Media Channels SEO PPC€¦ · · 2011-04-08Media Channels SEO PPC Session 8 Georg Singer georg.singer ätut . ee ... 2009 1/30 Internet Marketing - UT Spring Semester 2011. Learning

Media Channels SEO PPCSession 8

Georg Singer

georg.singer ät ut . ee

© Pearson Education Limited 2009

1/30Internet Marketing - UT Spring Semester

2011

Learning objectives

• Search engine marketing (today mainly SEO, adwords is learned in 2 hours)

• Online PR

• E-Mail marketing

• Affiliate marketing



2011

Importance of information sources for purchase decision



2011

Source:Brand new world (2004)

Search Engine Marketing

4/8/2011Internet Marketing - UT Spring Semester

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Search engine marketing


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SEM

SEO PPC

Types of search engine results pages in Google



2011

PPC

SEO

Google Adwords

90% traffic

Microsoft/Yahoo

adCenter

10% traffic

Relative traffic projections based on the ranking on search engine results pages



2011

Source: Atlas (2004) (http://www.atlassolutions.com/pdf/RankReport.pdf

Overture=Yahoo!

The Page Rank

• Link analysis algorithm named after Larry Page

• Numerical weighting to each element of a hyperlinked set of documents like WWW

• Relative importance of each element within the set important

• Numerical weight is called PageRank of E, PR(E)

• Page, L. et al., 1999. The PageRank Citation Ranking: Bringing Order to the Web. Available at: http://ilpubs.stanford.edu:8090/422/ [Accessed April 5, 2011].


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Source http://en.wikipedia.org/wiki/PageRank


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http://en.wikipedia.org/wiki/PageRank

The Page Rank continued

Mathematical PRsOut of 100

PR of http://www.cnn.com/

http://www.cnn.com/

Stages involved in producing a search engine listing for the organiclistings



2011

SERP=search engine results page

SEO ranking factors• On page optimisation:

– <title> tag = 4.9/5

– Keyword frequency and density = 3.7/5

– Keyword in headings = <h1> = 3.1, <h2> = 2.8

– Keyword in document name = 2.8

– Meta name description = 2/5

– Meta name keywords = 1/5

• Off-page optimisation:– More back(inbound)links (higher PageRank)= 4/5

– Link anchor text contains keyword = 4.4/5

– Page assessed as a hub = 3.5/5

– Page assessed as an authority = 3.5/5

– Link velocity (rate at which changes) = 3.5/5

See http://www.seomoz.org/article/search-ranking-factors© Pearson Education Limited

200911/30

Internet Marketing - UT Spring Semester 2011

http://www.seomoz.org/article/search-ranking-factors





Which factors affect returns from paid search?

• 1. Distribution of daily budget

• 2. Amount bid (Max CPC).

• * 3. Clickthrough rate

• * 4. Creative quality including creative testing

• * 5. Campaign structure

• * 6. Match types especially negative matches

• 7. Use of content network

• 8. Time-of-day (day parting)

• 9. Landing page quality

• * In Google AdWords, Live Search and Yahoo! Quality Score especially important



2011

SEO Quake


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Tip

Google’s best Friends


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Tip

Online PR


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1. A

ttrac

ting

visito

rs th

roug

h

sear

ch

3. Building

Cam

paign

Buzz

2. Engagem

ent

& D

ialogue

4. D

efen

sive

/ Cris

is

Online

PR

E-PR activities

o Surveys and polls

o Audience research:

o Social media inc

user-generated content

o Own blog

o Influencing media owners

E-PR activities

o Inbound link-building

o Content creation

o Blogs

o Feeds (RSS)

o Press releases

o Influencing media

owners

E-PR activities

o Brand protection

o Monitoring

and response:

o Social media

o Influencing media

owners

E-PR activities

o Propagating

‘big idea’

o Web editorial

contacts

o Viral agents

o Seeding viral

o Press releases

o Influencing media

owners

The key areas of online PR



2011

Mini Case Study – Cloud Computing Economics

• Cloud Computing Economics Research Group

• Set up Cloud-computing-Economics.com

• Goal:– Thought leader on Google for this area

– Drive organic traffic, 300-500 visitors a day• Through online PR and thought leadership

• Social Media

– Redirect traffic to product sites

– Convert traffic on product sites to sales (Ebooks, Analyzer..)

– 10k-15k visitors a month, 2% Conv. rate, 200 conversions X 30$=6.000$/per month


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Cloud-computing-Economics.com





Keyword Tool – “Cloud Computing”

• Keyword Competition Global Monthly Searches Local Monthly Searches google apps 0.1 4090000 0.52 1000000 clouding computing 0.52 1000000 0.52 1000000 saas 0.26 823000 web 2.0 0.1 673000 cloud microsoft 0.38 60500 is 0.42 49500 what is 0.43 40500 saas what is a 0.43 40500 what 0.43 40500 ppts what is the 0.43 40500 pdfs cloud service 0.41 27100 paper ppts on 0.29 27100 ppts 0.29 27100 powerpointpresentation 0.29 27100 benefits pdfs 0.19 18100 applications pdf 0.19 18100 business pdf on 0.19 18100 pdf 0.19 18100 security companies 0.83 18100 cloud it 0.18 18100 virtualization wiki 0.38 14800 wiki 0.38 14800 security 0.27 14800 and security 0.27 14800 security of 0.27 14800 security in 0.27 14800 the 0.24 14800 service 0.5 14800 business cloud 0.43 14800 cloud providers 0.8 12100 google 0.63 12100 google 0.63 12100 google and 0.63 12100 cloud computer 0.51 12100 how to 0.32 12100 microsoft0.6 9900 microsoft 0.6 9900 microsoft and 0.6 9900 architecture 0.33 9900 papers on 0.31 9900 papers 0.31 9900 services 0.57 8100 linux cloud 0.35 8100 application 0.38 8100 applications 0.38 8100 application of 0.38 8100 applications of 0.38 8100 define 0.44 8100 2010 0.23 8100 how to 0.43 6600 free 0.44 6600 free 0.44 6600 cloud database 0.47 6600 data 0.22 6600 business 0.47 6600 for business 0.47 6600 apps 0.43 6600 defined 0.45 6600 for dummies 0.71 5400 definition 0.44 5400 definition of 0.44 5400 definition 0.44 5400 elastic computing cloud 0.2 5400 software as a service 0.38 5400 grid computing 0.17 5400 grid 0.17 5400 grid and 0.17 5400 cloud grid computing 0.17 5400 paper 0.34 5400 research 0.22 5400 saas 0.37 5400 saas 0.37 5400 and saas 0.37 5400 software 0.54 5400 presentations 0.37 5400 presentation 0.38 4400 technologies 0.34 4400 virtualization 0.3 4400 virtualization 0.3 4400 virtualization and 0.3 4400 and virtualization 0.3 4400 virtualization in 0.3 4400 conferences 0.35 4400 mobile 0.24 4400 mobile 0.24 4400 cloud compute 0.41 4400 providers 0.85 4400 tutorials 0.35 4400 stocks 0.74 4400 download 0.22 4400 what is it 0.27 4400 conference 0.33 3600 benefits of 0.4 3600 benefits 0.4 3600 system 0.28 3600 systems 0.28 3600 tutorial 0.36 3600 project on 0.3 3600


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+20% sustainable increase

Affiliate Marketing


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Characteristics

• Revenue share concept, cost per sale (CPS)

• Affiliates are rewarded for visitors or customers brought ( x %)

• Four core players

– Merchant (retailer)

– Network (matches retailers and affiliates)

– Publisher (affiliate)

– Customer


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The affiliate marketing model



2011

E-mail Marketing


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E-mail marketing characteristics

• Permission based e-mail marketing effective tool for building relationships

• Low cost

• Direct response

• Fast campaign deployment

• Easily personalized

• Options for testing

• Integration with other direct media


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E-mail service provider (www.emailreaction.com)Source: smartFOCUS DIGITAL



2011



2011

Retention email=in-house lists

http://www.email-marketing-reports.com/email-open-rates/



2011



2011

Homework - Case study

• “Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search”


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Documents

Media Channels SEO PPC€¦ · · 2011-04-08Media Channels SEO PPC Session 8 Georg Singer georg.singer ätut . ee ... 2009 1/30 Internet Marketing - UT Spring Semester 2011. Learning