Search Engine Marketing

Sang Lim

MKTG 469 Fall2010

Keyword: Wine Clubs

Organic

Search Analysis

Yahoo Bing

Put Keyword Phrase here

- # hits10,500,000 32,700,000 32,700,000

1st Organic Result URL http://www.wineclub

directory.net/http://www.cellarswineclub.com/

http://www.cellarswineclub.com/

Phrase that triggered result

wine club, wine clubs, monthly wine club, wine tasting clubs, wine club reviews,

+ more

wine of the month club, Australian wine

club, wine of the month, wines, club,

clubs

wine of the month club, Australian wine

club, wine of the month, wines, club,

clubs

Location Meta/Keywords Meta/Keywords Meta/Keywords

2nd Organic Result URL http://www.celebrati

onswineclub.com/http://www.wineclubdirectory.net/

http://www.wineclubdirectory.net/

Phrase that triggered result

wine clubs, wine of the month clubs, celebrations wine

club, red wine clubs, white wine clubs, italian wine clubs,

california wine club

wine club, wine clubs, monthly wine club, wine tasting clubs, wine club reviews,

+ more

wine club, wine clubs, monthly wine club, wine tasting clubs, wine club reviews,

+ more

Location Meta/Keywords Meta/Keywords Meta/Keywords

PaidSearchAnalysis

Put Keyword Phrase here Wine Clubs Wine Clubs Wine Clubs

1st Paid Search Result URL

– main sectionwww.wineclubreviews.net/

(1)

www.amazingclubs.com/

(5)

www.goldmedalwineclub.com/

2nd Paid Search Result URL

– main sectionwww.4seasonswine.com

(2)

www.cawineclub.com/(6)

www.wineofthemonthclub.com

(9)

1st Paid Search Result URL

– right sidebarwww.e-wineclubs.com

(3)www.goldmedalwineclub.com/

(7)

www.cawineclub.com/

2nd Paid Search Result URL

– right sectionwww.wsjwine.com

(4)www.bevmo.com/

(8)www.amazingwineclub.com/

(10)

Shopping link:How do the search

engines present the results differently

Shows list of wine club memberships, related products and link

Able to purchase, Seller rating

Comparing, coupons, Seller rating -----

How do the actual results differs?

Instead of websites, shows items for sale that include Wine club in the name of items or keyword.

What impact do you think the “shopping”

search has on the wine marketer? On the

consumers?

Marketer: direct sales from search and for price leading merchants can take advantage of comparison of the prices (vice versa).

Consumers: quick and easy comparison between different merchant.More variety of choice.

Analysis

www.WSJwine.com

Paid landing page(1)

Organic landing page(2)

Analysis

www.4seasonswine.com

Paid landing page(1)

Organic landing page(2)

Analysis

One introduction discounted offer on Paid landing page.

Standard e-commerce website on Organic landing page.

No Advertisement on Paid landing page.

Asking Credit Card information on Paid landing page.

Same theme of tone on both Organic and Paid landing page.

Different address and name but own by SAME company.

• Podcast viewers are increasing dramatically as the users of smart phones and the multimedia gadgets increases. (1)

– estimate 2012 podcast audience is 65 Millions in the U.S.

• Viewers choose what they want to watch or listen!– If Dave starts “Wine podcast”, people who are interested in wines will choose that podcast. That

means Dave can draw more interaction with audiences and his website!

• Podcast is easy to start and starting cost is low!– Many websites shows how to create podcast easily.– Low price high end alternative video cameras (i.e. Flip or iPhone4) and easy editing softwares are

available for Video podcast.– Audio podcast can be successful with good script and less time consuming than video podcast.– Posting podcast is FREE! (Podcast can be additional income (2))– Tons of ways to reach Audiences!

• (Once a create podcast, Dave can post in Youtube, iTunes, Vimeo and more!)

• There are many podcasts producers who creates podcast base on their businesses.– “Diggnation” hosted by Digg.com founder Kevin Rose.– “Kunde Vineryards and Winery” hosted by Marcia Kunde Mickelson the Winemaker

Bonus Question Podcasting