emarketing.ppt

emarketing.ppt

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  Presents Strategies on Howto Become a Creative and Profitable Online Presence! PerfectWebWare
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  Offline / Online Offline,bustling crowds pass by your place of business. Some of the passerby traffic notices you and walks in. "Location, Location, Location" Online, people search for information. Millions of people. Each searches alone. "Information, information, information"
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  SOME FACTS TOCONSIDER • According to qSearch, approximately 85% of the Canadian Internet population conducts at least one search at the top engines each month (compared to 73% of the U.S. on-line population). Canadians conducted approximately 575 mln searches last April, while 1.2 bln US searches made in May 2004.
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  • Google -Searching 4,285,199,774 web pages • 28% of Google searches are for a "product/service name", 9% are for a "brand name" and 5% are searches for a "company name". • 85%* of all Web site traffic and 70%* of all online purchases originate from a search engine. (*Jupiter Research) • Micro Commerce opportunities for new products and services will generate an estimated $60 bln in revenue per year by 2015 according to Gartner. A micro purchase is a purchase valued at less than $5 and conducted electronically, where the settlement can be either prepaid, by subscription, on-the-spot, or invoiced. • For More Facts Visit http://www.itfacts.biz
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  Site Building Process
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  Definitions • SE =Search Engine is a tool that enables users to locate information on the World Wide Web. Search engines use keywords entered by users to find Web sites which contain the information sought. • Web Directory = a search service that arranges the web pages it knows about into categories and subcategories. Often picked by human beings for inclusion in the categories. • SEO / SEM = A form of online marketing, Search Engine Optimization / Search Engine Marketing is the process of making a site and its content highly relevant for both search engines and searchers. Successful search marketing helps a site gain top positioning for relevant words and phrases.
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  Key internet marketingstrategies • Search engine optimization (SEO) - no cost per click • Search engine marketing (SEM) - cost per click
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  Search engine optimization Whatis SEO? SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines How do organic search listings work? • A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web • The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index • Based on this data, the SE then indexes the pages and ranks the websites • Major SEs that index pages using spiders: Google, Yahoo, AltaVista, MSN, AOL, Lycos
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  How does Googleworks? • Google index to identify which pages offer the most relevant solution to it. This is where on-page SEO is important, as one of the most basic signals of relevance is if your page contains the same keywords as the search query (especially if they are in your headings). • It explores the relevance of the page far beyond simple keyword mentions. This is why it’s important to establish an actual topic beyond your keyword, ensuring that your content is relevant to the search query and increasing the chances of it being read.
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  TOP Search Enginesand Directories • The TOP 8: 1. Google 2. Yahoo 3. MSN 4. AOL 5. Altavista 6. Infoseek 7. Lycos 8. Excite represent 88.86% of all search engines. • Web Directory – Yahoo, DMOZ, LookSmart • What SE and Directories do you use?
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  Search engine optimization/cont’d SEOstrategies/techniques 1. Domain name strategies - domain names are traffic magnets - choose a domain name that will increase your search engine ranking. How? - use keywords, location, advertising terms, product names - choose a keyword that is important for your business
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  Search engine optimization/cont’d 2.Keywords the most important in optimizing rankings research what keywords are people searching for using tools e.g. Wordtracker (www.wordtracker.com) - keywords are words that appear the most in a page - the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword - do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore
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  Keywords / PhrasesSuggestion Choose your Keywords: - Theme Related - Popular - Low Competition / Find Your Niche Market
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  Search engine optimization/cont’d 3.The Long tail If the head represents the most commonly used search terms for a product, then one way of addressing the issue is to optimize for phrases searchers might use that are more specific to what is being sought. This is the so-called long tail of keywords. The general concept for search engines is that seasoned users make specific searches. Rather than “hotel Porto” for example, a traveller might type in “hotel Porto 4 star swimming pool free WIFI parking restaurant balcony close to city center” . The long tail concept recognizes that not every hotel in Porto offers all of these requirements but one offering all of these services should be optimized for the keywords.
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  4.Intent the search enginescould recognize searchers intent when they typed in a keyword or phrase; “emergency plumber”, for example. However, technology has moved on. Led by Google’s BERT (Bidirectional Encoder Representations from Transformers) – artificial intelligence-driven software that has a deeper sense of context in which language is used – so too has the search engines’ ability to understand and interpret intent.
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  • 5. Localization •A subject that has evolved along with the development of the search engines is that of serving searchers with results that are locally relevant to them – so-called proximity searches. Any searches that exhibit the appropriate intent will deliver a result that defaults to the search term ending with “near me”. Indeed, the generation that has grown up with smartphones assume that they will be given local results at the top of the SERP. • The most obvious is in the address of the business, which will include region, city or district and so allows the search engine to pinpoint the businesses location on a map.
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  6. Personalized Research Googlepersonalizing users’ search results depending on each searcher’s search history, the practice is now the norm. Rather than delivering the same results to everyone who searches on a specific term, personalized search considers the searcher’s activity on the web; the websites they visit, search terms used, favorites in a browser, ads clicked on ... and so much more of the data the likes of Google collects on its users. Over the years Google has changed from being an information engine to a knowledge engine with the aim of understanding each user’s intent for searching – and then providing the best answer it can on the first page of the search results.
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  On-site optimization This taskis all about placing the keywords and phrases within the web page. This can be in two elements of the website: (1) That which is visible to the human visitor – its content. (2) That which is part of the source code of the page and so is visible only to the search engines.
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  Web page content •Web page content Also known as the body text –this is the textual content of the website that the visitor has come to read. • It is the most important aspect of SEO, because if the search engine is looking to meet the needs of the searcher then the keywords that they use should be an essential, organic aspect of the site’s textual content.
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  • the waythose keywords are included or presented on the page will help the search engine match the context of the search and intention of the searcher – section headers, for example. This is an example of why the non-advertising listings on a SERP are referred to as being organic or natural. If, for instance, a web page was about apples it would be strange if the word apple wasn’t in both the title of the page and within proceeding content.
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  Search engine optimization/cont’d HowSEO elements affect organic listings Title tag Meta description tag (or first para of text if no meta des has been added) Keywords
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  Search engine marketing Whatis search engine marketing (SEM)? SEM is the act of marketing a website via search engines by purchasing paid listings What are paid listings? These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.
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  Search engine marketing/cont’d Paidlistings: 1. Paid inclusions - Advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment - no guaranteed ranking - payment made on a Cost Per Click (CPC) basis Advertisers pay to be included in the directory on a CPC basis or per-url fee basis with no guarantee of specific placement
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  Search engine marketing/cont’d 2.Paid placements - Advertising programs where listings are guaranteed to appear in organic listings - the higher the fee, the higher the ranking - eg sponsored links and Google’s Ad words - can be purchased from a portal or a search network - search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee. - Google and Overture are the largest networks
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  Search engine marketing/cont’d Paidplacements - Google Paid placements
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  Other internet marketingstrategies • Usability driven information architecture • Effective copywriting, dynamic content through SE friendly web portals, BLOGS, RSS • Affiliate programs • Email marketing and online newsletters • Interactive customer relationships • Web traffic analysis and web analytics
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  Conclusion on SEOand SEM • If budget allows, undertake both SEO and SEM as SEM enables ROI tracking (leads and conversions) • If budget is lower go for SEO • Recommendation for - SEO for organic promotion - SEM for campaigns and international markets
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  Conclusion on SEOand SEM This is just the tip of the iceberg. Search marketing is a new and cost effective promotion tool. Stay informed… and stay ahead of your competitor.
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  Why is internetmarketing important? It gives companies the ability to: • Drive high quality customers to their website • Increase sales leads from customers looking for their products and services • Build their brand online by communicating marketing messages to their target audience • Increase their profile against their competitors • Target a global and local audience via search engines • Be accountable with ROI tracking (SEM)
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  SEM and theBuying 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.
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  Share Data acrossPPC and Organic: Organic keywords • Tell you how your site is found • Give you new PPC keywords to try PPC keywords. • Knowing what converts when you pay gives you a goal for organic pages. 70% of people click on the organic listings • Tune your site for both kinds of traffic
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  Conclusion: Want to winin Search Engine Marketing? Control risk through education, best practices, smart people, and appropriate use of effective technology, not just for tracking but for campaign optimization. Do you want to be a survivor and a winner in the game of search engine marketing? Learn how the game is played. Campaign efficiency is not optional for search marketers, it is imperative. Questions? e-mail contact@perfectwebware.com