SEARCH OPTIMIZATION & MARKETING

(SEO & SEM)Lecturer by NGUYEN HUU PHAT

Kent International College

www.kent.edu.vn

Agenda

SEO & SEM ?

How important SEO and SEM?

Keyword Assessment

Ad Content Development

Link Building Strategies

AdWords Campaign Management

Campaign Measurement & Analysis

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SEO & SEM

• Search Engine Optimization (SEO) "optimizes" website content to achieve a higher

ranking in search results, for example, by incorporating specific keywords or links

associated with the website. Depending on the context, SEM can be an umbrella term for

various means of marketing a website including SEO, or it may contrast with SEO,

focusing on just paid components

• Search Engine Marketing (SEM) is a form of Internet marketing that seeks to promote

websites by increasing their visibility in search engine result pages (SERPs) through the

use of paid placement, contextual advertising, and paid inclusion.

In 2008, North American advertisers spent US$13.5 billion on search engine marketing

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HOW IMPORTANT SEO AND SEM

To attract prospective customers who are searching for you

Let’s do Search Optimization and marketing

Where do we see after a search?

Do you want your sites to be here?

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Source: The Art of SEO

SEARCH

SEE 1 to 2 websites

WHAT DO WE DO BEFORE BUYING?

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Keyword Assessment

To analyze and find relevant keywords

Ad Content Development

To show an impressive and right message

Link Building Strategies

Who links to your site, number of links?

Campaign Measurement & Analysis

ROI of a campaign (CPC)

Ranking of your site

KEEP IN MIND

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ADWORDS CAMPAIGN

Pay per Click campaign

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GOOGLE ADWORDS

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Yahoo AdWords

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Microsoft AdWords

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Social networks enable a dialogue among customers and fuel word-of-mouth. 

Forum Management Facebook and Linkedin Profile Management Blog, community seeding and Online PR Promotional Campaigns, Games, and Contests

Social Media Marketing

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Forum Management

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Network = # Connections of consortium

members + # Group Members (sponsored

group)

Contribution = # Sponsored Group

Members who start Discussions or post News

+

# consortium members who start Discussions

or post News in targeted Groups.Participation = # Commenters in Sponsored

Group + #Commenters to any Discussions initiated by consortium members in targeted groups

Set goals for frequency of comments

Network = # of Fans

Contribution = (Marketing

Agent only)Participation = # Commenters

Facebook and Linkedin Profile Management

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Facebook Ads

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NCP Model – Case Examples

Linkedin Management

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Blog, community seeding and Online PR

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Blog, community seeding and Online PR

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Blog, community seeding and Online PR

www.kent.edu.vnNCP Model – Case Examples

Promotional Campaigns, Games, and Contests

www.kent.edu.vnNCP Model – Case Examples

Promotional Campaigns, Games, and Contests

www.kent.edu.vnNCP Model – Case Examples

Promotional Campaigns, Games, and Contests

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An online marketing plan is a part of a marketing plan and can never be separated.

Online marketing strategy (planning and booking) Third Party Tracking Web and campaign analysis

Online marketing plans

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Online marketing strategy (planning)

Target audience: To whom? Age

Male/ Female

Location: Hanoi, Hochiminh

Class: A, B,C, D

Which message

Objective: Why? To attract new customersTo maintain old customersTo educate your customersTo turn your customers into your fansTo promote your brand/ productTo increase sale

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Which websites

Which position? top, down, right, left

When? How long?

How? Creative, format

When to change creative

Is that expensive?

Online marketing strategy (planning)

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Basic online banner or Adnetwork banner?

Basic online banners:

Many different sizes in Vietnamese websites

=> resize cost is higher.

Smart Network

Optimization Technology

Channel Targeting

Geo Targeting

Time Targeting

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CPM

CPV

CPC CPE

CPD

Online marketing strategy (booking)

CPA

CPM: Cost Per Impression – CPC: cost per click - CPE: Cost Per EngagementCPD: Cost Per Day – CPV: Cost Per View – CPA : Cost Per Action

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Objectives were achieved

Is that an effective campaign? ROI

Web and Campaign analysis

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If your goal is for your customers to prefer you, keep a pulse on their changing needs. 

Segmentation and Analysis

Need-state Assessment

Focus Groups

Quantitative / Statistical Studies

Interviews with Industry Leaders

Expert Roundtables

Customer Research & Analysis

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