Search Engines, Advertising & the Value of Brands

SEARCH ENGIN

ES, ADVERT

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& THE

VALU

E OF

BRANDS

21

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& B

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SEARCH ENGINE BASICS

• Search queries generate search results based on pertinence

• Search engines operate algorithmically, sometimes with some

human input

• Web crawlers create indexes

SEARCH ENGINE BACKGROUND

1) Archie, 1990-active

2) W3Catalog, 1993-1996

3) AltaVista, Yahoo! Directory, 1994-active

4) Ask Jeeves (ask.com), MSN Search, 1997

5) Google, 1998-active

6) Yahoo! Search, 2002-active

7) Cuil, 2008-2010

8) Bing, 2009-active

COMPANY

PROFIL

ES

The

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or P

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rs

• Founders: Sergey Brin & Larry Page

• Founded 1998, Mountain View, CA

• Most popular, most used

• Easily distinguish paid ads from real results

HOW DOES GOOGLE SEARCH WORK?

1.Secret Algorithm – Google does not disclose this information

2.Spiders – Crawl webpages and create Google’s Index

3. Search Terms – Number of times appeared, prominence and

synonym usage

4. PageRank - Combines search term importance with PageRank

GOOGLE PAGERANK

Rates a webpage’s importance by seeing how many pages link back to it, and how important those pages are

Produces a page’s overall score

GOOGLE ADVERTISING

AdWords – ads tailored to search terms

AdSense – ads placed on relevant sites

Gmail, Android OS, YouTube, Blogger, Knol, Orkut, Picasa,Google Chrome

ADDITIONAL PRODUCT OFFERINGS

ADDITIONAL SEARCH OFFERINGSTranslate, Books, Maps, Places, News Scholar, Blogs, Realtime, Calendar, Docs, Reader, Offers

Google Goggles+1Google Offers

IN THE NEWS

• Product excellence

• Continual improvement and development

• Diversity of product offerings

• Simplicity of use

• Brand equity

GOOGLE’S SUCCESS

• Privacy concerns• Failed new product launches

• Google Catalog, Google Answers, Jaiku, Google Wave• Other search engines

GOOGLE’S LIMITATIONS

Founded in 1994 by Jerry Yang and David Filo

In 2000, it was powered by Google Search.

In 2004, it used its own search algorithm.

On March 23, 2011 Yahoo announced Search Direct

YAHOO! ALGORITHM

Values:

Search terms in the website title

Prominence and quantity of search terms

Click popularity

Category in the Web Directory

Site-wide linking

YAHOO! ADVERTISING

Ads auction

Pay per click

ADDITIONAL PRODUCT OFFERINGS

Additional product offerings:

Yahoo! Messenger, Yahoo! Mail, My Web, Yahoo! Personals, Yahoo! 360°, Flickr

Additional search offerings:

Images, Video, Local, Shopping, News, Answers, Directory, Jobs, Sports, Finance, Creative Commons, Delicious, People

Formerly Live Search, Windows Live Search, and MSN Search

Rebranded and unveiled in 2009

“The Decision Engine”

BING ALGORITHM

Values:

Title of page

Metadata description

Text in the links to the page

Number of links to the page

Page theme/keyword density

Freshness of page content

BING ADVERTISING

Monthly search campaign budget

Maximum bid per click

Heavy reliance on cookies

PRODUCT OFFERINGS

Additional product offerings:

Integration with Hotmail, Bing Tweets

Additional search offerings:

Dictionary, Entertainment, Events, Finance, Health, Images, Local, Maps, News, Recipe, Reference, Social, Shopping, Translator, Travel, University, Videos, Visual Search, Weather, Wolfram Alpha, xRank

YAHOO! + BING

Joining forces

Bing would power Yahoo! search by using Bing’s algorithm.

SEO AND S

EM

WHAT IS SEARCH ENGINE OPTIMIZATION?

Wikipedia defines it as, “the process of improving visibility of a

website or a webpage in search engines via the natural or unpaid

algorithmic search results.”

WHAT IS SEARCH ENGINE MARKETING?

Marketing is generally defined as…

• An integrated process through which companies build

strong customer relationships and create value for their

customers and for themselves

Search engine marketing is…

• Using organic search strategies and paid search advertising to

match brands to engage relevant consumer groups online

• Online Brand Management

• Push vs. Pull Strategy

• Successful tracking

HOW CAN SEM HELP MY BUSINESS?

YOUR ONLINE PRESENCE IS AN EXTENSION OF YOUR BRAND

• Online Brand Management

• Push vs. Pull Strategy

• Successful tracking

HOW CAN SEM HELP MY BUSINESS?

TITLE

• Design with your user in mind, not a search engine

• Make your site crawlable

• Create useful, relevant, information-rich sights

• Make your page indexable

IS SEO ENOUGH?

• If brands aren’t successful in beating out their competitors organically, they can turn to paid search

• Keyword choice is a critical factor in paid search success

BOTTOM LINE: WHAT’S IT GOING TO COST?

• Various prices that always change

BOTTOM LINE: HOW DO WE MEASURE SUCCESS?

•Impressions•Clicks•Page views•Conversions

CREATE SEM STRATEGY

Before bidding, advertisers should create a SEM strategy• Desired appearance in relation to keyword results• Amount of visitors to site• Conversion rates• Search budget

DISADVANTAGES & ETHICAL ISSUES

•Click fraud•Impression fraud•Censorship

THE

FUTU

RE OF

SEARCH

MARKET SHARE MARCH 2011

Search Share March 2011

GoogleBingMSFTYahoo!AskAOL

SOCIAL MEDIA IS EVERYWHERE

BOTTOM LINE: HOW CAN YOU MAKE YOUR WEBSITE BETTER?

• Google AdWords, Remarketing

• Get Smart Content

• Incorporate social

• Harley Davidson

SEARCH IS EVER-CHANGING

THE FUTURE: CREATIVITY WITH UTILITY

• Be where your customers are: Ubiquitous connectivity

• New Media: whole new place and opportunity to connect with

your customer

• Remember this when you are designing the marketing

strategy

• “Ranking results are radically changing, you shouldn’t look at

building it, you should look at practicing it”

• Measurement: Cost per engagement

• Non traditional search: Twitter

• Content aggregators: StumbleUpon

REAL WORLD EXAMPLE: GOOGLE DOODLE

Burning Man festival Aug 30, 1998 Global

First Day of Spring, Design by Eric CarleMarch 20, 2009

25th Anniversary of TetrisJune 6, 2009

Robert Bunsen's 200th BirthdayMar 31, 2011

QUESTIONS??