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not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.

CHAPTER

8

SEARCH MARKETING:
SEO

AND PPC


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sit
e, in whole or in part.

Search Usage Dependence

Grows at Breakneck Speed


WHY DOES SEARCH

HAVE SUCH AN IMPACT?

More than half of the users
online any given day use
search!

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

EVERYONE USES SEARCH


92 Percent of U.S. Internet Users Have
U
sed
S
earch


29 Percent Search Daily


Young and Old Search


All Races/Ethnicities Search


College Educated More Likely to Search


Users Search for
J
ust
S
bout

E
verything!

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

ADVANTAGES OF SEARCH


Used by Most Consumers and B2B
Customers


Organic Search is ‘Free’


People are Looking for Your
Product/Service






4

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

MARKETERS ALSO USE SEARCH FOR EVERYTHING

Branding

Online
sales

Lead
Generation

Drive
Traffic

Provide
Content

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sit
e, in whole or in part.

VALUE OF SEARCH MARKET RISING

6

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sit
e, in whole or in part.

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sit
e, in whole or in part.

TYPES OF SEARCH


Directory Listings


Search Engine Marketing


Search Engine Optimization (SEO), also
known as Natural or Organic Search


Pay
-
per
-
click (PPC), also known as Paid
Search

7

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sit
e, in whole or in part.

EACH TYPE OF SEM HAS ITS ROLE

8

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sit
e, in whole or in part.

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sit
e, in whole or in part.

KEY TERMS FOR ORGANIC SEARCH


Keywords


Words or phrases selected
when making a search (can also be used in
other contexts)


Meta name


Also known as meta tag or
meta element and is in the header portion
of a site’s HTML
code


Algorithm

Displays the search engine’s
‘best guess’ as to which pages are most
relevant


Title Tag

Title in blue bar at top of web
page; important for SEO Rankings





9

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sit
e, in whole or in part.

HOW SEARCH WORKS

10

Query


User
-
Initiated search term

Index
Server


Stores information previously categorized

Spiders


Or ‘robots’

are programs ‘crawl
’ the web and follow every
link or piece of data they see and bring back to index
server

SERP


Search Engine Results Page


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sit
e, in whole or in part.

WHAT DOES A PAGE RANK
INDICATE?

A.
How important a
page is
on the web

B.
How important a search
rankings are on
the web

C.
How important a search term is on the web

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

WHAT SPIDERS SEE

12

Spidered

Text :

ESPN: The Worldwide Leader In Sports EDITIONS: USA DEPORTES More Asia Australia Brazil United Kingdom CITIES: BOSTON CHICAGO
DAL
LAS LOS
ANGELES NEW YORK ESPN Tablet Version LIVE NOW:ESPN
SportsCenter

LIVE TODAY:ESPN3, ESPN2 Louisville
-
UNC, Noon ET LIVE TODAY:ESPN3, ESPN
Minnesota at Purdue, Noon ET LIVE TODAY:ESPN3 Euro 2012 Qualifier, 1:30 p.m. ET Shop
MLBNCAAFWNBAGOLFNHLSoccerNFLmyScores

All Scores » Your
Web Browser is no longer
supportedTo

experience everything that ESPN.com has to offer, we recommend that you upgrade to a newer version of your web browser.
Click the upgrade button to the right or learn
more.UpgradeFAQs

TOP STORIES SPORTSCENTER VIDEOS Masterpiece Theatre Game 5's pitching matchup was
special (on paper). Friday night, Chris Carpenter and Roy
Halladay

delivered a 1
-
0 classic, as Carpenter and the Cards reached the NLCS. Jayson Stark »Recap »
Drew Hallowell/Getty Images Cards In NLCS Classic in Philly The High Life Brewers in NLCS
GameDay

Preview Rivals in Dallas Lynx Win Title Sweep Dream NFL
Final Word Week 5 preview
MyESPN

NFL MLB NBA NHL NCAA FB NCAA BB NASCAR SOCCER GOLF TENNIS BOXING MMA MORE SPORTS INSIDER SN
RADIO& MORE PAGE 2& COMMENTARY FANTASY& GAMES WATCH HEADLINES MY HEADLINES SHARES Carpenter pitches Cards into NLCS | Classic

Morgan, Brewers reach NLCS | 'Tony Clutch' Sources: NBA
-
union meeting not happening No. 5 Boise St. dominates in win over Fresno

Report: Big East talking
expansion | Big Ten set Gore: Eagles threw in towel as
Niners

rallied Wilson
-
Verlander

set for Game 1 ALCS duel NCAA suspends Buckeyes' Posey 5 more games
Tiger close to Frys.com cut line | More work Lynx win first WNBA title | Long time coming Harris: CFB upset picks |
Sim

every game MORE NEWS Headlines | Calendar
| Most Sent | Wire | Videos BILL SIMMONS PRESENTS Simmons' Week 5 Picks Laying down all the odds. Story » On Closer Examinati
on
How the Saints create
space & havoc » Order now:
Grantland

Quarterly » RICK REILLY Andrew Luck Sweepstakes The NFL's biggest loser will be a winner come the 2012 draft. Column »
'The Herd:' Tanking to get Luck LANCE ARMSTRONG The seven
-
time Tour winner will never forget his exceptional friend Steve Jobs.
Column » Oklahoma
-
Texas
Rivalry belongs to UT » Sooners' stingy D » NFL Insider Sneaky FFL pickups »
Kiper
: Buying
Cincy

» Jason Grey Texas depth reigns »Cameron: Tiger flip » All Insider
content » GOLF Tiger said he needed more reps. He'll get 36 more holes at the Frys.com Open. Bob
Harig

» Tiger Makes Cut UFC 136 Red Ink Preview Edgar vs.
Maynard » UFC 136 Picks Experts' » Pros' » Five Rounds Challengers' roles » Hot Button Best chance at upset? » UFC 136 » VIDE
O:
HAVE YOU SEEN...? The Body
Issue We take you inside ESPN The Magazine's photo shoot for the annual Body Issue. See more » Behind The '
Stache

Brewers closer John
Axford

talks to Amy K.
Nelson about his unique journey to the majors. More Videos » FANTASY FOOTBALL Week 5 Rankings QB » RB » WR » Flex The Hard Co
unt

Jets vs. Pats' Welker »
Fantasy Focus Previews and injuries » Football Outsiders The best matchups Pigskin Pick '
Em

» THE LIFE The "Baseball Tonight" theme song showdown finale is
here. It's
Zakk

Wylde

vs. Grace Potter & The
Nocturnals
. Listen and vote ALCS: TIGERS vs. RANGERS
Kurkjian
: Five questions about Tigers
-
Rangers »
Durrett
: What
to watch for » ESPN Dallas »
SportsNation
: Who wins the series? » ALCS » MUST SEE Carlisle: U.S. eager to give
Klinsmann

first win Blount: Bowyer now a fan of
new boss
Waltrip

Rugby WC: Wales tops Irish | England
-
France Men's hoops: Rating nonconference schedules Page 2: Read next week's NFL headlines
today
#
NBARank
: Nos. 36
-
40 | 5
-
on
-
5: The debate Gallo: Is it impolite to revel in Yankees' demise? Rafael: Bad year turns better, busy for Bra
dley Tennis: Not so easy being
Djokovic

and
Nadal

The Mag: Shotgun formation in NFL essential More Stories » ESPN FEEDBACK
Poynter

Review Project | Comment | Corrections
SportsNation

More Polls » Watch and participate with "
SportsNation
" TV, weekdays on ESPN2 at 5 p.m. ET. SPORTSNATION ASKS ... Do you blame A
-
Rod for the Yankees' ALDS
loss? What do you think of Gore's comments about the Eagles? Vote! » Check out SN on Facebook! » LEND A HELPING (FANTASY) HAN
D E
SPN.com fantasy
football players have some questions about their Week 5 lineups and some possible trade proposals. Help them out? Vote! » Vot
e:
NFL Week 5 Pick '
Em

» MORE
SPORTS Racing Golf Tennis Boxing MMA Recruiting Olympic Sports
espnW

SCORES NFL MLB NBA NHL College Football College Basketball Soccer NASCAR
FANTASY Football Baseball Streak for the Cash SPORTSNATION Polls Chats Community VIDEO Most Recent Highlights THE LIFE Sports

Pa
ssport Sports Calendar
Arcade Contests

TOOLS Contact Us Member Services
myESPN

ESPN Alerts News Wire Daily Lines Widget Center RSS TV LISTINGS RADIO PODCENTER ESPN
THE MAGAZINE SHOP ESPN3 SPORTSCENTER

ESPN FRONT ROW ESPN.com: Help | PR Media Kit | Advertise On ESPN.com | Sales Media Kit | In
terest
-
Based
Ads | Corrections | Contact Us | Site Map | Patents | Jobs at ESPN | Supplier Information©2011 ESPN Internet Ventures. Terms
of
Use and Privacy Policy and Safety
Information/Your California Privacy Rights are applicable to you. All rights reserved.

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

KEYWORD DENSITY CLOUD FOR ESPN

13

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sit
e, in whole or in part.

User’s Keyword

Paid
Search

(PPC)

Paid
Search

Organic Search Results

RESULTS OF A SEARCH

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sit
e, in whole or in part.

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sit
e, in whole or in part.

GOOGLE DOMINATES SEARCH

15

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sit
e, in whole or in part.


Descriptive and
related to
search category


Age and size


Relevant Title
Tag


Meta tags and
keywords


Text on site


Keywords/phrase
density


Position of words on site


Headings and emphasis


Images and Video (Alt tags)



Inbound


Outbound

Links

Content

URL

Tags
and
Title

HOW TO RANK HIGH IN SEO

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

ORGANIC SEARCH HAS MANY
INFLUENCERS

17

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sit
e, in whole or in part.

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sit
e, in whole or in part.

IS THIS SITE OPTIMIZED FOR SEARCH?

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

PLANNING AN
ORGANIC

SEARCH
CAMPAIGN

19

Define the target market

Find out what they search for

Develop a search engine strategy: Find
key words and phrases

Redesign site with keywords in mind

Register site with search engine

Implement paid search campaign to
complement (Optional)

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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

ORGANIC AND PAID WORK
TOGETHER

20

Organic

Paid

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sit
e, in whole or in part.

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sit
e, in whole or in part.

IMPLEMENTING PAID SEARCH


Investigate Broad search Categories and Trends


Narrow Down
K
eywords


Determine
T
raffic and Cost


Select Terms and match Criteria


Design Ads


Run Campaigns


Measure and Refine

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sit
e, in whole or in part.

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sit
e, in whole or in part.

MATCH TYPE DEPENDS ON AD
OBJECTIVE

22

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sit
e, in whole or in part.

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sit
e, in whole or in part.

ENTERING AN AD IN ADWORDS

23

AD: Limit 70 Characters,

35 each line

URL: Limit 35
Characters

TITLE: Limit 25 Characters

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e, in whole or in part.

RECENT SEARCH RESULTS
SHOWING TOP AND SIDE ADS ARE
DIFFERENT ON GOOGLE

24

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sit
e, in whole or in part.

WHY USE A NEGATIVE MATCH
TERM IN PPC?

A.
To show the opposite of positive terms

B.
To indicate what you do not want considered

C.
To put customers off the track

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sit
e, in whole or in part.

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sit
e, in whole or in part.

OTHER CATEGORIES OF SEARCH



Local



Vertical


Specialty/Industry


Topical


Image



Mobile


Universal Search

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sit
e, in whole or in part.

Expand profiles
on social media
accounts

Monitor social
media
conversations to
enhance SEO

Drive inbound
links via social
media outlets

Figure 8.12: How to Use Social Media to
Enhance SEO

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sit
e, in whole or in part.

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sit
e, in whole or in part.

SUMMARY


Search Engine Marketing has two aspects


SEO or Organic Search


PPC or Paid Search


Both Types Require Planning, Customer Knowledge


Algorithms are Critical in Natural Search


Web Pages Need to Be Written with Algorithms in
Mind and with Relevance


Paid Search Requires Bidding on Relevant
Kewords


Don’t Ignore Social Media


Search process is ‘never done’ and
Itierative


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sit
e, in whole or in part.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible web
sit
e, in whole or in part.

NOW TRY IT YOURSELF!