Search engine marketing

1 Online marketing planning

PHASE 1 Customers Analysis Current marketing Competitors Evolution trends about our business situation analysis (Online marketing SWOT Analysis research) PHASE 2 Set main marketing objectives Defining Strategy Segmenting, Targeting, Positioning Business Model Strategic Branding issues decisions Setting Web Site Number of customers to be attracted Objective What actions do we want our customer to do online?

PHASE 3 Actions programmes to achieve the objectives: -online product, pricing, promotion, place Operational Operational action -web site design and content decisions programmes - marketing

Preparing a budget and monitoring PHASE 4 performances Control and Measurement Introduction

IAB Revenue Report, 2008. 3 U.S. search providers Daily internet activities

Percent of those Activity with Internet access 1. Use the Internet 70% 2. Send or read email 60 3. Use a search engine to find information 49 4. Get news 39 5. Look for info on a hobby or interest 29 6. Surf the Web for fun 28 7. Do any type of research for your job 23 8. Check the weather 30 9. Research a product or service before buying 20

10. Look online for news or information about politics or 23 the upcoming campaigns

5 Search engine marketing

 We have already defined our business model and our value proposition

 We have performed segmenting, targeting, positioning

 How can we drive traffic from search engine to our web site?

- Importance of having a web site indexed with the major search engines, as in a library

6 Search engine marketing

Search engine SEO (search engine optimization) or marketing organic listing Using selected keywords and phrases so that The practice a ’s pages will rank high on result of marketing a pages web site via PAID LISTINGS search engines Listings are guaranteed to appear in a search engine result page, with higher ranking obtained by paying more than other advertisers

7 Search engine marketing

Paid Paid listing listing

Organic listing

8 How do organic search listing work?

 In order to rank high on result pages through organic listing you need to: 1) get crawled

2) choose strategic Key Words 3) optimize web pages content 4) Increase inbound relevant links

9 PageRank

 PageRank: method used by Google to determine a page’s relevance  Each web has a PageRank score

 It’s an algorithm based on the probability that a person surfing the Internet will find a given page

 More than 100 factors! (e.g. fresh content)

 Google: “ PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. Google interprets a link from page A to page B as a vote, by page A, for page B. Votes cast by "important" pages weigh more heavily and help to make other pages "important“.

10 Choosing the best keywords

 The site is indexed based on the keywords

 Title tag

 Meta tags - are hidden bits of text holding keywords of a web page - they describe the contents of a web page

 The same words must appear visibly on the web page with enough density to warrant a true relevancy factor: content is king!

 What worlds would prospective customers use to get to your site?

 Brainstorming

11 Choosing the best keywords

12 Content optimization

 Don't use images to display important names, content, or links. Crawlers do not recognize text contained in graphics.

 Spiders read only text

 http://www.google.com/support/webmasters/bin/answer.py?hl= en&answer=40349: e.g. “Don't fill your page with lists of keywords.. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site”

13 Organic search effectiveness

Natural Search can be highly effective because results are posted in the most important part of a web site. Paid listings

 Listings that search engines sell to advertisers, usually through paid placement or programs

1) Paid inclusion - pages are guaranteed to be included in a search engine's index in exchange for payment - no guaranteed ranking 2) Paid placement - the higher the fee, the higher the ranking - Advertisers submit bids to search-engine companies for words - An initial deposit is made and if the surfer is clicks on the link, the cost per click is deducted from the initial deposit 15 Paid listings

 Pay per click: advertisers pay each time the “sponsored link” is clicked.

 Cost per click: the cost to advertisers per click by a user

 Click through rate: the number of users who clicked on an ad divided by the number of times the ad was delivered (impressions). Usually indicated as a percentage.

 Cost per order?

 It is highly targeted traffic that companies are looking and paying for

 Sharp increase in the average cost per click!

16 Choosing the best keywords

7 words 1%

6 words 2%

5 words 6%

4 words 13%

1 word 19%

3 words 26%

2 words 33%

0% 10% 20% 30% 40% Source: OneStat.com, February 2004 Breakdown of the number of Words Used in Search Phrases Worldwide, December 2003 – January 2004 Paid listings

18 Paid listings

19 Paid listings

 Pay per click: increasing competition, increasing costs

 It could be better to start a campaign at the end of the day or the end of the month, when other companies have finished their credit

 Look for less popular words/phrases: less clicks, lower costs

 Avoid highly competitive keywords (“”)

20 Organic vs paid listings

 “Paid search has a median order conversion rate of 3.4 percent, while organic search results produces a conversion rate of 3.13 percent” (Source: http://www.clickz.com/)

 Marketing investments =>ROI?

 Internet web sites get the best results when they combine both. E.g. Organic and paid search may target different users

21 Organic vs paid listings Google maps

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