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

2. 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

3. Search Engine Marketing Process of getting a web site listed with the leading search engines http://www.searchenginewatch.com

4. 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

5. Major Search Engines

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

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

8. Results Page Natural vs. Paid Credit: google images from www.bestkeywordsmarketing.com

9. For More Information Web Sites: –http://www.searchenginewatch.comhttp://www.searchenginewatch.com –http://www.wilsonweb.comhttp://www.wilsonweb.com –http://www.jupiterresearch.comhttp://www.jupiterresearch.com –http://www.marketingsherpa.comhttp://www.marketingsherpa.com –http://computer.howstuffworks.com/search-engine.htm/http://computer.howstuffworks.com/search-engine.htm/ Books: –Search Engine Visibility by Shari Thurow –101 Ways to Promote Your Web Site by Susan Sweeney –Self-Promotion Online by Ilise Benum

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

11. Credits http://searchenginewatch.com/webmasters http:www.lib.berkeley.edu http://www.bruceclay.com/searchenginerelationshipchart.htm Search Engine Marketing Conference February 2005