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Why Search Matters - Module 2 - Marketing in the Digital Space - Garima Jain on InsideIIM.com
- 1. Marketing in Digital Space Garima Jain Module 2: Why Search Matters – SEO/SEM
- 2. Why Search Matters Search is fundamentally flawed. ©Garima Jain Source: Kevin Walsh, iProspect
- 3. PageRank ©Garima Jain • Determines the importance allocated to a webpage by the search engine • It depends on 2 factors: •Qualitative •Quantitative • Check your PageRank http://www.prchecker.info/
- 4. SEO vs. SEM ©Garima Jain
- 5. SEO vs. SEM ©Garima Jain SEO SEM Media Type Organic Paid Definition Traffic due to code & content optimization Traffic due to bidding on keywords Cost Notionally “free” Based on marketing spend Speed 6-8 weeks 20 minutes to 10 days Importance 70% of searchers click on organic results 30% of searchers click on organic results
- 6. SEO ©Garima Jain When you see this…
- 7. SEO ©Garima Jain …search engine sees this!
- 8. SEO – Tips & Tricks ©Garima Jain 1. More Links 2. Metadata 3. Keywords 4. Page Titles 5. Updates
- 9. SEM ©Garima Jain • What if InsideIIM bids for “restaurants in mumbai” ?
- 10. SEM ©Garima Jain Depends on: • Quality Score • Bid & Budget
- 11. Tools ©Garima Jain 1. Keyword Research Tools Example: Google AdWords Keyword Tool 2. Search Analytics Tools Example: Google Analytics 3. Link Analysis Tools Example: Yahoo! Site Explorer 4. Competitive Research Example: Compete.com Search Analytics (paid) Google Trends & Google Insights (free)
- 15. Metrics ©Garima Jain Keyword Searches Impressions Clicks Bounce Rate
- 17. Metrics ©Garima Jain Keyword Searches Impressions Clicks Sales Leads Bounce Rate
- 18. Metrics ©Garima Jain Keyword Searches Impressions Clicks Sales Leads Bounce Rate Dwell Time
- 19. Metrics ©Garima Jain Keyword Searches Impressions Clicks Returning Users Sales Leads Bounce Rate Dwell Time
- 20. Metrics Example ©Garima Jain “IIM Admission” searches = 1000 Impressions = 500 Clicks = 10 Bounce Rate = 20% Dwell Time = 4 min 30 secs 2% 2 8 Page Views = 3.5
- 21. Metrics Example ©Garima Jain Cost CPC = 3 Total Spend = CPC * No. of Clicks = 3*10 = Rs 30 Content Consumption Time spent on website = Dwell Time/person * No. of visitors = 4.5 * 8 = 48 minutes Page Views = Page Views/Person * No. of visitors = 3.5 * 8 = 28 page views