SERCH ENGINE MARKETING

Search engines are Web-based programs that index the Web and allow
people to find what they are looking for.

When we talk “search,” we refer to two different kinds of results: organic

search results and paid search results.

SEO Organic Search Results

Google has just over 67 percent of the global search engine market share

Hace referencia a aquellas páginas que no pagan para aparecer en la

primer lista de Google
SEO These results are the listings generally found on the left-hand side on the
search engine results pages (SERPs). They are not influenced by financial payment
and are therefore also called natural search results. Organic search results need to
be consistently reliable to attract (and keep) users.

PAID SEARCH RESULTS

Pay-per-click (PPC)

Paid search, also known as pay-per-click (PPC) advertising, involves the displaying
of sponsored results alongside the organic results. Advertisers bid for placement
and pay the search engine when their advertisement is clicked on. Paid search
results must be distinguished from organic results, since paid placement introduces
bias. PPC advertisements are usually displayed at the top and on the right side of
the SERPs. Search engines attract and keep users through organic search, but they
make most of their money from paid search.
To Be Found

You Must Be Visible If you want your Web site to generate a significant amount of
traffic, then it needs to be listed on the major search engines and listed high up
enough to be seen. Statistics show that users are not likely to view listings beyond
the first thirty results, with the top six (above the fold) listings enjoying the lion’s
share of clicks.

People Trust Organic Search

Research has shown that people find organic results more relevant and more
trusted than paid search results

Search Engine Marketing

Search engine marketing (SEM) has two parts: search engine optimization (SEO)
and PPC advertising.
SEO aims at improving a Web site’s ranking in the natural search results. PPC
advertising involves bidding for placement in the paid search results section of the
SERP. Both SEO and PPC advertising are based around the same fundamental
concept: keywords.

Keywords:

Making Sense of It All Keywords, or key phrases, are what a user enters into a
search engine query to find Web sites. Both SEO and PPC advertising involve
selecting the keywords that are relevant to a company’s Web site and are used by
potential customers. SEO aims to have a Web site rank in the natural results for its
target keywords. In PPC advertising, the advertiser bids on desired keywords to
achieve rankings in the paid results.

SEO
Search engine optimization (SEO) is the practice of optimizing a Web site so as to achieve
preferred ranking on the search engine results pages (SERPs)

SEO can be split into two distinct camps: white-hat SEO and black-hat SEO (with some grey-hat
wearers in between). Black-hat SEO refers to trying to game the search engines. These SEOs use
dubious means to achieve high rankings, and their Web sites are occasionally blacklisted by the
search engines. White-hat SEO, on the other hand, refers to working within the parameters set by
search engines to optimize a Web site for better user experience. Search engines want to send
users to the Web site that is most suited to their needs, so white-hat SEO should ensure that users
can find what they are looking for.
Ranking highly in search results is vital to Web sites, so Webmasters have adapted as search
engines have updated their algorithms to avoid being “gamed.” Today, Google says it uses more
than two hundred different factors in its algorithm (which changes over four hundred times yearly)
to determine relevance and ranking.

Search engines need to help users find what they’re looking for. To make sure they list the best
results first, they look for signals of the following:

• Relevance • Importance • Popularity • Trust • Authority

There are four things to consider when choosing a keyword: S

1. Search volume. How many searchers are using that phrase to find what they want? For
example, there is an estimated monthly search volume of over two million for the keyword “hotel”
but an estimated 385 searches per month for a keyword like “Cape Town waterfront hotel.”

2. Competition. How many other Web sites out there are targeting that same phrase? For
example, Google finds over 611,000,000 results for “hotel” but only 14,800 for “Cape Town
Waterfront Hotel.”

3. Propensity to convert. What is the likelihood that the searcher using that key phrase is going to
convert on your site? A conversion is a desired action taken by the visitor to your Web site.
Related to propensity to convert is the relevance of the selected term to what you are offering. If
you are selling rooms at a hotel at the V&A Waterfront, which of the two terms (“hotel” and “Cape
Town Waterfront hotel”) do you think will lead to more conversions?

4. Value per conversion. What is the average value per prospect attracted by the keyword?
Depending on the nature of your Web site, the average value per lead varies. Using the hotel
example again, consider these two terms: “luxury Cape Town hotel” and “budget Cape Town
hotel.”
 Pay per Click Advertising
Pay-per-click (PPC) advertising is an advertising system where the advertisers pay only for each
click on their advertisements.

For the advertiser, the beauty of PPC advertising on search engines is that their advertisements
are displayed when potential customers are already expressing intent—

What Makes Up a PPC Advertisement?

Text PPC advertisements follow the same basic structure:

Heading

Two lines of advertisement copy, Which can be displayed on

one line www.DisplayURL.com