ddma search engine marketing guest lecture erasmus university rotterdam

DDMA Association for dialogue marketing

Search Commission

Agenda

•  Introduction •  History of Search •  Search Engine Marketing •  Why Search Engine Marketing? •  SEO – Search Engine Optimization •  Search Marketing Trends •  Q&A •  (SEA– Search Engine Advertising)

DDMA?

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Members & Commissions o     230  organiza0ons  

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Guest lecturer?

Wouter Theijsmeijer

Winnaar van:

@theijsmeijer wouter@ematters.nl www.ematters.nl 020-7073690

Eduard Blacquière

Eduard Blacquière

Eduard Blacquière

Eduard Blacquière

Eduard Blacquière

Search is (not)..

Search is..

History of Search Engines

Google PageRank

Search Engines now (Netherlands)

Market share Google

Just 14

Surpassed Microsoft market value

Search Engine Marketing?

Free Tools

Data = Value

=

Universal Search

YouTube

Images

Shopping

Videos Maps

News

Books

•  Over 800 million unique users visit YouTube each month

•  Over 4 billion hours of video are watched each month on YouTube

•  72 hours of video are uploaded to YouTube every minute

•  70% of YouTube traffic comes from outside the US •  YouTube is localized in 43 countries and across 60

languages •  In 2011, YouTube had more than 1 trillion views or

around 140 views for every person on Earth

Use of Search engines

Use of Search engines

67% offline media

Search is influenced

The boring details…

But search is influenced by…

Recognizable?

Where people look

Where people click

We trust Google

“Users pay almost exclusive attention

to just the first few results on a page”

“this behavior persists even when

the top few results are manipulated

to be less relevant”

Social Annotations in Web Search

Aditi Muralidharan, Zoltan Gyongyi, Ed H. Chi (2012)

Google knows this..

2010, June 2011, January 2011, September

Search Engine Marketing?

Search Engine Optimization

SEO – Search Engine Optimization

SEO – Search Engine Optimization

Search engine operation

Search engine operation

1. Crawling

2. Indexing 3. Ranking

Finding+ following links Check robot instructions URL handling (redirects, dynamic)

Duplicate content Content extraction Subject association

Relevance Value Uniqueness Usability

What users are seeing

What search engines are seeing

What users are seeing

What search engines are seeing

SEO – Search Engine Optimization

Architecture Content

Authority

SEO – Architecture

SEO – Is my page properly indexed?

SEO – Is my site properly indexed?

SEO – Content/Copywriting

SEO – Which keywords?

SEO – Which keywords?

SEO – Search Trends

SEO – Content/Copywriting

SEO – Content DNA

travel

passengers

electricity

station

railway

SEO – Authority

Google PageRank

SEO – Authority

SEO – Authority & Social Media

Trends

Universal search / Verticals

YouTube

Images

Shopping

Video’s Maps

News

Books

Universal search / Verticals

Universal search / Verticals

Universal search / Verticals

Google Strategy

Google Strategy

Google Strategy

Google Strategy

Google Strategy

Google Strategy

Mobile Search

Mobile/Tablet Search

Q&A

Search Engine Advertising

SEA – Search Engine Advertising

SEA – Search Engine Advertising Paid Search position is based on:

CPC

Bid for price per keyword, cost per click

CTR

Click through rate (clicks / impressions)

Quality score

Relevance of keyword vs. ad text vs. landing page

History of account

Loadtime

SEA – Search Engine Advertising

SEA – Search “Engine” Advertising

Don’t forget YouTube