e-marketing and customer loyalty search engine marketing (google)

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Pa'e
&2& Too#s and Te/ ni7ues o* e-mar4etin. $'
&26 ene*its o* e-mar4etin. $1 &28 E-mar4etin. p#an and business mode# &% &2' Top ten strate.i/ issues o* e-mar4etin. L;Orea#::::2:2 &6 &20 Do;s and don;ts o* e-mar4etin. Re<#on::2 &1 &2( E-mar4etin. and /ustomer #o!a#t! &3 &21 E-mar4etin. in India 6&
Chapter , Sear*h En'ine Mar-etin' 6'
62$ Ear#! sear/ en.ines 60
62& T!pes o* sear/ en.ines 61
626 o= do sear/ en.ines =or4 8&
628 Met ods o* sear/ en.ine mar4etin. 88
62' Understandin. sear/ en.ines '%
620 Re<enue mode# o* sear/ en.ines Met odo#o.!222 '6 62( randin. strate.! o* sear/ en.ines '' 621 Ad<anta.es o* sear/ en.ine mar4etin. Ana#!sis222 '0 623 Sear/ en.ine s/enario o* India '(
62$% Sear/ en.ine mar4etin. and /ustomer #o!a#t! 0&
&
82& Li*e o* .oo.#e 7uer! 0'
826 Goo.#e =eb sear/ *eatures 00 828 randin. strate.! 03
82' > at made Goo.#e better? ($
820 Goo.#e business mode# and Re<enue mode# (0-((
82( Goo.#e bui#din. /ustomer #o!a#t! 16
821 Goo.#e in India 18
Chapter 1 , #esear*h and Ana02sis
'2$ Ob@e/ti<e o* stud! 10
'2& Resear/ met odo#o.! 1(
'26 ariab#es used 13
'28 Samp#in. pro/edure 3&
'2' Met od o* Ana#!sis 36
Chapter 3 , "imitations 4 Con*0usion
02$ Con/#usion $$$
AUT !#I5ATI!N CE#TI&ICATE
To Ms2 andana Gupta Ba/u#t! Sa#es Mana.ement Amit! usiness S/ oo# Amit! Uni<ersit! Uttar 5rades $' t Mar/ )&%%(
Respe/ted Mam)
Sub@e/t" Desertation report on E-mar4etin. and Customer Lo!a#t!
I student o* M A +G, /#ass o* &%%( present to !ou desertation report on 6E)mar-etin' and *ustomer 0o2a0t27 I a<e made a in-dept stud! on e-mar4etin. en/apsu#ated <ie= o* $&' /ustomers in /ities a/ross India and a<e /ondu/ted a resear/ in order to 4no= Importan*e of sear*h en'ines in e)mar-etin' and do the2 'enerate *ustomer 0o2a0t2
and ho87.
T is stud! is a uni7ue e**ort and as ne<er been submitted to an! institution2
Submitted !"- Aut ori ed b! "-
NE A IF 5ro*2 andana Gupta C0% Ba/u#t! Mar4etin. A$$%%&%'$$( Amit! usiness S/ oo# M A-Gen +&%%'-%(, AUU5
8
E;ECUTIVE SUMMA#Y
T e dissertation report aims to stud! t e /urrent E-mar4etin. trends and o= do t e!.enerate /ustomer #o!a#t! 2 T is pro@e/t studies t e nature o* E-mar4etin. and sear/ en.ine mar4etin. in detai# = i/ as be/ome t e most pre<a#ent too# o* E-mar4etin. 2 A sur<e! =as a#so /ondu/ted amon. t e /ities o* india to 4no= t e attitude o* internet users to=ards t e sear/ en.ine mar4etin. and is it su//ess*u# in .eneratin. /ustomer #o!a#t!2
T e remar4ab#e .ro=t and impa/t o* t e Internet and >or#d >ide >eb a<e spurred a#most e<er! business to e p#ore E-mar4etin. strate.ies to enri/ re#ations ips =it /ustomers) emp#o!ees) and supp#iers2 Internet mar4etin. to simp#! e7uate to Sear/ En.ine Mar4etin.)
but = i#e t is is important t is s/ope is too narro= to ta4e *u## ad<anta.e o* di.ita# media2T ese te/ ni7ues are used to support ob@e/ti<es o* a/7uirin. ne= /ustomers and
pro<idin. ser<i/es to e istin. /ustomers t at e#p de<e#op t e /ustomer re#ations ip2
E-Mar4etin. is t e pro/ess o* mar4etin. a brand usin. t e Internet2 It in/#udes bot dire/t response mar4etin. and indire/t mar4etin. e#ements and uses a ran.e o* te/ no#o.ies to e#p /onne/t businesses to t eir /ustomers2 EMar4etin. en/ompasses a## t e a/ti<ities a business /ondu/ts <ia t e =or#d=ide =eb =it t e aim o* attra/tin. ne= business) retainin. /urrent
business and de<e#opin. its brand identit!2
&IGU#E <+= CUST!ME#>S GEN%E#
&IGU#E < = CUST!ME#>S CITY
&IGU#E </= CUST!ME#>S E%UCATI!N
&IGU#E <1= CUST!ME#S !CCUPATI!N
&IGU#E <3= E)MA#9ETING T!!"S
&IGU#E <?= USE !& SEA#C ENGINE
&IGU#E <@= !: Y!U USE SEA#C ENGINE
&IGU#E < = VISIT SEA#C ENGINE
&IGU#E (<= ENT#Y #EVIE:
&IGU#E ((= !&TEN VISIT
&IGU#E ( = "IST SEA#C ENGINE
&IGU#E (/= "I9E"Y T! %!
&IGU#E (1= M!VE T! AN!T E# SEA#C ENGINE
&IGU#E (3= SP!NS!#E% "IN9
&IGU#E (?= C!MPANY
INT#!%UCTI!N
INTE#NET
India;s on#ine popu#ation /urrent#! stands at &' mi##ion and is predi/ted to .ro= *our *o#d to a $%% mi##ion b! &%%(2 An emai# address and a =ebsite as be/ome a ne/essit! and not a mere a//essor! or a #u ur!) it is a .i<en t at an! se#* respe/tin. business or enterprise =i## a<e a =ebsite2 T e opportunities o* t e medium to business in/#ude ad<ertisin. spa/e to stren.t en
brand e7uit! /oup#ed =it #o=er in*rastru/ture /osts) un#imited s e#* spa/e) a .#oba# audien/e t at /an be /atered to =it out t e restri/tions o* time ones and =or4in. ours2
T e Internet o**ers an audien/e t at =i## .ro= to a $%% mi##ion users b! &%%(-%1) un#imited s e#* spa/e and isnHt bound b! operationa# timin.s and .eo.rap i/a# boundaries =it an opportunit! to /ater to /ountr! =ide /it! mar4ets +*or /onsumers and supp#iers a#i4e, at a /omparati<e minis/u#e /ost2
India;s on#ine popu#ation /urrent#! stands at &' mi##ion and is predi/ted to .ro= *our *o#d to a $%% mi##ion b! &%%(2 T e Internet user represents e<er! *a/et o* so/iet! and trans/ends an!
bias2 J usiness; and JEnterprise; a<e been e7ua##! 4een on embra/in. t is medium2
T e Internet /oup#ed =it media /onsumption brid.es t e J/on<er.en/e o* aspirations; di<ide bet=een /ountr! /ousins and urban brats2 C an.in. #i*est!#es and s oppin. abits /oup#ed =it superior options and se#e/tions ma4e t is intera/ti<e medium most attra/ti<e to t is e- .eneration 2
T e opportunities o* t e medium to business in/#ude ad<ertisin. spa/e to stren.t en brand
e7uit! /oup#ed =it #o=er in*rastru/ture /osts) un#imited s e#* spa/e) a .#oba# audien/e t at /an be /atered to =it out t e restri/tions o* time ones and =or4in. ours2
1
Users bet=een t e a.e o* $1-6' are t e bi..est se.ment in India a//ountin. *or '% o* a## users on t e Internet2
Some interestin' fa*ts =
88 o* Internet users be#ie<e t at a *i#mHs on#ine parti/ipation in*#uen/es t eir @ud.ment in =at/ in. a mo<ie rein*or/in. t e need *or mo<ie ouses to be present on#ine2
(6 o* Internet users spend #ess t an Rs '%% on a <isit to t e /inema indi/atin. an a**#uent demo.rap i/2 T e $1-6' a.e .roup are t e bi..est spenders2
66 o* Internet users a<e a pen/ ant to bu! mo<ie mer/ andise on#ine t is *re7uen/! is #i4e#! to .ro= as =e are rea/ in. to ouse o#ds o=nin. D D 5#a!ers Re/orders +6' ,) CD 5#a!ers +'0 ,
38 o* users are sus/eptib#e to mobi#e mar4etin.2 Moreo<er) t ere is i. propensit! to ta#4) s are amon.st *riends2
8( o* Internet users =ou#d pa! *or mobi#e /ontent #i4e a#erts) rin.tones) =a##paper et/2
3
INTE#NET MA#9ETING T#EN%S
T e resu#ts o* a sur<e! o* .#oba# / ie* e e/uti<e o**i/ers portend si.ni*i/ant Internet .ro=t and business usa.e o<er t e ne t *i<e !ears) =it 3& per/ent o* e e/uti<es pro@e/tin. re<enues deri<ed *rom E-/ommer/e2 A#t ou. t e in*ormation te/ no#o.! t at supports e#e/troni/ mar4etin. /urrent#! a//ounts *or @ust 1 per/ent o* t e United States; tota# e/onomi/ output) o<er t e #ast *i<e !ears it as *ue#ed more t an one-t ird o* e/onomi/ .ro=t in t e United States2 T e remar4ab#e .ro=t and impa/t o* t e Internet and >or#d >ide >eb a<e spurred a#most e<er! business to e p#ore E-mar4etin. strate.ies to enri/ re#ations ips =it /ustomers) emp#o!ees) and supp#iers2 In *a/t) t e / ara/teristi/s and a<ai#abi#it! o* t e E- /ommer/e in*rastru/ture are dri<in. strate.i/ p#annin.2
Internet mar4etin. to simp#! e7uate to Sear/ En.ine Mar4etin.) but = i#e t is is important t is s/ope is too narro= to ta4e *u## ad<anta.e o* di.ita# media2
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E)MA#9ETING
E-mar4etin. /an be /onsidered to be e7ui<a#ent to Internet mar4etin.2 Most in t e industr! =ou#d #oo4 at it t is =a!2
o=e<er) E-mar4etin. is sometimes /onsidered to a<e a broader s/ope sin/e it re*ers to di.ita# media su/ as =eb) e-mai# and =ire#ess media) but a#so in/#udes mana.ement o* di.ita# /ustomer data and e#e/troni/ /ustomer re#ations ip mana.ement s!stems +E-CRM s!stems,2
E-Mar4etin. is t e pro/ess o* mar4etin. a brand usin. t e Internet2 It in/#udes bot dire/t response mar4etin. and indire/t mar4etin. e#ements and uses a ran.e o* te/ no#o.ies to e#p /onne/t businesses to t eir /ustomers2 eMar4etin. en/ompasses a## t e a/ti<ities a business
/ondu/ts <ia t e =or#d=ide =eb =it t e aim o* attra/tin. ne= business) retainin. /urrent business and de<e#opin. its brand identit!2
Da<e C a**e!) =or4in. *rom a re#ations ip mar4etin. perspe/ti<e) as de*ined e-mar4etin. as"
App#!in. Di.ita# te/ no#o.ies = i/ *orm on#ine / anne#s +>eb) e-mai#) databases) p#us mobi#e =ire#ess di.ita# T , to /ontribute to mar4etin. a/ti<ities aimed at a/ ie<in.
pro*itab#e a/7uisition and retention o* /ustomers +=it in a mu#ti-/ anne# bu!in. pro/ess and /ustomer #i*e/!/#e, t rou. impro<in. our /ustomer 4no=#ed.e +o* t eir pro*i#es) be a<iour) <a#ue and #o!a#t! dri<ers,) t en de#i<erin. inte.rated tar.eted /ommuni/ations and on#ine
ser<i/es t at mat/ t eir indi<idua# needs2
Chaffe2 s definition emphasises that=
It s ou#d not be t e te/ no#o.! t at dri<es e-mar4etin.) but t e business returns *rom .ainin. ne= /ustomers and maintainin. re#ations ips =it e istin. /ustomers2
It a#so emp asises o= e-mar4etin. does not o//ur in iso#ation) but is most e**e/ti<e = en it is inte.rated =it ot er /ommuni/ations / anne#s su/ as te#emar4etin. ) dire/t-mai# )
persona# se##in.) ad<ertisin. ) pub#i/it! ) sa#es promotion ) and ot er promotiona# te/ ni7ues 2
On#ine / anne#s s ou#d a#so be used to support t e = o#e bu!in. pro/ess *rom pre-sa#e to sa#e to post-sa#e and *urt er de<e#opment o* /ustomer re#ations ips = ere t is is appropriate2
It s ou#d be based on 4no=#ed.e o* /ustomer needs de<e#oped b! resear/ in. t eir / ara/teristi/s) be a<iour) = at t e! <a#ue) and = at 4eeps t em #o!a#2
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• Sear/ en.ine mar4etin. • Emai# mar4etin.
• anner ads
• E tranets
• Li<e / ats
Sear*h En'ine Mar-etin' FSEM ," Sear/ en.ine mar4etin. as o* #ate be/ome one o* t e prin/ip#e too#s in t e armor! o* t e Sau<9 internet mar4eter2 T is prominen/e o* SEM is o=in. to t e *a/t t at t e sear/ en.ines #i4e Goo.#e) Yaoo et/2 are bein. used b! more and more peop#e as t eir prin/ip#e met od o* sear/ in. *or re#e<ant in*ormation2 And) !ou /an ope to se## t rou. t em i* !our =ebsite is <isib#e on t ese sear/ en.ines2 T e prin/ip#e te/ ni7ues emp#o!ed in SEM are" o Sear*h En'ine !ptimi ation FSE!H = A set o* pra/ti/es emp#o!ed to .et ran4in. *or >eb5a.es on re#e<ant 4e!=ords +sear/ 7ueries,2 SEO does t is b! impro<in. a =ebsites stru/ture and /ontent2 o Pa2 per C0i*- FPPCH = 55C ta4es t e sponsored route to dri<e re#e<ant tra**i/ to a =ebsite2 T e positionin. o* Ads is determined b! a /ompetiti<e biddin. stru/ture2 o Paid In*0usion " In paid in/#usions) !ou /an pa! !our =a! up on to t e natura# #istin.s o* sear/ en.ines2 As o* no=) Goo.#e as stopped its paid in/#usion pro.ram2
E)Mai0 Mar-etin' " As t e name su..ests) e-mai# mar4etin. is promotion t rou. e-
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mai#s2 I* used e**e/ti<e#! it /an assure !ou ma imum returns on ea/ penn! !ou spend2 It /an be used *or a/7uirin. ne= /ustomers) en an/e t e re#ations ip !ou a<e =it !our e istin. /#iente#e2 o AdJanta'es " C eap) instant) easi#! tra/eab#e and i* used proper#! t e return on in<estment /an be astoundin.2
o %isadJanta'e s" Due to t e o<erdoin. o* t e e-mai# /ampai.ns b! on#ine /ompanies) t e!are no= bein. /ate.ori ed as Spam mai#2 T ereb! redu/in. t e / an/es o* it a/tua##! rea/ in. t e intended person2
Banner AdJertisin' = anner mar4etin. in<o#<es p#a/in. !our ad<ertisement on an! t ird part! =ebsite2 T is Ad =i## #in4 to !our =ebsite) t is =a! i* t e potentia# /ustomer /#i/4s on !our banner) e =i## be dire/ted to !our =ebsite2 It /an be a .ood =a! o* attra/tin.
re#e<ant tra**i/ to !our =ebsite2
Intera*tiJe AdJertisin' = It in<o#<es t e use o* intera/ti<e media app#i/ations to promote produ/ts on#ine2 It in *a/t in<o#<es t e ri. t use o* te t) ima.es) B#as animations) A /#ips et/2 T e intera/ti<e ad<ertisin. p#at*orm in a =a! intends to send a/ross a
persona#i ed messa.e b! .i<in. t e readers <ie=ers a <isua# treat2
B0o'K Arti*0e mar-etin' " Arti/#es and b#o.s /an be used e**e/ti<e#! to propa.ate a mar4etin. /ampai.n2 ! submittin. in <arious dire/tories #i4e E ine and Go arti/#es) !ou /an ope to .enerate tra**i/ t rou. t e #in4 !ou a<e p#a/ed on t e arti/#e dire/tin. to=ards !our =ebsite2
>ebsites = i/ =i## do business in indi and ot er #o/a# #an.ua.e =ou#d do =e##2 It;s simp#! be/ause /ontrar! to t e /#aims) *or a ma@or / un4 o* Indians En.#is is sti## an a#ien #an.ua.e2
T at;s = ! t e s/ope o* internet mar4etin. in India #ies in #o/a#i ation o* =ebsites2 Ta#4in. to peop#e in t eir o=n #an.ua.e does a<e its positi<e attributes2 T e indi.eni ation o* t e =eb *or t e rea# Indians and t e /orre/t app#i/ation o* t e mentioned internet mar4etin. te/ ni7ues is tru#! t e =a! *or=ard2
Met ods o* e-mar4etin. are e<o#<in. as rapid#! as ne= te/ no#o.ies are de<e#oped) but man! *irms are sti## stru..#in. =it t e basi/s o* e<en .ettin. started2 An e**e/ti<e e- mar4etin. pro.ram s ou#d /onsist o*) at a minimum"
Compan! =ebsite
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Emai# app#i/ation /apab#e o* sendin. and re/ei<in. TML-*ormatted messa.es
S ared /ompan! pro@e/t) personne# and /onta/t database
Adobe A/robat so*t=are *or produ/in. uni<ersa#-*ormat e#e/troni/ do/uments +5DB
:hat t2pes of eMar-etin' too0s are a'en*ies usin' toda2L
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Benefits of E)Mar-etin'
E-mar4etin.) = i/ in/#udes internet resear/ ) a<in. a business =ebsite) se##in. on-#ine and usin. emai# and mobi#e te/ no#o.ies) is a /ost e**e/ti<e =a! o* se##in. internationa##! to one or more /ustomers) &8 ours a da!) ( da!s a =ee4) '& =ee4s o* t e !ear2
On-#ine tradin. is /on<enient) 7ui/4 and /ost e**e/ti<e2 It pro<ides /ustomers =it more <ariet! as t e! /an /ompare pri/es and 7ui/4#! *ind detai#ed in*ormation on produ/ts and t e <endor =it no pressure *rom sa#es sta**2
Bree =or4s ops /o<er 4e! areas su/ as o= to .et t e best *rom a =ebsite) startin. to address =eb mar4etin.) usin. broadband) in/reasin. business b! se##in. on-#ine and man! ot er topi/s = i/ =i## e#p !ou to e-mar4et !our business2
>ider /ustomer base /an a#so bene*it *rom <a#uab#e in*ormation *rom !ou - pro<idin. it e#ps t em to do t eir @obs2
• TA; B#EA9S. > en !ou operate a ome based business !ou /an =rite o** t e /osts *or"
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• Trainin.
• "!: STA#TUP C!STS 2 Most businesses /ost AT LEAST ')%%% to .et started2 • "!: !PE#ATING C!STS.
• IG P#!&IT MA#GIN 2 Sin/e !our /osts are #o= !ou 4eep more o* t e mone! !ou ma4e *rom sa#es2 I* !ou se## a produ/t de#i<ered on#ine +#i4e e-boo4s, !ou donHt a<e to pa! *or s ippin. eit er2
• MA#9ET &!# "ITT"E !# N! M!NEY.
•
TIME &#EE%!M. You bui#d !our business as *ast or s#o= as !ou #i4e2 • D!B SECU#ITY !N AUT!PI"!T.
• !PEN +/ !U#S IN EVE#Y C!UNT#Y.
• C EAP AN% &#EE #ES!U#CES
• #EAC " eMar4etin. opens up ne= a<enues *or sma##er businesses) on a mu/ sma##er bud.et) to a//ess potentia# /onsumers *rom a## o<er t e =or#d2
• SC!PE " Internet mar4etin. a##o=s t e mar4eter to rea/ /onsumers in a =ide ran.e o* =a!s and enab#es t em to o**er a =ide ran.e o* produ/ts and ser<i/es .
• INTE#ACTIVITY • IMME%IACY " Internet mar4etin. is ab#e to) in =a!s ne<er be*ore ima.ined)
pro<ide an immediate impa/t2 • %EM!G#AP ICS AN% TA#GETING " Genera##! spea4in.) t e demo.rap i/s o*
t e Internet are a mar4eterHs dream2 Internet users) /onsidered as a .roup) a<e .reater bu!in. po=er and /ou#d per aps be /onsidered as a popu#ation .roup s4e=ed to=ards t e midd#e-/#asses2
• A%APTIVITY AN% C"!SE% "!!P MA#9ETING " ! /ontinuous#! tra/4in. t e response and e**e/ti<eness o* a /ampai.n) t e mar4eter /an be *ar more d!nami/
in adaptin. to /onsumersH =ants and needs2 >it eMar4etin.) responses /an beana#!sed in rea#-time and /ampai.ns /an be t=ea4ed /ontinuous#! • Minima0 adJertisin' spend =asted on #ess t an e**e/ti<e /ampai.ns2 • Creates ne8 opportunities to sei e strate.i/ /ompetiti<e ad<anta.es2 • T e /ombination o* a## t ese *a/tors resu#ts in an improJed #!I and u#timate#!)
more *ustomers$ happier *ustomers and an impro<ed bottom #ine2
E)Mar-etin' p0an and E) usiness Mode0
T e e-mar4etin. p#an de*ines !our business mode#) bui#ds /ommitment *rom a## peop#e = o =i## be in<o#<ed in its imp#ementation) and estab#is es per*orman/e /riteria and ben/ mar4s *or su//ess2
T e e-mar4etin. p#an .i<es !ou a road map or a b#ue print to e-business su//ess2 T e prere7uisite to =ritin. a .ood e-mar4etin. p#an is a /omp#ete understandin. o* !our e- business mode#2
:hat is 2our e) usiness mode0L
A business mode# des/ribes !our ar/ ite/ture *or produ/t) ser<i/e) and in*ormation de#i<er! and a des/ription o* sour/es o* re<enues 2A business mode# identi*ies t e <a#ue / ain e#ements o* t e business su/ as inbound #o.isti/s) operations) outbound #o.isti/s) mar4etin.) ser<i/e and support a/ti<ities2
At a minimum) !our business mode# =i## in*#uen/e t e =a! !ou *ore/ast sa#es and predi/t e- mar4etin. e penses2 o=e<er) be!ond basi/ sa#es *ore/astin. and bud.etin.) t ere are aspe/ts o* !our e-mar4etin. p#an t at address t e spe/i*i/ =a! !ou =i## do business) .enerate re<enue) and /onsume resour/es2 Your e-mar4etin. p#an s ou#d dis/uss o= !ou =i## use in*ormation te/ no#o.ies to mana.e t e mar4etin. mi +produ/t) pri/e) p#a/e) and
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promotion,) o= !ou p#an to optimi e !our /ontent) and o= !ou =i## a##o/ate resour/es to attra/t ne= /ustomers) /reate #o!a#t! =it e istin. ones) and /reate re<enue streams2
Mer*hant Mode0
T e Mer/ ant mode# is =eb mar4etin. o* = o#esa#ers or retai#ers o* .oods and ser<i/es2 T e.oods and ser<i/es mi. t be uni7ue to t e =eb or an e tension o* a traditiona# bri/4 and mortar store *ront2 T is mode# in/#udes /ata#o.ers = o a<e de/ided to /omp#ement t eir /ata#o. operation =it a =eb site or a<e de/ided to mi.rate /omp#ete#! to an on#ine mode#2 ene*its o* t is mode# in/#ude in/reased demand *or .oods and ser<i/es <ia an entr! into t e .#oba# mar4et) potentia# #o=er /osts o* promotion and sa#es) &8 ( orderin. and /ustomer ser<i/e) and one-to-one /ustom mar4etin.2
Au*tion Mode0
T e au/tion mode# =eb imp#ementation o* biddin. me/ anisms t rou. mu#timedia
presentation o* .oods and ser<i/es2 Re<enue streams are deri<ed *rom #i/ensin. o* t e au/tion te/ no#o.! p#at*orm) transa/tion *ees) and ad<ertisin.2
Manufa*turer Mode0
T e manu*a/turer mode# uses t e =eb to /ompress t e distribution / anne# so t at rat er t an use intermediaries to .et !our produ/ts and ser<i/es to mar4et) !ou .o dire/t to t e /ustomer <ia t e =eb2
Affi0iate Mode0
T e a**i#iate mode# is a pa! *or per*orman/e mode#P2 Re<enue streams are /reated = en /ustomers /#i/4 t rou. #in4s or banner ads to pur/ ase .oods and ser<i/es2 A**i#iate mar4etin. is = en one =eb site +t e a**i#iate, promotes anot er =eb siteHs produ/ts or ser<i/es +t e mer/ ant, in e / an.e *or a /ommission2
AdJertisin' Mode0
Li4e a traditiona# broad/aster or ne=s media business mode#s) t e =eb ad<ertisin. mode# pro<ides /ontent and ser<i/es +i2e2) emai#) / at) *orums) au/tions) et/, supported b! banner ads and ot er *orms o* on#ine ad<ertisin. +per aps emai# ne=s#etter ads,2 Some ad<ertisin. mode#s are /a##ed porta#s +#i4e AOL) Ya oo) and A#ta ista, = i#e ot ers are /a##ed Bree Mode#sP #i4e #ue Mountain Arts = ere .i<ea=a!s e#p /reate i. <o#ume2
Infomediar2 Mode0
T e *ina# part o* t e de*inition summarises approa/ es to /ustomer-/entri/ e-mar4etin.2 It s o=s o= it s ou#d be based on 4no=#ed.e o* /ustomer needs de<e#oped b! resear/ in. t eir / ara/teristi/s) be a<iour) = at t e! <a#ue) = at 4eeps t em #o!a# and t en de#i<erin. tai#ored =eb and e-mai# /ommuni/ations2
Bour !ears a*ter t e dot2/om boom and bust t ere is no= a resur.en/e in in<estment in E-mar4etin.2 T is resur.en/e as been dri<en b! a /ombination o* / an.es in /onsumer be a<iour and on#ine ser<i/es t at a<e been re*ined to meet t ese /onsumer needs2 T is s o=ed t e *o##o=in. <ariation in popu#arit! *or bro=sin. and pur/ asin. produ/ts on#ine"
• 08 bro=se *or o#ida!s on#ine and &1 bu! on#ine2 • '1 bro=se *or tra<e# ti/4ets and 6( bu! on#ine2 • '' bro=se *or musi/ on#ine and &0 bu! on#ine2 • 8( bro=se *or boo4s on#ine and 6$ bu! on#ine2 • 60 bro=se *or e#e/tri/a# .oods on#ine and &% bu! on#ine2 • &' bro=se *or /#ot es on#ine and $0 bu! on#ine2 • &8 bro=se *or *inan/ia# produ/ts on#ine and $% bu! on#ine2
Top ten strate'i* E)Mar-etin' issues
Issue (. The E)mar-etin' p0annin' pro*ess
T e inte.ration o* e-mar4etin.-spe/i*i/ ob@e/ti<es) strate.ies and a/ti<ities into t e traditiona# annua# mar4etin. p#annin. pro/ess2
Issue +. !r'anisin' and resour*in' for e)mar-etin'
As t e importan/e o* on#ine / anne#s in/reases) t e stru/ture o* t e mar4etin. or.anisation and responsibi#ities ma! need to / an.e to ma imi e t e opportunities a<ai#ab#e t rou. ne= media2
Issue . %efinin' the Internet Ja0ue proposition FIVPH
To a/ ie<e in/reased /ustomer usa.e o* on#ine / anne#s +=eb) e-mai#) =ire#ess,) a distin/t) detai#ed proposition must be de<e#oped *or t ese on#ine / anne#s and it must be /#ear#! /ommuni/ated on#ine and o**#ine2
Issue /. E) rand Ja0ue
&&
• Reputation mana.ement +or 5R, Q o= do =e mana.e o= t ird-part! sites present t e brand t rou. proa/ti<e promotion o* t e brand and rea/ti<e #imitation o* ne.ati<e 5R?
• ira# mar4etin. Q o= do =e use t e e**i/ien/! o* on#ine net=or4s to /reate in<o#<ement =it a brand?
Issue 1. Settin' the e)*ommuni*ations mi
• De*inin. t e proportion o* on#ine spend on di**erent e#ements o* t e /ommuni/ations mi
• 5er/ent o* /ommuni/ations bud.et a##o/ated to e-/ommuni/ations • On#ine spend on ad<ertisin.) dire/t mai# and 5R • Demonstratin. return on in<estment *or e-mar4etin. too#s • Continuous <s /ampai.n spend • Re#ati<e spend on di**erent on#ine too#s) i2e2 sear/ ) a**i#iates) on#ine ads) rented e-
mai# #ists) on#ine sponsors ip) et/
Issue 3. E)mai0 mar-etin' inte'ration FTou*h strate'2H
Inte.ratin. di**erent *orms o* mar4etin. e-mai#) i2e2 rented #ist) ouse #ist e-b#asts) ser<i/e e- mai#s and e-ne=s#etters =it traditiona# /ommuni/ations) i2e2 dire/t mai#) ad<ertisin.) et/ to a/ ie<e ma imum response2
Issue ?. E)C#M
• Usin. on#ine / anne#s +=eb) e-mai#) =ire#ess messa.in. #in4ed to /ustomer databases, to bui#d and deepen re#ations ips =it /ustomers2
• > at met ods do =e use to tar.et and persona#i e messa.es *or on#ine /ustomers? • o= do =e mana.e / an.e asso/iated =it CRM? • > i/ te/ no#o.ies do =e se#e/t to support CRM? • > at #e<e# o* /ustomer ser<i/e do =e pro<ide on#ine and o= do =e /ontro# t e #e<e#
o* on#ine <ersus o**#ine en7uiries?
Issue @. Bui0din' and e p0oitin' *ustomer -no80ed'e
Customer 4no=#ed.e is pro*i#in. in*ormation and resear/ / ara/terisin. /ustomers
in/#udin. t eir / ara/teristi/s) /ommuni/ations pre*eren/es) be a<iours and per/eption o* ser<i/e2
Issue . E)mar-etin' automation
De<e#opin. persona#i ed mar4etin. messa.es de#i<ered b! =eb and e-mai# in response to /ustomer e<ents and be a<iours2
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Issue (<. E)*hanne0 optimisation
De<e#opin. a /ontinuous impro<ement pro/ess to monitor t e e**e/ti<eness o* =eb and e- mai# mar4etin.2
Produ*t Considerations
T e e ponentia# .ro=t o* t e Internet and t e >or#d >ide >eb presents si.ni*i/ant opportunities *or mar4etin. produ/ts to bot or.ani ations and /onsumers2 T rou. E-
mar4etin. strate.ies) /ompanies /an pro<ide produ/ts) in/#udin. .oods) ser<i/es) and ideas)t at o**er uni7ue bene*its and impro<e /ustomer satis*a/tion2 Computers and /omputer perip era#s) industria# supp#ies) and pa/4a.ed so*t=are are t e #eadin. or.ani ationa# pur/ ases on#ine2 Consumer produ/ts a//ount *or a sma## but .ro=in. per/enta.e o* Internet transa/tions) =it se/urities tradin.) tra<e# tourism) and boo4s amon. t e ottest /onsumer
pur/ ases2 3 T e on#ine mar4etin. o* .oods su/ as /omputer ard=are and so*t=are) boo4s) <ideos) CDs) to!s) automobi#es) and e<en .ro/eries is a//e#eratin. rapid#!2 Ideas) su/ as marria.e /ounse#in.) medi/a# ad<i/e) ta #e.a# ad<i/e) and e<en ps!/ i/ ser<i/es) are bein.
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%istri ution Considerations
T e ro#e o* distribution is to ma4e produ/ts a<ai#ab#e at t e ri. t time at t e ri. t p#a/e in t e ri. t 7uantities2 T e abi#it! to pro/ess orders e#e/troni/a##! and to in/rease t e speed o* /ommuni/ations <ia t e Internet pro<ides mar4eters =it an e /e##ent opportunit! to redu/e
p !si/a# distribution /osts) speed /ommuni/ation and de#i<er! times) and impro<e /ustomer ser<i/e2 T e intera/ti<it! / ara/teristi/ o* E-mar4etin. a#so a##o=s *irms to de<e#op /#oser =or4in. re#ations ips =it members o* t eir supp#! / ains2 T us) E-mar4etin. /an impro<e
/ustomer satis*a/tion b! net=or4in. supp#! / ain members to redu/e ine**i/ien/ies) /osts)and redundan/ies in t e entire mar4etin. / anne#2
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Promotion Considerations
T e Internet is an intera/ti<e medium t at /an be used to in*orm) entertain) and persuadetar.et mar4ets to a//ept an or.ani ation;s produ/ts2 In *a/t) .at erin. in*ormation about produ/ts and ser<i/es is one o* t e main reasons peop#e sa! t e! use t e Internet2 T e a//essibi#it! and intera/ti<it! o* t e Internet present e /itin. opportunities *or mar4eters to /omp#ement t eir traditiona# media usa.e *or promotiona# e**orts2 T e /ontro# / ara/teristi/ o* E-mar4etin. means t at /ustomers = o <isit a *irmHs >eb site are t ere be/ause t e! / oose to be) = i/ imp#ies t at t e! are interested in t e *irm;s produ/ts and t ere*ore /an
be at #east some= at in<o#<ed in t e messa.e and dia#o.ue pro<ided b! t e *irm2
Ad<ertisin. is a paid nonpersona# /ommuni/ation about an or.ani ation and its produ/ts t at is transmitted to a tar.et audien/e t rou. a mass medium2 Man! /ompanies au.ment t eir T and print ad<ertisin. /ampai.ns =it >eb-based promotions2 T ousands o* =e##-4no=n *irms) *rom T e Co/a-Co#a Compan! to t e Mead Corporation ) *rom Tar.et Stores to Centur! &$ ) a<e set up >eb pa.es to tout t eir produ/ts) /ir/u#ate /ompan! in*ormation) entertain and in*orm users) and intera/t =it /ustomers2 Companies a#so use banner ads) = i/ are sma## re/tan.u#ar ads stati/ or animated t at t!pi/a##! appear at t e top o* a >eb pa.e) to promote t emse#<es and or t eir produ/ts on Internet porta#s and ot er >eb sites2
Pri*in' Considerations
5ri/in.) = i/ re#ates to per/eptions o* <a#ue) is t e most *#e ib#e e#ement o* t e mar4etin.
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mi 2 E-mar4etin. *a/i#itates bot pri/e and nonpri/e /ompetition be/ause t e a//essibi#it! / ara/teristi/ o* E-mar4etin. .i<es /onsumers a//ess to more in*ormation about t e /ost and
pri/e o* produ/ts t an as e<er been a<ai#ab#e to t em be*ore2
%o>s and %on>ts of E)mar-etin'
Ma-e Sure Your Messa'e is Ma-in' it Into the INB!;
In order to assure t at !our messa.e is de#i<ered) #oo4 to partner =it an e-mar4etin. e pert = o is intimate =it t e ins and outs o* t e s!stem2 T e!H## e#p !ou /reate produ/ti<e re#ations ips =it ma@or IS5s to pre<ent bein. b#a/4#isted 2ItHs a#so important to de<e#op an e**e/ti<e tra/4in. too# to ma4e sure t at !our messa.es are arri<in. at t eir destinations2
NeJer Underestimate the Po8er of Your :ord Choi*e
Te/ no#o.! =i ards and standard-setters a<e partnered to /reate a#.orit m t res o#ds t at tri..er messa.e re@e/tions = en !ou e /eed /ertain standards or use too man! bu =ords2
If You Bui0d it$ The2 Ma2 Sti00 Not Come
I* !ouH<e de<e#oped !our e#e/troni/ presen/e based on input !ouH<e .at ered *rom !our /ustomers) !ou are probab#! on strate.i/a##! sound .round2 ut on/e !ouH<e .ot t e *oundation up) !ou a<e to dri<e /ustomers to !our site2 Sear/ en.ine mar4eters #i4e Goo.#e) O<erture and ot ers are important a##ies to e#p dri<e t is tra**i/2 And t e! /an be remar4ab#! /ost e**e/ti<e i* !ou / oose !our approa/ =ise#!2
Before AdJertisin'$ Be Strate'i*
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e**e/ti<e#! measure t e a/tua# impa/t o* t e messa.e2 Ma4e sure !ouH<e en<e#oped on#ine ad<ertisin. use as part o* !our o<era## strate.i/ mar4etin. p#an rat er t an as a stand a#one2 And ne<er emp#o! e#e/troni/ .ad.etr! #i4e pop-ups un#ess !ouH<e =or4ed out !our ob@e/ti<es and strate.ies t orou. #!2
Good Content ad Desi.n No Resu#ts
E#e/troni/ mar4etin. and t e Internet in .enera# are dri<en b! emer.in. and e<o#<in. *orms and *un/tions2 > at =or4s toda! ma! not e<en e ist tomorro=2 Most businesses are used to ma imi in. /omp#ete /ontro# o<er t eir mar4etin. e**orts2 Ma4e t e use o* e-mar4etin. part o* !our .reater p#an and determine a #ist o* rea#isti/ ob@e/ti<es =it = i/ to measure its e**e/ti<eness2 Abo<e a##) treat <isitors to !our site =it respe/t) onor t eir pri<a/!) and a<oid anno!in. and unresponsi<e pra/ti/es2 ui#din. /ustomer re#ations ips) in/#udin. <ia e#e/troni/ media) be.ins =it treatin. /ustomers as !ou =ou#d =ant to be treated2 T at) /oup#ed =it smart app#i/ation o* t e uni7ue te/ no#o.i/a# opportunities t e Internet presents *or e-mar4etin.) /an e#p ma4e t e Internet a <ita# en.ine *or o<era## business .ro=t 2
CUST!ME# "!YA"TY T #!UG E)MA#9ETING
? 9e2 Strate'ies to Earn Customer "o2a0t2
( ) Earn 2our su s*ri ers trust - onest! is essentia# to earnin. /ustomersH trust) and t at trust is t e 4e! to .ainin. /ustomer #o!a#t!2 Earnin. /ustomers trust is important to t e
su//ess o* an! business2 ein. onest .oes =it not idin. an!t in.2+ ) GiJe Them :hat The2 :ant - > en !our subs/ribers si.n up to !our e ine) t e! are doin. so *or a reason2 T e! =ant t e in*ormation !ou are te##in. t em t e! =i## re/ei<e2 Keep .i<in. t em t at) and t e!;## be app! as /an be2 Di<er.e *rom t at) and !ou /ou#d *ind !ourse#* #osin. subs/ribers 7ui/4er t an !ou /an .et t em2 ) %on>t send 6too man27 mar-etin' messa'es ) T=o t in. !ou rea##! need to =at/ ) as a
pub#is er) is o= to ad<ertise !our produ/t ser<i/e and = at produ/t !ou endorse2 / ) Ma-e 2our su s*ri ers 2our friends - Gi<e !our subs/ribers a .ood sense o* = o !ou are2 It;s important t at !our subs/ribers see !ou as a rea# person) be/ause t e! =i## #i4e#! ne<er meet !ou in person2 1 ) !Jer %e0iJer - Not in. ma4es peop#e appier t an 4no=in. !ou pa! attention to t em2
Ma4e !our /ustomers and potentia# /#ients de#i. ted b! .i<in. t em more t an t e!e pe/ted2 3 ) e0p Them !ut ) esides .i<in. !our subs/ribers = at t e! =ant) e#pin. t em =it = ate<er t e! need e#p =it is t e best =a! to earn /ustomer #o!a#t!2 ? ) %on>t Use 2pe
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pa!ment s!stems to /omp#ete transa/tions) updated produ/t de#i<er! in*ormation and 7ui/4 responses to /ustomer 7ueries are important to =in on#ine /ustomers and to ma4e t em 4eep /omin. ba/4 to t e site *or *urt er pur/ ases2
The fa*tors *an e used to inf0uen*e 8e ) ased *ustomer serJi*e are in*0udin'=
+$, Bast response to /ustomer in7uiries+&, Eas! to /onta/t +6, Bree to /onta/t +8, Bree on#ine app#i/ations +', Eas! pa!ment met ods +0, Bast de#i<er! +(, De#i<er! options +1, Customer re=ard s!stem
Order *u#*i##ment and rapid de#i<er! s!stems are as /riti/a# to e-#o!a#t! de<e#opment as t e ot er *a/tors2 A t ou. t*u# #o.isti/s s!stem t at .uarantees a *ast de#i<er! a*ter
t e / e/4out pro/ess /ontributes to /ustomer satis*a/tion) = i/ in turn /ontributes to#o!a# be a<ior2 In addition to t e speed o* de#i<er!) t e #o.isti/s s!stem s ou#d a##o= di**erent =a!s o* de#i<erin. produ/ts2Bor eba!) t e! a<e a stron. and de<e#oped /onta/t s!stem) = et er auto response or persona#i ed response) /ustomers a#=a!s /an .et t eir =anted in*ormation re#ated =it t eir 7uestions =it out an! /ost2 A ma@or bene*it o* /ustomer re#ations ip /ampai.ns is t at t e! *oster /ustomer retention) = i/ in turn resu#ts in in/reased pro*its *or !our business2 E istin. /ustomers are 4no=n to spend more per sa#e) bu! more *re7uent#!) re*er ot er /ustomers and /ost #ess per sa#e2 So
priorit! one is to 4eep !our e istin. /ustomers app!2
o=e<er) e<er! business needs to a/7uire ne= /ustomers) and t e emp asis on in/reasin. re<enue /an sometimes re#e.ate /ustomer satis*a/tion ob@e/ti<es to t e ba/4 burner2 Sa<<! mar4eters =on;t ma4e t is mista4e2 Emai# is a /ost-e**e/ti<e =a! to 4eep in tou/ =it e istin. /ustomers) in/reasin. t eir #e<e# o* satis*a/tion2 T is /an be a//omp#is ed =it messa.es t at transmit use*u# and time#! in*ormation t at is appre/iated and /an potentia##! tri..er *uture sa#es2
&o00o8in' are some tips for a *ustomer retention *ampai'n.
(. Persona0i e Your Messa'es It is <er! important to use persona#i ation) /ustomi in. !our messa.es as mu/ as possib#e2 You a#read! 4no= a #ot about !our /ustomers based on past be a<ior2 Use t at in*ormation to
send /ustomi ed /ontent *o/used on re#e<ant /ustomer interests2 A .ood ana#!ti/s pro.ram/an e#p !ou se.ment /ustomers based on past be a<ior t en !ou /an tar.et messa.es to /ustomers based on demonstrated interests2
+. A08a2s &o00o8 Up on !rders > en /ustomers do ma4e a pur/ ase) don;t *ai# to send a t an4 !ou messa.e b! autoresponder2 You /an a#so *o##o= up on o= satis*a/tor! t e transa/tion =as2 5ersona#i e t e messa.e b! statin. t e date o* pur/ ase and t e p#a/e o* pur/ ase So#i/it t e 4ind o*
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in*ormation t at s o=s !ou /are and t at /an e#p !ou better meet t eir needs in t e *uture2 Most peop#e #o<e to .i<e *eedba/4) espe/ia##! = en t e! t in4 !our pro/ess /an be impro<ed2
. %o Some Up)Se00s and Cross)Se00s > en prospe/ts respond to !our o**er in a mar4etin. /ampai.n) !ou /an #ater send up-se##
and /ross-se## messa.es2 You /an send /ustomers in*ormation on produ/ts re#ated to /urrent pur/ ases2 T is is = ! /ustomer re#ations ip /ampai.ns are =ort = i#e) t e! /an pro<ide in- dept in*ormation about !our /ustomers and prospe/ts *or use in *uture /ampai.ns2
/. Use Transa*tiona0 and SerJi*e Messa'es
Transa/tiona# and ser<i/e emai# messa.es /an be /reated and de#i<ered =it in a *air#! s ort time2 Some /an be /reated =ee4s or mont s a ead) su/ as !our ser<i/e updates and rene=a#s2 > en !ou noti*! !our /ustomers o* an approa/ in. sa#e o<er spe/i*i/ dates) t is a#so /reates /ustomer satis*a/tion) parti/u#ar#! = en t e sa#e items are re#e<ant to /ustomer needs2 Lo!a# Customers rin. Repeat usiness2 Satis*! !our /urrent /ustomers and ne= ones
=i## *o##o=2 e /reati<e in 4eepin. !our /urrent /ustomers app!2 I* !ou do not a<e an emai#/ustomer satis*a/tion pro.ram in p#a/e) start one no=2
SC!PE !& E)MA#9EITNG IN IN%IA
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Some fa*ts =
• Sma## to=ns are .ro=in. t e internet user base • Yout are t e bi..est se.ment on t e internet • Sma## to=ns are .ro=in. t e internet user base • roadband is t e ne= *a/e o* internet /onne/ti<it! • Internet a//ess *ron ome is .ainin. prominen/e • '% mi##ion users =i## e perien/e t e internet b! mar/ &%%( • E-mai# and / at are no #on.er primar! internet tra**i/ dri<e • 61 internet users /#o/4 o* 1 rs per =ee4 on t e internet T e da=n o* t e internet era opened up ama in. ne= possibi#ities2 India as a#so @oined t e band=a.on and t e numbers t emse#<es do a## t e ta#4in.2 T e #atest statisti/sV re<ea# t at 8%% mi##ion peop#e a//ess internet re.u#ar#! in India and t at is @ump o* (%% in #ast si !ears2 I* !ou too =ant to op into t e on#ine business) t e *irst aspe/t is de<e#opin. ostin. o* !our =ebsite2
SEA#C ENGINE MA#9ETING
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Sear/ En.ine is de*ined as a pro.ram t at sear/ es do/uments *or parti/u#ar 4e!=ords and .i<es ba/4 a #ist o* t e do/uments = ere t e re#ated term or /ontent is *ound2 Sear/ en.ine =or4s b! /o-/oordinatin. a set o* pro.rammes t at in/#udes a spider a#so 4no=n as /ra=#er
t at /o##e/ts as man! do/uments as possib#e2 T e se/ond pro.ramme termed as inde er readst ese do/uments and /reates an inde based on t e =ords /ontained in ea/ do/ument2 And #ast#! a pro.ramme t at re/ei<es !our sear/ re7uest) /ompares it to t e entries in t e inde ) and returns resu#ts to !ou T e =or#d-=ide sear/ mar4et is *ore/ast to .ro= *rom US &2$
bi##ion in &%%6 to US ( bi##ion b! &%%(2 o=e<er) a.ainst t e ba/4.round o* a rapid#! /onso#idatin. sear/ mar4et) t ere are in/reasin.#! sop isti/ated te/ no#o.! too#s and approa/ es to uti#i in. sear/ en.ines to a/ ie<e mar4etin. .oa#sIt .enerates ne= business) and it in/reases brand a=areness2 Bor peop#e serious about in/reasin. =ebsite tra**i/) on#ine ad<ertisin. is a natura# / oi/e Q spe/i*i/a##! tar.eted at internet sa<<! users sear/ in. *or ser<i/es t at re#ate to !our =ebsite2 Sear/ en.ines are p#a!in. an in/reasin.#! important ro#e in Internet mar4etin. and /ommer/e2Rs2 &6% /rores o* ad spend on t is media is aimed at
Indians a#one2 O* t is) about a t ird) o<er Rs2 (% /rores is spent b! Indian /ompanies2 Bor anindustr! t at bare#! .ot o** t e .round a /oup#e o* !ears a.o) itHs a u.e #eap2
• ?m internet users in India in Septem er +<<3. • Sear*h En'ine Mar-etin' is no8 a US (/ i00ion usiness F#s. 3 $<<< *roresH. • This is e pe*ted to 'ro8 to /+m 2 Mar*h +<<? and 1+m 2 Mar*h +<<@.
S*ope
5otentia# & !ears a.o::2 >i##in. to tr! but not too optimisti/ Continues to surprise us ti## toda!
T e e<er in/reasin. s/ope o* sear/ :22
E posure
E posure and t e ri. t 4ind o* e posure Lon. Tai# 9e28ords Content Net8or-
#!I
CreatiJit2
Initia##!) a## a =ebmaster needed to do =as submit a pa.e) or URI) to t e <arious en.ines = i/ =ou#d send a spider to /ra=# t at pa.e) e tra/t #in4s to ot er pa.es *rom it) and return in*ormation *ound on t e pa.e to be inde ed2 T e pro/ess in<o#<es a sear/ en.ine spider do=n#oadin. a pa.e and storin. it on t e sear/ en.ineHs o=n ser<er) = ere a se/ond
pro.ram) 4no=n as an inde er ) e tra/ts <arious in*ormation about t e pa.e) su/ as t e
=ords it /ontains and = ere t ese are #o/ated) as =e## as an! =ei. t *or spe/i*i/ =ords) as=e## as an! and a## #in4s t e pa.e /ontains) = i/ are t en p#a/ed into a s/ edu#er *or /ra=#in. at a #ater date2
Site o=ners started to re/o.ni e t e <a#ue o* a<in. t eir sites i. #! ran4ed and <isib#e in sear/ en.ine resu#ts) /reatin. an opportunit! *or bot = ite at and b#a/4 at SEO
pra/titioners2 At *irst) sear/ en.ines =ere supp#ied =it in*ormation about pa.es b! t e =ebmasters t emse#<es2 Ear#! <ersions o* sear/ a#.orit ms re#ied on =ebmaster-pro<ided in*ormation su/ as t e 4e!=ord meta ta.) or inde *i#es in en.ines #i4e ALI>E 2 Meta-ta.s
pro<ided a .uide to ea/ pa.eHs /ontent2 ut inde in. pa.es based upon meta data =as *ound to be #ess t an re#iab#e) most#! be/ause =ebmasters abused meta ta.s b! in/#udin. 4e!=ords
t at ad not in. to do =it t e /ontent o* t eir pa.es) to arti*i/ia##! in/rease pa.eimpressions *or t eir >ebsite and in/rease t eir Ad Re<enue2 Cost 5er Impression =as at t e time t e /ommon means o* moneti in. /ontent =ebsites2 Ina//urate) in/omp#ete) and in/onsistent meta data in meta ta.s /aused pa.es to ran4 *or irre#e<ant sear/ es) and *ai# to ran4 *or re#e<ant sear/ es2 X' Sear/ en.ines responded b! de<e#opin. more /omp#e ran4in. a#.orit ms ) ta4in. into a//ount additiona# *a/tors in/#udin."
• Te t =it in t e tit#e e#ement • Domain name
• URL dire/tories and *i#e names
• TML ta.s " eadin.s) emp asi ed +Zem[, and stron.#! emp asi ed +Zstron.[, te t
• Term *re7uen/! ) bot in t e do/ument and .#oba##!) o*ten misunderstood and mista4en#! re*erred to as Ke!=ord densit!
• On pa.e 4e!=ord pro imit!
• On pa.e 4e!=ord ad@a/en/!
•
On pa.e 4e!=ord se7uen/e • A#t attributes *or ima.es
• Te t =it in NOBRAMES ta.s
• >eb /ontent de<e#opment
Goo'0e
T e sear/ en.ine Goo.#e ) rose to prominen/e around &%%$2 > i#e its su//ess is based in part on t e /on/ept o* #in4 popu#arit! and 5a.eRan4 on t e .round t at essentia# pa.es are #in4ed to more t an ot ers are) man! ot er =eb sites and =eb pa.es #in4 to a .i<en pa.e is ta4en into /onsideration =it 5a.eRan42 T e 5a.eRan4 o* #in4in. pa.es and t e number o* #in4s on t ese pa.es /ontribute to t e 5a.eRan4 o* t e #in4ed pa.e2 Goo.#e in t is =a! as made possib#e to order its resu#ts b! o= man! =eb sites #in4 to ea/ *ound pa.e t us resu#tin. in Goo.#eHs minima#ist user inter*a/e to be <er! popu#ar =it users) a#t ou. it as sin/e t en spa=ned a number o* imitators2
YahooO Sear*h
YaooW initia##! used Goo.#e to pro<ide its users =it sear/ resu#ts on its main =eb site Yaoo2/om despite o=nin. its o=n sear/ en.ine2 In t e meantime) Ya ooW a/7uired In4tomi In &%%& and O<erture += i/ o=ned A##t e>eb and A#ta ista, in &%%62 Later) = en Ya ooW #aun/ ed its o=n sear/ en.ine in &%%8) based on t e /ombined te/ no#o.ies o* its a/7uisitions it ad t e potentia# o* pro<idin. a ser<i/e t at .a<e pre-eminen/e to t e >eb sear/ en.ine o<er t e dire/tor!2
Mi*rosoft
MSN Sear/ ) o=ned b! Mi/roso*t is t e most re/ent and ma@or sear/ en.ine #aun/ ed2 > i#e it pre<ious#! re#ied on ot ers *or its sear/ en.ine #istin.s) it started o** b! introdu/in. a beta <ersion o* its o=n resu#ts) po=ered b! its o=n =eb /ra=#er /a##ed msnbot in t e !ear &%%8 = i/ started s o=in. its o=n sear/ resu#ts #i<e in ear#! &%%'2 T is /ame as a u.e de<e#opment *or man! =ebmasters) = o see4 in/#usion in t e ma@or sear/ en.ines) e<en i* it =ent unnoti/ed to a<era.e users = o =ere una=are o* = ere resu#ts are /omin. *rom2
&or instan*e$ a sear*h for hote0 room in Bom a2> returned 1$?1<$<<< resu0ts on Goo'0e$ ($+?<$<<< resu0ts on Yahoo and ++@$<</ resu0ts on MSN.
T8o t2pes of sear*h en'ines are there=
• Sear*h en'ine dire*tories =Dire/tories are #i4e .iant !e##o= pa.es t at /ompi#e) ran4 and or.ani e #istin.s into di**erent /ate.ories and sub-/ate.ories2 T e! do not /ra=# t e >eb #oo4in. *or /ontent but re#! on submissions *rom =eb site o=ners2 5ro*essiona#) uman editors .enera##! edit dire/tories2 e/ause a dire/tor! #istin. =i## a##o= t e /ra=#er-based en.ines to *o##o= a #in4 to !our site and e#p .et !our site inde ed in t eir database 7ui/4#!2 It =i## a#so .i<e !our site a .ood 7ua#it! in/omin. #in42
Top %ire*tories in*0ude= • T e Open Dire/tor! +supp#ies dire/tor! ser<i/es to Goo.#e, • Ya oo • Loo4smart • Gimps! • \ea# • FoeAn
• Spider driJen sear*h en'ine " Cra=#er-based sear/ en.ines) or spiders) #itera##! /ra=#P t e >eb #oo4in. *or /ontent2 T e!;re ab#e to do t is be/ause o* t e =a! pa.es on t e Internet #in4 to ot er pa.es b! =a! o* !per#in4s2 it *o##o=s #in4s *rom pa.e to pa.e inde in. t e /ontent it *inds a#on. t e =a!2 T e in*ormation is t en stored in a u.e database some= ere at Goo.#e2 Later) = en someone enters a
parti/u#ar =ord or p rase into t e sear/ bo ) Goo.#e s/ans its database *or possib#e mat/ es2 It t en disp#a!s pa.es t at /ontain) or re#ate to t e =ord or p rase in an order
it /onsiders most re#e<ant2T ere are rea##! on#! t=o ma@or /ra=#er-based sear/en.ines) Goo.#e and Ya oo2
The t8o major *ra80er) ased sear*h en'ines supp02 resu0ts for=
• Goo.#e Q AOL) Nets/ape and i>on • Ya oo +s!non!mous =it In4tomi, Q MSN) A#ta ista and A##T e>eb
61
The asi*s of sear*h en'ine mar-etin'...
A t!pi/a# sear/ en.ine resu#ts pa.e as t ree ma@or /omponents" /ra=#er-based #istin.s) sponsored #istin.s) and dire/tor! #istin.s2 Not a## SER5s /ontain a## t ree e#ements some
porta#s in/orporate additiona# data sour/es dependin. on t e sear/ term used2
9e28ords 4 Sear*h Terms T e *irst step is to #earn about t e sear/ terms t at !our tar.et audien/e is usin. = en usin. sear/ en.ines2 T ese sear/ terms are t e 4e!=ords and 4e!p rases t at =i## be used to mar4et !our =eb site2
Sear*h En'ine !ptimi ation Step t=o addresses o= to ma4e basi/ =eb site desi.n / an.es t at =i## ma4e !our site more sear/ en.ine *riend#!2
Sear*h En'ine Su mission
A*ter !ouH<e .one t rou. t e sear/ en.ine optimi ation pro/ess) itHs time to .et !our site #isted in t e <arious sear/ en.ines and dire/tories2
"in- Popu0arit2 Lin4 popu#arit! is a ma@or *a/tor = en it /omes to ran4in. =e## in sear/ en.ines and dra=in. tra**i/ to !our site2 In step *our) !ou =i## #earn o= to in/rease t e number o* #in4s to !our site) o= to .et 7ua#it! sites to #in4 to !ours) and t e o<era## e**e/t #in4 popu#arit! as on !our ran4in.s2
Paid In*0usion I* !ou =ou#d rat er not =ait *or t e sear/ en.ines to *ind and inde !our site on t eir o=n)
!ou /an pa! to be inde ed *aster2 >it step *i<e) !ou =i## #earn i* paid in/#usion is a <iab#e option *or !ou2
Pa2 Per C0i*- Sear*h En'ines 5a! per /#i/4 sear/ en.ines and pa! per /#i/4 ad<ertisin. pro<ides =eb site o=ners t e opportunit! to bu! t eir =a! to better positions on sear/ resu#ts pa.es2 Step si #oo4s at t is *orm o* ad<ertisin.2
"o' &i0e and Traffi* Ana02sis Your siteHs #o. *i#es /ontain a =ea#t o* in*ormation about t e e**e/ti<eness o* !our =eb site mar4etin. pro.rams2 >it !our #o. *i#es) !ou /an #earn o= !our <isitors are *indin. !our
site) = at sear/ terms t e! are usin. to *ind it) and = i/ are t e best sour/es o* tra**i/ *or !our site2
Goo'0e s Pa'e#an- A#t ou. Goo.#eHs 5a.eRan4 is but one *a/tor Goo.#e uses to determine its sear/ resu#ts) it is a popu#ar topi/2 Step ei. t pro<ides basi/ in*ormation to e#p !ou better understand t e importan/e o* 5a.eRan42
o8 Sear*h En'ines :or-L
Sear/ en.ine *un/tions b! t e /o-/oordination o* a set o* pro.rammes = i/ in/#udes
• >eb /ra=#in. • Inde in.
• Sear/ in.
:e *ra80in'
T e *un/tion o* a >eb sear/ en.ine is to store in*ormation about a #ar.e number o* =eb pa.es) = i/ t e! retrie<e *rom t e >>> itse#*2 T ese pa.es retrie<ed b! a =eb /ra=#er +sometimes a#so 4no=n as a spider, are an automated =eb bro=ser t at *o##o=s e<er! #in4 it
sees) /ontemp#atin. e /#usions t at /an made b! t e use o* robots2t t2
Inde in'
T en *o##o=s t e ana#!sis o* t e /ontents o* ea/ pa.e to determine o= it as to be inde ed #i4e) t e =ords t at are to be e tra/ted *rom t e tit#es) eadin.s) or spe/ia# *ie#ds /a##ed Meta ta.s2 Su/ data about =eb pa.es is t en stored in an inde database *or use in #ater 7ueries2 Sear/ en.ines) *or instan/e Goo.#e ) store a## or part o* t e sour/e pa.e +re*erred to as a /a/ e, as =e## as in*ormation about t e =eb pa.es) = ereas some sear/ en.ine #i4e A#ta ista stores e<er! =ord o* e<er! pa.e it *inds2
Sin/e it is t e pa.e t at =as a/tua##! inde ed) t e /a/ ed pa.e a#=a!s o#ds t e a/tua# sear/ te t) = i/ /an be <er! use*u# at times = en t e /ontent o* t e /urrent pa.e as been updated and t e sear/ terms are no #on.er in it2 > i#e t is prob#em ma! be a mi#d *orm o* #in4rot) Goo.#eHs and#in. o* it in/reases its usabi#it! b! satis*!in. user e pe/tations so t at t e sear/ terms =i## be on t e returned =eb pa.e2 Sin/e t e user on t e =eb norma##! e pe/ts t e sear/ terms to be on t e returned pa.es) t e prin/ip#e o* #east astonis ment is satis*ied2 Ad<an/ed sear/ re#e<an/e ma4es t ese /a/ ed pa.es more use*u#) e<en be!ond t e *a/t t at ma! /ontain data) = i/ mi. t not be a<ai#ab#e e#se= ere2
A sear/ en.ine optimi er is a/tua##! <er! simi#ar to a pub#i/ re#ations *irm in t e o**#ine =or#d2 5ub#i/ re#ations *irms tr! to .et t eir /#ients mentioned in ne=s stories and *eatured in
print and broad/ast media) i2e2) t e! obtain *ree pub#i/it!2 An SEO /onsu#tant attempts to .et t eir /#ientHs site #isted i. #! in t e editoria# or *ree #istin.s o* t e sear/ en.ines2 As =it o**#ine media) t e editoria# /ontent +or #istin.s, o*ten /arries more /redibi#it! =it
/onsumers2
C0assifi*ations
SEO te/ ni7ues are /#assi*ied b! some into t=o broad /ate.ories" te/ ni7ues t at sear/ en.ines re/ommend as part o* .ood desi.n) and t ose te/ ni7ues t at sear/ en.ines do not appro<e o* and attempt to minimi e t e e**e/t o*) re*erred to as spamde in. 2 Most
pro*essiona# SEO /onsu#tants do not o**er spammin. and spamde in. te/ ni7ues amon.st t e ser<i/es t at t e! pro<ide to /#ients2 Some industr! /ommentators /#assi*! t ese met ods) and t e pra/titioners = o uti#i e t em) as eit er = ite at SEO ) or b#a/4 at SEO 2
Preferred Q:hite hatQ methods
An SEO ta/ti/) te/ ni7ue or met od is /onsidered > ite at i* it /on*orms to t e sear/ en.inesH .uide#ines and or in<o#<es no de/eption2 As t e sear/ en.ine .uide#ines are not =ritten as a series o* ru#es or /ommandments) t is is an important distin/tion to note2 > ite at SEO is not @ust about *o##o=in. .uide#ines) but is about ensurin. t at t e /ontent a sear/ en.ine inde es and subse7uent#! ran4s is t e same /ontent a user =i## see2
> ite at ad<i/e is .enera##! summed up as /reatin. /ontent *or users) not *or sear/ en.ines) and t en ma4e t at /ontent easi#! a//essib#e to t eir spiders) rat er t an .ame t e s!stem2 > ite at SEO is in man! =a!s simi#ar to =eb de<e#opment t at promotes
a//essibi#it!) a#t ou. t e t=o are not identi/a#2
Spamde in' QB0a*- hatQ methods
#a/4 at SEO are met ods to tr! to impro<e ran4in.s t at are disappro<ed o* b! t e sear/ en.ines and or in<o#<e de/eption2 T is /an ran.e *rom te t t at is idden ) eit er as te t /o#ored simi#ar to t e ba/4.round or in an in<isib#e or #e*t o* <isib#e di<) or b! redire/tin. users *rom a pa.e t at is bui#t *or sear/ en.ines to one t at is more uman *riend#!2 A met od t at sends a user to a pa.e t at =as di**erent *rom t e pa.e t e sear/ en.ined ran4ed is #a/4 at as a ru#e2 One =e## 4no=n e amp#e is C#oa4in.) t e pra/ti/e o* ser<in. one <ersion o* a pa.e to sear/ en.ine spiders bots and anot er <ersion to uman <isitors2Sear/ en.ines ma! pena#i e sites t e! dis/o<er usin. b#a/4 at met ods) eit er b! redu/in. t eir ran4in.s or e#iminatin. t eir #istin.s *rom t eir databases a#to.et er2 Su/
pena#ties /an be app#ied eit er automati/a##! b! t e sear/ en.inesH a#.orit ms or b! a manua# re<ie= o* a site2
One in*amous e amp#e =as t e Bebruar! &%%0 Goo.#e remo<a# o* bot M> German! and Ri/o German! *or use o* de/epti<e pra/ti/es2 ot /ompanies) o=e<er) 7ui/4#! apo#o.i ed) *i ed t e o**endin. pa.es) and =ere restored to Goo.#eHs #ist2
+. Pa2 Per C0i*-
55C ad<ertisin. uses sponsored sear/ en.ine #istin.s to dri<e tra**i/ to a =eb site2 T e ad<ertiser bids *or sear/ terms) and t e sear/ en.ine ran4s ads based on a /ompetiti<e au/tion as =e## as ot er *a/tors2 Ad<ertisin. =it sear/ en.ines is 4no=n b! di**erent names2 It is a#so /a##ed sponsored sear/ and sear/ en.ine ad<ertisin.2 T e most popu#ar
pro.rams are o**ered b! Goo.#e ) Ya ooW) and Mi/roso*t 2 Some o**er 55C) = ere t e ad<ertiser is on#! / ar.ed = en a user /#i/4s on t e ad) a#so 4no=n as Cost 5er C#i/4 +C5C,2 Ot ers use a Cost 5er Impression +C5M, mode# = ere ad<ertisers are / ar.ed *or impressions2 Ads /an ta4e man! *orms) in/#udin. te t) banner ads) <ideo ads) map ads) and e<en audio ads2
AdJertisin' ased on a -e28ord sear*h
Ad<ertisin. based on a 4e!=ord sear/ /ou#d ta4e p#a/e t rou. a sear/ en.ine su/ as .oo.#e2/om) or a sear/ en.ine partner site) su/ as s oppin.2/om2 Bor e amp#e) Goo.#e o**ers a ser<i/e /a##ed Ad>ords ) = i/ a##o=s /ompanies) *or a sma## *ee) to a<e a #in4 to t eir =ebsite *eatured = en a user sear/ es a spe/i*i/ 4e!=ord = i/ t e /ompan! spe/i*ied2
AdJertisin' ased on *ontent *onte t
Man! sear/ en.ines +e2.2 Goo.#e ) As42/om) Ya ooW Sear/ , a<e partner =ebsites =it spe/i*i/ /ontent2 T e =ebsites a.ree to #et t e sear/ en.ines p#a/e /ontent-spe/i*i/ ad<ertisin. on t eir =ebsite) in return *or a *ee2 T e sear/ en.ine t en *inds /ompanies interested in ad<ertisin. on =ebsites =it t eir desired /ontent2 Bor e amp#e) an on#ine do. *ood retai#er mi. t a<e t eir ad<ertisement p#a/ed on a site about do.s2
ot o* t ese ad<ertisin. *ormats a##o= ad<ertisers to tar.et spe/i*i/ users =it /ertain interests2 Genera##! t ese ad<ertisements are paid *or based on eit er a pa! per /#i/4 /ampai.n or an impression based /ampai.n2
. Paid In*0usion It /an pro<ide a .uarantee t at t e =ebsite is in/#uded in t e sear/ en.ineHs natura# #istin.s2 o=e<er) as o* &%%0 t e #eadin. sear/ en.ine) Goo.#e ) does not o**er t is ser<i/e2 Sear/ en.ines use /omputer pro.rams /a##ed spiders or =eb /ra=#ers to automati/a##! dis/o<er =ebsites and /ata#o. t eir /ontent2 As t is pro/ess /an ta4e some time and re7uires a =ebsite to be #in4ed to *rom anot er =ebsite +to a##o= t e /ra=#er to *ind it,) most sear/ en.ines e /ept *or Goo.#e pro<ide anot er / anne# to be in/#uded in sear/ ran4in.s <ia pa!in.2 T is
is di**erent *rom pa! per /#i/4 ad<ertisin. be/ause t e in/#usion is .uaranteed but not p#a/ement2
o8 a Sear*h En'ine %etermines :hat to P0a*e &irst On/e t e site as been <isited b! sear/ en.ine spiders and p#a/ed in t e sear/ en.ine database) sear/ en.ine determine = i/ site to p#a/e on t e *irst pa.e o* t e sear/ resu#ts
but t e a#.orit m be ind t e ran4in. is unre<ea#ed2 T ere are <arious *a/tors t at de/ide a site;s ran4in. *or a spe/i*i/ sear/ term based on t e re#e<an/e o* t e site;s /ontent) t e dept o* /ontent on t e site) and t e /redibi#it! o* t e site2
#e0eJan*e of *ontent " T e most prominent *a/tor is t e /ontent read b! t e sear/ en.ine spider Bor an! .i<en pa.e stron.est) t ere are t ree *orms o* /ontent" isib#e) Code and De*inin.2
Visi 0e Content " Content presented in .rap i/s or in B#as /an be read b! users but not b! /ra=#ers) t ere *ore t e /ontent s ou#d be <isib#e2 In addition) t e /ontent needs to mat/ = at terms peop#e use to sear/ 2 T is mi. t mean in/#udin. a mi ture o* a/ron!ms and t e de*inition o* t ose a/ron!ms2
Code Content " T is is t e TML /ode used to /reate t e pa.e2 Ear#! in t e sear/ en.ine optimi ation era) /ompanies /ou#d use ta.s /a##ed JMETA; ta.s to #ist re#e<ant 4e!=ords2 T is meant t at one /ou#d add /ontent in<isib#e to t e user) but read b! sear/ en.ines2 T e ob<ious potentia# *or abuse #ed to de/reased re#ian/e on t ese b! sear/ en.ines2 5a.e names) ima.e names) et/ are opportunities to add re#e<ant /ontent t at /an be read b! sear/ en.ine
spiders2
%efinin' Content " T e /ontent in t e te t o* a #in4 to a pa.e te##s a user and a sear/ en.ine a #ot about t e #in4ed pa.e2 > en !ou see a #in4 t at sa!s In*ormation *or Mar4etersP) !ou e pe/t to see /ontent re#e<ant to mar4eters on t e *o##o=in. pa.e2 Sear/ En.ines app#! t e same #o.i/) usin. t e te t in t e #in4 to *urt er de*ine t e re#e<an/e o* t e pa.e2
%epth of Content " > en a sear/ en.ine is tr!in. to determine = i/ pa.e site =i## pro<ide a sear/ er =it t e best ans=er to t eir sear/ 7uestion) t e amount o* a<ai#ab#e /ontent on a site is /onsidered2 A.ain) i* !ou re#ate to !our o=n in*ormation sear/ in. abits) !ou ma! .o to ma@or boo4stores #i4e orders be/ause t e! a<e a #ar.e se#e/tion a<ai#ab#e to !ou2 Bor
=eb sites) a sear/ en.ine spider =i## /o##e/t t e amount o* /ontent on !our pa.e p#us t e /ontent !ou #in4 to in determinin. t e dept o* /ontent on a site2
Credi i0it2 of *ontent " > en a sear/ en.ine ran4s a site) t e sear/ en.ine =i## J/ e/4 t e re*eren/es; o* t e site b! e<a#uatin. t e 7ua#it! and 7uantit! o* t e #in4s to a site2 Lin4s *rom more /redib#e sites =i## boost t e ran4in. o* a site o<er a non-#in4ed site =it simi#ar /ontent2
83
Understandin' Sear*h En'ines
Sear/ Sites or Sear/ En.ines #i4e Ya oo) Goo.#e) MSN) are t e se/ond most popu#ar t in. on t e internet) ne t to eMai#2 Understandin. o= t e! =or4 =i## e#p mar4eters #earn o= to #e<era.e sear/ en.ines as a mar4etin. too#2
o8 Sear*h En'ines &ind a Site
T e sear/ en.ine doesn;t .o out to t e Internet to *ind its resu#ts instead) it a//esses its interna# database o* sites t at as <isited and inde ed pre<ious#!2 T e sear/ en.ine =on;t /onsider !our site *or sear/ resu#t i* it does not re/o.ni e !our site2
Sear*h En'ines 'enera002 re*-ons a site in t8o 8a2s = )
T e *irst is b! *o##o=in. a #in4 to t e site2 > i#e man! sites o**er *ree submission options *or site o=ners to submit t eir sites) most o**er some *orm o* paid submission pro.ram2 In return) t e sear/ sites a.ree to re<ie= t e pa.es *aster and more *re7uent#!) dai#! instead o* e<er! si =ee4s or so2
T e se/ond and t e more <a#uab#e =a! is = en t e sear/ en.ine *o##o=s a #in4 *rom anot er site to !ours2 Sear/ En.ines send out automated Jspiders; to /ra=# t e =eb) reportin. = at t e! *ind2 Bor instan/e) Goo.#e p#a/es a .reat dea# o* =ei. t on t e number and 7ua#it! o* #in4s it *inds to !our site2
Lin4s are /riti/a# to a#so .ettin. a## t e pa.es =it in !our site read b! sear/ en.ines2 Sites =it d!nami/ /ontent) se/ure pa.es) /omp#e #in4s) et/) /an pose / a##en.es *or sear/ en.ine spiders2 T is is = ! it is important to re<ie= !our #o. *i#es to see = en sear/ en.ine spiders <isit !our site so !ou /an mana.e t e submission pro/ess appropriate#!2
MoJin' Your Site to the Top of the #esu0ts
Sear/ en.ine optimi ation is not a ro/4et s/ien/e) it;s @ust a pro/ess o* /are*u# p#annin. and /ontinua# re*inement based on resu#ts2 Sear/ En.ines are /ontinuin. to re*ine t eir approa/ ) to a//urate#! read and di.est = at t e user =ou#d see2 5unis ment *or unet i/a# a/ti<ities is a#so a part o* it be/ause sear/ en.ines /ontinuous#! tr! to pre<ent t e manipu#ation o* t e resu#ts2
'%
ot er sites in/rease t e <isibi#it! o* !our site to <isitors *rom t at site) as =e## as sear/ en.ine spiders2
Gettin' into sear*h en'ines> data ases o=e<er) Goo.#e and Ya oo o**er submission pro.rams) su/ as Goo.#e Sitemaps) *or = i/ an ^ML t!pe *eed /an be /reated and submitted2 Genera##!) o=e<er) a simp#e #in4 *rom a site a#read! inde ed =i## .et t e sear/ en.ines to <isit a ne= site and be.in spiderin. its /ontents2 It /an ta4e a *e= da!s or e<en =ee4s *rom t e a/7uisition o* a #in4 *rom su/ a site *or a## t e main sear/ en.ine spiders to be.in inde in. a ne= site) and t ere is usua##! not mu/ t at /an be done to speed up t is pro/ess2
On/e t e sear/ en.ine *inds a ne= site) it uses a /ra=#er pro.ram to retrie<e and inde t e pa.es on t e site2 5a.es /an on#! be *ound = en #in4ed to =it <isib#e !per#in4s2 o=e<er)
some sear/ en.ines) su/ as Goo.#e) are startin. to read #in4s /reated =it in B#as 2
B0o*-in' ro ots
>ebmasters /an instru/t spiders not to /ra=# /ertain *i#es or dire/tories t rou. t e standard robots2t t *i#e in t e root dire/tor! o* t e domain2 Additiona##!) a pa.e /an be e p#i/it#! e /#uded *rom a sear/ en.ineHs database b! usin. a meta ta. spe/i*i/ to robots2
> en a sear/ en.ine <isits a site) t e robots2t t #o/ated in t e root dire/tor! is t e *irst *i#e /ra=#ed2 T e robots2t t *i#e is t en parsed) and =i## instru/t t e robot as to = i/ pa.es are not to be /ra=#ed2 As a sear/ en.ine /ra=#er ma! 4eep a /a/ ed /op! o* t is *i#e) it ma! on o//asion /ra=# pa.es a =ebmaster does not =is /ra=#ed2
5a.es t!pi/a##! pre<ented *rom bein. /ra=#ed in/#ude #o.in spe/i*i/ pa.es su/ as s oppin. /arts and user-spe/i*i/ /ontent su/ as sear/ resu#ts *rom interna# sear/ es2
Natura0 sear*h Js Paid sear*h
Internet ad<ertisin. is .ainin. a #ar.e s are o* t e ad<ertiser;s spend) and sear/ mar4etin. as a #ot to do =it it2 A//ordin. to a stud! in t e US) Internet ad re<enues =i## tou/ $1
bi##ion in &%%() and =it t e .ro=in. popu#arit! o* sear/ mar4etin.) t e ad<ertiser;s dependen/e on .rap i/ ads banners =i## redu/e dramati/a##!2
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e .a<e t e t ree-step e a! e amp#e) e p#ainin. o= natura# sear/ /an be best used2 T e *irst step o* t e #adder is J4e!=ord .eneration;2 A mar4eter needs to #in4 /ertain re#e<ant 4e!=ords =it is site) so t at = en t e sur*er sear/ es *or t at =ord) is site is t ro=n up2 T e se/ond step is Jtra**i/4in.;) in = i/ /reati<e and #andin. pa.e optimisation are i. #i. ted2 > en a sur*er #ands on t e =ebsite a*ter usin. a sear/ en.ine) e is sometimes
ta4en to t e ome pa.e o* t e site2 T at is o4a!) but an e<en better option is to ensure t atis #andin. pa.e is a re#e<ant one) = ere t e in*ormation e is #oo4in. *or is present)P T omas added2 T ird#!) Jmonitorin.; is important) in/#udin. /onstant#! updatin. 4e!=ords2 5u## out t ose !ou;re #osin. mone! on)P T omas ad<ised2 e a#so /autioned t ose present on Jspam
pra/ti/es;2 A =ebsite o=ner must ensure is site as uni7ue) .ood 7ua#it! /ontent) = i/ s ou#d not be dup#i/ated as *ar as possib#e2
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Pri*in'
T e pri/in. o* 4e!=ords is dire/t#! proportiona# to t e number o* ad<ertisers2 On Ya ooHs re/ent#! #aun/ ed sear/ en.ine mar4etin. p#at*orm) t e 4e!=ord _tra<e#H ad a i. est bid o* Rs ''2 Interestin.#!) _ ote H a#so ad been bid) *or Rs '2'W T e *a/t t at a t!po /ou#d dis out
an ad is an e amp#e o* t e ama in. *#e ibi#it! o* t e InternetW _ oo4sH =as bid at Rs &( and_*#i. tH at Rs 812 _ an.a#ore rea# estateH =as bid *or Rs 80) = i#e _De# i rea# estateH =as at Rs &12
!n0ine adJertisin'
Su#e4 a2/om spends around Rs 8 /rore a !ear on on#ine ad<ertisin.) in/#udin. 4e!=ord ad<ertisin.2 So/ia# net=or4in. site Bropper2/om bids on $&-$' 4e!=ords) ran.in. *rom internationa##! used _datin. ser<i/esH and _*riends ipH) to a more #o/a# /ombination o* _Mumbai datin.H) said Mr Ra@ Set ) 5rodu/t Mana.er) Bropper2/om2 T e sear/ en.ine =ou#d re<ie= !our ad *or its per*orman/e2 You /ou#d be / ar.ed a #esser pri/e *or t e 4e!=ord
/ompared to = at !our /ompetitor) = ose /ampai.n per*orman/e is bad) as bid on *or t e same =ord2 T is is on t e basis o* t e /on<ersion rate - as t e sear/ en.ine earns more *rom !our better ad) it o**ers !ou a better pri/e2 T e #esson is *or ad<ertisers" it ma! be =iser to *o/us on !our ad) t an depend on t e Internet to brin. in t e /ro=d2
!r'ani* 4 Sponsored "istin'= Gettin' in Ear02 on Ne8 Mar-et Ed'es
Ea/ time a ne= <erti/a# sear/ ser<i/e or /ontent distribution t!pe /omes about it o**ers a 7ui/4 and eas! opportunit! to e#p !ou boost !our e posure2 I* !ou .et in a mar4et be*ore it is saturated t ere is #i4e#! .oin. to be
• #ess /ompetin. /ontent • *e=er and =ea4er so/ia# barriers to brea4 t rou.
• *e=er si.na#s o* 7ua#it! t at are usab#e to or.ani e in*ormation +t us i* !ou tit#e #abe# it smart#! !ou =on a#* t e batt#e ri. t t ere,
• #ess o* a re7uirement to be /itation =ort !
• #ar.er mar.in per unit e**ort
:hat is 6!r'ani*7 sear*h en'ine 0istin'L An or.ani/ sear/ en.ine #istin. is a *ree #istin. o* a site) usua##! *ound b! a sear/ en.ineHs spider and t en ran4ed b! re#e<an/! a//ordin. to t e sear/ en.ineHs met odo#o.!2 It is a#so 4no=n as natura# #istin.s - t e unpaid portion o* a sear/ en.ines resu#ts pa.e2 A H*reeH or HunpaidH #istin. t at appears on a sear/ resu#ts pa.e2 T ese #istin.s /an be a/ ie<ed usin. SEO te/ ni7ues2PTop or.ani/ #istin.s are obtained b! per*ormin. 4e!=ord ana#!sis and /ontent optimi ation2 Or.ani/ #istin.s a/t mu/ #i4e *ree ad<ertisin. a*ter t e initia#
setup2 Some maintenan/e is re7uired to 4eep t ese #istin.s t ou. 2 T e =eb is /onstant#! .ro=in. and ne= /ompetitors are /onstant#! bein. added to sear/ en.ine inde es2
Sear*h En'ines> Brandin' Strate'2
• Customer A/7uisition t rou. Satis*a/tion • Customers re#! on sear/ en.ines and Sear/ en.ines a<e been <er! in*#uentia# in
pro<idin. t em re#e<ant and up to date in*ormation2 T e pro/ess o* /ustomer a/7uisition t rou. satis*a/tion .oes t rou. a se7uen/e o* steps t at is de*ined as
be#o="
• 5ro<idin. *ree and re#e<ant in*ormation dependin. upon user;s 7uer! and pre*eren/e2
• Sear/ en.ines t!pi/a##! *o/used on sear/ and ne<er di<erted *rom t eir mode#2
• Trusted in*ormation and 7ua#it! o* t e data
• Re.u#ar update o* in*ormation database
• Bre7uent re<ie= o* /ontent on =ebsites
Sear/ en.ines a<e been ab#e to bui#d a brand *or t emse#<es o<er t e past *e= !ears b! <irtue o* /ustomer satis*a/tion) impro<ed) e**i/ient and 7ua#it! sear/ ser<i/es2 T e o<era##
brandin. /on/ept as / an.ed /onsiderin. t e di<ersit! o* di**erent industr! around t e =or#d2 Sear/ en.ines *o##o= /omp#ete#! di**erent mode# o* business2 Ma@or sear/ en.ines
#i4e Goo.#e) Ya oo and MSN a<e di**erent brandin. strate.! and t e! a## ad set di**erent /riteria to bui#d a brand but t e ben/ mar4 =as satis*a/tion amon. on#ine sear/ ers2
Goo.#e as been su//ess*u# enou. to /as on its ima.e o* a trusted sear/ en.ine b! brandin. itse#* as a rand Goo.#eP2
o8 sear*h en'ines improJed mar-et shareL
>it in/reased /ustomer satis*a/tion and better user resu#ts) t e sear/ en.ines a<e been ab#e to impro<e t eir mar4et s are =it ma@or /ompetitors /ompetin. *or top not/ position2
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• #an'e Q Sear/ mar4etin. pro<ides t e most /ost e**e/ti<e =a! o* tar.etin. audien/es a/ross t e .#obe2 It e#ps sma## businesses rea/ #ar.e audien/es a/ross t e =or#d as =e## as #ar.e businesses rea/ a /onsumer one-to-one2
Sear*h en'ine s*enario of India
T e sear/ en.ine mar4etin. business is a $% bi##ion industr! =or#d=ide2India is emer.in. as a #u/rati<e destination *or on#ine ad<ertisers on sear/ en.ines2 A//ordin. to a stud! b! t e Internet Mobi#e Asso/iation o* India +IAMAI,) as man! as 0'm peop#e use sear/ en.ines in India) t e mar4et *or = i/ is estimated at Rs &60 /rore2
India sti## *orms on#! a *ra/tion o* t is bi. opportunit!) = i/ is $%bn .#oba##! and is e pe/ted to tou/ &6bn in t e ne t *our !ears2 Sear/ en.ine mar4etin. +SEM, is /at/ in. up =it ad<ertisers be/ause it e#ps a /ompan! rea/ a /onsumer = en e is a/tua##! #oo4in. to bu! somet in.) un#i4e media ads) = i/ ma! not rea/ t e prospe/ti<e bu!er)P said Ma es Murt !) CEO) pinStorm) a Mumbai-based /ompan! = i/ =rites ads *or /ompanies = o sponsor on sear/ en.ines2
Around Rs &60 /rore are spent b! mar4eters on t e on#ine media to tar.et Indian users) and out o* t is) Indian ad<ertisers; spends are about Rs (& /rore2 T ere =ere &3$ brands t at spent more t an Rs $% #a4 per !ear in India) = i#e t e number o* Indian ad<ertisers = o spent t at mu/ =as 3%2
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It sa!s t at o<er one bi##ion Indians use sear/ and t e tota# /#i/4s b! users on sponsored #in4s are about 821 mi##ion2 T e number o* ad<ertisers tar.etin. t is u.e user base e /eeded 8%)%%% peop#e2
Around Rs &60 /rore are spent b! mar4eters on t e on#ine media to tar.et Indian users) and
out o* t is) Indian ad<ertisers; spends are about Rs (& /rore2 T ere =ere &3$ brands t atspent more t an Rs $% #a4 per !ear in India) = i#e t e number o* Indian ad<ertisers = o spent t at mu/ =as 3%2
T e a<era.e number o* 4e!=ords bou. t b! a brand =as 8& and t e report sa!s t at t e a<era.e /ost per /#i/4 paid b! an ad<ertiser in India =as Rs $02&%2 ere are some ana#!ses o* a *e= se/tors based on spends2
T e top t ree se/tors based on t e estimated annua# spends in India =ere tra<e#) ban4in. and *inan/ia# ser<i/es) .enera# on#ine /ompanies) retai# e-/ommer/e) @obs) made-*or-Adsense) et/2 O* t ese) t e .enera# on#ine /ate.or! ran4ed *irst *o##o=ed b! retai# e-/ommer/e and t en
tra<e#2
In t e tra<e# se/tor) t e top t ree ad<ertisers +based on spends, =ere Ya ooW Tra<e# +Rs $ /rore,) Lu*t ansa +around Rs2%23' /rore, and Ma4e M! Trip +around Rs %23 /rore,2 In t e
ban4in. and *inan/ia# ser<i/es se/tor) Citiban4) =it a spend o* Rs &2( /rore) S C) = i/ spent Rs $2$ /rore) and ICICI an4) =it Rs %23 /rore) emer.ed t e top t ree spenders on sear/ mar4etin.2
Amon. t e @ob sear/ /ompanies) Nau4ri) = i/ spent Rs 1 /rore) topped t e #ist and Monster India) = i/ spent around Rs '2' /rore) /ame se/ond) *o##o=ed b! Ya ooW Fobs India) t e spends o* = i/ =ere as #o= as Rs $ /rore2
Amon. t e datin. and matrimon! se/tors) S aadi2/om spent around Rs $2& /rore) *o##o=ed b! Fee<ansat i) = i/ spent Rs %20 /rore2 Amon. .enera# ad<ertisers) Goo.#e emer.ed t e i. est spender) spendin. around Rs ( /rore +in- ouse spend,2
In t e retai# e-/ommer/e se/tor) e- a! spent t e i. est) Rs 32' /rore) *o##o=ed b! Ki@i@i) = i/ spent around Rs $ /rore on sear/ mar4etin.2
5instorm *ounder and CEO Ma es Murt ! sa!s) && o* t e top '% and 6( o* t e top $%% sear/ ad<ertisers b! 4e!=ord <o#ume are *rom =it in Indian operations2 India produ/es o<er a bi##ion on#ine sear/ es ea/ mont and t e number is .ro=in. as peop#e resear/
/ oi/es) produ/t detai#s and pri/es *or e<er! sot o* bu!in. de/ision2 T ese ran.e *rom tra<e#to insuran/e) edu/ation and e<en a *i#m /areer2
The top fiJe spenders are a00 Internet *ompanies=
Nau4ri) to.et er =it 33a/res and Fee<an Saat i Rs 3( mi##ion Eba! Rs 3& mi##ion Monster to.et er =it FobsA ead Rs 08 mi##ion Goo.#e Rs '1 mi##ion Ya oo Rs 6& mi##ion Citiban4 Rs &( mi##ion 5 Rs &' mi##ion >or#d Spa/e Rs &% mi##ion2
'1
In terms o* se/tors spendin. on sear/ ad<ertisin. t is is = at t e brea4 up #oo4s #i4e" Retai#) e/ommer/e Rs $13)0(3)088 Te/ no#o.! Rs $$0)$'6)$3% Tra<e# Rs $(6)0'%)&6% Automoti<e Rs $%)6&$)%&%
an4in.) Binan/ia# Ser<i/es Rs $8')%63)8$%Datin.) Matrimonia# Rs 6$)01$)'6% Edu/ation Rs &8)'($)0(8 Genera# On#ine Rs &&()18&)6%1 Fobs Rs $(')&(%)1(1 Media Rs 8$)$$6)$(% Made *or Ad Sense Rs $'')(&')8$0
NGO Rs $$)03()030 5ropert! Rs &')'$()3$0
T e stud! notes t at !ou /an ne<er a<e too man! 4e!=ords2 Sear/ en.ines in/#udin.
Goo.#e re/ent#! announ/ed t at a#most a#* o* t eir sear/ en7uiries a<e ne<er been as4ed be*ore2 One needs to 4eep addin. to t e 4e!=ord #ist and a#so t in4 o* t in.s t at a<e not o//urred to t e /ompetition2 Tra<e# sites routine#! bu! and dep#o! o<er t ree mi##ion 4e!=ords ea/ on sear/ mar4etin. /ampai.ns2 Lon.er p rases /on<ert better2 > i#e paid sear/ in<o#<es i. ris4s and i. returns) mar4eters s ou#dn;t i.nore t e bene*its o* natura# sear/ )P T omas said2 A .ood ba#an/e o* t e t=o is ne/essar!2P
La##a 7uipped o<er t e t eor! t at sear/ mar4etin. mi. t e<en bui#d brands i* a sur*er be/omes #o!a# to a site as a resu#t o* sear/ mar4etin.) t en not in. #i4e it2 T omas o* e a! *e#t it =as too ear#! to sa! t at sear/ mar4etin. /ou#d be #e<era.ed to bui#d brands2 Sear/ mar4etin. is not a <e i/#e *or brandin. banner ads /an do t at)P e said2 Sear/ mar4etin.
is more about immediate return on in<estment
'3
Top Indian Sear*h Bu2ers aimin' at an Indian audien*e F 2 estimated spendH
• Ad<ertiser Est2 annua#ised spend • Nau4ri 33a/res Fee<ansat i INR 3()'%0)'%8
• e a!V INR 3&)(&0)'6&
• Monster FobsA ead INR 08)(60)830
• Goo.#eVV INR '1)8%&)0&%
• Yaoo INR 6&)%(()(1&
There are three t2pes of spendin' on sear*h "
$2 Indian /ompanies spendin. in India &2 O<erseas /ompanies spendin. in India 62 Indian /ompanies spendin. o<erseas2
IndiaHs *irst #o/a# internet sear/ en.ine #aun/ ed 2 Guru@i2/om) *ounded b! t=o De# i IIT .raduates) toda! #aun/ ed /ountr!Hs *irst #o/a# internet sear/ en.ine) =it a /ommitment o* USD se<en mi##ion *rom a #eadin. Indian <enture /apita# *irm2
Aimed at t e Indian =eb /onsumer) Guru@i2/om is *o/ussed on pro<idin. better sear/ resu#ts b! #e<era.in. proprietar! a#.orit ms and data in t e Indian /onte t) its Co-Bounder and CEO Anura. Dod to#d reporters ere2 Cra=# te/ no#o.! used b! Guru@i2/om is a /omp#e /omputin. s!stem t at /ra=#s t e =eb identi*!in. Indian /ontent usin. sop isti/ated a#.orit ms2
Ethi*a0 *onsiderations
Man! *orms o* sear/ en.ine optimi ation on#! amount to ensurin. /omp#ian/e to sear/ en.inesH .uide#ines *or in/#usion and remo<in. an! te/ ni/a# barriers t at mi. t 4eep t e =ebsite *rom rea/ in. a proper ran4in.2 o=e<er) ot er met ods o* sear/ en.ine optimi ation su/ as 4e!=ord spammin. are o*ten <ie=ed as .amin. t e s!stem and /onsidered unet i/a#2 See t e arti/#e on sear/ en.ine optimi ation *or detai#s2
Disp#a!in. ad<ertisements or sponsored resu#ts in an area <isua##! separated *rom t e a#.orit mi/a##! determined resu#ts is .enera##! /onsidered et i/a#2 o=e<er) some sear/
en.ines a##o= t e ran4in. o* a =ebsite to be in*#uen/ed =it a pa!ment and pro<ide #itt#e or no indi/ation to t e end-user t at t is as appened2 Sin/e t e sear/ en.ines .i<e t e impression or /#aim t at t e ran4in.s re*#e/t t e re#e<an/e or popu#arit! o* t e =ebsites) t is is o*ten seen un*air or de/epti<e2
Sear/ en.ine ad<ertisin. produ/ts t at donHt .uarantee a spe/i*i/ ran4in. or an amount o* <isibi#it! are seen as unet i/a# b! some sear/ en.ine mar4eters2 T e produ/t mi. t pro<ide an unspe/i*ied boost or t e *ina# ran4in. or <isibi#it! mi. t be a resu#t o* an au/tion2
5aid in/#usion as not /aused mu/ /on/ern2 o=e<er) it as been su..ested t at sear/ en.ines s ou#d impro<e t e speed t e! pi/4 up ne= =ebsites and t at paid in/#usion ser<i/es
t us /reate a /on*#i/t o* interest t at dis/oura.es impro<in. ser<i/e #e<e#s a/ross t e board2
Sear*h en'ine mar-etin' and *ustomer 0o2a0t2
Most 4no=#ed.eab#e eMar4eters in<o#<ed =it Internet Mar4etin. be#ie<e Sear/ En.ine Mar4etin. is t e most e**e/ti<e and t e most <a#ued =a! to mar4et !our >ebsite2 Sear/
En.ine Mar4etin. is not @ust sear/ en.ine optimi ation2 Sear/ En.ine Mar4etin. is t e /ombination o* t e Ri. t Content) Sear/ En.ine Optimi ation and t e Lin4 5opu#arit! /on/ept2 Bor an e**e/ti<e Internet Mar4etin. not on#! !our site as to be optimi ed =it t e ri. t /ontent) it a#so as to be e**e/ti<e#! #in4ed =it ot er =ebsites in !our *ie#d2 Sear/ En.ine Mar4etin. is Internet Mar4etin. be/ause itHs a / a##en.e to be *ound in sear/ en.ines t ese da!s2 T e / a##en.e is to be optimi ed and to a<e .ood /ontent t at /an be re/o.ni ed
b! ma@or sear/ en.ines su/ as Ya oo and Goo.#e2 In toda!Hs Internet Mar4etin.) randin. and eMar4etin. are rea##! e7ua# to Sear/ En.ine Mar4etin.2 Soon Spam =i## be e#iminated and Mar4eters sti## a<e to spend t at ad<ertisin. mone! some= ere2 T e mone! =i## .o into Sear/ En.ine Mar4etin. or e<en 5a! 5er C#i/4 Mar4etin.2 As t e demand *or 5a! 5er C#i/4 Mar4etin. in/reases) t e bids =i## be e<en
i. er2 ein. *ound on t e *irst pa.e o* Goo.#e) Ya oo) and ot er sear/ en.ines is <ita# to an! Internet Mar4etin. e**orts2 T at is = ! randin. is Sear/ En.ine Mar4etin.2
06
85% of all Internet surfers are directed by search engines
Search Engines are the super powerful tra c solution on the Internet
Goo.#e In/2 is an Ameri/an mu#tinationa# so*t=are /orporation) *irst in/orporated as a pri<ate#! e#d /orporation in September) $331) t at spe/ia#i es in sear/ en.ine ) in*ormation retrie<a# te/ no#o.! and on#ine ad<ertisin.2 >it a mar4et /apita#i ation o* o<er US 162%3
bi##ion as o* Fune &%%0) Goo.#e is t e #ar.est internet sear/ /ompan! in t e =or#d) a#mostt=i/e as #ar.e as ar/ -ri<a# Ya ooW T e /ompan! emp#o!s appro imate#! 0)1%% emp#o!ees and is based in Mountain ie=) Ca#i*ornia2
Goo.#e) o=ner o* t e #eadin. on#ine sear/ en.ine) is de<oted to a sin.#e-minded mission" trans*ormin. t e =a! t e =or#d *inds and stores in*ormation) e<en i* t at means sendin.
peop#e some= ere e#se2
Goo.#e" - As a Noun and erb2 T e name Goo.#e ori.inated *rom a misspe##in. o* .oo.o#) = i/ re*ers to $%$%%+a $ *o##o=ed b! one- undred eros,2 Goo.#e as be/ome =e## 4no=n *or its /orporate /u#ture and inno<ati<e) /#ean produ/ts) and as a ma@or impa/t on on#ine /u#ture2 T e <erb to .oo.#e as /ome to mean to per*orm a >eb sear/ ) usua##! =it t e Goo.#e sear/ en.ine 2
Goo'0e>s e'innin'
Goo.#e be.an as a resear/ pro@e/t in Fanuar!) $330 b! Larr! 5a.e and Ser.e! rin) t=o 5 2D2 students at Stan*ord Uni<ersit!2 T e! !pot esi ed t at a sear/ en.ine t at ana#! ed t e re#ations ips bet=een =ebsites =ou#d produ/e better resu#ts t an e istin. te/ ni7ues = i/ essentia##! ran4ed resu#ts a//ordin. to o= man! times t e sear/ term appeared on a
pa.e2
A* uaintan*es of Goo'0e=
On September &1) &%%') Goo.#e announ/ed a #on.-term resear/ partners ip =it NASA = i/ =ou#d in<o#<e Goo.#e bui#din. a $-mi##ion s7uare *oot R D /enter at NASA;s Ames Resear/ Center2
Time >arner;s AOL unit and Goo.#e un<ei#ed an e panded partners ip on De/ember &$) &%%') in/#udin. an en an/ed .#oba# ad<ertisin. partners ip and a $ i##ion in<estment b! Goo.#e *or a ' sta4e in AOL2 Additiona##!) Goo.#e as a#so re/ent#! *ormed a partners ip =it Sun Mi/ros!stems to e#p s are and distribute ea/ ot er;s te/ no#o.ies2 Goo.#e as a#so re/ent#! be.un to e periment
=it ot er mar4ets) su/ as radio and print pub#i/ations2On Fanuar! $() &%%0) Goo.#e announ/ed t at it ad pur/ ased t e radio ad<ertisin. /ompan! dMar/) = i/ pro<ides an automated s!stem t at a##o=s /ompanies to ad<ertise on t e radio2
Phases of Goo'0e
ere are t e #ast 1 !ears o* Goo.#e2/om"
In ( @$ Goo.#e =as a#most /#uttered2 a/4 t en t ere =as sti## some emp asis on Stan*ord Sear/ )P s o=in. t e roots o* = ere Goo.#e /omes *rom2 A#so) ri. t on t e *ront-pa.e !ou /ou#d subs/ribe to t e Goo.#e Briends ne=s#etter2 In ( ) !ou /an see Goo.#e rea#i es its sear/ en.ine /an stand on its o=n) and *o/uses on somet in. t e /ompetitors at t at time =ere s#o=#! #osin." tota# *o/us on sear/ ) =it a /omp#ete#! un/#uttered omepa.e2 Goo.#e2/om =ou#d ne<er a.ain a<e as #itt#e #in4s as in $3332 T e #o.o at t at time is sti## a bit u.#!: and Goo.#e sti## *ee#s t e need to e p#ain = at it does In +<<<) a*ter a<in. sur<i<ed t e Y&K bu. +and about to be sur<i<in. t e dot/om /ras ,) Goo.#e #o/a#i es =it a #an.ua.e bo ) and a#so o**ers @obs and an about pa.e i. #i. ted =it b#ue bu##ets2 In &%%%) Goo.#e Q out o* eta no= Q =as proud to be named est Sear/ En.ineP b! Ya oo Internet Li*e2 Goo.#e is a#so pus in. its >A5 ser<i/es on t e *ront-pa.e2 On a side-note) I /an see SMP instead o* TMP ne t to t e #o.o2 In +<<( ) some da!s a*ter t e 3 $$ atta/4s on t e >or#d Trade Center) Goo.#e o**ers /ondo#en/es to t e atta/4 <i/tims2 A#on. =it t e Madrid bombin.s !ears #ater) t is =ou#d be about t e on#! time Goo.#e s o=s ne=s and support #in4s on t e *ront-pa.e2 In +<<+) Goo.#e / an.es its mind about = ere to put additiona# #in4s += i/ .ro= in number,)

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