MKTG 469 Midterm Fall 2010

Sang Lim

1. Google SERP

restaurant reservations

A. Why are there no sponsored links in the main section?a. Not a popular keyword.

b. Not enough related businesses.

(Low keyword search)

B. Opentable.com should invest in PPC?

a. No, they shouldn’t

b. There are not enough competitions.

c. They are listed the first listed organic search.

(#1 organic search result)

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1. Google SERP

restaurant reservations

C. Identify one ‘on-page’ optimization tactic you found that OpenTable likely used to earn these SEO results.a. Daily update on OpenTable blog.

b. OpenTable blog contents lead to the

restaurant reservations page.

D. Identify one ‘off-page’ optimization tactic you found that OpenTable likely used to earn these SEO results.a. Meta/ description and keyword

b. Specific description and keywords

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E. What do you think of the first organic result and its unique presentation in the main results section?a. Accurate search result.

b. It allows choose which city version of OpenTable on the search results.

c. Able to search within the OpenTable.com on Google search results.

1. Google SERP

Slanted door restaurant reservations

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F. Do you think OpenTable should invest in PPC so that they’re listed in the main section as a sponsored link for these restaurant-specific type of searches?a. No. There are simply too many restaurants.

b. Slanted door restaurant reservations system is already powered by OpenTable.

G. How could OpenTable enhance its SEO to improve the organic results on this SERP to get a higher listing?a. Create a blog contents that related to Slanted door restaurant.

b. Insert Slanted door in the Meta-keyword.

2. Content Website

Home & Landing pageA. Describe the content and design differences between the two

pages.

B. Why would OpenTable have these two different pages based on how the visitor navigated there?

If users is new to the site and come …a. … without using search engine, they aren’t fully aware of site. It is good to

introduce them what this site is about

b. …through search engine, they used keywords that related to site. So, they are aware of the site.

Example #3 Example #4

Full functional OpenTable site based on S.F bay area.

Guide users to different city version’s of OpenTable.

Complicated design Simple design

Website design assumes that users know about the site.

A simple bold sentence explains about the site.

Offers a lot of information related to core business.

There is no other information other than core business.

2. Content Website

Home & Landing page

C. Identify 2 content website ‘site objectives’ and explain why you’ve noted them.

a. OpenTable spotlight – Discount coupon offer

b. OpenTable Diners’ Choice- Restaurant review community

D. Why do you think there is no advertising on these two pages?

a. No distractions to users.

E. Based on the ‘10 Reasons for Returning to a Site’ identify 3 things that observed OpenTable is doing right.

a. High-quality contents

b. Updated frequently

c. Coupons and incentives

F. Based on the ‘10 Reasons for Returning to a Site’ identify 2 things that you think OpenTable could do better?

a. Customizable contents

b. Cutting-edge technology

2. Content Website

Home & Landing page

3. Online Advertising

Home Page

A. What do you think OpenTable is testing between these two pages?

a. Distraction to the users by the advertisements.

b. Extra revenue by the advertisements.

B. What could OpenTable learn by testing this? What would they do after they received the results of the test between the two pages?

a. Extra revenue is worth the distraction to the users.

b. Decide either put the advertisement or not.

3. Online Advertising

Home PageC. Why does OpenTable serve banner ads for members, but not for non-

members?

a. Members get less distracted by the banner ads.

b. New comers can focus more on the website.

D. Why do you think these three marketers chose to advertise on OpenTable?

a. Chandona. Dinner with alcoholic beverage is common.

b. Lowe’s- Frigidaire Gallerya. Female and age 30+ are big portion of demographic. There is high chance for

them to looking for a appliance.

c. Cascadea. Age 30+ are big portion of demographic. There is high chance for them to looking

for a dishwasher detergent.

E. If you were the VP of marketing at Cascade. Would you have chosen to advertise on OpenTable.com?

a. Yes, I will totally do it.

b. OpenTable demographic.