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SEO/SEM/URLs

SEO/SEM/URLs. What is SEO?. SEO stands for S earch E ngine O ptimization Basic Explanation :

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SEO/SEM/URLs

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  1. SEO/SEM/URLs

  2. What is SEO? • SEO stands for Search Engine Optimization • Basic Explanation: • When a user goes to a search engine, like Google, and types in a phrase (i.e. “radio advertising”), search engine “crawlers” are sent out to search the internet for sites that have that phrase in their site content • The higher the number of mentions of that phrase in a website’s content, the higher that site will appear on the list of websites that are returned to the user in the organic/natural search results section • There are SEO specialists who know how to build a website to have mentions of key phrases all over the site, so that it appears high on the returned organic search results list – this can be a relatively expensive process though • Notes: • For commonly searched phrases, many companies’ websites could contain content with that phrase, so millions of websites can be returned to the user • Therefore, it can be harder for smaller advertisers to compete with the larger ones (who have the time and resources to pay a special team to optimize their website to show up high on the organic search results list)

  3. SEO Illustration Organic Search Results - SEO

  4. What is SEM? • SEM stands for Search Engine Marketing • Explanation: • Companies can pay search engines to have their website show up when a user searches for a particular phrase (i.e. “radio advertising”) • This is especially helpful for companies who do not have the time or resources to optimize their site content to appear high in the organic search results – advertisers should buy out their company name and all variations of that name, as well as some major phrases that relate to their product/service (i.e. Bid4Spots buys “Bid4Spots”, “bid for spots”, “radio advertising”, and more through Google) to capture as many interested potential leads as possible • Pricing Model: Most search engines’ SEM programs, like Google AdWords, are based on a CPC (cost-per-click) pricing model • Advertisers only pay when a user actually clicks the ad in the paid search results list • Advertisers can also set limits on how many clicks they will pay for/what budget they have available per day (once the budget runs out, that advertiser’s ad will no longer appear in the paid search results list that day) • Google’s business model has advertisers bidding against each other for keywords, so a highly-searched phrase (i.e. “radio advertising”) will be more expensive for an advertiser to buy than a less-searched/very specific phrase (i.e. “reverse auction model for radio advertising”) • Notes: • Google’s website offers great information on SEM - review the information in the following links: • Google AdWords Getting Started Video (UK-Version) • Google AdWords Beginner's Guide

  5. SEM Illustration Paid Search Results – SEM

  6. What is a URL? • URL stands for Uniform Resource Locator and is the address of a webpage (i.e. http://www.bid4spots.com) • Notes: • When advertisers set up radio campaigns with a commercial that includes a website, they should buy out all possible URLs that could be mistaken for their real website • For example, Bid4Spots’ true URL is http://www.bid4spots.com, but if you type in http://www.bidforspots.com, you will also get to our homepage because we bought that URL.

  7. URL Illustration

  8. Resources • https://googleemea.connectsolutions.com/p40122033/ • http://adwords.google.com/support/aw/bin/static.py?hl=en&guide=21899&utm_medium=redirect&page=guide.cs&utm_source=google&utm_campaign=beginners

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