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Search Engine Optimization_modified

The document provides an overview of Search Engine Marketing (SEM) and Search Engine Optimization (SEO), detailing techniques for improving website traffic through organic and paid search strategies. It covers key processes such as crawling, indexing, and ranking, as well as the importance of keyword analysis and audience targeting. Additionally, it discusses the pros and cons of SEO, the significance of buyer personas, and the types of keywords to optimize search results.

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Thư Trầm
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3 views35 pages

Search Engine Optimization_modified

The document provides an overview of Search Engine Marketing (SEM) and Search Engine Optimization (SEO), detailing techniques for improving website traffic through organic and paid search strategies. It covers key processes such as crawling, indexing, and ranking, as well as the importance of keyword analysis and audience targeting. Additionally, it discusses the pros and cons of SEO, the significance of buyer personas, and the types of keywords to optimize search results.

Uploaded by

Thư Trầm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SEARCH ENGINE MARKETING

Search Engine Optimization

Lecturer: Hanh (Harrah) Tran


What will you search, customer?
Learning Objectives

Digital Media Channels

• Search Engine Marketing

• Search Engine Optimization Audience Keyword


Analysis Research

On-
page/Off-
page SEO
Search Engine Marketing

Paid Search/Paid
Listings
Organic
Search/Natural
Listings
Search Engine Optimization (SEO)

SEO stands for Search Engine


Optimization, which is the practice of
increasing the quantity and quality of
traffic to your website through organic
search engine results
Techniques
Search Engine Optimization (SEO) to improve results
from the natural/ organic listings; based on on-page
Search Engine optimization and link-building
Businesses don’t have to pay!
Marketing
Key technique for
generating quality Search Engine Advertising/ Paid search/ Pay-per-click
visitors to a website marketing (PPC) to deliver results from the sponsored
listings within the search engines. E.g., PPC advertising
sponsored listings using Google Ads
Businesses have to pay!
Main Processes of Natural
Listings
Here goes the subtitle of your section
Main Processes of Natural Listing
• Crawling: fetch all webpages linked to the
website, assess whether they have changed
• Indexing: identify and assign keywords that
describe a webpage
• Processing: compare user’s search query
with the indexed pages in the database
• Ranking or scoring: calculate the relevancy
of webpages to the search query
• Serving/ displaying results: high ranked
pages appear on top of the Search Engine
Results Page (SERP)
Google Algorithms – History
Source: DeepBlue 2020
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Pros and Cons of SEO


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Pros and Cons of SEO


• Significant traffic driver • Lack of predictability
• Time for results to be
• Highly targeted implemented
• Potentially low-cost visitors • Complexity and dynamic nature

• Dynamic • Ongoing investment to develop


new content and generate new
links
• Poor for developing awareness in
comparison with other media
channels
KEY AREAS OF SEO - OPTIMIZED WEBSITE

Optimized Website = Technical + On-page + Off-page

On-page Off-page
Technical
• Content on page • Acquire inbound links from
• Code used within site
other websites
• Keyword choice
• Structure of the site
• Engage in social media
• Meta data
• Draft content that worth links
13
Keyword Theory

Use audience data to Understand how to Learn users’ search Finalize a list of
create personas of the determine optimal preference and ideal keywords
ideal buyer keywords for website behavior
Buyer Personas
Fictional characters representing specific users
- Help build user-centered sites and incorporate correct
keywords naturally.
- Can create multiple personas to appeal to a variety of buyers
- An image of a person brings a persona to life
You are an
author now!
TARGET CONSUMERS
MAI TRAN BEHAVIOR
She is happy 30 yrs old who works, has 1 kids & She is the purchase DECISION
a wonderful life. She is respecting traditional MAKER for the family. She is
values in a modern way. She successfully
very open to new things,
manages her 3 roles as a mum/wife – working
outgoing. Cooking is her
woman – modern lady. Knowledgeable, proud
of being expert thanks to her understanding, hobby, she love to play with
socialized. the best seasoning to make
She is passionate about food, having delicious dishes
sophisticated sense of food, looking for
best/gold standard for cooking/food
She stays in urban area with her family.

She is modern, She is knowledgeable, She takes care of her family She is creative She is sophisticated &
self confident multiple task with full of love have strong passion on
cuisine & cooking
Target your audience

Build Your
Audience
Persona
Target your audience

Monitor
Audience
Analytics
Suggested Audience Analysis Tools
Stages of Search
Keep searchers’ intent in mind
Stages of Search

Mindset Keyword Concepts

Awareness “I’d like to have some Shoes, Sneakers,


cool shoes” Sandals, …

“What styles are Athletic shoes, high


available“? heels, party boots,…
Consideration “the cheapest boots”,
“Which style is the “the most popular
right for me? party shoes”
“Where to buy now?” “The cheapest party
Actions shoes in district 7”,
“Discount high heels”
Types of Search Queries
Psychology of Searchers
SEO – select best keywords
Keywords are bloodline of SEO

Selection is based on competitiveness and


relevancy
Type of Keywords
Head-term keywords: keywords with one or two words
E.g., tennis, tennis shoes
Long-tail keywords: keywords with three or more phrases
E.g., classic American movies

Navigational keywords: keywords used to locate a brand or website


E.g., Youtube, Gmail, Facebook
Informational keywords: keywords used to find information about a particular topic
E.g., how to…, where can I find…
Transactional keywords: keywords used when customers want to complete a commercial actions
E.g., buy tennis shoes online
BRANDED AND NON-BRANDED KEYWORDS
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Long tail and Short tail keywords

Long tail
keywords:
more
than 3
SHORT TAIL
• Eg.
• Sneakers
• Nike Sneakers
• Males Nike Sneakers
High Search Volume
Highly Competitive
Harder to Rank
LONG TAIL
• Low Competition:
- These keywords involve additional levels of research and maintenance, so many
advertisers overlook them
• High Conversion Rate
- Because these keywords typically contain additional words and qualifiers, they are often
correlated to more qualified visitors who have greater intent and therefore, are more
likely to convert.

- On average, only 30% comes from popular search, whereas 70% comes from long tail
keywords
30

Question
SEO – How to find your seed
keywords
32

How to find seed keywords


• Terms directly associated with your products or services.
• Terms used by your audience.
• Related search terms found in Google.
• Current ranking pages and content.
• Competitor keywords.
Latent Semantic Indexing
(LSI)
•Tools: LSI graph
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First / Last Name

(123) 456-7890

Your Company

Thank You!

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