ddma search engine marketing guest lecture erasmus university rotterdam
DESCRIPTION
Guest lecture presentation slides from Wouter Theijsmeijer (eMatters) and Eduard Blacquière (OrangeValley) for the Information Technology Master students at the Erasmus University Rotterdam, Netherlands.TRANSCRIPT
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DDMA Association for dialogue marketing
Search Commission
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Agenda
• Introduction • History of Search • Search Engine Marketing • Why Search Engine Marketing? • SEO – Search Engine Optimization • Search Marketing Trends • Q&A • (SEA– Search Engine Advertising)
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DDMA?
Dutch Dialogue Marke0ng Associa0on
• Pillars: o Network (commisions & business groups) o Knowledge (workshops, research, etc.) o Lobby (Dutch & European government)
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Members & Commissions o 230 organiza0ons
• Adver0sers • Listbrokers • Consultancy Commisions: • Imarketing • Search • Imarketing • Crossmedia • E-mail • Social Marketing • Data & Listbroking • Active Marketing Bureaus • Charitatieven • Datakwaliteit • Regelgeving • Businessgroep Financiële Dienstverleners • Businessgroep Verspreidingen • Telemarketing
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Guest lecturer?
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Eduard Blacquière
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Eduard Blacquière
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Eduard Blacquière
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Eduard Blacquière
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Eduard Blacquière
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Search is (not)..
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Search is..
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History of Search Engines
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Google PageRank
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Search Engines now (Netherlands)
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Market share Google
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Just 14
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Surpassed Microsoft market value
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Search Engine Marketing?
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Free Tools
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Data = Value
=
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Universal Search
YouTube
Images
Shopping
Videos Maps
News
Books
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• Over 800 million unique users visit YouTube each month
• Over 4 billion hours of video are watched each month on YouTube
• 72 hours of video are uploaded to YouTube every minute
• 70% of YouTube traffic comes from outside the US • YouTube is localized in 43 countries and across 60
languages • In 2011, YouTube had more than 1 trillion views or
around 140 views for every person on Earth
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Use of Search engines
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Use of Search engines
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67% offline media
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Search is influenced
The boring details…
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But search is influenced by…
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Recognizable?
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Where people look
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Where people click
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We trust Google
“Users pay almost exclusive attention
to just the first few results on a page”
“this behavior persists even when
the top few results are manipulated
to be less relevant”
Social Annotations in Web Search
Aditi Muralidharan, Zoltan Gyongyi, Ed H. Chi (2012)
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Google knows this..
2010, June 2011, January 2011, September
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Search Engine Marketing?
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Search Engine Optimization
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SEO – Search Engine Optimization
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SEO – Search Engine Optimization
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Search engine operation
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Search engine operation
1. Crawling
2. Indexing 3. Ranking
Finding+ following links Check robot instructions URL handling (redirects, dynamic)
Duplicate content Content extraction Subject association
Relevance Value Uniqueness Usability
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What users are seeing
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What search engines are seeing
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What users are seeing
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What search engines are seeing
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SEO – Search Engine Optimization
Architecture Content
Authority
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SEO – Architecture
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SEO – Is my page properly indexed?
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SEO – Is my site properly indexed?
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SEO – Content/Copywriting
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SEO – Which keywords?
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SEO – Which keywords?
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SEO – Search Trends
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SEO – Content/Copywriting
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SEO – Content DNA
travel
passengers
electricity
station
railway
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SEO – Authority
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Google PageRank
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SEO – Authority
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SEO – Authority & Social Media
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Trends
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Universal search / Verticals
YouTube
Images
Shopping
Video’s Maps
News
Books
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Universal search / Verticals
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Universal search / Verticals
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Universal search / Verticals
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Google Strategy
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Google Strategy
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Google Strategy
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Google Strategy
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Google Strategy
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Google Strategy
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Mobile Search
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Mobile/Tablet Search
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Q&A
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Search Engine Advertising
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SEA – Search Engine Advertising
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SEA – Search Engine Advertising Paid Search position is based on:
CPC
Bid for price per keyword, cost per click
CTR
Click through rate (clicks / impressions)
Quality score
Relevance of keyword vs. ad text vs. landing page
History of account
Loadtime
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SEA – Search Engine Advertising
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SEA – Search “Engine” Advertising
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Don’t forget YouTube