Livertising 6 seo + sea = sem
57
Issues in Marketing Communication: LIVErtisin g # 6 SEO + SEA = SEM
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Transcript of Livertising 6 seo + sea = sem
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
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
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SO...
So…
First position no longer means
anything…or not much
1.SEO2.SEA
SEM =
SERP
keywords
SEA = Adwords = Auction
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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…
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