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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