Search Engine Strategies: CSE 197/BIS 197: Search …brian/course/sem/notes/goal.pdfCSE 197/BIS 197:...
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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
006 D
avis
on
/Lin
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
on
/Lin
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
006 D
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
006 D
avis
on
/Lin
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
006 D
avis
on
/Lin
CS
E 1
97/B
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
/Lin
CS
E 1
97/B
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
/Lin
CS
E 1
97/B
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
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-1
9
Le
ad
Ge
nera
tio
n:
Aff
ilia
ted
Mark
eti
ng
��A
ffili
ate
d m
ark
ete
rA
ffili
ate
d m
ark
ete
r ::com
pany t
hat
exis
ts s
ole
ly t
o c
reate
leads f
or
com
pany t
hat
exis
ts s
ole
ly t
o c
reate
leads f
or
oth
er
oth
er
busin
esses
busin
esses
−−U
sually
paid
based o
n s
ale
s
Usually
paid
based o
n s
ale
s
−−GG
oal: to g
et a c
usto
mer
inte
reste
d in a
pro
duct and c
lose the s
al
oal: to g
et a c
usto
mer
inte
reste
d in a
pro
duct and c
lose the s
al e
e
els
ew
here
els
ew
here
−−O
ften a
cquires c
usto
mers
during e
arly s
tages o
f decis
ion m
akin
gO
ften a
cquires c
usto
mers
during e
arly s
tages o
f decis
ion m
akin
g
��A
n
An a
ffili
ate
pro
gra
maff
iliate
pro
gra
mis
cre
ate
d b
y t
he
is c
reate
d b
y t
he a
ffili
ate
pro
gra
m s
ponsor
affili
ate
pro
gra
m s
ponsor
−P
rovid
e the a
ffili
ate
d m
ark
ete
rs w
ith lin
ks to p
lace o
n their s
ites
−P
ay b
y c
ost-
per-
action o
r cost-
per-
lead
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
0
Le
ad
Ge
nera
tio
n:
Aff
ilia
ted
Mark
eti
ng
�53%
of affili
ate
mark
eting p
rogra
ms e
xpect to
spend m
ore
in 2
005 o
n s
uch p
rogra
ms than they
did
in 2
004
�T
he a
vera
ge a
mount by w
hic
h m
erc
hant expecte
d
to incre
ase their 2
005 s
pendin
g o
n a
ffili
ate
pro
gra
ms w
as 1
9%
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
1
Le
ad
Ge
nera
tio
n:
Aff
ilia
ted
Mark
eti
ng
��S
EM
fo
r aff
ilia
ted
mark
ete
r:S
EM
fo
r aff
ilia
ted
mark
ete
r:
−−C
ho
ose
yo
ur
are
a w
ise
lyC
ho
ose
yo
ur
are
a w
ise
ly
−−R
ese
arc
h a
ffili
ate
me
rch
an
tsR
ese
arc
h a
ffili
ate
me
rch
an
ts(d
iscussio
n)
−−B
uild
a s
tro
ng
in
form
atio
n w
eb
site
Bu
ild a
str
on
g in
form
atio
n w
eb
site
−−FF
ocu
s o
n ?
o
cu
s o
n ?
SSe
arc
he
rse
arc
he
rs
−−A
vo
id c
om
pe
tin
g w
ith
th
e s
po
nso
rA
vo
id c
om
pe
tin
g w
ith
th
e s
po
nso
r
��C
onte
xtu
al A
ds
Conte
xtu
al A
ds::
−−scans
scans
the text of a W
eb s
ite for
the text of a W
eb s
ite for
keyw
ord
skeyw
ord
sand r
etu
rns
and r
etu
rns
ads to the W
eb p
age
ads to the W
eb p
age
based o
n w
hat th
e u
ser
is v
iew
ing, either
thro
ugh a
ds p
laced o
n
based o
n w
hat th
e u
ser
is v
iew
ing, either
thro
ugh a
ds p
laced o
n t
he p
age o
r th
e p
age o
r
pop
pop
-- up a
ds
up a
ds
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
2
Le
ad
Ge
nera
tio
n:
Aff
ilia
ted
Mark
eti
ng
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
3
Le
ad
Ge
nera
tio
n:
Off
lin
e S
ale
s
��F
ocus: re
Focus: re
-- direct tr
affic
to o
fflin
e s
ites
direct tr
affic
to o
fflin
e s
ites
−−O
fte
n t
arg
ets
cu
sto
me
rs d
uri
ng
th
e la
ter
sta
ge
s o
f O
fte
n t
arg
ets
cu
sto
me
rs d
uri
ng
th
e la
ter
sta
ge
s o
f th
eir
de
cis
ion
pro
ce
ss
the
ir d
ecis
ion
pro
ce
ss
−−N
ot
sig
nific
an
tly d
iffe
ren
t fr
om
re
ve
nu
eN
ot
sig
nific
an
tly d
iffe
ren
t fr
om
re
ve
nu
e-- g
en
era
tin
g
ge
ne
ratin
g
mo
de
ls in
SE
M s
tra
teg
ym
od
els
in
SE
M s
tra
teg
y
−−H
ow
eve
r, m
ea
su
rem
en
t is
dra
stica
lly d
iffe
ren
tH
ow
eve
r, m
ea
su
rem
en
t is
dra
stica
lly d
iffe
ren
t
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
4
Le
ad
Ge
nera
tio
n:
Off
lin
e S
ale
s
��F
rom
on
line
to
off
line
: W
hy?
Fro
m o
nlin
e t
o o
fflin
e:
Wh
y?
−−Loya
lty d
oes m
igra
te a
cro
ss c
ha
nne
ls:
for
every
dolla
r spent
Loya
lty d
oes m
igra
te a
cro
ss c
ha
nne
ls:
for
every
dolla
r spent
on
line,
six
will
be s
pe
nt
offlin
e [
on
line,
six
will
be s
pe
nt
offlin
e [
Jup
iter
Researc
hJup
iter
Researc
h,
20
04
]
−−43%
of In
tern
et
users
bou
ght
pro
ducts
fro
m a
reta
iler
43%
of In
tern
et
users
bou
ght
pro
ducts
fro
m a
reta
iler ’’
s o
fflin
e
s o
fflin
e
sto
re a
fter
vie
win
g t
hem
on the s
elle
rsto
re a
fter
vie
win
g t
hem
on the s
elle
r ’’s W
eb
site
s W
eb
site
��F
rom
on
line
to
off
line
: H
ow
?F
rom
on
line
to
off
line
: H
ow
?
−−call
to a
ction:
call
to a
ction:
thin
gs y
ou g
et
som
eone t
o d
oth
ings y
ou g
et
som
eone t
o d
o
−−S
hift peop
le o
fflin
eS
hift peop
le o
fflin
e:p
rom
otion
:pro
motion
−−SS
hift peop
le o
fflin
e:
pers
ona
lization
hift peop
le o
fflin
e:
pers
ona
lization
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
5
Bra
nd
Im
ag
e
��BB
rand im
age:
rand im
age:
−−th
e p
erc
ep
tio
n o
f a b
ran
d in
th
e m
ind
s o
f p
ers
on
sth
e p
erc
ep
tio
n o
f a b
ran
d in
th
e m
ind
s o
f p
ers
on
s
��B
uild
ing b
rand im
age:
Build
ing b
rand im
age:
−−EE
mp
ha
siz
e o
n y
ou
r a
wa
ren
ess n
ee
ds f
irst
mp
ha
siz
e o
n y
ou
r a
wa
ren
ess n
ee
ds f
irst
−−U
se
tre
nd
y d
esig
ns c
ou
ld h
elp
Use
tre
nd
y d
esig
ns c
ou
ld h
elp
−−F
ocu
s o
n p
aid
pla
ce
me
nt
for
fast re
su
lts
Fo
cu
s o
n p
aid
pla
ce
me
nt
for
fast re
su
lts
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
6
Bra
nd
Im
ag
e
��H
ow
could
SE
M
How
could
SE
M h
urt
hurt
bra
nd im
age?
bra
nd im
age?
−−M
isu
se
of
co
nte
xtu
al a
ds
Mis
use
of
co
nte
xtu
al a
ds
−−F
ailu
re t
o s
ho
w u
p u
nd
er
ma
jor
ke
y w
ord
sF
ailu
re t
o s
ho
w u
p u
nd
er
ma
jor
ke
y w
ord
s
Fall 2
006 D
avis
on
/Lin
CS
E 1
97/B
IS 1
97:
Searc
h E
ng
ine S
trate
gie
s 5-2
7
So
urc
e:
Searc
h E
ng
ine M
ark
eti
ng
Pro
fessio
nal O
rgan
izati
on