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Week 5: Search Engine Marketing - Coggle Diagram
Week 5: Search Engine Marketing
Search Engine Marketing
Key techniques:
Search Engine Optimization (SEO)
to improve results from the natural/ organic listings; based on on-page optimization and link-building
Search Engine Advertising/ Paid search/ Pay-per-click marketing (PPC)
to deliver results from the sponsored listings within the search engines. E.g., PPC advertising sponsored listings using Google Ads
How SE works?
Search Engine Results Pages (SERPS):
Paid listing
Natural listing
Main processes of Natural Listing:
Crawling
Indexing
Processing
Ranking
Displaying results
Advantages:
Significant traffic driver
Highly targeted
Potentially low-cost visitors
Dynamic
Disadvantages:
Lack of predictability
Time for results to be implemented
Complexity and dynamic nature
Ongoing investment to develop new content and generate new links
Poor for developing awareness in comparison with other media channels
Why SEM?
Promoting an organization through search engines (SE)
Gaining listings in the search engine results pages
Advertising on third-party publisher sites
Search Engine Optimization
Definition:
A structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrases
Key areas of SEO
Technical optimization
On-page optimization
Off-page optimization
Optimized Website = Technical + On-page + Off-page
Starts out with technical reviews -> content and keyword recommendations -> off-page strategy
Technical optimization
SEO checker: Seobility
On-page optimization
Keyword Theory: create personas of ideal buyers, learn their search preference and behavior, finalize a list of ideal words
Create personas
Search preference and behavior:
Which stages of search they are in?
Type of search queries
Psychology of the searcher
Keyword research and selection
Short tail keywords
Long tail keywords
Key phrase analysis
Commercial intent analysis
Keyword metrics
Web analytics
Objectives
Engage in Search Engine Optimization, Search Engine Marketing, and website design
Assignment 2 Briefing
Activities
Technical analysis of a website
Create persona
Keyword activity
