Ogilvy SEO and SEM.ppt

OnetoOne BeijingSearchEngineMarketing Jun15 2004 Today BasicconceptsSearchEngineMarketing SEM ImportanceLevelsandwaysofdoingSEMCasestudiesanddemonstrationBusiness to Consumer B2C Business to Business B2B SEM businessapproaches Whatdoyousearchonline Basicconcepts Whatisasearchengine Searchenginescreatetheirlistingsautomaticallybyspideringwebpagessubmittedtothem SPIDERSpidersvisitawebpage readitandfollowlinkstootherpagesinthesite INDEXSpideredpagesareaddedtotheindex RANKSearchenginesoftwaresiftsthroughthemillionsofpagesrecordedintheindextofindmatchestoasearchandranktheminorderofwhatitbelievesismostrelevantEachofthemajorsearchenginesusedifferentsoftwarealgorithmstodeterminetherankingandorderoftheirsearchresults Whatisasearchdirectory AdirectorydependsonhumansforitslistingsYousubmitashortdescriptiontothedirectoryforyourentiresite oreditorswriteoneforsitestheyreviewAsearchlooksformatchesonlyinthedescriptionssubmittedThingsthatareusefulforimprovingalistingwithasearchenginehavenothingtodowithimprovingalistinginadirectory Theonlyexceptionisthatagoodsite withgoodcontent mightbemorelikelytogetreviewedthanapoorsiteYahoo 1 8millionwebpages OpenDirectory 2 6millionpages LookSmart 2 5millionpages Moreclassifications HybridsManyportalsitesareinfactahybridAsearchenginewithanassociateddirectorye g MSN OpenfindAsearchdirectorywithanassociatedsearchenginee g Yahoo Sohu Howdoesitwork TheSearchEngine DirectorysendSpidertoreadthroughtheHTMLofthesitetogatherinformation Searchenginesrelationship Keysearchengines worldwide Source eMarketer June2004 Useofsearch worldwide Source eMarketer May2004 Searchenginesusage US Source eMarketer April2004 Source CNNICJan2004 Majorreasonstogoonline China Source CNNICJan2004 Mainonlineservicesused China Channelstoknownewsites China Source CNNICJan2004 HowmanysearchenginesanddirectoriesinChina Morethan110inChina Alotofpeopleareusingthem Besidesthem therearemanymore FromgeneraltospecificFromlocaltoglobalFromChinese Englishtomulti lingualFromtexttoaudio visualcontent photos MP3andlifestyle etc SearchenginesinChina MostgeneralportalshavetheirownenginesPortalsPoweredbySinaChinaSinaChina GoogleCNBaiduBaiduSohuSohuYahoo ChinaYahoo China 3721Restofportals sites directoriesarepoweredbyOthersearchengines Yahoo Baidu Sohu e g GoyoyobyBaidu SE ExpressbyGoogleandBaiduTheircustomizeddirectories SearchpoweredbyBaidu SearchEngineMarketing SEM TheImportanceofSEM 81 anincreaseof14 fromthepreviousyear ofUKinternetusersusesearchenginestofindweb sites ForresterResearch May2000 Thetop8enginesandtheirUKderivativesaccountforover90 ofsearchesMostusersneverlookpastthefirstthreepagesofresults Top30resultsgetover90 ofthesearchtrafficAscompetitionforsearchenginepositionsincreases justsubmittingyoursiteisnotenoughTogeneratetraffictoyourweb siteyouneedtobeatthetopofthemajorsearchenginelistings LargeshareofspendingonSEM US Source Agenda2004 AligningAdvertiserandAgencyPriorities JupiterResearch May2004 SearchEngineMarketing LevelofSearchEngineMarketing SEM submissionlisting Submissionlistingisthebasicandsimplewaytogetintothedatabaseofsearchengine however itisthecrucialstepinSEMSubmissionlistingisfreeofchargeinsomeSearchEnginesandDirectoriesinChina Sampleofsubmissionforms SEM twomajorelements TwoMajorElementsofSEM SponsorLinkKeywordSearch PaidInclusive SiteDevelopment SearchEngineOptimization SEO SEM PaidInclusive Mostofsearchengines directoriesofferpaidservicetogetthesitelistappearontopoftheregularsearchresultsItisacosteffective softsellingapproachtotapsearcherseyes Awaytooverridecompetitorsrankingresults Searchengineoptimization alsoknownasplacementandpositioningAprocessofimprovingawebsiteforhighersearchenginerankingsLaststepinachievinghigherrankingsOnlyafteroptimizationcanyousubmitasiteandhopeforgoodresults SEM SearchEngineOptimization FactorsaffectingsearchenginerankingPagerelatedfactorareconcernedwithkeywordsandtheirplacementintheHTML Format placementandcontentofthetitletagKeywordfrequency weight prominenceandproximityUseofthemetadescriptiontagUseofALTtag CommontagsUseofKeywordsinURLnamesOutsidefactorsarenotrelatedtothecontentofyourHTMLLinkPopularityClickpopularityThemesOverallsitedesign SEM SearchEngineOptimization PaidInclusive SEO Keywordbanneradvertiser Sponsoredmatch Mainresultscontent PaidInclusive SEO Searchmarketingstrategies Whenauserperformsasearchthereareanumberofopportunitiestogetthatusertorespondtoyourcompany sservicesincluding Accountsfor ofsearchtrafficInthemainresultscontent 40 70 Inthesponsoredresults 5 12 Asakeywordbanneradvertiser 2 6 Searchmarketingtactics Inorderofimportance ResponseSpeedCostEffectivenessMainresultsHighMed LowV HighSponsored PPCMedHighHighKeywordbannersLowMedMed Casestudy B2C easyJ WhoareeasyJet Oneofthefirst nofrills low costUKairlines startedin1997Nowfly109routesto38EuropeandestinationsWebsiteisprimarysalestool accountingforover90 ofseatbookings Objectives CustomeracquisitionIncreasevisitornumberstoeasyJwebsitesIncreaseflightbookingsVisibilityEnsureeasyJappearstowardthetopofthelistingsforrelevantsearchesonallmajorsearchengines mOneConfidential CopyrightmOneChinaandHongKong2004 Strategy Atwo prongedapproachwasused APayPerClick PPC campaignwasplannedandexecutedinthe4keymarketstoprovideanimmediateimprovementtovisitorandflightbookingnumbersASearchEngineOptimisation SEO campaignwasplannedandexecutedinall6marketstoimprovevisibilityoftheeasyJetwebsitesinthemajorEuropeanandlocalsearchenginesSpecialistmarketresearchtoolswereusedtodevelopalistofhighvolume relevantsearchtermsbasedaroundtheeasyJetbrandandgenericflightsearches Planning SearchTermsusedincludes LowcostflightLowcostairlineCheapflightsBargainflightsFlighttoMalagaFlighttoParisSkiflightseasyJeteasyJetflight SearchEnginesusedincludes Creative PPC avionspascher Creative PPC volpascher Creative SEO Lowcostflight Creative SEO volspourLiverpool French Results Todate thePPCcampaignhasgeneratedinexcessof1millionqualifiedleadsatanaveragecostperleadof32pTodate theSEOcampaignhasgeneratedinexcessof500top10positionsforeasyJetwebsitesinthemajorsearchengines Casestudy B2C Motorola MotorolaCN current UndertheKeyword 手机 Motorolaranked SinaRankedatNo 28resultsBaiduNOTINFIRST3PAGESYahooCNNOTINFIRST3PAGESGOOGLECNNOTINFIRST3PAGESNokia Samsung SonyEricssonarenotrankedhighinmajorsearchengines however thetoprankingresultsarethoselocalwebsites mobilephone SMS ringtoneetc OBVIOUSLY localwebsitesaremoretailor madewithsearchenginesByusingkeywordcount weanalyzetheHTMLcodingbetweenMotorolaChinaandoneofthetopranksiteY MotorolaCN byKeywordcount Themaindifferencesare NocodinginMotorolaFocuson mobilephoneandrelatedcontent Howtoimprove First identifythebattlefieldSohu Baidu Yahoo Google IdentifythecompetitorsNokia Samsung SonyEricsson etcWhichsite whichpagewouldbeoptimized MotorolaChina Orproductpages Orserviceproviders Howtoimprove AnalysistheKeywordsAnalyzesthekeywordsforoptimized aspectincluding UserBehavior e g Chinese English Word Phase CompetitoractivitiesCurrentsituationEtc DeveloptheSearchEngineFriendlypageThatmeansthepageiseasilybe Read bysearchengineandwhichnotaffecttheactuallayoutofthepage Howtoimprove Workoutwithclient swebmasterOncetheHTMLcodingisdeveloped shouldworkoutwithwebmastertobestfittheclient ssystemandwebsiteMonitoringWithassistofthesoftware WebpositionGold monitorthestatusoftherankingofeachpageateachwebsiteunderindividualkeywordOngoingdevelopmentCompetitorfightback Marketchanges Newproductslaunch reviseofSearchEnginesrankingalgorithmwillaffecttherankingandposition onlyaclosemonitoringcantakeadvantagetocopewiththechangesOncetherankinghasbeendropped weneedtore designourapproach Casestudy B2B Cisco CiscoCN current UndertheKeyword 网络工程 CISCOranked SinaNOTINFIRST3PAGESBaiduNOTINFIRST3PAGESYahooCNNOTINFIRST3PAGESGOOGLECNNOTINFIRST3PAGESOnceagain localwebsitesdominatethemajorresultsByusingkeywordcount zi weanalyzetheHTMLcodingbetweenCiscoandcompetitorHuawei CiscovsHuawei byKeywordcount BotharenotSearchEnginesFriendlyDesign Howtoimprove IdentifythebattlefieldIdentifythecompetitorsWhichsite whichpagewouldbeoptimized Workoutwithclient swebmasterMonitoringOngoingdevelopment SEMBusinessApproaches Threemajorofferings ThreeSEMserviceofferingsSubmissionlistingMustdoforsitelistinginlocaland orglobalsearchenginesPaidinclusive short termtrafficgeneratorwithrelevantsiteenvironmentsSearchengineoptimization maintainlong termandpersistentsiteexposures PaidInclusivevsSEO DeployPaidInclusiveunderthefollowingsituationsB2CclientsFMCG simplyintegrationwithwebvertisingcampaignsduringcertainperiodoftimePersonalproducts servicesintegrationwithwebvertisingcampaignsforaperiodoftimeSelectandbuycategorycrucialkeywordsforalongerperiodoftimeB2B increaseormaintainhigher ofspendingonthisareavsotherwebvertisingtacticsSEOisthewinningsolutionandultimategoalCompetitiveproducts automobile travel electronicandelectricityproducts etc Hi