lecture 6 Flashcards
what are search engines
an internet-based computer program that enables users to locate information on the world wide web
How do search engines work (main functions)
Crawling
Indexing
ranking
search results
Crawling
is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content
Fetches a few webpages, follows the links
Indexing
search engines collect, analyze and store everything found via crawlers into data structures
Imagine a library of books, but containing webpages instead of books
Ranking
happens via search engine algorithms
webpage 1 or 2 or 3
Search enging algorithm
evaluates intended pages and determines which should appear
whats in the search engine algorithm?
meaning of the query (what the user means, what is the search intent)
Page relevance (does page answer search query)
content quality (is page an excellent source of information)
Page usability (technical quality of page)
Browsers vs search engines
web browser: a user friendly interface to display a webpage
Search engine: An online tool available on a website that is accessed via a web browser
Definition of search engine marketing
A relevant text ad with a link to a company page is displayed on the search engine result pages when the user of a search engine types in a specific phrase. A fee is charged for every click of each link, with the amount bid for the click mainly determining its position
Definition of search enginge optimization
a structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrases
understaning organic links
firs links are ads
after are organic links
SEM is big business (search engine management)
80% of global internet users are reached by google adwords display campaigns
97% of mobile search spend comes from google adwords
48% of digital ad spend is paid search
Over 50% of people who search on google cannot differentiate paid from organic entries
overview of the Adwords process
What gets entered into these auctions
Advertisers identify keywords they want to bid on, how much they want to spend and create groupings of these keywords that are paired with ads
Google then enters the keyword from your account it deems most relevant into the auction with the maximum bid youve specified as well as the associated ad
Remark: Were focusing on google adwords (now google ads)
But the idea here generalize to other search engines
How does google determine which ad is shown were
once you are entered into the auction, google looks at two key factors to determine where your ad ranks, your maximum bid and your quality score
AD rand = CPCbid x quality score
What is an AD rank
the best combined CPC bid x quality score gets the best position
