Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.
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Transcript of Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.
![Page 1: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/1.jpg)
Search Engine Marketing
Gay, Charlesworth & Esen
Chapter 6
![Page 2: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/2.jpg)
SEM’s Importance
• Search engines and directory listings are the most popular methods for information retrieval for internet surfers
Rayport & Jaworski 2002
• 80-85% of web users use search engines a tool of first resort
Haig
2001
![Page 3: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/3.jpg)
The Low Cost of ‘Search’
![Page 4: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/4.jpg)
Three basic marketing and SEM links
• Simple submission ‘free to subscribe with the site indexed under certain keywords
• The paid advertisement indexed by keywords resulting in top/higher rankings
• Banner ad displays tied to keywords
![Page 5: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/5.jpg)
Early Search Engine Problems
• Poor quality and out-dated machine generated results
• Listings were poorly or randomly ordered
• Deeply flawed business model with poor revenue generation potential e.g. ‘Free-to-subscribe’
![Page 6: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/6.jpg)
Two types of Search Engines
1. Crawler Based Search Engines such as Google that relies entirely on technology to build its database
2. Human Powered Directories such as Yahoo in its original form where humans analysed and indexed web site submissions
![Page 7: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/7.jpg)
How crawler-based search engines operate
![Page 8: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/8.jpg)
Web LinkageKleinberg’s Hubs and Authorities
![Page 9: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/9.jpg)
Search Engine Optimisation
• Meta tags - title tags, alt tags, h1 to h6
• Keywords - keyword relevancy,
keyword density and keyword stuffing
• Search engine algorithm
![Page 10: Search Engine Marketing Gay, Charlesworth & Esen Chapter 6.](https://reader035.fdocuments.in/reader035/viewer/2022080916/56649ea85503460f94bab5d9/html5/thumbnails/10.jpg)
Search Engine Sharp Practice
• Doorway pages
• Spamming
• Cloaked HTML
• Problem Pages
• Hidden Text
• Page jacking
• Bait and Switch