Introduction to search

engine marketing…

Credits:This picture: martin.cancholaSlides:Jon JognerudSara RobbinsJonathon D. Colman

Why is search important?Why we focus on search engines:

Portions of user basecan view your websiteFOR FREE! *

*(if done right, also targeted = conversion)

Organic is top of show!Enquiro / marketingsherpa

Trends in search : Search 1.0

Trends in search : Search 2.0

Search 3.0 Universal search

Local Search

Vertical Search

• Blog Search• Book Search• Catalogs• Code Search• Directory• Finance• Images• Local/Maps • News • Patent Search• Product Search• Scholar• Video• Web Search

Vertical Search Opportunities in Google

Opps/threats – Good SEO Matters!

Some facts about Google….

Photo credit: Yodel Anecdotal

How do search engines work?Really

RESULTS

1. New web site is posted, linked to, or has its content altered

2. SE’s spiders crawl the page

Skims text, image descriptions, meta data, page titles, and URL

Follow links, count links in and out

3. Index key terms, count word frequency

SearchWikiEngineSEOSEM

WebKeywords: Words that are used by search engines to

determine the topic of a given web page.

4. Weight algorithm

This PageOther Pages

10 Tons

9 Tons8 Tons

6 Tons

Sites are ranked according to their key term rank

PageRank!!

What are we searching for?

Source: http://www.southern-highlands-accommodation.com/berry%20picking.jpg

Information foraging & berry picking….

Assignment 5Create an SEM strategy map using the . This map will:

• Be for a real organization (of your choosing)• Contain an online competitor SWOT-analysis• Outline an actual SEM strategy the organization can implement• Contain a keyword research• Contain recommendations on PPC budget• Contain recommendations on link building and (web) development• Contain recommendations on SEO tactics (advice)