SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) - Seminar on Web Search
Search Engine Marketing Lecture
27
Introduc tion to search engine marketin g… Credits: This picture: martin.canchola Slides: Jon Jognerud Sara Robbins Jonathon D. Colman
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22-Oct-2014 -
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Lecture on SEM
Transcript of Search Engine Marketing Lecture
Introduction to search
engine marketing…
Credits:This picture: martin.cancholaSlides:Jon JognerudSara RobbinsJonathon D. Colman
Why is search important?Why we focus on search engines:
Portions of user basecan view your websiteFOR FREE! *
*(if done right, also targeted = conversion)
Organic is top of show!Enquiro / marketingsherpa
Trends in search : Search 1.0
Trends in search : Search 2.0
Search 3.0 Universal search
Local Search
Vertical Search
• Blog Search• Book Search• Catalogs• Code Search• Directory• Finance• Images• Local/Maps • News • Patent Search• Product Search• Scholar• Video• Web Search
Vertical Search Opportunities in Google
Opps/threats – Good SEO Matters!
Some facts about Google….
Photo credit: Yodel Anecdotal
How do search engines work?Really
RESULTS
1. New web site is posted, linked to, or has its content altered
2. SE’s spiders crawl the page
Skims text, image descriptions, meta data, page titles, and URL
Follow links, count links in and out
3. Index key terms, count word frequency
SearchWikiEngineSEOSEM
WebKeywords: Words that are used by search engines to
determine the topic of a given web page.
4. Weight algorithm
This PageOther Pages
10 Tons
9 Tons8 Tons
6 Tons
Sites are ranked according to their key term rank
PageRank!!
What are we searching for?
Source: http://www.southern-highlands-accommodation.com/berry%20picking.jpg
Information foraging & berry picking….
Assignment 5Create an SEM strategy map using the . This map will:
• Be for a real organization (of your choosing)• Contain an online competitor SWOT-analysis• Outline an actual SEM strategy the organization can implement• Contain a keyword research• Contain recommendations on PPC budget• Contain recommendations on link building and (web) development• Contain recommendations on SEO tactics (advice)
