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CCT356: Online Advertising and Marketing

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

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CCT356: Online Advertising and Marketing

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  1. CCT356: Online Advertising and Marketing Class 5: SEO/SEM

  2. 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

  3. 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

  4. 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

  5. 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

  6. Steps to SEO • Easily accessible website for engine spiders • Well-researched key phrases • Creating content relevant to key phrases • Link popularity • New directions

  7. Designing for spiders • Spiders only eat certain things –what kind ofcontent can’t be indexed? • Use of robots.txt files – why wouldyou want to disallow spider access? • Design implications for web sites (Spider: http://www.27bslash6.com/overdue.html)

  8. 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

  9. 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

  10. 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

  11. 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 -

  12. 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

  13. 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

  14. 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

  15. 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

  16. Next week • Social Media Marketing with Julie Tyios

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