STIMA - Introduction to Search Engine Marketing
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Search Engine Marketing October 2012
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A rapid dive into the Search Engine Marketing world. Basic concepts are introduced and a list of useful tools and techniques are referenced.
Transcript of STIMA - Introduction to Search Engine Marketing
Search Engine Marketing
October 2012
@theafter
hello,my name is David Hachez
the dark age
In the beginning, there was a world without search.But one day ...
Search Engine Marketing= SEO + SEA
Definition
‣ Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages(SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions).
source: http://en.wikipedia.org/wiki/Search_engine_marketing
global
local
vertical
source: http://www.netmarketshare.com/
source: http://www.netmarketshare.com/
source: http://www.netmarketshare.com/
source: http://www.netmarketshare.com/
Marketingfacts.com
how does it work?
Organic vs. Paid Search
Organic
Paid
Seomoz.org
90% of Clicks
10% of Clicks
Organic vs. Paid Search
Seomoz.org
Click-Through Rates
Seomoz.org
Vertical Search
Seomoz.org
SEO
Definition
‣ Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic" or "algorithmic") search results.
source: http://en.wikipedia.org/wiki/Search_engine_optimization
Crawling & Indexing
Seomoz.org
SEO = organic search
Seomoz.org
SEO checklist
SEA
Definition
‣ Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published
source: http://en.wikipedia.org/wiki/Search_advertising
SEO vs. SEAelliance.com
Blogging & ContentWhy bother ?
RSS
Toolboxhttp://classroomclipart.com
Resources
Content & Learning Tools & Tips‣ http://www.seomoz.org/blog‣ http://www.seomoz.org/seo-industry-survey‣ http://www.marketingcharts.com‣ http://searchenginewatch.com/‣ http://www.netmarketshare.com
‣ http://www.google.com/trends/‣ http://ahrefs.com/‣ http://www.customreportsharing.com/‣ https://freekeywords.wordtracker.com/‣ http://www.woorank.com‣ http://www.google.com/analytics‣ http://www.google.com/webmasters‣ http://www.searchenginepeople.com/blog/google-
docs-seo.html‣ http://www.webconfs.com/keyword-density-
checker.php‣ http://www.toprankblog.com/2011/01/keywords-
blog-posts/‣ http://www.seomoz.org/blog/excel-and-google-
docs-tools-for-the-ultimate-seo-dashboard‣ http://www.thinkwithgoogle.com/insights/tools/
real-time-insights/‣ http://www.thinkwithgoogle.com/insights/emea/
tools/media-planning-toolkit/
Measuring Searchhttp://www.euromonitor.com
ROPO ?
Source : http://www.artmail-conseil.com/
Thank you.
