Tài liệu SEO & Open Search ppt

Agenda ¢ SEM Presentation in Vung Tau — Search & Advertizing Industry Trends — Samples of Vietnam Queries Worldwide — What is SEM paid vs SEO organic?. Search Engine Marketing will

#

SEM & Open Search

Luong Vinh Tuoc SVP, Search Yahoo Inc

HCMC July 23, 2008

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)

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

US Search Engine User Growth vs Total Internet User

Growth, 2006-2011 (% change)

2006

700,000, 000—

600, 000,000-—

5.6%

500, 000,000-

400,000, 000-

200, 000, 000-

3.8%

oe và Se Oe Ss SAS So FS SP » FSF Sse ce

wv 3 CEOS SH FP OW KY vợ cày Fr ¥< Ss ey 3 ro W@ Search engine users ™ Internet users

Sages 3+; ing th f, ions ÍmTs tal Search Users Bi Total non-Search Users | l9 iVorteter la nưary 200 anytime during the year trom all locations

090501 www.eMarketer.com

Source: Nelsen-NetRatings, Credit Suisse estimates

search engines have emerged as de facto mediators of Web traffic

Search Industry Trends

% of Traffic From Search: Leading E-Commerce Sites

Amazon ~ 67%

m= Google

m Yahoo!

m MSFT

m Ask

# Type-in

ø Other

Expedia ~ 47%

1./%

= Google

@ Yahoo!

m MSFT

m Ask

®@ Type-in

= Other

Monster ~ 46%

% of Traffic From Search: Leading Multi-channel Retailers (Internet)

Gap ~ 48%

& Google

m@ Yahoo!

m MSFT

m Ask

mw Type-in

® Other

1.8%

Source: comScore Media Metrix

search is the dominant traffic source for even the strongest online brands

Target ~ 56%

3.9%

4 -

& Google

@ Yahoo!

m MSFT

m Ask

8 Iype-in

® Other

Petco ~ 48%

1.1%

1.2%

July 12", 2007 eo!

& Google

= Yahoo!

m MSFT m@ Ask

#8 Type-in

= Other

Google

mw Yahoo!

m MSFT

mw Ask

®@ Type-in

= Other

Online Shopping Trends

% Of New Customers for Online Retailers / Marketing Spend Mix

50% -

© 40%

2 36%

Œ)

C

2

> 30% -

2

= =

O

<

5 20%

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S

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1%

0% -

Search Organic Catalogs Affiliate Comparison- Email to Traditional New Portal Other Engine Traffic Programs Shopping Prospecting Portal Deals Deals

Source: The State of Retailing Online, Forrester Research

w

Web search remains top customer acquisition tool for Online Retailers

Online Advertising

search Advertising as % of Internet Advertising (2007—20011E)

E1 Online Advertising ( Total) 942.0

940 - lm Search Engine Marketing $37.5

$35 -

$30 -

$25 -

$20 -

$15 -

$10 -

$5 -

$0 -

Source: IAB, Emarketer —

Search Engine Marketing will keep its 40% share

of online advertising as the category grows

Why its Search Advertising so Effective?

itis “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 RO|

— As little as 30 cents to acquire a customer

Top 6 Countries — Intl Vistiors to Vietnam

United States 195113

Source: htto://www.vietnamtourism.gov.vn

Yahoo Search Logs

Annualized: 1.5M queries in the U.S

Sample Queries — Yahoo U.S Logs

¢ Vietnam airline cathay pacific

¢ Vietnam Da Lat

¢ Vietnam ha long bay pictures

¢ Vietnam tour

¢ Vietnam Tourist Authority

¢ Hotel Hanoi Vietnam

¢ Timetable of Vietnam airline

¢ Beacn location Vietnam

¢ Grand hotel Hanol

-10-

Hotels Vung Tau

Vietnam Cambodia tour Vietnam flight

Nna Trang tour Cheap flights to Vietnam Sunflower hotel Saigon Sapa hotel Vietnam

Vietnam airline Australia Vesna hotel Hanol

Other Countries Sample Queries

From IW:

— PRA ZEA BASHIR

— PRR HRTT

— HHnHHTH)BHJh

From CN:

— XRG

— RASTA aA

— PRMRBR EB

From Korea:

- otrOas ae

From Japan:

— +#—^;7E7JL

From Thai:

^oq/ cœ/¡ đa cA

— 13825399111 MUA

time table of Vietnam airline travel to Vietnam

hotel in HCM

lodging in Vietnam

listing of hotels in Vietnam

hostel (or B&B) in Vietnam

Nha Trang tour

Hanoi tour information

Notel in Hanoi city

which tour operator to Vietnam is good’?

-11-

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Most SMBs are Still not Participating,

< 50% nave a Website

< 1% are Selling Online

< 1% are Marketing Online

TAKE ADVANTAGE of the INTERNET and SEARCH ENGINES !!!!

-12- July 12%, 2007 <7:

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 12h, 2007 cứ:

Drive Traffic with SEO and SEM

¢ SEO — Search Engine Optimization (Organic)

— Takes a lot of effort, complex with longer timeline for RO|

¢ SEM — Search Engine Marketing (Paid)

— Not as complex and quicker ROI

Paid Search vs Organic Search

Welcome, Guest [Sian In)

Web images Video Audio Directory Local News Shopping More >»

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S E Marketing vs S E Optimization

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Web Images Video Audio Directory Local News Shopping More »

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Search Results

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www GoDaddy.com - Why Pay More? Compare 24/7 Support, Free mfo Uptime guarantee

search Engine

Optimization

search

Engine Marketing

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

searcn engines

¢ What are the SEO levers?

¢ Crawlability

Keyword Targeting Link Popularity

site Architecture URL Structure

SEM at Yahool

¢ What is SEM?

— Acquiring customers by placing keyword-based ads

on searcn engines In a bidded auction model

— Bid Management

— Creative Optimization

— Landing Page Optimization

— Quality Score

— Keyword Expansion

¢ What are the SEM levers?

- 18 -

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July 12%, 2007 “a Ị

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Yahoo! My Yahoo! Mail Welcome, Guest [Sign In} Help

Web Images | Video | Local | Shopping more ~

hotels vung tau _ Search _ Options x Customize w AHOO!

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Searchin: ( the Web () pages from Finland

1 - 10 of 1,870,000 for hotels vung tau (About) - 0.07 s | J SearchScan On

Also try: hotels vung tau vietnam, anoasis hotels vung tau, More

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Vung Tau Hotels Reservation

Vung Tau Chau Doc Soc Trang Phu Quoc Long An VUNG TAU HOTELS Fax: (84-64) 852834

Last Up Date Vietnam Hotels & Resort Reservation Vietnamhotels.biz

www.vietnamhotels.biz/vungtau.htm - 128k - Cached

Vung Tau Hotels in Vietnam - DirectRooms

Vung Tau discount hotel reservations from DirectRooms Save with cheapest rates An 8 storey

hotel in the heart of Vung Tau City It is just a few minutes

directrooms.com/vietnam/hotels/vung-tau-hotels/price1 htm - Cached `

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