Search Marketing

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• Search Marketing
• SEO and SEM

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Search

• - internet media that digital marketers should
  consider
• - the most commonly used application on the web
• - 90 of web users have used this
• - a path elsewhere
• - the database of intentions
• people used search, not a website address

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Search
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Search
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SEO

• - search engine optimization
• - organic search optimization
• - make the construction of a website more
  friendly
• - algorithms change
• - may generate a return on investment
• google, yahoo, live search, microsoft

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SEM

• - search engine marketing
• - paid placement
• - paid inclusion
• - algorithms change
• - may generate a return on investment
• adwords, searchmarketing, adcenter

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Usage

• - seo target different kinds of search including
  image search, local search and vertical search
• - sem practice of buying paid search listings

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SEO
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SEM
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Usage Business VS Consumer

• - good place in search results
• - 2007, North America has the largest percentage
  of users
• - business everyone is different
• - better answer
• - consumer all users the same
• - general keyword
• - 56 daily basis, 35 one search per day, 21
  who search four or more times per day, 1
  never used

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Distinctions

• - old use less
• - young use more
• - trust more
• - more satisfied
• - look positive, naïve
• - more plugged
• - consumer, business aware
• - knows the bad and good side

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Distinctions

• technical people
• -google hack
• - video "parent directory " DVDRip -xxx -html
  -htm -php -shtml -opendivx -md5 -md5sums
• - mp3 ?intitleindex.of? mp3 jackson
• - back up filetypebak inurl"htaccesspasswdsha
  dowhtusers"

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Marketing Goals

• - customer
• - website exposure/promotion
• - product knowledge
• - introductions
• - advertisements
• - sales
• - customer service
• - feedback

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Marketing Goals SEO

• - more websites exposures
• - universal search tool
• - getting rid of spams
• - develop communities
• - add more contents
• - tools must be everywhere
• - focus on innovation

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Marketing Goals SEM

• - increase sales
• - more banner ads
• - increase visitors
• - generate leads
• - sign up for your businesses
• - more referrals

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Outcomes

• - start mall
• - avoid analysis paralysis
• - trend is your friend
• - no one outside of the search engines knows
  exactly how the engines rank web pages
• - drive more qualified traffic
• - increase leads and sales
• - trust no one who promises to guarantee a
  continued first place result
• - sites that employ tricks

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Outcomes

• Conversion rate The number of positive outcomes
  (such as sales) a site receives divided by the
  amount of visitors to a site, expressed as a
  percentage value. Example A website gets 200
  visits per day and generates 4 paid sales,
  resulting in a daily conversion rate of 2

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Cost

• - may vary according to your choice
• - ask your provider to define services, pricing,
  contracts, and reporting
• - verify the provider's experience and
  proficiency by interviewing past customers.

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Cost SEO

• -include web site design, technical
  infrastructure, Web site content (marketing and
  informational copy plus behind the scenes
  tagging), and offsite optimization (primarily
  involving link popularity development and
  enhancement).
• - 150K in site enhancements
• - 500K website project
• - 300K for a site that initially cost 1MM to
  develop.
• - conversion rate 3.13

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Cost SEM

• - 50,000 to 90,000 small SEM company
• - 90,000 to 240,000 core professional
  services that includes SEO
• - conversion rate 3.40

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Users

• - all
• - young or old
• - technical people or not
• - Consultant
• - Specialist
• - Strategist

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Users
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Awards
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Awards
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Case Study
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Case Study
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SEO Philippines
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SEO Philippines
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Best Practices SEO
- are the keywords you're targeting relevant to
site content? - are targeted keywords popular
phrases used in search engine queries? - do page
titles start with your targeted keywords? - do
graphics used in the site have descriptive,
keyword-rich alternative attributes that are
useful for visitors? - does your Web site have a
site map with text links?
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Best Practices SEM
- understand the big picture - sell results, not
position - big campaigns, broad engines -
match-type proficiency - understanding
marketplaces - right technology for the right
job - go extra mile
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References