Digital Marketing
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MRKT623WEEKFIVESEMSEO.pptxWEEK FIVE SEM/SEO
CHAPTER TWO
ZMOT AND READINGS
DR SALVADOR TREVINO
AGENDA
INTRODUCTION
PRESENTATION
INTRO TO SEM/SEO
THE ZMOT PARADIGM
A WORLD BEYOND GOOGLE
WRAP UP HOUSE KEEPING
INTRO
“Whoever controls the door to the Internet, controls the Internet. And now search engines have become the default entry point to the Internet.”
Dodson, Ian. The Art of Digital Marketing (p. 7). Wiley. Kindle Edition.
Search Engine Optimization
Formal definition of SEO: The process of refining your website using both on-page and off-page practices so that it will be indexed and ranked successfully by search engines. Informal definition of SEO: Smell nice for Google!
Dodson, Ian. The Art of Digital Marketing (p. 7). Wiley. Kindle Edition.
SEM/SEO ????
https://www.reliablesoft.net/what-is-the-difference-between-seo-and-sem/
So it is an integrated strategy
To gain visibility and facilitate access
Top position in listing is the ultimate goal (SERP) for SEO; clicks is the ultimate goal of SEM
As explained by digital garage
Or as expressed in the book…
“Organic versus Paid Listings
Listings that are displayed on the first page of search engine results yield the highest search traffic— the higher the listing, the more clicks it will receive.
Generally, paid listings will garner a 30 percent click-through rate (CTR), with organic listings making up the remaining 70 percent. While these statistics can vary depending on the market, generally this rule of thumb is widely applicable.
It is important to note that as listing positions get lower, click-throughs drastically decrease. Approximately 67 percent of click-throughs on page one of a SERP search engine results page (SERP: search engine results page) positioning!
A low listing will ultimately affect your overall conversion rate, so once again, it's important to strive for the top three positions.”
Dodson, Ian. The Art of Digital Marketing (p. 10). Wiley. Kindle Edition.
Four Stage Optimization Process
FOR STUDY PURPOSES 1 AND 4 ONLY
For exam / study purposes only 1(Goals) and 4 (Analyse) ; get a general understanding of 2 and 3: On and Off Optimization:
On-page optimization. This deals with the granular, technical optimization of the various elements on your website. It involves ensuring search engines can easily read, understand, crawl through, and navigate the pages of your site to index it correctly.
Off-page optimization. This refers to techniques used to influence website position in organic search results that cannot be managed by on-page optimization of your site. It's a long-term, iterative process focused on gaining website authority, as determined by what other websites say about you. To put it simply, it's about building a digital footprint and earning online credibility.
Dodson, Ian. The Art of Digital Marketing (p. 8). Wiley. Kindle Edition.
WEBMASTER DESIGN GUIDLINES
https://www.brickmarketing.com/define-google-webmaster-guidelines.htm
What are the three key parts of design guidlines?
https://support.google.com/webmasters/answer/35769?hl=en
What are examples of innapropriate use?
Key elements on any SEO/SEM strategy
“From this categorization, you can develop an effective SEO content strategy. In search engine optimization there are three key players:
The searcher. The goal is to have people searching for your product or service. More specifically, you want searchers to look for the keywords you are using. You want to understand a person's every search behavior in order to target a searcher appropriately.
The website owner. Your goal as the website owner should be to align the optimization of your website with customer search behavior findings. The competitive intention here is to outrank, outperform, and outbid your competitors.
The search engine. Ultimately, your goal is to ensure search engines have indexed your website, so they can understand what your site is about. This is crucial. If a search engine can't understand your site, it won't display it.”
Dodson, Ian. The Art of Digital Marketing (p. 12). Wiley. Kindle Edition.
Dodson, Ian. The Art of Digital Marketing (p. 12). Wiley. Kindle Edition.
Five P´s Customer Search Insights Model
Person: Information about the searcher
Place: Country, city or geographical location area
Product: Topic or subject searched: interest or pain
Priority: Time frame, urgency factor
Purchase: How and when searchers want to buy
Five P´s Customer Search Insights Model
The SEO process the down-down, down presentation
https://www.youtube.com/watch?v=El3IZFGERbM
What do we learn?
Textbook goes to a greater detail
Let us keep the big picture.
Case discussion: One of the many features: Knowledge Graph
https://www.serpwoo.com/blog/experts/knowledge-graph-101/
Final thoughts
If interested…
Hire an expert
Learn to identify and configure the many solutions/products available
Understand the dynamic nature of the digital marketing tool
Textbook final advice
Use the DMI's 5P Customer Search Model to understand customer behavior and ensure your content is relevant.
When it comes to selecting your keywords, the more research the better!
Remember that search engines have a preference for responsive websites, so adapt your site accordingly.
Customize your 404 error page to limit the damage to user experience— stand out from the crowd!
Make connections with the right people to optimize your link-building strategy.
Dodson, Ian. The Art of Digital Marketing (p. 42). Wiley. Kindle Edition.
SEM and PPC the same thing?
https://searchengineland.com/guide/what-is-paid-search
SEM is a comprehensive strategy, it does include PPC, other SEM stategies here is a list of 10 provided by TM magazine
As you can see PPC (Adwords). The world of paid advertising is much more than adwords. We will see this later in the course.
