Video Transcript: Search Marketing - Part 1

So welcome back to marketing management. We have spent a lot of time so far. We're getting fairly deep into the course. We've talked a lot about the various  fundamental concepts of marketing, and in the previous couple of modules, we  talked about email marketing techniques and about social media type  management. In this particular module, we're going to spend a couple of  lectures looking at something that we call search marketing, and a lot of you will  be aware of the concept of getting your website to rank highly in search engines, such as Google, for example, but there's other ones like Bing, Yahoo and a few  other ones that also exist, and we're going to talk in this particular series about  the concept of search marketing. Here's what we're going to talk about in this  particular module, we're going to talk about the method of search marketing.  We're going to talk about some of the terminology. And of course, we can't do  anything without discussing metrics and social media or, I mean, search  marketing roles. Who in your organization is responsible for this stuff? What kind of stuff do they do? What do they contribute to the whole process? The  methodology of search marketing, the principles of a well executed search  marketing campaign, has evolved much more than any of the other disciplines.  In a digital marketing context, there's a lot of rules now that did not exist five  years ago, 10 years ago especially, and even what rules were there previously  have changed dramatically. Today's search is far more mobile than what it used  to be. Every year that goes by, the total percentage of people who are surfing  the internet using their mobile phones increases dramatically. It used to be that it was almost the total domain of a desktop computer, you know, the tower and the big monitor that you had sitting on a table at home. And now it's gravitated much more towards smaller devices, and the device is somewhat irrelevant. What  matters here is the fact that people who are searching for stuff mobile are  usually standing in the store doing comparison shopping with something that  might be on the shelf next to them versus what they can get it for on Amazon.  That's why search marketing can in certain contexts. Can be very important. It's  a lot more search marketing today is actually far more structural and far more  technical than what it used to be searching search marketing is generally white  hat nature, and simply by making that comment, you can assume that there's a  black hat method to search marketing. And the connotation, or the implication  here is that black hat marketing is not ethical. It is not well regarded by the  search engines that are looking for and evaluating this information, and it's really black hat marketing is really meant to gain the system. But today, the beauty  now is that the search algorithms that these different companies like Google use for search results have gotten far more sophisticated, and the end result is that  the best page usually wins. And like I said, the war is over Google and and this  is actually a lot more than just about Google or search results today is search  marketing is really everywhere that it matters. And we're looking at things like  YouTube, for example, when you're looking at when you're going on YouTube, 

and you're looking for specific how to do it, type or do it yourself. Type articles  on home repair, for example, you want to understand how to put in or install new laminate flooring in a room, and all of a sudden you start getting all results back  for how to fix plumbing or whatever. Then search marketing is not working, but  the reality is it is working, and you can very quickly get the results back that you  want. Amazon has search marketing down to a science. You look for specific  search term in there, and they start bringing back all kinds of very relevant  products that you can purchase that are based around your search term. And  this is actually, search marketing is actually a lot more than just getting traffic to  your website or to your product on an Amazon page. For example, search  marketing has actually gotten refined. I mentioned that Google and some of  these other firms have gotten far more sophisticated with their algorithms, and  they've done this by spending a lot or focusing a lot more attention on the intent. Why would somebody be looking for that term? Are they looking to do  something? Are they going specific solve a problem? Are they looking for  specific product they can tell, literally, from your search term that you've entered, whether or not there's any kind of purchase intent. So they they are very big on  measuring the intent of why you're looking for a specific why you're actually  trying to do a specific search the context. Why are why are you searching for  something? So there's things they're doing here there that are really very  carefully reading between the tea leaves, as we would say, intent, what is the  product searching for? Context? Why are they searching for? So let's talk a little  bit about intent. I want to find a historic Bed and Breakfast near me, because I  want to take my wife to a unique place for our anniversary. The context in if you  take this same exact statement, the context, part of this is, take my wife to a  unique place for our anniversary. So if we go back to the previous slide, here's  the intent. I don't want to find a historic Bed and Breakfast. The context is I want  to take my wife to a unique place for our anniversary. So let's do another one. I  want to start a vegetable garden. The intent here is to start a vegetable garden,  and the context save money in the grocery bills.