Rate

Metrics

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Keyword Searches

Impressions

Clicks

Sales Leads

Bounce Rate

Dwell Time

Metrics

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Keyword Searches

Impressions

Clicks

Returning Users

Sales Leads

Bounce Rate

Dwell Time

Metrics Example

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“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

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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