A presentation on the topic of search marketing for the course Marketing 330 (Digital Marketing)

1. The
A H
C WS
Presentation on
Search Marketing

2. Current Scenario

4. Not your
average spider.
Enge, E. (2019, January 28). How does Google create search results? Learn here! Retrieved from https://www.stonetemple.com/how-googles-search-results-work-crawling-indexing-and-ranking/

5. The History
Archie
1st ever search engine
was introduced, used
for indexing FTP to
archive files and allow
user to search for it.
1990
WebCrawler
Convenience of
searching for a
query term across
the full-text of
indexed
webpages
1994
World Wide Web
Wanderer
The 1st web robot was
built to measure the
size of the web.
1993
Google
This search
engine to
explore site-
scoring page
ranking
1999
ROTH, A. (2017, March 10). History of Search Engines. Retrieved from Diamond Pillar: https://www.diamondpillar.com/seo-history/history-search-engines

6. Why is search
engine
important?

7. The Importance
Try Doing an NSU course
without it.
Over 8 billion of webpages are available. Searching for specific information is
impossible. This is where search engine comes in,
Smyth, G. (2019). The Importance of Search Engines. Retrieved from Inetasia Solutions Limited.: https://www.inetasia.com/resources/articles-the-importance-of-search-engines.html

9. Decision Analysis
The Free one.
The Organic one.

11. Black Hat
Keyword
Stuffing
Spamming
Repurpose
Other’s
content
Comment
Bots

12. Black Hat
You Can Get In
Trouble
It gets you short term result, poor audience experience and can ever get you banned.
YESBECK, J. (2019, March 14). Black Hat SEO: What It Is and Why You Should Avoid It. Retrieved from Alexa Blog: https://blog.alexa.com/black-hat-seo/

13. White Hat
On Page
SEO
Off Page
SEO
Repurpose
Other’s
content
Comment
Bots

14. Decision Analysis
The Paid One
The Pay Per Click One.
Rende, N. (2014, June 14). What's the Difference Between SEO and SEM? [FAQS]. Retrieved from HubSpot : https://blog.hubspot.com/insiders/seo-sem-faqs

16. Decision Analysis
Keyword Research
• keywords that are relevant to your business
• keywords that are relevant to your prospective customers
• who likely to use when searching for product and service
• Use of tools such as Google Keyword Planner, WordStream’s Free Keyword Tool.
STANDBERRY, S. (2018, June 18). What is SEM? And How It Benefits Your Business Marketing. Retrieved from LYFE Marketing: https://www.lyfemarketing.com/blog/what-is-sem/?fbclid=IwAR3HlWTPhwZQ3xIvJxb2tmFrAXRziVR0woWES81rB8Do0ngJXw4eFsBYXo4

17. Decision Analysis
To Show Ad
You Pay Google for your ad
To Host Ad
You get paid by google for per click of ads

18. Ad
Auction

19. Decision Analysis
How to
Win?
Unlike your typical auction- maximum bidding isn’t enough.

20. So which
one to use?

21. Decision Analysis
Depends on
You.
Depends on your business tactics
• For new website, SEM drives more traffic
• For Inbound Marketers, Organic SEO is the best approach
• But SEO takes longer to show results, in the end it will be less costly.
STANDBERRY, S. (2017, September 18). SEO vs SEM: Which is Better for Your Business? Retrieved from LYFE Marketing: https://www.lyfemarketing.com/blog/seo-vs-sem/?fbclid=IwAR0kQQoohQY-Wj8VQUz52jAU2o2jELaVbXOO-
W6bEp2hb9ZFwKg38zwqFb4

22. *Inserts a
Thank you
picture from
google*