FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 5 S EARCH E NGINE M In simple terms, search engines are catalogues of websites. If you look for the term "fortress" in Google, the most fam search engine, in 0.33 seconds you will find approximately 8,240,000 relevant results. Furthermore, there are countless images, 98,600 videos, 10,200 news articles, 2,390,000 books, 112,00 apps and the shopping category also containing several results selection is already incredibly big and will continue to grow. Search engine marketing is a good tool to make yourself notic able within these results. The condition is that your website is included in the catalogue and found b fore websites are included in the catalogue, they are analysed, evaluated and indexed according to different criteria. If your site is new to the Internet, you should first make sure that it ends up in the index of the different search engines. You can either actively register your page or passively wait for the search engine to automatically index it. The search itself is launched by the user, who puts his search word (keyword) into the search engine. The query can contain gr searches the index, filters the results according to the query and lists them by relevance for the keyword (ranking). Therefore, it is very important that the indexed content of your website maintains the highes possible relevance for example for the keyword "fortress". This can generally be achieved by a propriate texts, images, graphics, audio and video files. Measures that serve to improve the ran ing of search queries defined on your website are called Searc In addition to the organic search results there are also paid advertisements which match the query. These are characterized by the "sponsored results" message and appear on the first three search result positions and on the rig are referred to as Search Engine Advertising (SEA). Overview: Types of Search Engine Marketing SEM = SEO = Search Engine Optimization Measures that serve to improve the the free organic search results ARKETING ous for the term 'fortress'. The e- oups of words and /or sentences. The search engine then h Engine Optimization (SEO). ht of the regular search results. These promotional activities According to a study by the market research company ComSco searches were made every day in the year 2009, ie 2.9 million entries of search terms per minute. In Ge many, it was 180 million queries per day. (www.comstore Search Engine Marketing ranking in SEA = Search Engine Advertising Targeted paid advertisements for word 18 y search engines. Be- t p- k- re over 4 billion r- .com) chosen search s