Search is the database of human intensions.
Consumer intents drive SEARCH.
digital마케팅에 있어서 검색은 중요한 믹스중에 하나입니다.
Searchibility vs Findability.
검색마케팅의 큰 맥락을 이해하는데 도움이 되시길 바랍니다.
4. DATABASE OF
HUMAN INTENTIONS
Google has become the gateway to instant knowledge. Hundreds of millions o
f people use it to satisfy their wants, needs, fears, and obsessions, creatin
g an enormous artifact”, the “Database of Intentions”
5. “I Climb all this way,
and you tell me THAT’S the meaning of life?!”
6. Table of Curriculum and Key Takeout
• Paradigm shift
• Searchability & Findability
• Search Marketing
• Next Trend of Search
23. 인터넷 검색 10계명
1. 특별한 단어를 사용한다
2. 평상시 쓰는 말투는 잠시 잊는다
3. 비슷한 단어나 관련 분야를 생각한다
4. 필요 없는 놈은 버린다
5. 철자를 조심한다
6. 범위를 좁혀간다
7. 단 하나가 나와도 실망하지 않는다
8. 분야별로 특화된 웹 사이트를 이용한다
9. 막막하면 뉴스 검색부터 시작한다
10. 검색 도움말을 ‘꼭’ 읽는다
26. 직접회로 1인치당 트랜지스터의 수가
매년 두 배로 증가할 것이다.
직접회로로 인해 가정용 컴퓨터와 자동항법으로 움직이는
자동차, 그리고 휴대용 커뮤니케이션 장비 같은 놀라운
물건들이 만들어질 것이다. 전자 손목 시계는 현재 디스
플레이 문제의 해결만 남겨놓고 있다.
Gordon Moore, 1965, Electronics출처
27. 검색하고 소유하는 편이 차라리 정보가 없었을 때보다 더 고
통스럽거나 귀찮다면, 사람들은 그 정보 검색 시스템을
더 이상 쓰지 않게 될 것이다.
정보를 소유하고 이용하는 것보다,
소유하지도 이용하지도 않는 쪽이 오히려
문제와 고통을 줄이는 경우가 종종 있다.
Calvin Mooers
33. Findability
Findability
a. 위치가 밝혀질 수 있거나 찾아가는 것이 가능한 속성
b. 특정 물건이 발견되거나 위치가 파악될 수 있는 정도
c. 어떤 시스템이나 환경이 네비게이션과 검색을 지원하는 정도
피터모빌, CEO of Semantic Studios
36. Search marketing
SEM
Search Engines Marketing Comprises Of…..
SEA
Search Engines Advertising
SEO
Search Engines Optimization
Search engine optimization aims to
Paying the search engines company for
guaranteed high ranking or ad displayed improve rankings for relevant
aside the results ( commonly known as pay keywords in search results.
per click advertising ).
PPC/CPC/SEM/Paid Search
38. SEO VS SEM(PPC)
SEO SEM/PPC
Pros • Free (not including resources) • Excellent at creating awareness quickly
• Searchers click on organic sear • Campaigns can be budgeted to fit a busi
ch results more often than paid ness’s needs
PPC links • Changeable
• More Credible (Editorial) • Short Term
• Better Quality response • Tactical
• Longer lasting
• Strategic
Cons • Time consuming(3/6 months) • Can be pricey ($25-$100,000 a month)
• Takes longer to see results • Must be managed constantly (daily/wee
kly)
• ROI can be difficult to manage
• Clickfraud
39. Benefits of SEM(PPC/SEA)
• Control
4 When you launch
4 Bid price and how much you spend
4 Keyword for which your ad appears
4 Message the user sees
4 Immediate results
• Low Risk
4 “Pay-per-click” pricing model: you pay only when a user
clicks and NOT per impression
• High Impact
4 High volume and relative lower cost compared with SEO
40. Type of SEA
Network Product
• Overture (CPC)
• Google (CPC)
Site Product
• 브랜드검색
• Naver Click-Choice (CPC)
• Daum Clix (CPC)
• CPM
ETC
• Realclick
• Linkprice
41. 4.39% 4.25% 23.67% 1.4
Overture CPC
Google CPC
Rea
Daum CPM
Yahoo CPM
Empas CPM
검색결과 상위 노출
Daum CPC
매체
매체
43. SEA Management Process
Step 1: Define your targets
• Learning more about your target audience : what are their digital habits ?
• Which pages are targeted (based on marketing objectives) : “e-call” pages
• Which goals should be achieved with the website (newsletter subscriptions, buying a
product, printing documentation, etc… )
1
Target
Definition
44. SEA Management Process
Step 2: Pre-campaign preparation
• If necessary, set-up of a webanalytics program
• Prepare a list of relevant keywords : IMPORTANCE OF THE LONG TAIL !
• Prepare the landing pages : match the ads / keywords as much as possible.
• This includes
– Optimization of existing content
– Writing additional content when necessary
1 2
Target Campaign
Definition Preparation
45. SEA Management Process
Step 3: Approval and launch of the campaign
• When the proposed keywords receive approval, campaigns are launched and
watched very closely the first few days to manage keyword pricing and execute
initial optimization
• Unwanted websites from the content network are filtered out
1 2 3
Target Campaign Approval &
Definition Preparation Launch
46. SEA Management Process
Step 4: Maintenance and reporting
• Campaigns should be monitored on a daily basis. This includes:
– 4 Ongoing bid management
– 4 Competitor analysis
• On a monthly basis you should assess :
– 4 Quality visitor evolution statistics
– 4 Implementation of new opportunities
1 2 3 4
Target Campaign Approval & Maintenance
Definition Preparation Launch & Report
47. SEA Management Process
Step 5: Conversion optimization
Attracting more quality visitors to your website
is the first step of a successful PPC Campaign.
Once a visitor reaches your website, we
want to make sure that these visitors are
doing exactly what we want them to do… thereby
maximizing the ROI of your campaign
5
Conversion
Optimization
48. SEA Management Process
Step 6: Advanced Analytics:
• Tracking the visitor trough out the website to optimize the conversion funnel
• A/B Testing on landing pages
54. SEO basic Layer – Accessibility 개선
What we can see
• Text
• Images What search engines see:
• Video • No scripts (text)
• Layout • No content of images
ETC • No content of videos
• No Flash
…
• Only structured content
SEO basic Layer에서 중요한 것은
웹사이트의 모든 타입의 컨텐츠들을 검색엔진이 읽을 수 있게 만드는 것.
55. The Content optimization layer
희망하는 검색키워드를 검색했을 시에 상위에 노출시키기 위해서는,
그 키워드들이 가능한 가장 적합하게 사용되게 만들어야 함.
Important Factors
• 키워드들을 타이틀, 설명문구, header 요소들 등에 사용.
• 방문자들에게 웹사이트를 통해서 유용한 internal 링크들을 제공.
• 필요하다면 별도의 컨텐츠 페이지를 구성.
• 키워드의 Relevancy를 높이기 위해서는 추가적인 문구 사용.
56. Good; backlink via
image to the event Better: backlink via
page (not bcc home anchor text –your top
page !) keyword
Best: backlinks via multiple
keywords as anchor text
57. The Improving Credibility Layer
LINK BATING
Link bait is any content or feature within a website that s
omehow baits viewers to place links to it from other we
bsites
61. Web 2.0 Era – Social Web
웹 2.0시대로 새롭게 조명
받는 뉴미디어 확산
참여
개방 공유 Social Media Optimization
Netizen Relationship
62. SMO/NR
Social Media Optimization은 UCC기반 Web 2.0시대의 Posit
ive 브랜딩 방법을 사용, 웹 상의 브랜드 및 기업
이미지를 저해하는 요소로 인한 Negative PR/Branding을
최소화 하는 것.
또한, Web 2.0의 통합 검색에 대한 온라인 브랜드,
제품 마케팅 및 PR전략으로 사용 된다.
70. SMO NR
Killer Contents
상위등록 포털사이트 등록
Social Networking
Viral Marketing 이벤트
SEO 블로그
검색 마케팅 지식인 마케팅
71. SMO / NR KPI 비교
SMO :
1) 타겟팅한 키워드로 검색 결과 시 블로그 색션에 상위 노출
2) 사이트 유입 키워드 ratio (타겟팅한 키워드 미리 선정)
3) RSS등록(구독률 %)
NR
1) 지식인 : 일정량의 등록건수 생존 %
(생존하면 자연스레 상위노출효과를 누릴 수 있음을 전제로 생각함)
2) 일반 커뮤니티 사이트 : 게시판 등록건수 %
(다른 글이 올라오면 내려가니깐)
72. SMO KPI 예
검색엔진 10위 내 등록 율 30위 내 등록 율
Google 80% 80%
Yahoo 70% 80%
MSN 60% 90%
AOL 60% 100%
ASK 100% 100%
Altavista 60% 80%
Lycos 70% 100%
Netscape 60% 100%
Alltheweb 70% 100%
iWon 100% 100%
평균 등록 율 73% 93%
Summary
l 10 위 내 등록 율 지난 달 비교 7% 상승 : 66% 73%
l 30 위 내 등록 율 지난 달 비교 15% 상승 : 78% 93%
73. Wrap up
Paradigm Shift
SEM
Lookingforness
기술의 진화 / 정보의 폭발
SEA SEO
(무어 & 무어스의 이론)
Searchability의 한계
Web 2.0
Social Web SMO
Usability, UXD, Findability
NR
80. Advantages for users
• Quicker to find desired info 53%*
• Focused on business interests & workflow 50%
• Save time 48%
• Top results more relevant 47%
* Percentage of users citing as ‘major advantage’
81. Disadvantages for users
• Lack of good vertical search engine in sector 38%*
• Results not comprehensive enough 32%
• No better than popular search engine 27%
• Hard to remember URL 23%
* Percentage of users citing as ‘major downside’
86. Semantic Search
Semantic Web
“The Semantic Web is an extension of the current web
in which information is given well-defined meaning,
better enabling computers and people to work in
cooperation.”
-- Tim Berners-Lee, James Hendler, Ora Lassila, The Sema
ntic Web, Scientific American, May 2001
96. New Trends: Wikia Search
• What is it?
– Open-source search engine launched in Janua
ry, 2008 by the founder of Wikipedia.
• How does it work?
– Users can delete, add, and change the order
of its natural search listings based on relevan
ce. Like Wikipedia, changes are tracked so th
e community can see who does what.
• 20,000 community members
• 60,000 edits made to search results
• What are the implications?
– Its reliance of user feedback means it will tak
e some time to become effective in terms of
search depth and relevance.
– Currently still in beta but will eventually sup
port advertising.
97. New Trends: Pay-Per-Call
• What is it?
– Advertisers pay for calls rather than clicks from s
earch ads.
– Primarily used by local advertisers without Web s
ites or companies that close sales over the phone
.
• Main provider #1: Google
– What is Google’s business model?
• Users click the phone icon in the ad, enter their ph
one number, and advertiser calls back. Call is free
for user.
– What’s been the reaction in the marketplace?
• Anecdotally, the adoption rate for Google’s pay-pe
r-call service remains slow since its launch in 2005
because:
– Users do not like entering their phone numbers (inco
nvenience and fear that number will be sold, misuse
d, or given to advertiser, etc).
– Users do not want to wait for their phone to ring.
98. New Trends: Pay-Per-Call
• Main provider #2: Ingenio
– How is Ingenio’s business model?
• User sees a unique 800-number and calls that number. Advertiser only pays
if call lasts more then 10 seconds.
• Ingenio, acquired by AT&T in December 2007, distributes ads to AOL, Yello
wpages.com, and other search engines.
– What’s been the reaction in the marketplace?
• Ingenio’s model has arguably gained more traction among advertisers and us
ers than Google’s.
• Call pricing starts at $2, but due to demand, average price-per-call is aroun
d $10 with some categories at $60.
99. New Trends: MSN Search Cashback
• What is it?
– A comparison-shopping search engine
launched in May 2008 that pays users
cash back who purchase an advertiser
’s product.
• Why does this mean for MSN?
– MSN is attempting to grow market sha
re by paying users to search.
• What does this mean for advertisers?
– Advertisers only pay when someone p
urchases a product. This CPA (cost-pe
r-action) model can drive more ROI fo
r some advertisers than Google and Ya
hoo’s CPC (cost-per-click) model.