Cct356 online advertising and marketing
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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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Search engine marketing
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
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
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
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
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


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
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
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
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– 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


  • 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
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
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
Next week

  • Social Media Marketing with Julie Tyios