A rapid dive into the Search Engine Marketing world. Basic concepts are introduced and a list of useful tools and techniques are referenced.

1. Search Engine
Marketing
October 2012

2. hello,
my name is David Hachez
@theafter

3. the dark age
In the beginning, there was a world without search.
But one day ...

4. Search Engine Marketing
= SEO + SEA

5. Definition
‣ Search engine marketing (SEM) is a form of
internet marketing that involves the
promotion of websites by increasing their
visibility in search engine results
pages(SERPs) through optimization (both
on-page and off-page) as well as through
advertising (paid placements, contextual
advertising, and paid inclusions).
source: http://en.wikipedia.org/wiki/Search_engine_marketing

6. global

7. local

8. vertical

9. source: http://www.netmarketshare.com/

10. source: http://www.netmarketshare.com/

11. source: http://www.netmarketshare.com/

12. source: http://www.netmarketshare.com/

13. Marketingfacts.com

14. how does it work?

15. Organic vs. Paid Search
Paid
Organic
Seomoz.org

16. Organic vs. Paid Search
10% of Clicks
90% of Clicks
Seomoz.org

17. Click-Through Rates
Seomoz.org

18. Vertical Search
Seomoz.org

19. SEO

20. Definition
‣ Search engine optimization (SEO) is the
process of improving the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic" or
"algorithmic") search results.
source: http://en.wikipedia.org/wiki/Search_engine_optimization

21. Crawling & Indexing

22. Seomoz.org

23. SEO = organic search

25. Seomoz.org

26. SEO checklist

27. SEA

28. Definition
‣ Search Advertising is a method of placing
online advertisements on Web pages that
show results from search engine queries.
Through the same search-engine
advertising services, ads can also be placed
on Web pages with other published
source: http://en.wikipedia.org/wiki/Search_advertising

31. SEO vs. SEA
elliance.com

33. Blogging & Content
Why bother ?

34. RSS

36. Toolbox
http://classroomclipart.com

37. Resources
Content & Learning Tools & Tips
‣ http://www.seomoz.org/blog ‣ http://www.google.com/trends/
‣ http://www.seomoz.org/seo-industry-survey ‣ http://ahrefs.com/
‣ http://www.marketingcharts.com ‣ http://www.customreportsharing.com/
‣ http://searchenginewatch.com/ ‣ https://freekeywords.wordtracker.com/
‣ http://www.netmarketshare.com ‣ http://www.woorank.com
‣ http://www.google.com/analytics
‣ http://www.google.com/webmasters
‣ http://www.searchenginepeople.com/blog/google-
docs-seo.html
‣ http://www.webconfs.com/keyword-density-
checker.php
‣ http://www.toprankblog.com/2011/01/keywords-
blog-posts/
‣ http://www.seomoz.org/blog/excel-and-google-
docs-tools-for-the-ultimate-seo-dashboard
‣ http://www.thinkwithgoogle.com/insights/tools/
real-time-insights/
‣ http://www.thinkwithgoogle.com/insights/emea/
tools/media-planning-toolkit/

39. Measuring Search
http://www.euromonitor.com

43. ROPO ?
Source : http://www.artmail-conseil.com/

44. Thank you.