The Power of Search Engines

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

55 views

Scott Holmes

SVP Sales & Marketing

Zentropy : Partners



ZEN… The Web Site Factor …

and the art of search marketing


2

Points


The Power of Search


Pay for Search



3


Search engines are the best way for customers to find you.


200+ million searches each day in the U.S.


~50% “commercially oriented”


Consumers use search more than any other Internet application
except e
-
mail.


95 million Americans use search engines monthly.


85% of users first discover Web sites through search engines.


Users looking for products are far more likely to type the product name
into a search engine's search box (28 percent) than browse shopping
'channels' (5 percent) or click on ads (4 percent).



The Power of Search Engines

4

Search Engines Ranking

Unique Audience (000) 116,874
23%
22%
15%
13%
8%
5%
3%
3%
Yahoo!
MSN
AOL
Google
Lycos Network
Netscape
Ask Jeeves~
Overture
Go.com
InfoSpace Web Search
Netster
Web Search
CompuServe
Microsoft Search
Source: 9/03 Nielsen Net Ratings. Home & Work

Yahoo

MSN

AOL

5


Search Engines



Paid Inclusion



Pay for Placement



Search Engines

Three Key Areas of Search Marketing

6


Search Engines = Automated collection of web page
addresses and descriptions


Search Engines’ use spiders (or robots) to “crawl” the
web collecting web pages to update their database (or
index)


The Search Engines’ search algorithm sorts the index
and returns users with pages that match their requests
based on relevancy


Pages with a higher relevancy go to the top


What effects relevancy?


Search Engines

7

Top 10 Methods to Improve Position

1.
Web Site Content

2.
Title

3.
Meta Tags

4.
Alt Tags

5.
Image Tags

6.
Comment Tags

7.
Domain Names

8.
Seed Pages

9.
Links

10.
Scheduled
Submissions

8

Pay For Placement


Several sites that syndicate keywords (Overture, Google,
Sprinks)


Keywords are “purchased” in a bid for position


The higher the bid, the greater the position


The advertiser pays on a Cost
-
Per
-
Click (CPC) basis


Highest growth segment in the online space today



9

Pay
-
for
-
Position Examples

10

Pay
-
for
-
Position Examples

11

Pay For Placement


Pros


More control


Immediate results


Keyword targeted


Reliable ROI model


Cons


More expensive


Time intensive

Search Engine Optimization


Pros


Less expensive


Less competitive


More traffic over
time


Cons


Less control


Results take longer

The Search Summary