SEARCH ENGINE MARKETING: SEARCH ENGINE MARKETING By ANIRUDHA KOTGIRE AGENDA: AGENDA What is Search Engine? How Search Engines work? What is Search Engine Marketing? Why Search Engine Marketing? What is Search Engine Optimization? Steps in Search Engine Optimization Pay Per Click SEM SEO V s Pay Per Click FACTS: FACTS 81,000,000 Internet users as of Nov/08 7.0% penetration, per ITU . 92% of internet users research products & businesses online. 74 % of consumers use the Internet to find a business vs. 65% who use Yellow Pages. 85% of people use search engines to find information. (Source: Georgia Institute of Technology ) 50.5 percent of searchers never looked past the first search results page and only 29.2 percent made it to the third page (Penn State Study) What is a Search Engine?: What is a Search Engine? Definition: 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. 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 What is a Search Engine?: What is a Search Engine? A Search Engine’s Goals & Objectives: 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 Major Search Engines: Major Search Engines What Search Engines Are the Most Popular? Figures below show what percentage of US internet users accessed the corresponding sites at least once during a given month. Counts only search-specific visits. (http://marketshare.hitslink.com / Aug 2009) Anatomy of a Search Engine: Anatomy of a Search Engine Search box Sponsored Listings aka PPC “Organic” Results aka SERPs How Do Search Engines Work?: 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 Google Query Lifecycle: Google Query Lifecycle Ranking Factors: Ranking Factors On-Page Factors (Code & Content) Title tags <title> Header tags <h1> ALT image tags Content, Content, Content ( Body text) <body> Hyperlink text Keyword frequency & density Off-Page Factors Link Popularity (“votes” for your site) – adds credibility Anchor text So What is the Algorithm?: So What is the Algorithm? Top Secret! Only select employees of the actual search engines know for certain Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of major factors and approximate weight assignments Constantly changing, tweaking, updating is done to the algorithm Websites and documents being searched are also constantly changing Varies by Search Engine – some give more weight to on-page factors, some to link popularity Search Engine Marketing: Search Engine Marketing A form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages and has a proven ROI. Why Search Engine Marketing?: 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 Why Search Engine Marketing?: Why Search Engine Marketing? “ If Your Business Can't Be Found On The Search Engines , You Basically Don't Exist! ” SEM Implementation: SEM Implementation Search Engine Optimization (SEO) Pay Per Click (PPC) Search Engine Optimization: Search Engine Optimization Search engine optimization (SEO) is the art and science of publishing and marketing information that ranks well for valuable keywords in search engines. Search Engine Optimization: Search Engine Optimization Keyword Analysis/Reporting Link Building Site Optimization Content Writing Sitemap Submission 1.First and the last stage of our SEO cycle. We will analyze target website , it’s competitor's websites and the leading websites in it’s industry. 2.Single most important factor to get any website ranked higher on the search engines. Inbound links will help the Search Engines determine how popular your website is. 4.Fresh new website articles will help your website expand and appear on more search phrases. New informative relevant articles will also encourage other websites to link to target website 3.Optimize target website so the search engines can easily traverse your whole website and establish which keywords should rank highly for. 5.Submit the new pages to Google & the other Search Engines What Does a (good) SEO Do?: 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 Pay Per Click SEM: Pay Per Click SEM According to MarketingTerms.com . “ Pay-Per-Click is an online advertising payment model in which payment is based solely on qualifying click-through.” PPC Models Flat-rate PPC Bid-based PPC STEPS in Pay Per Click SEM: STEPS in Pay Per Click SEM Bid on relevant keywords Advertising engine displays your text ad on their results page or network of web sites You only pay when people click Pay Per Click SEM: Pay Per Click SEM PPC ads appear as “sponsored listings” Companies bid on price they are willing to pay “per click” Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Overture are the two leaders PPC vs. “Organic” SEO : 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) 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 more difficult to target local markets better for long-term and lower margin campaigns Basic Tips & Optimization Techniques: Basic Tips & Optimization Techniques Research keywords related to your business Identify competitors, utilize benchmarking techniques and identify level of competition Utilize descriptive title tags for each page Ensure that your text is HTML text and not image text Use text links when possible Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) Obtain inbound links from related websites Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced Educate yourself about search engine marketing or consult a search engine optimization firm or SEO expert Resources: Resources Statistics Provided By Search Engine Watch – www.searchenginewatch.com Neilsen // NetRatings – www.neilsen-netratings.com Our own experience, opinion and bias For More Information Various SEO Forums & Resources online Ephricon Web Marketing – www.ephricon.com Google (of course) – www.google.com THANK YOU !: THANK YOU !