Why Search Matters - Module 2 - Marketing in the Digital Space - Garima Jain on InsideIIM.com
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Transcript of Why Search Matters - Module 2 - Marketing in the Digital Space - Garima Jain on InsideIIM.com
Marketing in Digital Space
Garima Jain
Module 2: Why Search Matters – SEO/SEM
Why Search Matters
Search is fundamentally flawed.
©Garima Jain Source: Kevin Walsh, iProspect
PageRank
©Garima Jain
• Determines the importance allocated to a webpage by the
search engine
• It depends on 2 factors: •Qualitative •Quantitative
• Check your PageRank http://www.prchecker.info/
SEO vs. SEM
©Garima Jain
SEO vs. SEM
©Garima Jain
SEO SEM
Media Type Organic Paid
Definition Traffic due to code & content optimization
Traffic due to bidding on keywords
Cost Notionally “free” Based on marketing spend
Speed 6-8 weeks 20 minutes to 10 days
Importance 70% of searchers click on organic results
30% of searchers click on organic results
SEO
©Garima Jain
When you see this…
SEO
©Garima Jain
…search engine sees this!
SEO – Tips & Tricks
©Garima Jain
1. More Links
2. Metadata
3. Keywords
4. Page Titles
5. Updates
SEM
©Garima Jain
• What if InsideIIM bids for “restaurants in mumbai” ?
SEM
©Garima Jain
Depends on:
• Quality Score
• Bid & Budget
Tools
©Garima Jain
1. Keyword Research Tools
Example: Google AdWords Keyword Tool
2. Search Analytics Tools Example: Google Analytics
3. Link Analysis Tools Example: Yahoo! Site Explorer
4. Competitive Research Example: Compete.com Search Analytics (paid) Google Trends & Google Insights (free)
Metrics
©Garima Jain
Keyword Searches
Metrics
©Garima Jain
Keyword Searches
Impressions
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks Bounce Rate
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Leads
Bounce Rate
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Sales Leads
Bounce Rate
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Sales Leads
Bounce Rate
Dwell Time
Metrics
©Garima Jain
Keyword Searches
Impressions
Clicks
Returning Users
Sales Leads
Bounce Rate
Dwell Time
Metrics Example
©Garima Jain
“IIM Admission” searches = 1000
Impressions = 500
Clicks = 10 Bounce Rate = 20%
Dwell Time = 4 min 30 secs
2%
2
8
Page Views = 3.5
Metrics Example
©Garima Jain
Cost CPC = 3 Total Spend = CPC * No. of Clicks = 3*10 = Rs 30 Content Consumption Time spent on website = Dwell Time/person * No. of visitors = 4.5 * 8 = 48 minutes Page Views = Page Views/Person * No. of visitors = 3.5 * 8 = 28 page views
Thank you!
©Garima Jain