SEO & Open Search

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SEO & Open Search

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Open Search of YAHOO

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  1. SEM & Open Search Luong Vinh Tuoc SVP, Search Yahoo Inc. HCMC July 23, 2008
  2. Agenda • SEM Presentation in Vung Tau – Search & Advertizing Industry Trends – Samples of Vietnam Queries Worldwide – What is SEM (paid) vs SEO (organic)? • Y! Open Search – Search Monkey – Build your Own Search Service (BOSS) -2- July 12th, 2007
  3. Search Industry Trends 75% of all U.S. online users (non-unique) are … and search use is growing faster search users… than Internet use itself… Search engines have emerged as de facto mediators of Web traffic -3- July 12th, 2007
  4. Search Industry Trends % of Traffic From Search: Leading E-Commerce Sites Amazon ~ 67% Expedia ~ 47% Monster ~ 46% % of Traffic From Search: Leading Multi-channel Retailers (Internet) Gap ~ 48% Target ~ 56% Petco ~ 48% Source: comScore Media Metrix Search is the dominant traffic source for even the strongest online brands -4- July 12th, 2007
  5. Online Shopping Trends % of New Customers for Online Retailers / Marketing Spend Mix Source: The State of Retailing Online, Forrester Research Web search remains top customer acquisition tool for Online Retailers -5- July 12th, 2007 5
  6. Online Advertising Search Advertising as % of Internet Advertising (2007–20011E) $ in Billions Source: IAB, Emarketer Search Engine Marketing will keep its 40% share of online advertising as the category grows -6- July 12th, 2007
  7. Why is Search Advertising so Effective? • It is “intent” driven!!! • User query signifies “intent” • User most receptive to ad at “time” of intent • Advertiser paids only when user clicks (PPC) • Most cost effective and best ROI – As little as 30 cents to acquire a customer -7- July 12th, 2007
  8. Top 6 Countries – Intl Vistiors to Vietnam Intl visitors to VN Jan-May 2008 2078954 China 352175 South Korea 221385 United States 195113 Japan 169640 Taiwan 141609 Australia 104651 Source: http://www.vietnamtourism.gov.vn -8- July 12th, 2007
  9. Yahoo Search Logs VN Travel Related Queries Weekly Average China 3387 South Korea 3283 United States 27267 Japan 9268 Taiwan 7214 Australia 1486 Annualized: 1.5M queries in the U.S. -9- July 12th, 2007
  10. Sample Queries – Yahoo U.S. Logs • Vietnam airline cathay pacific • Hotels Vung Tau • Vietnam Da Lat • Vietnam Cambodia tour • Vietnam ha long bay pictures • Vietnam flight • Vietnam tour • Nha Trang tour • Vietnam Tourist Authority • Cheap flights to Vietnam • Hotel Hanoi Vietnam • Sunflower hotel Saigon • Timetable of Vietnam airline • Sapa hotel Vietnam • Beach location Vietnam • Vietnam airline Australia • Grand hotel Hanoi • Vesna hotel Hanoi - 10 - July 12th, 2007
  11. Other Countries Sample Queries • From TW: – 越南航空公司時刻表 time table of Vietnam airline – 越南旅行 travel to Vietnam – 胡志明市酒店 hotel in HCM • From CN: – 越南住宿 lodging in Vietnam – 越南宾馆酒店名录 listing of hotels in Vietnam – 越南家庭宾馆住宿 hostel (or B&B) in Vietnam • From Korea: – 나트랑여행 Nha Trang tour – 하노이 여행 정보 Hanoi tour information • From Japan: – ゼニスホテル hotel in Hanoi city • From Thai: – บริษัททัวรเวียดนามไหนดี which tour operator to Vietnam is good? - 11 - July 12th, 2007
  12. Most SMBs are Still not Participating • < 50% have a Website • < 1% are Selling Online • < 1% are Marketing Online • TAKE ADVANTAGE of the INTERNET and SEARCH ENGINES !!!! - 12 - July 12th, 2007
  13. Internet = Enormous Opportunity • Three Step Process for Online Success • Step 1: Establish a highly effective web presence • Step 2: Drive traffic to that presence • Step 3: Continuously refine - 13 - July 12th, 2007
  14. Drive Traffic with SEO and SEM • SEO – Search Engine Optimization (Organic) – Takes a lot of effort, complex with longer timeline for ROI • SEM – Search Engine Marketing (Paid) – Not as complex and quicker ROI - 14 - July 12th, 2007
  15. Paid Search vs. Organic Search PAID PAID ORGANIC - 15 - July 12th, 2007
  16. S E Marketing vs S E Optimization Search Engine Marketing Search Engine Marketing Search Engine Optimization - 16 - July 12th, 2007
  17. Search Engine Optimization • What is SEO? • Search Engine Optimization (SEO) involves designing or changing a website to naturally rank for targeted search phrases across major search engines • What are the SEO levers? • Crawlability • Keyword Targeting • Link Popularity • Site Architecture • URL Structure - 17 - July 12th, 2007
  18. SEM at Yahoo! • What is SEM? – Acquiring customers by placing keyword-based ads on search engines in a bidded auction model • What are the SEM levers? – Bid Management – Creative Optimization – Landing Page Optimization – Quality Score – Keyword Expansion - 18 - July 12th, 2007
  19. Where Are You? - 19 - July 12th, 2007
  20. http://smallbusiness.yahoo.com - 20 - July 12th, 2007
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