University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 4
Search Engine Marketing (SEM)
and
Search Engine Optimisation (SEO)
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Learning objectives
1. Recognize what SERP, SEM, and SEO are.
2. Understand definitions of SEM and SEO.
Questions for marketers
1. What are SERP, SEO, and SEM?
2. How do SEO and SEM apply in digital marketing?
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
1. Search Engine Result Page (SERP)
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
How do search engines work?
Source: https://www.youtube.com/watch?v=W5h22tgPAS8
University of Information Technology Vietnam National University, Ho Chi Minh City Dr. Tran Van Hai Trieu
Faculty of Information Systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, Copyright © 2022, 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Activity of search engines
To find relevant content on web pages, search
engines are constantly performing three tasks:
Crawling Indexing Ranking
Search engines use
“crawlers,” programs
that visit every page
of each site online to
determine what
content they hold
Search
engines
create an
index of all
content
stored online
Search engines
ultimately rank
them based on
relevancy &
authority
(popularity)