Brief Explanation about Search Engine Marketing and Search Engine Optimization

1. Search Engine Marketing Brief

2. What is SEM ?
• Search engine marketing is an inclusive term
for all techniques used to market a website via
search engines, including Pay-Per-Click
advertising and Natural Search Engine
Optimization.
• SEM is a series of online tactics that, when
combined with SEO, help to attract
consumers, generate brand awareness and
build consumer trust.

3. What (2)
• The act of marketing a web site via search
engines, whether this be improving rank in
organic listings, purchasing paid listings or a
combination of these and other search
engine-related activities.
• marketing and advertising online. How you
position your website online.

4. SEM
• Paid SEM
– Different Vendors
• SEO ( Search Engine Optimization
– White Hat SEO
– Black Hat SEO

5. Paid SEM
• PPC
– Pay per click
• CPM
– Cost per impression
– Pay per impression

6. Paid SEM Vendors
• Google Adwords
• Yahoo Search Marketing
• Microsoft adCenter

7. Paid SEM in U.S
• Adwords
– More than 70 percent of budget
• Impossible to ignore
– Yahoo Search Marketing
– Microsoft adCenter

8. Paid SEM in China
• Baidu
– More than half
• Adwords
– Less than half
• Ignore
– Yahoo Search Marketing
– Microsoft adCenter

9. Paid SEM in Turkey
• Google usage is more than %96
• Since google usage far more then competitors
Paid SEM = ADWORDS

10. Adwords
• Check Adwords Slide For more information

11. SEO
Aims to improve organic visibility of your Website
• White Hat Seo
– Depens on your website
• Black Hat Seo
– Mainly External websites

12. White Hat SEO
• Aims to improve your website coding
• Aims to improve your content
• Aims to improve your organic
• Legal
• No worries about Google Ban

13. Black Hat Seo
• Breaks the search engine rules and regulations
• Back Link Based
• On site techniques
• illegal
• Google may Ban

14. İllegal / Legal
• Google Guidelines
http://support.google.com/webmasters/bin/answer.py?hl=tr&answer=35769
• Yahoo Guidelines
http://help.yahoo.com/kb/index?locale=en_US&page=content&y=PROD_SRC
H&id=SLN2245&pir=H3iOonlibUnvsWSyGVpSq7E1ZhH6n_2EJI2Hf3_RFslb
M6fWIiNFXWpmOve2H53fq4k-

15. Important Terms of SEM
• CTR "click-through rate"
– The ratio of clicks to impressions. If a campaign
has 5 clicks and 100 impressions, its CTR is 5%
• Above the Fold
– area of content viewable prior to scrolling.
• Adsense
– Contextual advertising programme of google
– Content owners monetize their content via
adsense

16. Important Terms of SEM
• Breadcrumb Navigation
– Navigational technique used to help search
engines and website users understand the
relationship between pages.
– Home > Marketing > Digital Marketing
• Bid Management
• CPA ( Cost Per Action)
– Cost for filling the contact form