Search Engine Optimization and Search Engine Marketing
What Determines PageRank?
- Content Relevancy (frequency of the occurrence of key words, last update date, number of webpages indexed) - Popularity of the Website (traffic to the website, quantity and strength of inbound links [links from other pages to your page], the more clicks received, the high the popularity)
Costs of Online Advertising
- Cost per Thousand (CPM): advertiser pays for impressions in 1,000 unit lots -- more expensive, but more effective - Cost per Click (CPC): pre-negotiated fee for each click ad receives - Cost per Action (CPA): pre-negotiated amount only when user performs a specific action - Hybrid: two or more models used together
Examples of Online Ads
- Display ads - Social Network and Game Advertising - Sponsorships
Keyword Strategies
- Exact: target a specific search audience
When Should You Invest in SEM?
- If you're making a profit, you should invest
Paid Search
- Involves managing, matching and optimizing - Bidders enter an amount they would pay per click - Google AdWords gives you a quality score that they factor in to decide how high to place your ad - Can pay less if have a higher quality score - Google has three types of keyword match (exact, broad and negative)
Inbound Marketing
- Marketing activities that bring visitors in - Earns the attention of the customers - Makes the company easy to be found - Draws customers to the website by producing interesting content
Click-Through Means (Click Through Rate)
- Measures the ratio of clicks to impressions on an online ad or email marketing campaign - Higher CTR = more effective marketing campaign
Two Kinds of SEM
- Organic SEO - Paid Search to get high on search engines result page - All SEM is inbound marketing
Search Engine Marketing (SEM)
- Paid search results
Paid Search is Good For...
- Testing and optimizing your landing pages - Finding new keywords, testing the performance of existing keywords -Learning from the search term report
Search Engine Optimization (aka Organic Search)
- The process of maximizing the number of visitors to a particular website by ensuring that it appears high on the list returned by the search engine to the user - The sites/pages ranking in the organic search results affect the number of clicks that they receive
Five Ways to Optimize Your Site
- Use key words and key phrases - Keep the keyword usage 'natural' - Great content - Page titles - Header pages - META Tag (important technique to increase a firms position)
Impressions Means
- Whenever an ad is fetched from a source, regardless whether or not it's clicked on, is counted
Outbound Marketing
- You create ads that bring your products or services to the customer
Types of Search Engines
1) Crawler-based search engines that create listings automatically (i.e. Google) 2) Human-powered directories (i.e. Yahoo Directories)
How Search Engines Operate
1) Crawling the Web: automated programs (bots or spiders) follow links to find websites, pages, and documents 2) Indexing Documents: Index the contents in a giant database of documents 3) Processing Queries: Search engine receives search request ('query') and it retrieves all the match documents from its index 4) Ranking Results: Search engine's search algorithm scores each result on potential relevance and display them in that order
Examples of Inbound and Outbound Marketing
Email: Inbound (when done correctly) Adwords (pay per click): Inbound Adsense (pay per impression): Outbound Facebook Page: Inbound (when done correctly) Youtube Video: Inbound SEO: Inbound Company Blog: Inbound Twitter post: Inbound
Return on Investment
Proft ÷ Campaign Cost
Coversions
Purchases per Click
Profit
Revenue - Costs
Search Engine
Software programs that searches for and identifies keywords that match the users demand in a database (i.e. Google, Yahoo)