Mktg350 lecture 10142013
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Transcript of Mktg350 lecture 10142013
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Online & New Media
SNC-MKTG350October 14, 2013
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Tonight’s Agenda: Search Engine Optimization• Quiz tonight• Class evaluation• Reading: Ch. 5, Analytics: Search Analytics• Discussion:
– Search engine optimization• Blog reviews:
– How in the world do you make money on Twitter?– How Google’s Keyword Tool Works
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Class Evaluation
Sierra Nevada College would like your feedback on this class.
Please answer the questions on this link:https://www.surveymonkey.com/s/Kirkman_Lisa_MKTG_350
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Reading Recap: Ch. 5, Analytics: Search Analytics1. Let’s save this for after tonight’s
discussion2. Bring in your top take-aways from
Chapter 53. Bring in how you might use these Search
Analysis tools in your digital marketing plan
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Source: comScore’s Search Engine Ranking, July 2013
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How big is search?
19,400,000,000 searches
in July 2013
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Google Growth 1998-2012
Source: Google Official History, comScore
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What is Search Engine Optimization?• Making your site
more attractive to search engines
• Making your site more relevant to readers
• ORGANIC results
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What SEO is not…
• It is NOT:– Paying for position (that’s SEM)– Public relations/posting press releases on your site
(but that’s a piece)
• Bonus:“Getting to the top of Google!”– This is a fool’s errand: lots of work, minimal return on a moving target.
Just make a good site for your users, and the search results will come.
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Kinds of Search Engines
• Crawler-based (robots find a list)• Directories (submit a site, human reviewed)• Mixed (automatically found, human reviewed)• Paid-Inclusion (bid for position)
• These structures can apply to different content: legal, jobs, academic, people, etc.
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Let’s look at it from Google’s view
http://www.google.com/intl/en_us/insidesearch/howsearchworks/thestory/
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Are you SEO smarter yet?
Need some context?
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Who do you do SEO for?• The search engine is a means for reaching
your customer• But customer’s response informs the engine
CustomerSearch Engine
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How marketers use SEO
• Understand what customers WANT when they search and find your site Keywords
• Building relevance through linking Comments, reviews, articles, links back
• Organizing your own site so customers can see how relevant you are User experience
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Keyword Thinking
• Unit 3457889-b?• 8 gallon all weather poly-
resin fluid displacement system, with timer?
• Outdoor water fountain?
THINK LIKE A USER…
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Keyword Thinking
• A single word: “fountain”• Or a phrase: “outdoor fountain with lights and
timer”• Short terms
= high volume, high competition, more ambiguity• Longer phrases
= lower usage volume, more likely to connect
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Keyword Thinking
Is “water fountain” enough?•Put your product into their context
– Write descriptive text about product
– Write descriptive text into the site’s page code: title, page title, image descriptions
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Reviews/Content Thinking
• User content informs the engines• Engines good at cataloging info• Put it out there• Get it when it’s
out there
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User Experience Thinking
• Simple navigation• Use breadcrumbs• Use page titles• Use “alt” tags for photos • If it’s logical to the
people, it is logical to the search robots Source: Blind Five-Year Old
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SEO Key Ideas
• What’s a keyword?• Who are you optimizing for?• Where does SEO happen?
– On your site– On other sites ABOUT your site
• Do you pay for SEO?
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Monitoring SEO
• Track your own site’s traffic over time• Track site traffic SOURCES
– Usually through Google Analytics or server-provided analytics tools
• Track social media and review comments about your site
• Track organic search rankings on YOUR business’ top 5-10 keywords
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Blog Topic: How in the world do you make money on Twitter?• Blog criteria:
300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
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Blog Topic: How Google’s Keyword Tool Works
• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
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Next session:
• Blog Post Review: – Nobody clicks on banner ads anymore. 7 tips for
overcoming banner blindness.– 9 best practices small businesses should use in
optimizing a website.
• Discussion:– Search engine marketing (SEM)
• Reading: Ch. 5, Analytics: Search Analytics