Скачать презентацию Growing your Business with Search An Introduction to Скачать презентацию Growing your Business with Search An Introduction to

95748aa330d2d6076dd43bd9838e3f49.ppt

  • Количество слайдов: 67

Growing your Business with Search An Introduction to Search Engine Marketing Presented For: NORTHWESTERN Growing your Business with Search An Introduction to Search Engine Marketing Presented For: NORTHWESTERN ONTARIO INNOVATION CENTRE Presented By: ADINA ZAIONTZ Yahoo! Proprietary and Confidential. © 2007 All Rights Reserved Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing 5 6 SEO: Search Engine Optimization Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

Where is my company appearing in search engines? Are consumers finding you easily with Where is my company appearing in search engines? Are consumers finding you easily with a web search? Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 2

Where is your company appearing in search engines? Goal: learn how we went from Where is your company appearing in search engines? Goal: learn how we went from this: Page 3, #31 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 3

To this: page 1, #4 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All To this: page 1, #4 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 4

Or even this: page 1, #2 Without ever hiring a programmer Yahoo! Search Marketing Or even this: page 1, #2 Without ever hiring a programmer Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 5

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing Search Marketing Tools - SEO 5 6 Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

If you build it, they will come… Only in Your Dreams… Yahoo! Search Marketing If you build it, they will come… Only in Your Dreams… Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

Your front door is only as good as the number of people who walk Your front door is only as good as the number of people who walk through it To walk through… they have to find the door Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 8

What is the difference between Search Marketing and other forms of advertising? Traditional – What is the difference between Search Marketing and other forms of advertising? Traditional – Push Marketing Search – Pull Marketing CUSTOMER Your customers are searching for you. You don’t have to look for them. CUSTOMER Traditional media is a passive way to reach your target audience. Online media is a more “interactive” way to reach your audience. Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 9

Search Targets the Untargetable A Search Program hits all potential consumers interested in your Search Targets the Untargetable A Search Program hits all potential consumers interested in your product or services TV program targeted at 25 to 45 year olds Print program targeted at Annual Income $45 k - $75 k Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 10

Search Industry Landscape 5 Media Consumption vs. Advertising Dollars Spent Areas of inefficiency Opportunity Search Industry Landscape 5 Media Consumption vs. Advertising Dollars Spent Areas of inefficiency Opportunity Knocks Areas of opportunity The average person consumes 15% of their media online. When using Broadband, the number jumps to 25%. Network Cable Radio Magazine Newspaper Internet Other Leverage the Disconnect! Source: Time Spent SRI Knowledge Networks, Spring 2005 Ad Spend TNS Ad. Spender 2005 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 11

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing Search Marketing Tools - SEO 5 6 Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

Canadians love the web! 3 out 4 Canadians are online They are online on Canadians love the web! 3 out 4 Canadians are online They are online on average 80 minutes a day Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 13

Canadians of all Ages Online Source: com. Score Media Metrix Canada, November 05, All Canadians of all Ages Online Source: com. Score Media Metrix Canada, November 05, All Locations Source: Statistics Canada, July 04 Census Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 14

Search is the New Gateway to Consumers • 33 Million Consumer searches a day Search is the New Gateway to Consumers • 33 Million Consumer searches a day in Canada • 78% of Canadians online will use search engines to research on and offline purchases • 27% of those who researched product info online purchase online • 45% of those that search for product information online still purchase via traditional retail Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 15

Search is an Key Resource Prior To Purchase Search Usage Prior To Purchase (By Search is an Key Resource Prior To Purchase Search Usage Prior To Purchase (By Category) Source: 1)Long & Winding Road 2) Reach & Engagement Studies Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 16

Searcher Behavior 3 Search Engine Users – Rarely go beyond the first page of Searcher Behavior 3 Search Engine Users – Rarely go beyond the first page of results Being on the front page of search results is vital 62% of search engine users don’t look past the 1 st page of results. Source: i. Prospect April 2006 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 17

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing Search Marketing Tools - SEO 5 6 Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

lly a Re How do search engines work? Yahoo! Search Marketing Proprietary and Confidential. lly a Re How do search engines work? Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 19

1. New web site is posted, linked to, or has its content altered Yahoo! 1. New web site is posted, linked to, or has its content altered Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 20

Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 21 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 21

Page 6, #10 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved Page 6, #10 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 22

2. SE’s spiders crawl the page Yahoo! Search Marketing Proprietary and Confidential. © 2007 2. SE’s spiders crawl the page Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 23

Skims text, image descriptions, meta data, page titles, and URL Yahoo! Search Marketing Proprietary Skims text, image descriptions, meta data, page titles, and URL Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 24

Spider crawl test on Valhalla Inn http: //valhallainn. com/ Yahoo! Search Marketing Proprietary and Spider crawl test on Valhalla Inn http: //valhallainn. com/ Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

How a Search Engine Crawler Sees the Valhalla Inn site Yahoo! Search Marketing Proprietary How a Search Engine Crawler Sees the Valhalla Inn site Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 26

Versus same crawl test on Thunder Bay Inn http: //www. thunderbayinn. ca/ Yahoo! Search Versus same crawl test on Thunder Bay Inn http: //www. thunderbayinn. ca/ Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

How a Search Engine Crawler Sees the Thunder Bay Inn Site Yahoo! Search Marketing How a Search Engine Crawler Sees the Thunder Bay Inn Site Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 28

3. Index key terms, count word frequency hotel Sault Ste Marie Algoma Inn Yahoo! 3. Index key terms, count word frequency hotel Sault Ste Marie Algoma Inn Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 29

Follow links, count links in (backlinks), links out, and links within site Yahoo! Search Follow links, count links in (backlinks), links out, and links within site Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 30

Links within site: make page more crawlable – Valhalla Inn Yahoo! Search Marketing Proprietary Links within site: make page more crawlable – Valhalla Inn Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 31

Backlinks: show relevancy to search engine – Valhalla Inn Yahoo! Search Marketing Proprietary and Backlinks: show relevancy to search engine – Valhalla Inn Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 32

Backlinks – use your local network to your advantage No back links on Holiday Backlinks – use your local network to your advantage No back links on Holiday Inn site Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 33

4. Search Engine Assigns Weight Algorithm Other Pages This Page Yahoo! Search Marketing Proprietary 4. Search Engine Assigns Weight Algorithm Other Pages This Page Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 34

Sites are ranked according to their key word rank 9 Tons 10 Tons 8 Sites are ranked according to their key word rank 9 Tons 10 Tons 8 Tons 6 Tons Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 35

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 5 6 7 SEM: Search Engine Marketing Search Marketing Tools - SEO Search Marketing Tools - PPC Other Search Marketing Tools Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

Where are paid/ organic listings located? paid listings organic listings paid listings Yahoo! Search Where are paid/ organic listings located? paid listings organic listings paid listings Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 37

Search Engine Marketing/ Pay Per Click Vs. Search Engine Optimization SEM/ PPC paid listings Search Engine Marketing/ Pay Per Click Vs. Search Engine Optimization SEM/ PPC paid listings organic listings SEM/ PPC SEO paid listings SEM/ PPC paid listings Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 38

If “organic” listings are free, we’d be better off there, right? Pay-Per-Click (Paid listings) If “organic” listings are free, we’d be better off there, right? Pay-Per-Click (Paid listings) Vs. SEO (organic listings) 1. Need Immediate Results. A basic campaign can be up and running and driving visitors to your web site in a matter of hours. 1. Takes longer to optimize for organic search listings. It can also take a lengthy amount of time to be indexed. 2. Flexible in changing campaigns to work with existing website. 2. May require changes to the website which can require programming, and be time inefficient and costly. 3. Searchers are more prone to click on top paid listings as opposed to organic listings. 3. Does Not Guarantee Top Placement. Best of Both Studies show that when a paid listing is displayed beside an organic listing in the Search Engine Results Page, this is a seal of approval for most searchers. Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 39

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing Search Marketing Tools - SEO 5 6 Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

How SEO Works Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved How SEO Works Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 41

5 Steps to Improve your SEO Make Your Page Crawlable and Search Engine Friendly 5 Steps to Improve your SEO Make Your Page Crawlable and Search Engine Friendly • Spider turn offs: Flash, AJAX or sites where much of the content sits behind a user registration firewall o Links • within site • outbound: the amount of sites you link to • backlinks: the amount of sites linking to you • authority of links: . gov or. edu domain sites linking to you o Content • # crawlable pages • site architecture: site maps o Keywords • Long tail search: The more specific the better (i. e. , “pizza”, vs. “croation pizza with anchovies”) – result in higher relevanc searches for your niche • keywords in titles, metatags, and throughout site text. o Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 42

Cool Tools • Link trackers, page strength: o http: //www. seomoz. org • Keyword Cool Tools • Link trackers, page strength: o http: //www. seomoz. org • Keyword generation: o http: //freekeywords. wordtracker. com/ • Search spider simulator o http: //www. webconfs. com/search-engine-spidersimulator. php • Page rankings: o Alexa. com o Compete. com Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 43

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing Search Marketing Tools - SEO 5 6 Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

How Paid Search (Pay Per Click) Marketing Works Yahoo! Search Marketing Proprietary and Confidential. How Paid Search (Pay Per Click) Marketing Works Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 45

Or this: page 1, #2 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Or this: page 1, #2 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 46

Where are paid listings located? paid listings organic listings paid listings Yahoo! Search Marketing Where are paid listings located? paid listings organic listings paid listings Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 47

How does PPC work? vacation packages A potential customer types in the keyword “vacation How does PPC work? vacation packages A potential customer types in the keyword “vacation packages” in the search browser. The Travel Agency’s ad may appear in the search results page. Hotels at The Travel Agency Book your hotel here. Save 40% on hotels at The Travel Agency. www. thetravelagency. com The Travel Agency pays only when its ad is clicked. This method is called Pay-Per-Click. Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 48

Getting Started with Paid Search Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Getting Started with Paid Search Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 49

Yahoo Sponsored Search 1. Target Customers by Geographic Location Display your ad to customers Yahoo Sponsored Search 1. Target Customers by Geographic Location Display your ad to customers throughout the entire market, or select specific regions or cities. 2. Choose Keywords Related to Your Business Enter words or phrases related to the products and services your business provides. 3. Tell Us How Much You'd Like to Spend Specify your daily spending limit and maximum bid. 4. Create Your Ad Write the ad that will be displayed to prospective customers. 5. Activate or Save Your Ad Review your ad and activate it by entering your billing information, or save it until you are ready to activate. Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 50

1. Target Customers by Geographic Location • Select entire US and english speaking Canada 1. Target Customers by Geographic Location • Select entire US and english speaking Canada OR • Select specific cities and/ or provinces Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 51

2. Choosing Keywords: start with what’s already on your website 3. Set. Create Ad. 2. Choosing Keywords: start with what’s already on your website 3. Set. Create Ad. Price 2. Your Bid 1. Choose Keywords Hotels Destination Guides Title/ Heading Description 52 cents per click URL Hotels at Travelocity. Cruises Book your getaway here. Save on Travel Deals Hotels Anywhere, Anytime. Vacation Packages www. Travelocity. com Flight Deal Las Vegas Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 52

3. Set bid amount and daily budget • Select daily spending limit - $50 3. Set bid amount and daily budget • Select daily spending limit - $50 • Questions to ask yourself: o What are my profit margins? o How much do I want to pay for every lead? o What kind of conversion goals do I have? o How much “mad money” do I have to experiment with? o My tip: start with a small campaign until you get comfortable with the process • Cool tool: o Cost per Customer Acquired Calculator o http: //www. roi-web. com/calculator. shtml Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 53

4. Create your ad • Made up of title, description and URL • 40 4. Create your ad • Made up of title, description and URL • 40 character limit: title • 70 character limit: description • Tips: o Concise and factual o Precise o Not salesy o Strong call to action o URL should take people back to URL related to keywords Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 54

With so many advertisers out there, what determines my ad ranking? hotels Relevant Super With so many advertisers out there, what determines my ad ranking? hotels Relevant Super Hot Savings Hot deals on all 4 star ratings! Click here for savings! www. thetravelagency. com More Relevant Hotels at The Travel Agency Book your hotel here. Save up to 40% on hotels at The Travel Agency. www. thetravelagency. com Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 55

6. Track results and test! A tale of two ads with different copywriting Yahoo! 6. Track results and test! A tale of two ads with different copywriting Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 56

6. Track your results – Daily performance report Yahoo! Search Marketing Proprietary and Confidential. 6. Track your results – Daily performance report Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 57

6. Keywords – The Long Tail at work Remember the 80/ 20 rule. The 6. Keywords – The Long Tail at work Remember the 80/ 20 rule. The more specific key words often yield higher clicks Frequency of keyword search hotels Thunder Bay Hotels Specific nature of keyword Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 58

6. Track your results – keyword performance Yahoo! Search Marketing Proprietary and Confidential. © 6. Track your results – keyword performance Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 59

Track clicks by geographic source Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Track clicks by geographic source Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 60

6. After the click - Tracking your results – Other Tools to Track Conversions 6. After the click - Tracking your results – Other Tools to Track Conversions • Yahoo “Full Analytics” Analytics tool OR • Conversionruler. com • Click. Tracks. com • Web. Trends PRO Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 61

1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? 1 2 How Canadians are using search 3 Today we’ll cover Why Search Marketing? Search Engine Basics 4 SEM: Search Engine Marketing Search Marketing Tools - SEO 5 6 Search Marketing Tools - PPC Other Search Marketing Tools 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved

Other SEM tools • Paid inclusion o Yahoo! Search Submit Basic o http: //searchmarketing. Other SEM tools • Paid inclusion o Yahoo! Search Submit Basic o http: //searchmarketing. yahoo. com/srchsb/ssb_hiw. php • Contextual Advertising o Yahoo Publisher network o Google Ad Sense Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 63

Is the Search Engine Results Page the only place my ads will show up? Is the Search Engine Results Page the only place my ads will show up? When Brian visits a web page with an article related to “Trips”, your ad may appear… Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 64

What are the benefits of Content Match? …in the Sponsored Links results next to What are the benefits of Content Match? …in the Sponsored Links results next to the article. You pay only when your ad is clicked. Sponsored Links R o a d T r i p Let our free video on RV travel give you reasons to hit the road. G o R V i n g. c o m R a m Get our E a r n w w w a d a: O f f i c i a l S i t e best rate or it’s free. Plus a $ 2 5 g i f t c a r d. . R a m a d a. c o m R o a d T r i p C a n a d a Variety of US East Coast & Canada Tours and Vacations. Book & Save. w w w. t o u r s 4 f u n. c o m Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved 65

THANK YOU Questions? Contact : adina@yahoo-inc. com Yahoo! Search Marketing Proprietary and Confidential. © THANK YOU Questions? Contact : [email protected] com Yahoo! Search Marketing Proprietary and Confidential. © 2007 All Rights Reserved