SEARCH ENGINES AND KEYWORD MARKETINGby Daria Zhilkina

SEARCH ENGINES

WEB SEARCH ENGINE is designed to search for information on the World Wide Web. The search results are generally presented in a list of results and are often called hits. The information may consist of web pages, images, information and other types of files. Some search engines also mine data available in databases or open directories. Unlike Web directories, which are maintained by human editors, search engines operate algorithmically or are a mixture of algorithmic and human input.

Examples: Google, Yahoo!, ASK, MSN etc

SEARCH ENGINES

ComScore (April 2008)(Core Search Entity Share of Searches (%) - April-

08 )Total Core Search 100.00% Google Sites 61.60% Yahoo! Sites 20.40% Microsoft Sites 9.10% Ask Network 4.30%

WHO IS AVERAGE USER?

Interesting fact: Google is used by wealthier people than Yahoo!

Every one uses Search Engines, therefore…

KEYWORD MARKETING

Search engine marketing? : Keyword marketing involves achieving top placement

in the actual search listings themselves. Search engine marketing, or SEM, is a form of

Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion

KEYWORD MARKETING

In 2008, North American advertisers spent US$13.5 billion on search engine marketing. The largest SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing

Search engines with SEM programs: Google - global Yahoo! - global Bing - global Ask.com - global Baidu - China Yandex - Russia Rambler - Russia Timway - Hong Kong Onkosh - Arabic Search, Middle East Ayna - Arabic Search engine, Middle East & North Africa Leit.is - Iceland

CONCLUSIONS

Today search engines are actively used and they are popular

Keyword marketing can be used for marketing in Social Media, as it may appeal to every target group that is chosen

Keyword marketing suits the needs of companies as it is “flexible” meaning that it can be used in different times and for different audience

THANK YOU FOR YOUR TIME AND ATTENTION!