文档介绍：“One to One”@ Beijing Search Engine Marketing
Jun 15, 2004
Today
Basic concepts
Search Engine Marketing (SEM)
Importance
Levels and ways of doing SEM
Case studies and demonstration
Business-to-Consumer (B2C)
Business-to-Business (B2B)
SEM – business approaches
What do you search online ?
Basic concepts
What is a search engine?
Search engines create their listings automatically by spidering web pages submitted to them:
SPIDER Spiders visit a web page, read it and follow links to other pages in the site.
INDEX Spidered pages are added to the index.
RANK Search engine software sifts through the millions of pages recorded in the index to find matches to a search and rank them in order of what it believes is most relevant
Each of the major search engines use different software algorithms to determine the ranking and order of their search results
What is a search directory?
A directory depends on humans for its listings
You submit a short description to the directory for your entire site, or editors write one for sites they review
A search looks for matches only in the descriptions submitted
Things that are useful for improving a listing with a search engine have nothing to do with improving a listing in a directory. The only exception is that a good site, with good content, might be more likely to get reviewed than a poor site
Yahoo ( million web pages)
Open Directory ( million pages)
LookSmart ( million pages)
More classifications
Hybrids
Many portal sites are in fact a hybrid
A search engine with an associated directory . MSN/Openfind
A search directory with an associated search engine . Yahoo/ Sohu
How does it work ?
Spider from Openfind
(MSN).com
Robot from
Spider from
The Search Engine/Directory send Spider to read through the HTML of the site to gather information
Search engines relationship