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The Importance of Search Engine Marketing: Strategies and Challenges in Digital Visibility

This chapter delves into the critical role of Search Engine Marketing (SEM) in digital marketing. With 80-85% of internet users relying on search engines as their primary tool for information retrieval, the effectiveness of SEM can significantly influence web traffic. The discussion covers cost-effective SEM strategies, such as simple submissions and paid advertisements, while also addressing early search engine problems like outdated results and poor listings. It further categorizes search engines into crawler-based and human-powered directories, and highlights various optimization techniques essential for effective online presence.

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The Importance of Search Engine Marketing: Strategies and Challenges in Digital Visibility

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Presentation Transcript

  1. Search Engine Marketing Gay, Charlesworth & Esen Chapter 6

  2. SEM’s Importance • Search engines and directory listings are the most popular methods for information retrieval for internet surfers Rayport & Jaworski 2002 • 80-85% of web users use search engines a tool of first resort Haig 2001

  3. The Low Cost of ‘Search’

  4. Three basic marketing and SEM links • Simple submission ‘free to subscribe with the site indexed under certain keywords • The paid advertisement indexed by keywords resulting in top/higher rankings • Banner ad displays tied to keywords

  5. Early Search Engine Problems • Poor quality and out-dated machine generated results • Listings were poorly or randomly ordered • Deeply flawed business model with poor revenue generation potential e.g. ‘Free-to-subscribe’

  6. Two types of Search Engines • Crawler Based Search Engines such as Google that relies entirely on technology to build its database • Human Powered Directories such as Yahoo in its original form where humans analysed and indexed web site submissions

  7. How crawler-based search engines operate

  8. Web LinkageKleinberg’s Hubs and Authorities

  9. Search Engine Optimisation • Meta tags - title tags, alt tags, h1 to h6 • Keywords - keyword relevancy, keyword density and keyword stuffing • Search engine algorithm

  10. Search Engine Sharp Practice • Doorway pages • Spamming • Cloaked HTML • Problem Pages • Hidden Text • Page jacking • Bait and Switch

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