SEO

Search Engine Search Engine OptimizationOptimization

An Impact on Marketing ImplementationAn Impact on Marketing Implementation

OverviewOverview

Background of SEOBackground of SEO

- a basic introduction- a basic introduction

SEO & Marketing ImplementationSEO & Marketing Implementation

How to Rank Higher?How to Rank Higher?

*** Google is the based example ****** Google is the based example ***

What is SEO?What is SEO?

SEO SEO = Senior Executive Officer???= Senior Executive Officer???

SEO SEO = Systems Evaluation Office???= Systems Evaluation Office???

Or……..Or……..

Definition of SEODefinition of SEO

SEO = Search Engine OptimizationSEO = Search Engine Optimization,,

“ “involves achieving the highest positiinvolves achieving the highest position or ranking practical in the natural on or ranking practical in the natural or organic listing on the search enginor organic listing on the search engine results pages after a specific combie results pages after a specific combination of keywords (or keyphrase) hanation of keywords (or keyphrase) has been typed in.”s been typed in.”

(Chaffey, (Chaffey, et alet al, 2006), 2006)

How Search Engine Works?How Search Engine Works?

Web-Crawling Web-Crawling - ‘Spiders’/‘Robots’- ‘Spiders’/‘Robots’

Ranking is based on 2 FactorsRanking is based on 2 Factors• KeyphrasesKeyphrases• LinkagesLinkages - Industry Hubs;- Industry Hubs; - Number of Incoming Links;- Number of Incoming Links; - Link Context- Link Context

(Wilson & Pettijohn, 2005)(Wilson & Pettijohn, 2005)

Pros and Cons of SEOPros and Cons of SEO

StrengthsStrengths• Highly Targeted of CustomersHighly Targeted of Customers• Relatively Low CostRelatively Low Cost• High Traffic VolumesHigh Traffic Volumes WeaknessesWeaknesses• Intensive CompetitionIntensive Competition• May Compromise Look of SiteMay Compromise Look of Site• Changes to Ranking AlgorithmChanges to Ranking Algorithm

SEO From Marketing AspectsSEO From Marketing Aspects

SegmentationSegmentation

SEO => Target SegmentsSEO => Target Segments

Distribution StrategyDistribution Strategy

Pull StrategyPull Strategy

SEO From Marketing AspectsSEO From Marketing Aspects(Cont)(Cont)

BrandingBranding• Brand AwarenessBrand Awareness• Brand ImageBrand Image

‘‘Brand in the Blender’ ConceptBrand in the Blender’ Concept Optimize your site on different Optimize your site on different

channel, such as text, image,channel, such as text, image, video, podcast, etc.video, podcast, etc.

SEO From Marketing AspectsSEO From Marketing Aspects(Cont)(Cont)

Public RelationPublic Relation• SEO can be the PR side of busiSEO can be the PR side of busi

nesses. nesses. E.g. E.g.

– – FacebookFacebook

– – The New York TimesThe New York Times

• Social-Media ToolsSocial-Media Tools – – Blogs;Blogs;

– – Discussion Forums; etc.Discussion Forums; etc.

SEO Case: Entrepreneur.com

SEO Case: Entrepreneur.comSEO Case: Entrepreneur.com

StrategyStrategy1.1. Optimizing all the main web pages; Optimizing all the main web pages;

2.2. Optimizing all the articles;Optimizing all the articles;

3.3. Integrating SEO into the business procesIntegrating SEO into the business processes at Entrepreneur.com.ses at Entrepreneur.com.

ResultResult

An estimated return of over $2 million dollars PER MONTH

(Source: http://www.seoinc.com/entrepreneur-case-study/)

Higher Rank by SEOHigher Rank by SEO

Frequency of OccurrenceFrequency of Occurrence No. of Inbound LinksNo. of Inbound Links Title HTML TagTitle HTML Tag Meta-TagsMeta-Tags Less Graphic TextLess Graphic Text

(Chaffey, (Chaffey, et alet al, 2006), 2006)

ConclusionConclusion

SEO plays significant role in online SEO plays significant role in online marketing strategymarketing strategy

To marketers, now, market the To marketers, now, market the computer machine (e.g. SEO) to computer machine (e.g. SEO) to targeted customer rather than create targeted customer rather than create a desire (e.g. TV ads) to mass a desire (e.g. TV ads) to mass audienceaudience

‘‘Blended-Search’ => Future SEOBlended-Search’ => Future SEO

*** Thank You! ****** Thank You! ***

ReferenceReference1. Creamer M. 2007, ‘Optimize Me’, Advertising Age, vol. 7

8, Iss. 48, p.1-2, viewed 10 May 2008, ABI/INFORM Global (ProQuest)

2. Chaffey et al. 2006, Internet Marketing: Strategy, Implementation and Practice, 3rd edn, Prentice Hall Pearson Education, UK

3. Krol C. 2007, “Marketers Prepare for ‘blended search’”, B to B, vol. 92, Iss. 11, p.1-2, viewed 12May 2008, ABI/INFORM Global (ProQuest)

4. Klaasen A. & Mcllroy M. 2008, ‘Search’, Advertising Age, vol. 79, Iss. 11, p.43, viewed 10 May 2008, ABI/INFORM Global (ProQuest)

5. Wilson R. & Pettijohn J. 2007, ‘Search Engine Optimisation: A primer on linkage strategies’, Journal of Direct, Data and Digital Marketing Practice vol. 8, Iss. 3, p.210, viewed 2 May 2008, ABI/INFORM Global (ProQuest)

Source WebsitesSource Websites

1.1. http://www.google.com/http://www.google.com/

2.2. http://en.wikipedia.org/wiki/Search_engine_optimihttp://en.wikipedia.org/wiki/Search_engine_optimizationzation

3. http://www.seoinc.com/entrepreneur-case-study/

4.4. http://entrepreneur.com/http://entrepreneur.com/

Opening & Ending MusicOpening & Ending Music

““The Distance” The Distance” – by Bon Jovi– by Bon Jovi