Understanding Search Marketing :SEO & SEM
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Ms. Anubha Rastogi Astt. Prof, Vidya School Of Business 2017-18
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Transcript of Understanding Search Marketing :SEO & SEM
Ms. Anubha RastogiAstt. Prof, Vidya School Of Business
2017-18
What is a Search Engine?
• An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
• Different than a Directory
• Common Characteristics:• Spider, Indexer, Database, Algorithm• Find matching documents and display them according to relevance• Frequent updates to documents searched and ranking algorithm• Strive to produce “better”, more relevant results than competitors
Anubha Rastogi | VSB
Why Search Engine Marketing?• 85% of all traffic on the internet is referred from a search engine
• 90% of all users don’t look past the first 30 results (most only view top 10)
• Many websites aren’t even indexed, most are poorly optimized and get very little
traffic from the search engines
• Cost-effective advertising
• Clear and measurable ROI
• Operates under this assumption:
More (relevant) traffic + Good Conv. Rate = More Sales/Leads
Organic
listings
Paid listings
• SEO – influencerankings in the “natural” (a.k.a. “organic”, a.k.a. “algorithmic”) search results
• PPC – paid search advertising on a pay-per-click basis. The more you pay, the higher your placement. Stop paying = stop receiving traffic.
• SEM – encompasses both SEO and PPC
A Search Engine’s Goals & Objectives
• Accumulate large index (database) of web documents to search
• Provide highly-relevant results to users (better than competitors)
• Generate revenue via paid advertising and related business ventures that typically
leverage large amount of traffic
How Do Search Engines Work?• Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in the database
• Search engine indexes the content (text, code) in these documents by adding it to
their huge databases and periodically updates this content
• Search engine searches its own database when user enters in a search to find related
documents (not searching web pages in real-time)
• Search engine ranks resulting documents using an algorithm (mathematical formula)
that assigns various weights to various ranking factors
Ranking factors
• On-Page Factors (Code & Content)
• #3 - Title tags <title>
• #5 - Header tags <h1>
• #4 - ALT image tags
• #1 - Content, Content, Content (Body text) <body>
• #6 - Hyperlink text
• #2 - Keyword frequency & density
• Off-Page Factors
• #1 Anchor text
• #2 - Link Popularity (“votes” for your site) – adds credibility
What’s an SEO?SEO = Search Engine Optimization
• Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.
• Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword search terms as a means of increasing the relevant traffic to a given website.
• Refers to an individual or company that optimizes websites for its clientele.
• Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings
What Does a (good) SEO Do?• Researches desirable keywords and search phrases
(WordTracker, Overture, Google AdWords)
• Identifies search phrases to target (should be relevant to business/market, obtainable and profitable)
• “Cleans” and optimizes a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.
• Helps in writing copy to appeal to both search engines and actual website visitors
• Studies competitors (competing websites) and search engines
• Implements a quality link building campaign
• Pushes for more content!
• Monitors rankings for targeted search terms
What SEO is NOT• Search Engine Submission only
• “Submit your website to 5,000 search engines”
• An overnight process (typically takes 3-4 months to show
significant results)
• A one-time process (in many cases requires a continual, long-
term focus for best results)
• A $29.95 one-time fee!
Some INSIGHTS• Optimizing the web page CODE for search engine spiders
• “Keywords” or “key terms” are the search terms people type into search engines and it
works on Relevancy ranking algorithms
Find out what search terms your target audience uses in search engines from your log file analysis
Try out keywords from generators eg. Overture’s or Google’s
Look at current search trends Yahoo Buzz, Google Zeitgeist
Real-time search from MetaCrawler
• Search engines love simple web site design
Lots Of Text (Optimized For Keywords)
Spiders Don’t Have To Sift Through Code To Find Keywords
• Web design elements that impede search engine indexing
Frames
Flash
Graphics, Image maps and multimedia files
JavaScript (can trap spiders)
Dynamic web pages
Misspellings, or HTML errors (validate your code)
• Optimizing page elements in html code
Page body text: content / page copy
Title tag
Heading tags
Graphics: alt tags
Hypertext links
Meta tags
• Page copy - make sure your keywords are well represented Higher in the page the better (definitely in
the first 25 words)
Use your customer’s language: not all marketing copy uses the words that your customers use
• Relationship of a keyword phrase to the total number of words on a page = keyword density Keyword density is a good indication of
relevancy
But remember balance: higher is not always better (boring for users and penalized as spam!)
• Title tag Most important and Should always contain your most important keywords or key terms
Each page of your site should have a different title tag
Example of a good TITLE tag that will generate traffic from people searching for “da Vinci”:
<TITLE>Leonardo da Vinci</TITLE> (absolute relevance)
This example is less relevant (but contains other useful info – remember to balance marketing needs)
<TITLE>Artefacts: Leonardo da Vinci</TITLE>
This one will put you out of business:
<TITLE>Welcome to Artefacts.com: Your Number One Online Resource for Wall Art Solutions!!!</TITLE>
• Use Heading tags when coding rather than just making the text bigger using font size
• Graphics: alt tags Spiders can’t see or read graphics
Make sure all graphics have relevant and descriptive ALT tags (not photo34643)
Use your keywords – especially in places like the alt tags for your logo
Especially important for navigation graphics
(you don’t want a spider to get stuck on a page)
• Meta tags (description and keyword tags) No longer useful as sole tactic to influence rankings
Keywords used in meta tags should match those in the visible body text
BUT search engines often use title and description in the listings themselves
• Link popularity Strongly influences relevance ranking (for Google, the most important factor)
Number and quality of other sites that link to yours (inbound links)
− must be content relevant (don’t spam!)
− request links from relevant high-ranking sites
− get a listing in a directory
Find out who links to you link:www.mala.ca
Choose a relevant landing page
Remember individual pages are competing - not your entire site
• Getting indexed and listed It is free to submit pages to most search engines (Google, Ask)
However, some engines charge a fee in return for a guarantee of indexing (Yahoo)
SEM & PPC• “Paid placement” - practiced by all major search engines (it provides the major
revenue stream)
• Paying the search engines to get the results you want
• Priced on a Pay Per Click basis
• Web site design or coding has NO impact on position
• Position is purchased as part of an advertising campaign - guarantees instant visibility
• The website owner has control over: Position in search results Keyword choice Ad listing copy Landing page
• Keyword bid advertising works on a cost per click (CPC) basis
• Advertisers pay only when consumers click on their link.
• Sponsored links in search results• The company bidding higher on the keyword is ranked higher in keyword search
results. Example: Google Adwords in action
• Contextual advertisements Google Adsense• Served to partner/affiliate content sites
• Effective form of advertising because your target market qualifies itself
• Tools to check popularity of keyword searches Overture’s Keyword Selector Tool (http://inventory.overture.com)
WordTracker.com
Trellian’s KeywordDiscovery.com
Google’s Keyword Tool
Google Trends
Google Suggest
PPC vs. “Organic” SEO Pay-per-click “Organic” SEO
• Results In 1-2 Days• Easier For A Novice Or One Without Much Knowledge Of SEO• Ability To Turn On And Off At Any Moment• Generally More Costly Per Visitor And Per Conversion
•Fewer Impressions And Exposure• Easy To Compete In Highly Competitive Market Space (But It Will Cost You)• Can Generate Exposure On Related Sites (Adsense)• Ability To Target “Local” Markets• Better For Short-term And High-margin Campaigns
• Results Take 2 Weeks To 4 Months• Requires Ongoing Learning And Experience To Reap Results
•Very Difficult To Control Flow Of Traffic• Generally More Cost-effective, Doesn’t Penalize For More Traffic• Serps Are More Popular Than Sponsored Ads• Very Difficult To Compete In Highly Competitive Market Space• Can Generate Exposure On Related Websites And Directories• More Difficult To Target Local Markets• Better For Long-term And Lower Margin Campaigns
Farms, Black Hats & “Ethics”•Black Hat SEO – refers to various “tricks of the trade” that are often questioned as “ethical” by some SEOs. Typically refers to a tactic intended to misrepresent a website by displaying different information to the search engine versus the user. >> hidden text, redirects, etc.
•“Ethical SEO” – refers to methods used to improve rankings while still presenting the same information to both users and search engines.
•Link Farms – sites/pages that may have thousands of links, often to unrelated sites. Typically they provide these links in exchange for links to their site in an attempt to improve their rankings. Reciprocal linking is common and generally accepted when not excessive and an attempt is made to provide value to the site visitor.
•Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that term. Again, this becomes questionable when an attempt is made tomisrepresent the website. (Miserable Failure example)
SEM and the Buying Cycle • Campaign Goals and Objectives should line up with the profile of the searcher.
• While longer phrases tend to be further down the cycle, short ones may be as well, brands, products, etc.
• Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin.
• Google Analytics is now the most widely used web analytics service on the Internet.
• Google Analytics is offered also in two additional versions:
The Subscription-based Google Analytics 360, Previously Google Analytics Premium, Targeted At Enterprise Users, And
Google Analytics For Mobile Apps, An SDK That Allows Gathering Usage Data From Ios And Android Apps.
Refer Google Tool Book & Live Class Demo for complete details
CampaignManagement
Measuring Campaign Effectiveness
Get Better Online ResultsHaving a strategy is mandatory it’s not optional !
