Microsoft (Live Search)? 28 30 million daily. 845 87

1
An Introduction toSearch Engine Marketing
2
What IsSearch Engine Marketing?
3
Building Content GearedTowards Searcher's
Interests
4
Building Search-Engine FriendlySites Pages
5
Marketing on the Web
6
Why Do We NeedSearch Engine Marketing?
7
Limitations of Search Technology
8
Keyword Targeting Issues
9
Emergence ofNew Threats Opportunities
10
Stats Information AboutSearch Engines
Searchers
11
How Many People UseSearch Engines?
At the end of 2005, 60 million people in the
United States used search engines every
day. Google 2.5 billion searches Yahoo! 1.1
billion searches MSN - 550 million searches June
2007, Google 500,000,000 users worldwide -
Source SearchEngineWatch (ComScore Nielsen
Hitwise)?
12
How Often Do Web Users Search?
Microsoft (Live Search)? 28 30 million
daily 845 870 million monthly Ask 10 13
million daily 380 400 million monthly
Google 90-100 million daily 2800 million
monthly Yahoo 60-65 million daily 1800 1900
monthly
- Source SearchEngineWatch (ComScore Nielsen
Hitwise)?
13
Search Engine Market Share
Google - 64.6 Yahoo! - 17.66 MSN - 9.07 Ask
- 2.53 Other (Lycos, Altavista, Dogpile, etc.)
- 6.14
- Source SearchEngineWatch (ComScore Nielsen
Hitwise)?
14
What Do Users Do on Search Engines?

• Half of all users entered only one search query.
• 54 percent viewed just 1 result per visit to the
  search engine.
• Searchers typically visit only the top three
  search results.
• About 55 percent of users checked out one result
  only.
• Only 19 percent went on to the second page.
• Fewer than 10 percent bothered with the third
  page of results.
• More than 80 percent stopped after looking at
  three results.
• 8/10 times, the abstract dissuades searchers
  from going to a site.
• Upon clicking through to a site, 1/5 searchers
  stay 60 seconds or less.
• 1/2 search results isn't relevant to what the
  searcher was looking for.

- Source Penn State University Research Paper
2003
15
Eye Tracking Data for Google
- Source Enquiro 2005
16
How Does Search UsageDrive Offline Behavior?
17
News Consumption Online
On a typical day in August (2006), 26 million
Americans were using the internet for news or
information about politics and the upcoming
mid-term elections. That corresponds to 19 of
adult internet users, or 13 of all Americans
over the age of 18. - Pew Internet 9/20/2006
18
Social Media Usage Participation
More than half (55) of all online American
youths ages 12-17 use online social networking
sites, according to a new national survey of
teenagers conducted by the Pew Internet
American Life Project. The survey also finds
that older teens, particularly girls, are more
likely to use these sites. For girls, social
networking sites are primarily places to
reinforce pre-existing friendships for boys, the
networks also provide opportunities for flirting
and making new friends.
19
Blog Usage Participation
According to random-digit dial surveys conducted
in the spring of 2006, 8 of internet users age
18 and older, or about 12 million American
adults, report keeping a blog. According to a
random-digit dial survey conducted in January
2006, 39 of internet users age 18 and older, or
about 57 million American adults, report reading
blogs. And as described in the Pew Internet
Projects Teen Content Creators and Consumers
report,3 19 of internet users age 12-17 keep a
blog and 38 of online teens read blogs.
20
NPR Search EnginesA Match Made in...
21
Indexing Issues
22
The Search Demand Curve
23
Keyword Targeting
24
Social Media Blog Participation
25
News Inclusion Ranking
26
RSS Feeds
27
NPR User EngagementLove at First Click?
28
Usability User Experience
29
Page Design Layout
30
Media Placement / Engagement
31
User Participation Options
32
NPR'S Biggest Challengesfrom the World of Search
33
Faster Indexing for Greater Relevance
34
Higher Rankings for Greater Traffic
35
Duplicate Content with AP Stories
36
Lack of Targeting for High Volume KWs
37
Little Engagementw/ Social Media Blogs
38
Blog Content on NPR is Very Limited

• No Blogs in the Main Nav
• No Blogs in the Sitemap
• No List of Blogs Anywhere
• Only a Few Blogs in Total
• Limited Mention of NPR Blogs on the Air
• No List of Blog Feeds on the Feeds Page

39
Internal Link Structure Issues
40
Limited Targeting ofInternet Search Trends
41
QAAll Things (Web) Considered