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Class 7

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Submitted By chiilowe
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* What is Search Engine? * How does Search Engine Advertising work? * Search Engine Advertising Strategy & Trends * What is Search Engine Optimization? * Tactics of SEO

SEARCH ENGINES ADVERTISING

Fundamental change of Consumer Behavior * ZMOT – nowadays, when consumers want to purchase a product, they will search it online, going to store is not the only option. So the implication to the brand is that brands must make content ready for consumers to search, but how? * Search is the way in – 73% of users start their digital journey with “search”

What is a Search Engine? * It is an internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user – commonly refers to large web-based search engines that search through billions of pages on the internet * It is where consumers search for particular terms and it shows the websites that are relevant * Common characteristics: * Spider, indexer, database, algorithm * Find matching documents and display them according to relevance * Frequent updates to documents searched and ranking algorithm * Strive to produce “better”, more relevant results for online users

EXAMPLE: GOOGLE * Dominating the market – 5.7 million searches opposed to 2 million Yahoo searches. This is because Google has done a lot of work before the mobile trend started. They optimized their pages to be mobile-friendly, so they captured a lot of mobile traffic when it became trendy. * How Google Works? * Google bots are sent to all different websites in the word through the HTML links. They will index everything on the website once they reach the site, such as key terms, page title, related content etc. * Sites will have METATAG, which are highlighted phrases and words with descriptions behind that Google bots

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