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Session 4 - Search Engine Marketing - Coggle Diagram
Session 4 - Search Engine Marketing
Managing the Sales Funnel
Sales Funnel framework
= How potential customers become paying customers
4 stages
: Awareness, Consideration, Decision, Action
4 sections
: Reach, Acquisition, Conversion, Retention
SEO
(Search Engine Optimization) = strategies used to improve the ranking of a website on
search engine result pages
(SERPs)
Google
= Top search engine (92% Market Share)
Crawling
= Randomly action by Google looking for pages that are new or updated. Google stores those page addresses (or page URLs) in a big list to look at later
Indexing
= Once a page has been crawled, Google analyzes the content of the page to determine what it is about. Google analyzes the content on the page: images, videos, and information, that is stored on the Google index.
Serving search results
= When Google performs the "best" results to a user's request
Derived from organic searches
Black-hat
= SEO techniques that are considered unethical or harmful by engines that can lead to website removal
Keyword stuffing
= using keywords excessively in website content, meta descriptions, and page titles can lead to penalties bc of spams
Hidden keywords
: This involves hiding text on a page so that it is not visible to human visitors, but it is visible to search engines
Link Farms/ Buying Links
: building backlinks to a website from low-quality websites or websites that are not relevant to the website's topic
Cloaking
: showing search engines different content than what is shown to human visitors
Redirects
: instructions that tell web browsers to go to a different URL than the one that was originally requested: instructions that tell web browsers to go to a different URL than the one that was originally requested
Results of a search query
Meaning of the search query
(fresh content w/ trending key words)
Relevance of webpages
(same keywords as search queries)
Ranking useful pages
(trustworthiness)
Usability of webpages
(more friendly pages)
Context and settings
(location)
Tools to monitor SEO
Google Search Console
(GSC) used for identifying site's crawl errors, track your organic traffic, and identify any potential issues that could be impacting your SEO
Google Analytics
(GA) provides detailed info on the website's traffic (where your visitors are coming from, what pages they are viewing, and how long they are staying on your site)
SEMrush
: help identify the best keywords to target, build backlinks on the website, & track progress against competitors
Receive alerts when Google encounters indexing, spam, or other issues on your site
Paid Search engine advertising
Google Adwords
to
Google Ad
Google Adwords
(2000) = businesses ads initial
payment model
=
pay-per-impression
(PPI) -> businesses only paid when their ads were displayed
Google Ad
: Old Google Adwords where Google switched from
PPI
to a
pay-per click
(PPC) auction current model
Google Analytics
-> 2005
Direct & Indirect effects
of paid search if company's search & make a click...
Direct effect
(if click)
Sale
Indirect effect
(if no click)
No sale/No revenue
Profit = Impressions CTR (CVR
M –CPC)*
Attribution models
Purchase path
: Social Media, Display clicks; Paid search; Organic search; Direct
Stages of purchase funnel
: Awareness; Consideration; Intent; Decision
Models
Last interaction
First interaction
Linear
= conversion to each interaction that a customer had with the advertiser, in proportion to the nbr of times that customer interacted with the advertiser
Time decay
= interactions that occur closer to the time of purchase are more likely to have influenced the purchase
Position-based
= interactions that occur at specific positions in the customer's journey
(ex: a position-based attribution model might assign more credit to the 1st ad that a customer sees on a search engine results page/banner ad rotation)
Regression-/ model-based
= Estimate the contribution of each interaction to a conversion
Experiment-based
= A/B testing to compare the performance of diff attribution models
Online advertising performance metrics
4 sections
: impressions, click-through rate (CTR), purchase conversion, & return on investment (ROI)
Impressions
= nbr of times an ad is displayed to a user
CPM
(cost per 1000 impressions) = Hybrid pricing model
Incr. impressions
-> target your ads to a wider audience, place your ads on more websites & incr. your adv. budget
Click-through rate
(CTR) = % of people who see an ad & click on it
CPC
(cost per click) = Hybrid pricing model
Incr. CTR
-> create more relevant & compelling ads, place your ads in more visible locations
Purchase conversion
= % of people who click on an ad & make a purchase
Difficult for ad seller to measure
Incr. purchase conversion
-> make your landing pages more persuasive, offer discounts & promotions, and make it easy for customers to complete the purchase process
Return on investment
(ROI) = amount of money that a business makes from an advertising campaign relative to the amount of money that it spends on the campaign
Difficult for ad seller to measure
Targeting strategies
User characteristics
(based on demographic, and/or interest profiles)
Geotargeting
(based on location)
Contextual targeting
(Identify webpages for ad placement based on content)
Behavioral targeting
(based on online browsing behavior)