SEARCH ENGINE MARKETING

BUYING BEHAVIOR FINAL PROJECT

02/14/09

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GROUP E

Karl Eggertsen

Karen Kearsley

Senta Spenninger

Yuksel Ulgen2

OLD VS. NEW RULES OF MARKETING

Less  targeted Laser targeted to niche markets

Interruptive/Annoying Less intrusive

Expensive More cost efficient

Increasingly ineffective Effectively reach ideal buyers

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SEM: WHAT IT IS

Marketing website through search engines

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SEM: WHAT IT IS Marketing website through search

engines Means to reach

ideal buyers directly

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SEM: WHAT IT IS Marketing website through search engines Means to reach ideal buyers directly

A marketer’s dream come true

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 SEM: WHAT IT INCLUDES

Improve organic/natural search

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SEM: WHAT IT INCLUDES

Improve organic/natural search Keyword phrases research

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SEM: WHAT IT INCLUDES

Improve organic/natural search Keyword phrases research Keyword competition analysis

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SEM: WHAT IT INCLUDES

Improve organic/natural search Keyword phrases research Keyword competition analysis Seek lower competition & high traffic

potential keywords

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SEM: WHAT IT INCLUDES Improve organic/natural search

Keyword phrases research Keyword competition analysis Seek lower competition & high traffic potential

keywords

Build high value content page for each keyword

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SEM: WHAT IT INCLUDES Improve organic/natural search

Keyword phrases research Keyword competition analysis Seek lower competition & high traffic potential keywords

Build high value content page for each keyword Sprinkle keyword naturally (into

content, title, heading…)

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SEM: WHAT IT INCLUDES Improve organic/natural search

Keyword phrases research Keyword competition analysis Seek lower competition & high traffic potential keywords

Build high value content page for each keyword Sprinkle keyword naturally (into

content, title, heading…) Build back links to other

relevant/popular sites 13

SEM: WHAT IT INCLUDES

Run PPC Search

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SEM: WHAT IT INCLUDES

Run PPC Search Select, pay for promising keywords

and test for ROI

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SEM: WHAT IT INCLUDES

Run PPC Search Select, pay for promising keywords

and test for ROI Write ads for high click thru &

conversion rates

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SEM: WHAT IT INCLUDES

Run PPC Search Select, pay for promising keywords

and test for ROI Write ads for high click thru &

conversion rates Create different landing page for

each keyword

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SEM: WHAT IT INCLUDES Run PPC Search

Select, pay for promising keywords and test for ROI

Write ads for high click thru & conversion rates Create different landing page for each keyword

Establish unique company and product names so easily found by SE's

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SEM: IT'S VALUE AND POWER

Higher rankings on search engines

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SEM: IT'S VALUE AND POWER Higher rankings on search engines

Increase targeted traffic

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SEM: IT'S VALUE AND POWER Higher rankings on search engines Increase targeted traffic

Increase sales

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TYPES OF SEARCH ENGINES

General Search Engines

Vertical Search EnginesEx : infomat ,

Yahoo hotjobs

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TYPES OF SEARCH ENGINES

CrawlersHuman-poweredHybrid

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TYPES OF SEARCH ENGINES

CrawlersEx : Google

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TYPES OF SEARCH ENGINES

Human-poweredEx : Dmoz

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TYPES OF SEARCH ENGINES

HybridEx : LiveSearch

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TYPES OF SEARCH ENGINES

Natural, Organic SearchPaid Search

Ex : Nili Lotan

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Natural Search is the way your site found

Paid Search is the way you would like your site to be found

TYPES OF SEARCH ENGINES

Paid Search

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TYPES OF SEARCH ENGINES

Paid Search,Sponsored LinksGoogle Adwords

Pay per clickOne of Google´s main sources of revenueLocal, national & international distribution

Show up on the right side of the screen/sometimes above the main search results

Words are specified by the advertise29

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TYPES OF SEARCH ENGINES

Organic SearchResults appear according to their

relevance to the search termsAlgorithm that uses

Page rank Analysis of hypertext conformity

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TYPES OF SEARCH ENGINES Organic Search

Results appear according to their relevance to the search terms Algorithm that uses

Page rank Analysis of hypertext conformity

Web Crawler

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TYPES OF SEARCH ENGINES Organic Search

Results appear according to their relevance to the search terms Algorithm that uses

Page rank Analysis of hypertext conformity

Web Crawler

Meta elements Ex: Search for Buy Shoes - Zappos

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SOCIAL MEDIA

Internet, mobile based toolsShare, Discuss Information

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SOCIAL MEDIA

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OLD NEWAim to reach a specific outcome

Interacting, Sharing

Saving the websites we like

Share, Grade, Tag

Formal Marketing Messages

References, Recommendations of others

SOCIAL MEDIA

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FORMAL SEARCH

SOCIAL MEDIA

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Effective social advertising is less about attaching marketing messages to content and more about BEING the

CONTENT.

For more social media tools : http://www.go2web20.net/

SEM SUMMARY Victorian Houses of Santa Barbara

www.santa-barbara-vacations.com

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SEM SUMMARY

Google AnalyticsAdWords

Summary PageToolsReports: Keyword Report

AnalyticsWebsite ProfileDashboard

Website Grader of HubSpot39

SEM SUMMARY

Why all this detail about search engines?Search Engine Ranking is critical to

being found by buyers

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SEM SUMMARY

Why all this detail about search engines? Search Engine Ranking is critical to being found by buyers

Buyers use key words and phrases that they think will bring the right site to them, preferably on the first page of Google, Yahoo, etc.

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SEM SUMMARY

Research is imperative in order to define the buyer personae that best match your product(s) i.e. who are your “young hungry guys” and/or gals?Visit related blogs and/or start a

blog, yourself

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SEM SUMMARY

Research is imperative in order to define the buyer personae that best match your product(s) i.e. who are your “young hungry guys” and/or gals? Visit related blogs and/or start a blog, yourself

Read industry publications to learn and understand industry specific lingo

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SEM SUMMARY

Research is imperative in order to define the buyer personae that best match your product(s) i.e. who are your “young hungry guys” and/or gals? Visit related blogs and/or start a blog, yourself Read industry publications to learn and understand industry

specific lingo

Perform reverse keyword searches for the most commonly used keywords and phrases 44

SEM SUMMARY

Define the target persona(e):Think : What does my product offer

that appeals to the emotions of my target buyer(s)

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SEM SUMMARY

Define the target persona(e): Think : What does my product offer that appeals to the emotions

of my target buyer(s)

Create a “concept” word to build your marketing around“safety”“comfort”“change”Ours is “home away from home”

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SEM SUMMARY

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“Understand your buyers and create great, indexable Web content especially for them.” *

*The New Rules of Marketing & PR, David Meerman Scott, John Wiley & Sons, Inc., Hoboken, NJ, 2007, 2009,Chapter 20: “Search Engine Marketing”, pg. 257

REFERENCES http://www.coffeestudio.co.uk/naturalsearch.html http://personalbrandingblog.wordpress.com/2008/10/29/how-to-master-search

-engines-for-personal-branding-prosperity/ http://www.chiefingredient.com/blog/wp-content/globe.jpg http://images.inmagine.com/img/imagezoo/iz012/iz012007.jpg http://www.cs4fn.org/biology/ http://www.superstock.com/stock-photos-images/1614R-10178 http://www.keral.com/Happenings/search_engine_marketing.htm http://www.greatfynds.com/store/index.php?act=viewDoc&docId=5 http://www.dreamstime.com/thought-balloon-image4311879 http://www.pjlighthouse.com/2007/04/17/seo-pay-per-click-advertising-ppc-vs-

natural-or-organic-search-engine-optimization/ http://www.presentationload.com/winners-podium.html?lang=1 http://www.easyhits.biz/ http://www.acf-fr.org/ http://flickr.com/photos/eduardblacquiere/548130658/ http://www.toprankblog.com/2008/09/how-does-social-media-affect-search/

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HAPPY VALENTINE’S DAY

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THANK YOU!

ANY QUESTIONS?

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