Issues in Marketing Communication:

LIVErtising # 6SEO + SEA =

SEM

is online?is online?HOW BIG ?HOW BIG ?

LIVErtisingLIVErtising

advertising models evolving

TRADITIONALADVERTISINGTRADITIONALADVERTISING

PERMISSIONADVERTISINGPERMISSION

ADVERTISING

NETWORKED / CONNECTEDADVERTISING

NETWORKED / CONNECTEDADVERTISING

BroadcastPrint

CinemaOutdoor

DMSpam mail

Pop upsFB ads

SearchBanners

NewsletterPodcast

BlogContent

MgFB page

Social sharesRTs

InteractionsComments

CommunitiesForums

Issues in Marketing Communication:

LIVErtising # 6SEO + SEA =

SEM

1.SEO2.SEA

SEM =

Google evolution #1

http://www.seomoz.org/google-algorithm-change%232012

Changes in the algorythm

Changes in the algorythm

Spamdexing:

Cloaking Content spinning Scraping

Google evolution #2

Universal search

36 %

31 %

17 %

Universal search

Universal search

SEOptimization

Optimization = ONpage + OFFpage

Onpage =• organisation• structure• quality• freshness

• URL• HTML code• visible and

invisible• obstacles

(Javascript/ Flash/ Ajax/ pictures / videos)

• coherent • rich/relevant

Onpage =• organisation• structure• quality• freshness (QDF)

QueryDeserve Freshness

Onpage =

OFFpage = authority

PR 8

3.6

1.2

1.2

1.2

Trust Rank

LOCAL SEO

VIDEO SEO

Video SEO

http://www.seomoz.org/blog/whats-really-included-in-an-seos-job-whiteboard-friday

QuickTime™ and a decompressor

are needed to see this picture.

SO...

So…

First position no longer means

anything…or not much

1.SEO2.SEA

SEM =

SERP

keywords

SEA = Adwords = Auction

QuickTime™ and a decompressor

are needed to see this picture.

SEA = Adwords = Auction

AdRank

1.Expected CTR2.Relevance3. Landing Page

= QS x Max CPC

?

SEA = Adwords = Auction

AdRank = QS x Max CPC

SEA = Adwords = Auction

14

2 eur1 eur euros

42 #2

#1

SEM: two last comments

To be continued…

QuickTime™ and ampeg4 decompressor

are needed to see this picture.