CCT356: Online Advertising and Marketing
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Transcript of CCT356: Online Advertising and Marketing
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CCT356: Online Advertising and
MarketingClass 5:
Search Engine Optimization/Marketing
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AdministrationArticles..First assignment (online ad critique)? Due next
week! Reminder on campaign/ads and online nature
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Search Engines – A Brief History
Major wayfinding device for Internet Early days of Internet – Yahoo! and others as
browsing portals, similar to library categorization = unsustainable model
Altavista and others – limited full-text search, unclear and biased results
Google’s revolution – crowded out browsing based options and less sophisticated search engines
Now Google and limited alternatives (e.g., Bing)
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Strategic ConsiderationsSearches are goal-oriented – searchers want
what you have to offerVisibility is key – hardly anyone goes to page 2
(or more)Trust in organic search results – first options are
perceived to be good Search as gateway – many people have search
embedded in browser or as homepage
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MechanicsSpider – goes out to find pages to add to indexIndex – a cache of all pages spidered, on which
search terms correlate with (implications?)Engine – runs massive eigenvector centrality
measure (among 200+ other factors at Google) on search terms vs. index to generate results
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Search ResultsPaid placement – highlighted results based on
payment (Google’s revenue model)Organic – “earned” placement based on
relevance to search termsTwo different strategies – one paid but more
guaranteed, one free but based on strategic value
SEM = SEO+PPC
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SEO vs PPCSEO
Long term ROI Nature exposure,
potential for high volume Difficult to quantify/track
results Requires ongoing content
generation Prone to changes in
engine rules
PPC Easy to set up ads Measureable and
trackable Can leapfrog SEO sites Expensive Can lead to bidding wars
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Google as Integrated Search
Search among Google platforms – not just pages, but maps, images, videos, etc.
Even more tight integration to come with recent changes in Google privacy policy – one policy for all services = tighter integration and linking (for better or worse?)
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SEO historySpider index page content and metadataQuick realization that some tags/words would
enhance placement – and good writing would lead to high placement (e.g., Sheridan example)
“White hat” SEO – creating quality content gets you results (e.g, the Oatmeal)
“Black hat” SEO – a dishonest attempt to game the search engine (examples?)
Reaction of engines – why does Google care about black hat techniques?
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SEO friendly infrastructureWhat do spiders access?What *can’t* they access?Page design should be as much (or more!) about
what the spider sees vs. human audiences
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ConsiderationsUse alt tags – good for both accessibility and
SEOTitle pages intelligently and obviouslyCreate user-friendly URLs for landing pages<meta> = less keywords (overabused) and
more descriptionFlash, Applet, image-based text = not spider-
friendlyContent behind firewall = same.
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Key PhrasesWhat are users searching for regarding your
product/service?Engines increasingly sophisticated re: guessing
synonyms, misspellings, etc…and Google Suggest helps as well
Know your scope – “hotel” is pointless (without geolocational-filtered searching)
Know your audience - “luxury Cape Town hotel” and “budget Cape Town hotel” – two audiences, likely mutually exclusive
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ConsiderationsSearch volume – what are common words?Competition – what may be words common to
other sites?Propensity to convert – if someone find your site
via a keyword, are they likely to click through? Buy something?
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Generating keywordsBrainstorm – from an empathetic point of view!Look at referral logs and search terms already
usedSurvey users
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Keyword OptimizationFree tool:
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&__o=kt&ideaRequestType=KEYWORD_IDEAS (horrible URL!)
What comes up with various searches?
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Link NetworksEarly PageRank – relevance of other’s opinions
of page importantLed to link farms – people creating pages of links
that themselves had little relevance – and link trading for the sake of link trading (also little relevance)
Also behind comment spam on blogs (why rel=“nofollow” was introduced)
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Building solid link networks
Create a personal connection – from the emotive to the entertaining
Create documents that are earnestly usefulAnalyze existing link networks (yours and
competitors) through link: searches
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Looking at usage dataHow are people looking at your page already?Examining search terms used to get to your
page can be helpful (…or not?)
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Social SearchIncreasingly relevant (esp. with Google
integration?)Are pages with multiple likes/+1s more relevant
– likely, even if not admitted yet to be so (even nofollow URLs through Twitter can be relevant)
Social media marketing can fuel search engine optimization as a result (again with Oatmeal – every post = thousands of likes)
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Mobile considerationsDesign for different platformsForce platform choice? (e.g., Toronto Star’s iPad
page)Leveraging geolocational information? E.g.,
compatible information in Foursquare, etc.
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Avoiding black hat techniques
Hidden text/linksDishonest redirectsKeyword overloadDuplicate content and landing zonesAvoid link farmsAvoid being targeted as spam/phishing scheme
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In the end…Creating quality content will get you further than
gaming the system Similar to questions of plagiarism in school – the
shortcuts usually don’t pay off as much as hard work, and the potential downside is huge
Be wary of SEO optimizers promising big things – they tend to use black hat techniques (why?)
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Next weekPam Shaw on marketing strategy – a good
framework for final project, so pay attention!