Introduction to Search Engine Marketing Deborah Spiro EDIT 652 October 22, 2005 Credit: Google images from images/partners.gif

Objectives To define search engine marketing and its importance To describe the differences between search engines and directories To identify major search engine players To determine components of a search engine marketing campaign

Search Engine Marketing Process of getting a web site listed with the leading search engines

Why Search Engines are Important to Consider They are responsible for driving a significant amount of consumer traffic to your web site Majority of consumers use search engines to find information and locate web sites

Major Search Engines

Search Engines vs. Directories Search – crawler based Directories – human edited Vertical Search

Search Engine Marketing Campaign Combining two basic marketing tools: –Public Relations Influencing free/natural/organic listings –Advertising Buying paid listings Credit: google images from

Results Page Natural vs. Paid Credit: google images from

For More Information Web Sites: – – – – – Books: –Search Engine Visibility by Shari Thurow –101 Ways to Promote Your Web Site by Susan Sweeney –Self-Promotion Online by Ilise Benum

Conclusion Define Search Engine Marketing Why Important Two Types of Listings Big Players Paid vs. Organic Next: Search Engine Optimization

Credits Search Engine Marketing Conference February 2005