CCT356: Online Advertising and Marketing - cct356-w11

prudencecoatInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 4 χρόνια και 1 μήνα)

78 εμφανίσεις

CCT356: Online
Advertising and
Marketing

Class 5: SEO/SEM

Search Engine Marketing


Organic search


full
-
text search results


Paid search


PPC advertising model


guarantees a level
of placement, but isn’t organic


Searches are goal
-
oriented


your placement should match
user goals


Still the dominant means of finding things


even finding
things you already know of


Search engines often first point of contact for Internet


many have search in toolbar or as home page




Search considerations


Users want consistent quality relevant information


Web sites want to be top of the list to drive relevant
traffic


Search engines want to make money


but also
provide a relevant service


Conflicts possible among these goals

SEM=SEO+PPC=Keywords


Search engine marketing a mix of paid and organic


Both are driven by picking (and in PPC, paying for) the
right keywords


Keyword selection part art, part science


not only
involves knowing your product/service well, but what
users conceptualize your product/service to be when
searching

The never
-
ending SEO game


Search engines concerned with quality results


they
are the “sticky” factor that causes people to come back
(and see/click through ads)


Web sites want to be #1 in search lists


and some try
to do this by all means necessary, including less than
ethical techniques


examples?


Google and others keep nuts and bolts of algorithm
secret and dynamic to avoid being exploited

Steps to SEO


Easily accessible website for engine spiders


Well
-
researched key phrases


Creating content relevant to key phrases


Link popularity


New directions


Designing for spiders


Spiders only eat certain things


what kind of

content can’t be indexed?


Use of
robots.txt

files


why would

you want to disallow spider access?


Design implications for web sites

(Spider: http://www.27bslash6.com/overdue.html)




Keywords/Phrases


Search volume


e.g., “hotel” vs. specific
location/features


More volume not necessarily better


if everyone uses
“hotel” you’re going to get lost in the shuffle


Conversion rates and value of conversion


Choosing Keywords


Brainstorming


what words represent your
product/service? (Or, more truthfully, what words does
the searching audience think represent you?)


Common spelling mistakes and synonyms


Examining referral links


how are people finding your
site right now?


Keyword search tools


data mines regular searching
for information, allows you to place your site in
competition/relevance/value

Optimization of Content


Content must match keywords


and be relevant to
those using those words


Places where keywords pop


Title, major headings,
body content, bold, alt tags, URLs, meta
descriptions/tags, link text, domain names


Updating content for fresh
spidering

Link popularity


Links as signals of trust


but only if links are
themselves trustworthy!


Comment spam, link farms, etc


they’re seen as less
trustworthy spaces, and spamming the Internet with
bad links might hurt your relevance


Good content = good karma


relevant, fun, engaging
content better than ad copy


e.g.,Oatmeal’s

tips on getting 5 million views
-


Localization


Localization


if searching for a restaurant, you probably
want something local


searches delivering an Indian
restaurant in San Francisco is not relevant when you’re
in Toronto


On mobile devices, increasingly tied to GPS


otherwise, just filtering on IP addresses is a good
guess

Personalization


Use of personal demographics and use behaviors
stored in cookies or within context of site can lead to
more immediately relevant ads


If that information is correct, of course


e.g., public
computer, likely less so


The as
-
yet
-
untapped value of
Facebook

ads


there’s
more information there than we care to admit

Usage stats


Lots of statistical information exists in our use patterns


Tracking and using this information increasing essential


Vivian
Ip

from QMI will talk more about this in a few
weeks


Avoiding bad practice


Hidden links


Overuse of redirect


Irrelevant keywords


Multiple duplicate content


Overuse of splash screens and doorway content


Why? Trickery not appreciated by users and abused
tricks are filtered out by engines, lowering profile

Next week


Social Media Marketing with Julie
Tyios