ogilvy seo and sem

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1、“OnetoOne”@BeijingSearchEngineMarketingJun15,2004TodayBasicconceptsSearchEngineMarketing(SEM)ImportanceLevelsandwaysofdoingSEMCasestudiesanddemonstrationBusiness-to-Consumer(B2C)Business-to-Business(B2B)SEM–businessapproachesWhatdoyousearchonline?BasicconceptsWhatisas

2、earchengine?Searchenginescreatetheirlistingsautomaticallybyspideringwebpagessubmittedtothem:SPIDERSpidersvisitawebpage,readitandfollowlinkstootherpagesinthesite.INDEXSpideredpagesareaddedtotheindex.RANKSearchenginesoftwaresiftsthroughthemillionsofpagesrecordedintheind

3、extofindmatchestoasearchandranktheminorderofwhatitbelievesismostrelevantEachofthemajorsearchenginesusedifferentsoftwarealgorithmstodeterminetherankingandorderoftheirsearchresultsWhatisasearchdirectory?AdirectorydependsonhumansforitslistingsYousubmitashortdescriptionto

4、thedirectoryforyourentiresite,oreditorswriteoneforsitestheyreviewAsearchlooksformatchesonlyinthedescriptionssubmittedThingsthatareusefulforimprovingalistingwithasearchenginehavenothingtodowithimprovingalistinginadirectory.Theonlyexceptionisthatagoodsite,withgoodconten

5、t,mightbemorelikelytogetreviewedthanapoorsiteYahoo(1.8millionwebpages)OpenDirectory(2.6millionpages)LookSmart(2.5millionpages)MoreclassificationsHybridsManyportalsitesareinfactahybridAsearchenginewithanassociateddirectorye.g.MSN/OpenfindAsearchdirectorywithanassociate

6、dsearchenginee.g.Yahoo/SohuHowdoesitwork?SpiderfromOpenfind(MSN).comRobotfromGoogle.comSpiderfromYahoo.comTheSearchEngine/DirectorysendSpidertoreadthroughtheHTMLofthesitetogatherinformationSearchenginesrelationshipKeysearchengines-worldwideSource:eMarketer(June2004)Us

7、eofsearch-worldwideSource:eMarketer(May2004)Searchenginesusage-USSource:eMarketer(April2004)Source:CNNICJan2004Majorreasonstogoonline-ChinaSource:CNNICJan2004Mainonlineservicesused-ChinaChannelstoknownewsites-ChinaSource:CNNICJan2004Howmanysearchenginesanddirectoriesi

8、nChina?Morethan110inChinaAlotofpeopleareusingthem….Besidesthem,therearemanymore…FromgeneraltospecificFromlocaltoglobalFromCh