Session 19 MG 583 E-Marketing Elective

1. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
> Concept of Search & its importance 5
> Understanding Search Engines 4 & 5
> Search Engine Marketing (SEM) 5
Class Presentation | Session 19 | 19 Oct 2010
Search Engine Marketing
Ref: CHAP 4 Online Marketing Inside Out by SitePoint
CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz

2. Access it online: www.slideshare.net/talhasalam
Concept of Search & its importance
Ref: Chap 5, Quirk
Understanding Search
• With growth of internet, more and more information is available
• People use Search to navigate through internet and find what they
require using Search Engines or portals which provide facility to search
for information
• How powerful is Search?
• Brand Value of Google?
• Interbrand ratings (70 Bn US$)
• Millward Brown (114 Bn US$)
E-Marketing 2

3. Access it online: www.slideshare.net/talhasalam
Concept of Search & its importance
Ref: Chap 5, Quirk
Understanding Search
• Search is doorway to internet
• Most people have search engines as their home pages
• Top of Search equates Top of Mind
• People trust [organic] Search results
• Search industry is big – Google is arguably world’s largest brand
• To be found, you have to be visible – concept of SEO
(Search Engine Optimization)
E-Marketing 3

4. Access it online: www.slideshare.net/talhasalam
Concept of Search & its importance
Ref: Chap 5, Quirk
Understanding Search – KEY DEFINITIONS & CONCEPTS
• Search engine
A tool for searching the Internet. Users of search engines enter keywords
relevant to their search, and the search engine returns results from its
databases.
• SEM Search Engine Marketing
refers to marketing that is related to search.
• SEO Search Engine Optimization
is the practice that aims to improve a web site’s ranking in the search engines
for specific keywords.
• SERP Search Engine Results Page
the page that shows the results for a search on a search engine.
• Spider
An automated program that scans or crawls web pages to gather information
for search engines.
E-Marketing 4

5. Access it online: www.slideshare.net/talhasalam
Concept of Search & its importance
Ref: Chap 5, Quirk
Understanding Search – KEY DEFINITIONS & CONCEPTS (….contd.)
• Keyword
A word or words used by a searcher on a search engine. In SEO, keywords are
the words that a web site is optimized to rank for, and in PPC, keywords are bid
on by advertisers.
• Keyword phrase
More than one keyword can be referred to as a keyword phrase.
• Index
The databases for keywords created by the search engines.
• Above the fold
The content that can be seen on a screen without having to scroll down.
• Algorithm
When it comes to search, a search engine’s algorithm is its set of rules for
computing ranking.
E-Marketing 5

6. Access it online: www.slideshare.net/talhasalam
Concept of Search & its importance
Ref: Chap 5, Quirk
Understanding Search – KEY DEFINITIONS & CONCEPTS (….contd.)
• Organic search results
The listings on a SERP resulting from the search engine’s algorithm. These are
not paid for.
• Paid search results
The listings on a SERP that are paid for.
• PPC
Pay Per Click is advertising on search engines where the advertiser pays only for
each click on their advert.
• Ranking In search
Ranking is used to describe the relative position of a web page in the SERPs.
E-Marketing 6

7. Access it online: www.slideshare.net/talhasalam
Understanding Search Engines
Ref: Chap 4, Sitepoint | Chap 5, Quirk
Role of a Search Engine
Functions of a Search Engine
• They crawl the Web (via spiders).
• They index the Web documents and pages they find.
• Search engines process user queries.
• Finally, they return ranked results from the index.
How information is collected & SERP
How a Search Engine determines Rank
E-Marketing 7

8. Access it online: www.slideshare.net/talhasalam
Search Engine Marketing
Ref: Chap 5, Quirk
Using Search for Marketing
• SEO + PPC = SEM
E-Marketing 8

9. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
EXAM SESSION | Session 20 | 22 Oct 2010
Mid Term Exam

10. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
> Search Engine Optimization (SEO) 6
> Developing SEO Strategy 6
> Different hats of SEO 4
Class Presentation | Session 21 | 26 Oct 2010
Search Engine Marketing
Ref: CHAP 4 Online Marketing Inside Out by SitePoint
CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz