Search Engines and Marketing

How Search Engines Work:

• Search Engines

an application for locating webpages or other content on a computer network using—> SPIDERS

• spiders: web bots—> small computer programs designed to perform automated, repetitive tasks over the internet

  • can scan webpages and return info to be stored in a page repository

Semantic Tech:

• Semantic Web

• Meaningful computing using metadata: application of natural language processing (NLP) to support info retrieval,  analytics, and data integration that compass both numerical and “unstructured” information

Semantic Tech:

• Semantic Research 

• Process of typing something into a search engine and getting more results than just those that feature the exact keyword typed into the search box

Semantic Tech:

• Metadata

data that describes and provides info about other data 

Mobile and Social Search:

• Mobile Search

• technically configured mobile site

• content designed for mobile devices

Mobile and Social Search:

• Social Search

Facebook/Insta/Meta new AI-based search features, including image search based on content and not tags

Mobile and Social Search:

• Intelligent Personal Assistant (IPA) and Voice Search

Alexa, Siri

Basic Search types:

• informational search

• navigational search

• transactional search

Strategic and Tactics Produce

• organic search listing

• paid search listings

  • pay-per-click (PPC)

• social media optimization

Search Engine Optimization: Googles Search Factors

• On-Page

DIRECTLY controlled by webpage creator

• content

  • quality, relevance, up to date

• functionality and programming

  • responsiveness, load time, secure connection, metadata, click through rate (CTR), keyword connection

Search Engine Optimization: Googles Search Factors

• Off-Page

Influenced but NOT directly controlled by SEO professionals

• relevance and credibility:

  • backlinks to target site

  • click through rate (CTR)

  • dwell time—> how longer user stays on the page

• personalized search:

  • location based

  • past history

  • social experience

Pay-Per-Click Strategies:

• PPC ad campaigns:

  • set an overall budget

  • create ads

  • select associated keywords

  • set up billing account info

  • modify key words and copy based on result

Pay-Per-Click Advertising Metrics:

• Click Through Rates (CTR)

used to evaluate keyword selection and ad copy campaign decisions

Pay-Per-Click Advertising Metrics:

• Keyword Conversion

should lead to sales, not just visits

Pay-Per-Click Advertising Metrics:

• Cost of Customer Acquisition (CoCA)

amount of money spent to attract a paying customer

Pay-Per-Click Advertising Metrics:

• Return on advertising spend (ROAS)

overall financial effectiveness