SEARCH ENGINE OPTIMIZATION (WEEK 6 – 7)

Explain search engine marketing, and explore different types of search engine marketing.

Explain long tail and landing page concept.

Explain email marketing.

Search engine marketing – promoting an organization through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site.

Types of SEM – Search engine optimization & Paid search marketing.

Search engine optimization – It is a technique of improving results from the natural/organic listings.

For your information, search engine produce 2 results when a user key in the searched words:- Organic search result

listings that appear because of their relevance to the search terms, as opposed to their being advertisements.

Paid search result Also known as sponsored listings, paid inclusion products

are provided by most search engine companies either in the main results area, or as a separately identified advertising area.

Advantages Highly targeted. Potentially low cost.

Disadvantages Time for results to be implemented Complexity and dynamic nature Ongoing investment Poor for developing awareness in

comparison with other media channels.

Search engine submission The process of informing search engines

that a site should be indexed for listing in the search engine results pages.

Index inclusion Ensuring that as many of the relevant

pages from your domain are included within search engine indexes you are targeting to be listed in.

A relevant text ad with a link to a company page is displayed on the search engine when the user of a search engine types in specific phrase.

Advantages The advertiser is not paying for the ad to be

displayed. PPC advertising is highly targeted. Technically simpler than SEO Speed

Disadvantages Competitive and expensive Requires specialist knowledge Time consuming

Targeting – which search engine is more profitable???

Budget management – How much you need to spend???

Cost per impression (CPI) or per thousand impressions (CPM) - Pay for the number of times your ad is viewed, regardless of whether it’s clicked.

Best for bigger budgets looking for large audience, improving brand recognition.

Traditional PPC: Pay per click - Pay for the number of times someone clicks on your ad. Best for increasing traffic.

Display or Banner ad - Pay for clicks on your image ad.

Animated, Pop-up & Interstitial ads - Pay when a user clicks on your ad (appears on a website either on a timer, roll over or between pages.) Best for surveys, mailing list sign up.

CPA/Cost per acquisition - Best for direct response, increasing sales/conversions, driving online transactions, acquiring leads.

CPL/Cost per lead - You pay when a visitor clicks on your ad and submits their contact information on your site. Best for engaging with consumers @ multiple touch points – by building a newsletter lets, community site, rewards or member acquisition program.

CPE/Cost per engagement - Only pay when a user engages with your ad unit (appears as a standard display, showing full content on mouse over). Best for watching a video, playing a game, downloading content, polls/surveys, product tour, social media marketing

CPS/Cost per Sale - Overview: Share a percentage of sale revenue to referee if referral completes sale upon visit. Best for e-commerce sites.

Landing page - called as a destination page, is the web page that visitors arrive at after they click the link on a search engine results page.

A landing page can be the first page of a website that was advertised on the search engine results page, or from one of the natural results from the search query.

This page generally displays logical information, usually something that pertains directly to the keywords searched, or has the keywords directly on the page.

This can be a transactional or a reference page as well. In pay per click and other paid inclusion campaigns the landing page is considered the place where “the deal is closed” which basically means that visitors decide on the landing page whether they are going to use the service of the web page or not.

Long tail keywords - type of keyword phrase that has at least three, and some times as many as five words in the phrase. Long tail keywords are used when the website wants to refine search terms to the web page, as well as when the searcher is looking for something rather specific.

Like normal keywords, long tail keywords are used to define what is on the web page and what the publisher wants to be found under in search engines and on search engine results pages. These keywords are highly specific, and draw less traffic for the website, but tend to draw more quality traffic, which leads in more conversions than normal keywords. Long tail keywords can also be used by publishers and visitors in different ways.

When publishers are using long tail keywords, they are searching to corner a market that might be smaller than normal, but has just as much potential as other, larger, more exposed markets. Using long tail keywords can also be less expensive when it comes to pay per click biding, and other paid inclusion methods, as there are less people attempting to place bids on those keywords for pay per click ads on search engine results pages. Visitors use long tail keywords to narrow down what they are searching for. When a visitor is looking for “blue fuzzy carrot shoes” it makes more sense to put in the entire phrase than to put in “fuzzy shoes,” “fuzzy carrots,” or “carrot shoes” and attempt to filter out any of the search results that have nothing to do with blue fuzzy carrot shoes.

E-mail marketing outbound e-mail marketing, where e-mail

campaigns are used as a form of direct marketing to encourage trial and purchases and as a part of a CRM dialogue.

Inbound e-mail marketing is where e-mails from customers, such as service enquiries, are managed.

Opt–in email - an email where an individual agrees to receive e-mail communications.

Advantage Relatively low cost Direct response Faster campaign deployment

Disadvantage Deliverability

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