day 9: Search Marketing VideoSearches
(1) Search Engines
(2) Local Searches
(3) Databases
Organic vs. Paid Search
- Orgainic: editorial result
- Paid: advertising
Search Marketing= showing info they are interested in
- Search results remembered: 60%
- Banner ad remembered: 25%
Organic Search Works
(1) Begins with query
(2) Search Engine consults search index
(3) Search Engine decides best results
(4) The Top 10 appear
How Pages Get INTO Search Index
(1) Spider Program
- crawls homepage site
- store text on page to search index
Paid Search
(1) Begins with query
(2) Consults ad database
- get into this by buying ad; triggered by keyword(s)
(3) Decide which ads are best
-bid/highest click through (relevant)
(4) Displays results
(5) Top ones appear
Steps to Search Success
(1) Choose keywords/get pages included
(2) Get seen
(3) Get ranked
(4) Get clicked
- organic and paid are the same
- same underlying approach
- specific things you do in each are different
Organic Search Process
- free: no per-click fee
- you control content
- let spider discover it
Types of Search Engines
- Mega
- Specialty
- Localized
Prevent Spider Program
- Site in Flash/Javascript
Create Spider Path
- Site maps
STEP 1: Right Country Index
- End domain names
- Server of that country
- Links from other pages in that city
STEP 2: Keywords
- Product category
- Learned content (talk about problem, product that solves)
- Not “too hot” (broad) or “too cold” (no one knows)–> what matches site precisely
- Make sure keywords are right for that country
STEP 3: Audit and Optimize your Landing Page
- Every keyword has a landing page
- Look at Metrics
- Conversion
For more information on Search Marketing, click the link: http://adage.com/datacenter/article?article_id=132046