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OVERVIEW

Internet marketing theory

Purpose of SEO
Functions
Examples
Summary

12 slides in total

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SEM - SEARCH ENGINE MARKETING

= form of internet marketing,

improves the visibility of a website using the search engines

A. Paid search (PPC and ‚paid positions‘)

1. PPC – pay per click; website owner pays for each performed click on
their link
2. Paid positions – website owner pays for a premium position of their link
in SERP (search engine result page)

B. SEO – main focus of this presentation

= The method used to improve the presence of a website in natural
search results of search engines

Examples

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 SEO POSITION IN MARKETING
P Brand Print
Marketing Mix

Promotion
Advertising
P P
PR OOH

SEO
Banners

Digital

Emailing
Social Media

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WHAT DOES IT DO?
Goals:
 (Maximization of profit – $$$)
 Driving more relevant visits to the website

Positives:
 Discrete way to attract
 Targeted audience
 Relevant visits (=> conversions => profit)

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HOW DOES IT WORK?

The correct method (algorithm) used by search engines is unknown

and changes through time
On-page factors:
 Keywords in the text content of the page
 Keywords usage:
 in HTML (title, h1, bold)
 in URL
 sitemap, breadcrumbs, anchor text

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HOW DOES IT WORK? II

Off-page factors:
 Back links / linkbuilding (relevancy, anchor text, quality, amount)

General factors:
 Visits
 Original content
 Frequent updates of the content

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SEO Process
1) Analyze everything
2) Set goals
3) Implement all possible factors
4) Evaluate
5) Optimize again according to results

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KPIs

Visits / visitors / views

Bounce rate
Time spent on page
Depth of browsing
Conversion point actions

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Example

SEO friendly URLs / Title / Bold text:

Good example vs. Bad example

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SUMMARY
+ discrete way to attract
+ relevant visits (=> conversions => profit)
+ decent ROI
+ lasts for some time
+ price*

- long term piece of work

- competition never sleeps
- search engine algorithms change all the time
- price*

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THANK YOU FOR YOUR ATTENTION

DO YOU HAVE ANY QUESTIONS?

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