CCT356: Online Advertising and Marketing - cct356-w11

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18 Νοε 2013 (πριν από 4 χρόνια και 7 μήνες)

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CCT356: Online
Advertising and

Class 5: SEO/SEM

Search Engine Marketing

Organic search

text search results

Paid search

PPC advertising model

guarantees a level
of placement, but isn’t organic

Searches are goal

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

Search engines want to make money

but also
provide a relevant service

Conflicts possible among these goals


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

The never
ending SEO game

Search engines concerned with quality results

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


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

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


why would

you want to disallow spider access?

Design implications for web sites



Search volume

e.g., “hotel” vs. specific

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


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

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

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


tips on getting 5 million views



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


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
untapped value of


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


from QMI will talk more about this in a few

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