Topic 7: Search Engine Marketing

Google statistics (The Growing Impact of Search)

- 92% of U.S. internet users have used search engines. - 93% of B2B purchase start with search. - 81% of retail purchases begin with an online search. - 96% of the youngest adult internet users (ages 18-29) used search engines.

Two basic aspects of SEM

- Search engine optimization (SEO) - Pay-per-click (PPC)

"keywords" can refer to

-Search terms, words, or phrases, selected by the user when making a search in a search engine. -Terms that are bid on in a PPC system such as Google or Bing. -A section in (HTML) code for a website where site developers put terms that they hope search engines will classify the site when users search for those terms on the web.

Search engines

-The focus of attention in SEM because they are the heart of the search process. -Search engines have the ability to organize and make accessible the vast amount of information available on the web.

Web users practices on search engine

-looking for information on specific topics, maps and directions, news and current events, general information, shopping, and entertainment. -Search in everything such as health care and real estate. -No wonder marketers have found opportunities for marketing through search engines on the web medium and now on mobile devices.

SEO process

1. Define the target market. 2. Find out what they search for and why they search. 3. Develop a search strategy: find keywords and phrases. 4. Develop a content strategy to align with the keyword strategy. 5. Redesign the site with those keywords and content in mind. 6. Register the site with search engines. 7. Implement a paid search campaign to complement or inform the organic search campaign (optional).

Pay Per Click (PPC)

Involves "text ads targeted to keyword search results on search engines, through programs such as Google™ AdWords sometimes referred to as Pay-per-Click (PPC) advertising and Cost-per-Click (CPC) advertising."

search engine marketing (SEM)

The entire process of getting listed on search engines so consumers can find a company online.

Page Rank

a mathematical algorithm to indicate how important a page is on the web.

directories

aid in finding internet websites; list of sites are usually arranged by category, and the directory has a search function.

Web marketers

are also using search engine marketing for just about everything. they use search for branding, online sales, lead generation for both manufacturers and dealers, driving traffic to websites, and simply to provide content.

paid search

based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or "keywords" in the hopes of a lucrative search ranking.

Natural Search

brings in the majority of website visitors (anywhere from 60 to 80% depending on the estimates) and is the "most commonly used resource to navigate websites.

paid search advertising

companies pay to have their ads appear when users type certain search terms

Online Directories

overtaking their offline counterparts in many market sectors, ranging from finding former high school classmates to locating business services

Directories and classified advertising sites

play a role in how consumers find information online.

Referrals and social media

playing an increasing role in helping users find websites. The reason is that users want to trust the source that is recommending the site and organic search results or referrals from a friend or an often-used social media site are the most trusted ways to find information on the web.

Keywords

search terms, words, or phrases, selected by the user when making a search in a search engine.

universal search

the inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results.

The Growing Impact of Search

websites that work to help users to find the things they wanted to find on the internet

SEO Disadvantages

Results are not immediate Ranking is difficult to predict Initial time investment and time is major cost Takes time for results to be displayed

Search Engine Results Page (SERP)

The actual results returned to the user based on the search query. These results are in the form of suggested web pages, images, videos maps, or other types of files.

Comparison of SEM Techniques: SEO versus PPC

Advantages and Disadvantages of SEO and PPC

SEO advantages

Better response since majority of clicks are organic More return traffic Lower cost Long-term marketing solution Brand recognition and loyalty

PPC disadvantages

Easy to lose ranking or spot Daily budget can be expensive depending on keywords

SEO tools

Google Trends "hot keywords" Google AdWords account Keyword Tool in Google

PPC advantages

Immediate results based on bidding system in which there are charges for clicks received

The paid aspect of SEM

Paid search

The World of Search

Search includes several types of search engines, including desktop-only search, specialty search, and another major category—directories—which are aids in finding internet websites.

directories have declined in importance in terms of SEM with the rise of search engines.

The most important aspect in being able to be found on the internet is to be indexed by the major search engines, which usually requires submitting the website to these engines. Like directories, search engines have both a paid aspect and a free aspect.

Search Engine Optimization (SEO)

The process of designing a site and its content whereby search engines find the site without being paid to do so. The free aspect of SEM known as SEO is also called natural search, organic search, and sometimes algorithmic search.

The essence of a directory

it offers both free basic listings and paid enhanced listings that allow any local business to add business details, including photos and a link to their website, to their basic listing.