Search Engine Strategies: CSE 197/BIS 197: Search …brian/course/sem/notes/goal.pdfCSE 197/BIS 197:...

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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 5-1 Search Engine Strategies: Road Map INTRO: What is SEM PLANNING: Things to Know BEFORE You Start… EXECUTION: How to Make SEM Work Why SEM? How Search Engine Works How SEM Works How Searchers work

Transcript of Search Engine Strategies: CSE 197/BIS 197: Search …brian/course/sem/notes/goal.pdfCSE 197/BIS 197:...

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

Searc

h E

ng

ine S

trate

gie

s:

Ro

ad

Map

INT

RO

: W

hat

is S

EM

PL

AN

NIN

G:

Th

ing

s t

o K

no

w

BE

FO

RE

Yo

u S

tart

EX

EC

UT

ION

: H

ow

to

Make

SE

M W

ork

Wh

y S

EM

?

Ho

w S

earc

h E

ng

ine

Wo

rks

Ho

w S

EM

Wo

rks

Ho

w S

earc

hers

wo

rk

Fall 2

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avis

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CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-2

Mo

du

le II

Mo

du

le II

Overv

iew

Overv

iew

PL

AN

NIN

G:

Th

ing

s t

o K

no

w

BE

FO

RE

Yo

u S

tart

Wh

yS

EM

?

Go

al

An

aly

sis

Ho

w g

oo

d is m

y s

ite?

Sit

e A

naly

sis

Ho

w g

oo

d is m

y s

earc

h?

M

easu

re S

EM

perf

orm

an

ce

Ho

w t

o s

ell it?

S

EM

Pro

po

sal

Ho

w t

o d

o it?

S

trate

gic

Pla

nn

ing

Fall 2

006 D

avis

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CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-3

Befo

re W

e S

tart

: M

ark

eti

ng

Basic

sB

efo

re W

e S

tart

: M

ark

eti

ng

Basic

s

Pro

du

ct

Pri

ce

Pro

mo

tio

n

Pla

ce

Targ

et

Cu

sto

mers

Mar

ketin

g

anal

ysis

Mar

ketin

g

plannin

g

Mar

ketin

g

contr

ol

Mark

eting

imple

menta

tion

Fall 2

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avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-4

Befo

re W

e S

tart

: M

ark

eti

ng

Basic

sB

efo

re W

e S

tart

: M

ark

eti

ng

Basic

s

��M

ark

eting A

naly

sis

Mark

eting A

naly

sis

−−F

indin

g o

pport

unitie

s,

unders

tan

din

g s

treng

ths

Fin

din

g o

pport

unitie

s,

unders

tan

din

g s

treng

ths

−−A

vo

idin

g t

hre

ats

, analy

zin

g w

eaknesses

Avo

idin

g t

hre

ats

, analy

zin

g w

eaknesses

−−In

SE

M c

onte

xt:

Define G

oals

In

SE

M c

onte

xt:

Define G

oals

��M

ark

eting

Mark

eting

Pla

nnin

gP

lannin

g

−−E

xecutive s

um

mary

Executive s

um

mary

−−A

na

lysis

of curr

ent

situation

Ana

lysis

of curr

ent

situation

−−T

arg

ets

and p

ositio

nin

g,

Mark

etin

g m

ixT

arg

ets

and p

ositio

nin

g,

Mark

etin

g m

ix

−−B

ud

get

&C

ontr

ols

Bud

get

&C

ontr

ols

−−In

SE

M c

onte

xt:

Form

Str

ate

gy

In S

EM

conte

xt:

Form

Str

ate

gy

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-5

Befo

re W

e S

tart

: M

ark

eti

ng

Basic

sB

efo

re W

e S

tart

: M

ark

eti

ng

Basic

s

��M

ark

eting Im

ple

menta

tion

Mark

eting Im

ple

menta

tion

−−P

lans a

re turn

ed into

action w

ith d

ay

Pla

ns a

re turn

ed into

action w

ith d

ay-- t

oto-- d

ay a

ctivitie

s

day a

ctivitie

s

−−G

ood im

ple

menta

tio

n is a

challe

nge

Good im

ple

menta

tio

n is a

challe

nge

−−In

SE

M C

onte

xt:

Module

III

In S

EM

Co

nte

xt:

Module

III

��M

ark

eting

Mark

eting

Contr

ol

Contr

ol

−−E

va

luation o

f th

e r

esults o

f m

ark

eting s

trate

gie

sE

va

luation o

f th

e r

esults o

f m

ark

eting s

trate

gie

s

−−C

hecks f

or

diffe

rences b

etw

een g

oa

ls a

nd p

erf

orm

ance

Ch

ecks f

or

diffe

rences b

etw

een g

oa

ls a

nd p

erf

orm

ance

−−In

SE

M C

onte

xt:

Measure

ment

In S

EM

Co

nte

xt:

Measure

ment

Fall 2

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CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-6

Ide

nti

fy Y

ou

r W

eb

Sit

e’s

Go

als

��Y

our

Goal D

ete

rmin

es:

Your

Goal D

ete

rmin

es:

−−W

he

the

r to

fo

cu

s o

n

Wh

eth

er

to f

ocu

s o

n p

aid

pa

ido

r o

r o

rga

nic

org

an

icse

arc

hse

arc

h

−−Y

ou

r S

EM

Y

ou

r S

EM

str

ate

gy

str

ate

gy

−−H

ow

to

H

ow

to

me

asu

rem

ea

su

reyo

ur

su

cce

ss:

yo

ur

su

cce

ss:

no

t a

ll clic

ks a

re

no

t a

ll clic

ks a

re

cre

ate

d e

qu

al

cre

ate

d e

qu

al

��M

ost

Most

Inte

rnal T

ime o

n

Inte

rnal T

ime o

n S

EM

SE

Mis

Spent on

is S

pent on

Str

ate

gy

Str

ate

gy

and A

naly

tics

and A

naly

tics

[SE

MP

O]

[SE

MP

O]

−−P

aid

Pla

ce

ment:

Pa

id P

lace

ment:

82 h

ours

a m

onth

82 h

ours

a m

onth

−−O

rganic

SE

O:

59 h

ours

Org

anic

SE

O:

59 h

ours

−−P

aid

Inclu

sio

n:

17 h

ou

rsP

aid

Inclu

sio

n:

17 h

ou

rs

Bo

ris:

“O

ne d

oll

ar

per

cli

ck m

ay n

ot

seem

lik

e a

lo

t, b

ut

it i

s i

mp

ort

an

t th

at

a

cli

ck i

s n

ot

a p

urc

hase”

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-7

Wh

at

are

th

e G

oals

of

Th

es

eW

eb

Sit

es

?��

AM

AZ

ON

AM

AZ

ON

��D

EL

LD

EL

L

��N

ew

Yo

rk T

ime

sN

ew

Yo

rk T

ime

s

��W

alM

art

Wa

lMa

rt

��h

ttp

://b

oo

kre

po

rte

r.co

m/

htt

p://b

oo

kre

po

rte

r.co

m/

��M

cD

on

ald

McD

on

ald

��T

he

Arm

yT

he

Arm

y

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-8

Web

Sit

e G

oa

ls��

Gen

era

te

Gen

era

te (

direct)

(d

irect)

Reven

ue

Reven

ue

−−D

iffe

ren

ce

in

tim

ing

of

pu

rch

as

eD

iffe

ren

ce

in

tim

ing

of

pu

rch

as

e

−−D

iffe

ren

ce

in

su

pp

ly c

ha

in r

ole

Dif

fere

nc

e i

n s

up

ply

ch

ain

ro

le

−−D

iffe

ren

ce

be

twe

en

pro

du

ct

& s

erv

ice

Dif

fere

nc

e b

etw

ee

n p

rod

uc

t &

se

rvic

e

��G

en

era

te L

ead

sG

en

era

te L

ead

s

−−O

nli

ne

O

nli

ne

� ���� ���o

ffli

ne

: c

ha

nn

el

inte

gra

tio

no

ffli

ne

: c

ha

nn

el

inte

gra

tio

n

−−A

ffil

iate

d m

ark

eti

ng

Aff

ilia

ted

ma

rke

tin

g

��B

uild

Bra

nd

Im

ag

eB

uild

Bra

nd

Im

ag

e

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-9

Rev

en

ue

Ge

ne

rati

on

: P

hysic

al P

rod

ucts

vs. D

igit

al P

rod

ucts

��T

he b

ook c

alls

them

T

he b

ook c

alls

them

““on

line c

om

merc

eon

line c

om

merc

e””

vs.

vs.

““ pure

on

line

pure

on

line

””

−−E

xam

ple

: E

xam

ple

: am

azon.c

om

am

azon.c

om

vs.

vs.

iTunes

iTunes

sto

resto

re

−−E

xam

ple

: B

uyin

g a

cell

phone v

s. dow

nlo

adin

g r

ing tones

Exam

ple

: B

uyin

g a

cell

phone v

s. dow

nlo

adin

g r

ing tones

��D

iffe

rence in b

usin

ess m

ode

ls:

Diffe

rence in b

usin

ess m

ode

ls:

−−S

hip

pin

g a

nd h

andlin

gS

hip

pin

g a

nd h

andlin

g

−−P

ost

Post --

sale

s s

upport

sale

s s

upport

��T

he I

mport

ance o

f B

ein

g C

om

pu

lsiv

eT

he I

mport

ance o

f B

ein

g C

om

pu

lsiv

e

−−Im

puls

e p

urc

hase: fr

om

25%

to 4

0%

(2000

Impuls

e p

urc

hase: fr

om

25%

to 4

0%

(2000 ––

2003)

2003)

−−Im

puls

e p

urc

hase: Justifies S

EM

Impuls

e p

urc

hase: Justifies S

EM

−−W

here

did

all

the v

isitors

go?

Where

did

all

the v

isitors

go? -

-----

70%

shoppin

g c

art

abandonm

ent [G

old

2005]

70%

shoppin

g c

art

abandonm

ent [G

old

2005]

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

0

Rev

en

ue

Ge

ne

rati

on

: P

hysic

al P

rod

ucts

vs. D

igit

al P

rod

ucts

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

1

Rev

en

ue

Ge

ne

rati

on

: P

hysic

al P

rod

ucts

vs. D

igit

al P

rod

ucts

��F

acto

rs c

on

trib

utin

g t

o im

pu

lse

pu

rch

ase

Fa

cto

rs c

on

trib

utin

g t

o im

pu

lse

pu

rch

ase

−−T

he f

aste

r, the b

ett

er

The f

aste

r, the b

ett

er

−−E

asie

r to

surf

, easie

r to

buy

Easie

r to

surf

, easie

r to

buy

��S

EM

Im

plicati

on

SE

M Im

plicati

on

−−If

yo

u o

ffe

r d

igit

al

(or

rea

l ti

me

) p

rod

uc

ts/

If y

ou

off

er

dig

ita

l (o

r re

al

tim

e)

pro

du

cts

/ s

erv

ice

, ta

rge

t:s

erv

ice

, ta

rge

t:

��T

ran

sa

cti

on

al?

Tra

nsa

cti

on

al?

��In

form

ati

on

al?

Info

rmati

on

al?

��N

avig

ati

on

al?

Na

vig

ati

on

al?

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

2

Rev

en

ue

Ge

ne

rati

on

: M

an

ufa

ctu

rer

vs. R

eta

iler

��In

tern

et

bri

ng

s c

ha

ng

es t

o t

rad

itio

na

l b

usin

ess m

od

el

Inte

rne

t bri

ng

s c

ha

ng

es t

o t

rad

itio

na

l b

usin

ess m

od

el

−−T

he m

yth

of dis

inte

rmed

iation

The m

yth

of dis

inte

rmed

iation

−−T

o s

kip

or

not

to s

kip

?T

o s

kip

or

not

to s

kip

?

��M

an

ufa

ctu

rer

vs.

Re

taile

r: a

we

b p

ers

pe

ctive

Ma

nu

factu

rer

vs.

Re

taile

r: a

we

b p

ers

pe

ctive

−−B

oth

depe

nd o

n r

eve

nue g

enera

ted t

hro

ugh tra

nsactio

ns

Both

depe

nd o

n r

eve

nue g

enera

ted t

hro

ugh tra

nsactio

ns

−−W

HA

TW

HA

Tto

focus? P

rod

uct

to focus? P

rod

uct --

oriente

d v

s. custo

mer

oriente

d v

s. custo

mer --

oriente

doriente

d

−−W

HO

WH

Oto

serv

e? F

requ

ency o

f re

turn

vis

its

to s

erv

e? F

requ

ency o

f re

turn

vis

its

−−W

HA

T K

EY

WO

RD

?

WH

AT

KE

YW

OR

D? S

pecific

vs. genera

lS

pecific

vs. genera

l

Fall 2

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avis

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CS

E 1

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IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

3

Rev

en

ue

Ge

ne

rati

on

: M

an

ufa

ctu

rer

vs. R

eta

iler

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

4

Rev

en

ue

Ge

ne

rati

on

: M

an

ufa

ctu

rer

vs. R

eta

iler

��S

EM

Im

plicati

on

SE

M Im

plicati

on

−−T

ran

sa

cti

on

al?

Tra

ns

ac

tio

na

l?

−−In

form

ati

on

al?

Info

rma

tio

na

l?

−−N

av

iga

tio

na

l?N

av

iga

tio

na

l?

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

5

Rev

en

ue

Ge

ne

rati

on

: In

form

ati

on

/ e

nte

rtain

men

t p

rovid

er

��A

specia

l(?)

revenue m

odel

A s

pecia

l(?)

revenue m

odel

−−A

d r

evenu

eA

d r

evenu

e

−−P

rem

ium

subscri

ptio

nP

rem

ium

subscri

ptio

n

��S

EM

Im

pli

ca

tio

ns

:S

EM

Im

pli

ca

tio

ns

:

−−N

avig

atio

nal?

Navig

atio

nal?

−−In

form

ation

al?

Info

rmation

al?

−−T

ransactio

na

l?T

ransactio

na

l?

−−O

rganic

or

pa

id?

Org

anic

or

pa

id?

Fall 2

006 D

avis

on

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CS

E 1

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IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

6

So

urc

e:

Searc

h E

ng

ine M

ark

eti

ng

Pro

fessio

nal O

rgan

izati

on

Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

7

Le

ad

Ge

nera

tio

n

��Lead: new

custo

mers

Lead: new

custo

mers

−−L

ea

d g

en

era

tio

n:

fin

din

g n

ew

cu

sto

me

rs t

ha

t L

ea

d g

en

era

tio

n:

fin

din

g n

ew

cu

sto

me

rs t

ha

t m

ay

ma

yp

urc

ha

se

eve

ntu

ally

p

urc

ha

se

eve

ntu

ally

��T

his

cate

gory

covers

both

T

his

cate

gory

covers

both

““le

ad

lead

””and

and ““

offlin

e

offlin

e

purc

hase

purc

hase

””in

the textb

ook

in the textb

ook

−−A

ffili

ate

d m

ark

etin

g v

s. o

fflin

e p

urc

ha

se

Aff

ilia

ted

ma

rke

tin

g v

s. o

fflin

e p

urc

ha

se

−−T

he

diffe

ren

ce

is t

he

tim

ing

: a

va

gu

e c

on

ce

pt

Th

e d

iffe

ren

ce

is t

he

tim

ing

: a

va

gu

e c

on

ce

pt

Fall 2

006 D

avis

on

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CS

E 1

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IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-1

8

Le

ad

Ge

nera

tio

n

lead offlin

e p

urc

hase

lead offlin

e p

urc

hase

Fall 2

006 D

avis

on

/Lin

CS

E 1

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IS 1

97:

Searc

h E

ng

ine S

trate

gie

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CS

E 1

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IS 1

97:

Searc

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avis

on

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CS

E 1

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IS 1

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IS 1

97:

Searc

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avis

on

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CS

E 1

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IS 1

97:

Searc

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CS

E 1

97/B

IS 1

97:

Searc

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ng

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006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

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006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

ine S

trate

gie

s 5-2

6

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006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

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ng

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gie

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7

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Fall 2

006 D

avis

on

/Lin

CS

E 1

97/B

IS 1

97:

Searc

h E

ng

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trate

gie

s 5-2

8

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