SEO in marketing

E-marketing (29/01/12)

This presentation lecture was from a different group in class.

SEO (Search Engine Optimisation) is the practice of optimizing a website to achieve preferred ranking on the search engine results pages.


The importance of the search to marketers: 


1. People use search to find what they want
2. Search engine is a door way to internet 
3. To be found, you must visible 
4. Top of search = top of awareness 


Three-way relationship
- Search engine, web masters and users 
- Search engine is a tool for users to find things. It wants to make money from the web masters to pay for advertise on search page (Pay-per-click) 


Role of search engine 
1. Robot is automated indexing program.
2. Index is a library of pages on internet.
3. Engine will check the index to find relevant pages for users.
4. SERP listing of results for the user's queries.

SEM (Search engine marketing) consists of SEO and PPC advertising. Keywords are involved in SEM

Emerging trends of SEO - Localization, personalized search, usage data.

How do search engines access the data?
They use "cookies" to maintain the history of users search advertise

Google provides services to gather relevant data, such as, adwords, adsense, website optimizer. The web masters can also create metatags, title tags, header tags to optimize their websites so that the search engine could index them to be appeared on the first page.