Chapter 1: The overview of Search Engine Marketing

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 Contents
The significance
of SEM
Definition and
Classification Position of SEM into
Digital Marketing model

Overview of Search
Mechanism of search
engine Marketing -SEM
engine of Google

The notes to build an

SEM techniques
effective SEM strategy

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 Definition and Classification
What is the Search engine Marketing?

SEM is a digital marketing strategy that aims

to increase the online visibility of websites on
the search engine results page.

This can include both paid

and organic efforts

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 Definition and Classification

Pay-per-click (PPC) is an online SEO is the process of improving the

advertising model in which an quality and quantity of website traffic to
advertiser pays a publisher every time a website or a webpage from search
an advertisement link is “clicked” on engines

PPC is known as the cost-per-click (CPC) model

SEO’s goal puts website in page 1 of search
engine (Google) with desired keyword, aim
The pay-per-click model is offered to attract more potential customer
primarily by search engines (e.g., Google) (traffic)  increase conversation rate (CR)
and social networks (e.g., Facebook).

 Google Ads, Facebook Ads, and

Twitter Ads are the most popular
platforms for PPC advertising
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What is different between
SEM and SEO?

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 Why is SEM important?

Why is SEO Why is PPC

important? important?

 Show up at the right time when

customers need  Enhance SEO: promote SEO
 There are potential customer faster
regularly visit website everyday  It help brand have more position
 Long-term effect although the on Google with different keyword
SEO campaign had stopped  increase coverage
 Brand and website reputation will
be increased

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Position of SEM into Digital Marketing model

Search
engine
marketing

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Mechanism of search engine of Google

Introduction to Google ecosystem

What are Google's main outstanding products?

Which Google products do you use in your daily life?

Where does Google's revenue come from?

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Mechanism of search engine of Google

Introduction to Google ecosystem

Let’s watch the video https://www.youtube.com/watch?v=WRepw27cUMc

ecosystem has over 800+

Google is one of the biggest
services and products
companies in the world

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 Mechanism of search engine of Google
Google Search engine
Handling more than 3.5
billion searches per day It has a 92% share of the
Google Search Engine is global search engine market
the most popular and
widely used search engine
in the world Search engine operates base
on 3 main components:
Robot, index, Algorithm
Database system save websites’
information include webpage,
image…and manage list of keyword Robot (spider): Index Algorithm
The software Classifying, Classification
that user search, times of search
automatically finds ranking content algorithm, ranking
and reads content on fix to keyworks algorithm
the network and and save it into Ex: Panda, Penguin
returns it to Google database
servers for analysis
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Mechanism of search engine of Google
How Google search engine Work

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 Mechanism of search engine of Google

There are not the links, the robot can’t operate and your website can’t be
found  The role of link is so important

Link to websites with large memberships and regularly updated

Tips to content
GG read
and index Inform to GG directly about your new website
website
quickly Optimize website follow the ranking standards of GG

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 Mechanism of search engine of Google
Analyzing Search engine
results page – SERP
first 10 results,
include organic
search results (SEO)
paid results (PPC)

SERP

Each result is
named SNIPPET,
include: Title, URL,
Description, image,
video, rating

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Mechanism of search engine of Google
Google site Link

Set of links that appear below

the page in search results

Why do GG launch site links?

Which criteria to select site links of GG?

Can I add or remove links in site links?

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Mechanism of search engine of Google
Google site Link
Selecting criteria

GG know user journey. Users

* Highly searched pages
after visiting the website, they
* There are many links from the
will click on the link in the page
homepage
corresponding to the content
* Click rate higher than other
they want.
links
 GG launch site links to user
* Usually, the links on MENU
can find the page they want
faster

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 Mechanism of search engine of Google

Google site Link

Can’t add the links  it’s belong to GG decision

Can I add or
remove links in
site links?

Can remove the links  use GG webmaster Tools

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 SEO technique
SEO
SEO off-page SEO On-page
Describes actions that are performed
refers to all activities that are taken directly into a website to facilitate
outside of the website such as backlinks, higher rankings. It includes optimizing
related links, social interactions, and HTML code, content quality, and
others content structure

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SEO technique

Keyword

Domain 5 most Content

important
in SEO

Traffic Link

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SEO technique

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 SEO process

Step1: Market research and keyword selection

-Identify the business objectives: SEO is one of
Tools help organization to reach the Goals
- Market research: market trends, opportunities
for you
- Competitors research: what are they doing, which
keywords are implemented SEO, SEO strategy
- Keyword research: what is customer searching on
GG, which keyword you will choose?

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 SEO process

Step2: On-site and on- Step3: off-site and

page optimization off-page optimization
- overall website - Build internal and
optimization: external links of
structure, sitemap website (backlink)
- the internal elements - Build Social links
of each webpage - Traffic to the
website

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 SEO process

Step4: Measurement and adjustment

- Measure business performance
- increased or decreased traffic
- Keyword ranking on GG, the number of links
- Keyword change trends, the change of strategy
of competitors…

This process is repeated throughout the SEO

strategy and the keyword can change belong to
market situation and trends
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The notes to build an effective SEM strategy
Identify search
target of
Allocate budget customer
reasonably set up campaign objectives
clearly

effective SEM
Understand customer
strategy
insights

Friendly website and

Ensure Quality Score connect to ads
is always high
Research keywords
carefully

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