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- Archived Lectures *These may not cover the latest advances in the field
-
18 min
1. B2B planning and strategy- Mr. John Bottom
-
37 min
2. Building B2B brands through advertising- Mr. Fabio Torlini
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35 min
3. B2B integrated marketing- Mr. Chris Wilson
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33 min
4. Which digital marketing formats work?- Mr. Val-Pierre Genton
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27 min
5. Search engine marketing- Ms. Lisa Ditlefsen
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43 min
6. Global and local perspectives on B2B branding- Mr. Holger Ambroselli
Printable Handouts
Navigable Slide Index
- Introduction
- Why search engine marketing?
- UK search engine market share
- What is SEO?
- What is PPC?
- Organic and paid results
- Organic and paid search: the difference
- Relationships between search engines
- How the search engines work
- Spiders crawling the web
- Search engine user stats
- The importance of ranking highly
- Google organic click distribution
- Principles of SEO: the basics
- Keyword and competitor research
- Keyword research
- Keyword research: PPC campaign
- Keyword research tools
- Trend analysis tools
- MSN keyword trend tool
- Competitor research
- Targeting and mapping
- Keyword mapping
- Content optimisation
- Content: striking the balance
- Where to use the keywords
- Optimising the title tag
- Title tag in the search engine result pages
- The meta description tag: your free ad
- Unethical SEO (rules of thumb)
- Unethical SEO (what to avoid)
- Link building and Google PageRank
- Importance of incoming links
- Link building: quality not quantity
- Web analytics
- Search engine marketing: the result
- Thank you
Topics Covered
- Why search engine marketing
- What is SEO (search engine optimization) and PPC (pay per click) advertising
- Organic and paid results
- How search engines work
- The importance in ranking highly in the search engines result pages
- Principles of search engine optimization
- Keyword and competitor research
- Trend analysis tools
- Targeting and mapping
- Content optimization
- Optimizing the title tag
- Meta description tag
- Unethical search engine optimization
- Link building and google PageRank
- Web analytics
Talk Citation
Ditlefsen, L. (2008, November 27). Search engine marketing [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 16, 2024, from https://hstalks.com/bm/1028/.Export Citation (RIS)
