Chapter 6. Attracting Buyers with Search, Semantic, and Recommendation Technology

Size: px
Start display at page:

Download "Chapter 6. Attracting Buyers with Search, Semantic, and Recommendation Technology"

Transcription

1 Attracting Buyers with Search, Semantic, and Recommendation Technology

2 Learning Objectives Using Search Technology for Business Success Organic Search and Search Engine Optimization Recommendation Engines Pay-Per- Click and Paid Search Strategies A Search for Meaning Semantic Technology

3 Using Search Technology for Business Success How Search Engines Work Search Engine: an application for locating webpages or other content on a computer network using spiders. Spiders: web bots (or bots); small computer programs designed to perform automated, repetitive tasks over the Internet. Bots scan webpages and return information to be stored in a page repository.

4 Using Search Technology for Business Success

5 Using Search Technology for Business Success Web Directories Typically organized by categories. Webpage content is usually reviewed by directory editors prior to listing. Page Repository: data structure that stores and manages information from a large number of webpages, providing a fast and efficient means for accessing and analyzing the information at a later time.

6 Using Search Technology for Business Success Figure 6.5 Components of crawler search engines (Grehan, 2002).

7 Using Search Technology for Business Success Figure 6.6 Search engines use invested indexes to efficiently locate Web content based on search query terms.

8 Using Search Technology for Business Success Why Search is Important for Business Enterprise search tools allow organizations to share information internally. An organizations ability to share knowledge among employees is vital to its ability to compete. Information is not always in the same format.

9 Using Search Technology for Business Success Why Search is Important for Business Structured data: information with a high degree of organization, such that inclusion in a relational database is seamless and readily searchable by simple, straightforward search engine algorithms or other search operations. Unstructured data: messy data not organized in a systematic or predefined way.

10 Using Search Technology for Business Success Security Issues Limited access to certain data via job function or clearance. Request log audits should be conducted regularly for patterns or inconsistencies. Enterprise Vendors Used to treat data in large companies like Internet data but include information management tools.

11 Using Search Technology for Business Success Recommendation Engines Attempt to anticipate information users might be interested in to recommend new products, articles, videos, etc. Search Engine Marketing A collection of online marketing strategies and tactics that promote brands by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.

12 Using Search Technology for Business Success Search Engine Marketing Basic search types: Informational search Navigational search Transactional search Strategies and tactics produce two outcomes: Organic search listings Paid search listings Pay-per-click (produce click-through rates) Social media optimization

13 Using Search Technology for Business Success Mobile Search Technically configured mobile sites Content designed for mobile devices Business search Focused search Filetype Advanced search Search tools button Search history

14 Using Search Technology for Business Success Real-time Search Google Trends Google Alerts Twitter Search Social Bookmarking Search Page links tagged with keywords Specialty Search: Vertical Search Programmed to focus on webpages related to a particular topic and to drill down by crawling pages that other search engines are likely to ignore.

15 Using Search Technology for Business Success 1. What is the primary difference between a web directory and a crawler based search engine? 2. What is the purpose of an index in a search engine? 3. Describe the page-ranking method most commonly associated with Google s success. 4. What is the difference between search engine optimization and PPC advertising? 5. Describe three different real-time search tools.

16 Learning Objectives Using Search Technology for Business Success Organic Search and Search Engine Optimization Recommendation Engines Pay-Per- Click and Paid Search Strategies A Search for Meaning Semantic Technology

17 Organic Search and Search Engine Optimization Search Engine Optimization Keyword conversion rates: the likelihood that using a particular keyword to optimize a page will result in conversions*. Ranking factors Reputation or popularity PageRank: Google s algorithm based on the assumption that people are more likely to link a high-quality website than poor-quality site. Backlinks: external links that point back to a site. Relevancy User Satisfaction Conversions: when a website visitor converts to a buyer

18 Organic Search and Search Engine Optimization Inbound marketing An approach to marketing that emphasizes SEO, content Marketing, and social media strategies to attract customers. Outbound marketing Traditional approach using mass media advertising.

19 Organic Search and Search Engine Optimization Black Hat SEO Gaming the system or tricking search engines into ranking a site higher than its content deserves. 1. Link spamming: generating backlinks toward SEO, not adding user value. 2. Keyword tricks: embedded high-value keywords to drive up traffic statistics. 3. Ghost text: text hidden in the background that will affect page ranking 4. Shadow (ghost or cloaked) pages: created pages optimized to attract lots of people through redirect.

20 Organic Search and Search Engine Optimization 1. Search engines use many different clues about the quality of a website s content to determine how a page should be ranked in search results. These clues fall into three primary categories: Reputation or Popularity, Relevancy, and User Satisfaction. Explain the rationale for using each of these three categories as an indicator of a website s content quality. 2. Backlinks were a key factor in Google s original PageRank algorithm. Explain what a backlink is and why Google has reduced its emphasis on backlinks and instead uses many other additional factors in its ranking algorithm? 3. Explain why so-called black hat SEO tactics are ultimately short-sighted and can lead to significant consequences for businesses that use them. 4. How do organizations evaluate the effectiveness of their search engine optimization (SEO) strategies and tactics? 5. Explain why providing high quality, regularly updated content is the most important aspect of any SEO strategy.

21 Learning Objectives Using Search Technology for Business Success Organic Search and Search Engine Optimization Recommendation Engines Pay-Per- Click and Paid Search Strategies A Search for Meaning Semantic Technology

22 Pay-Per-Click and Paid Search Strategies Pay-Per-Click PPC advertising campaigns: 1. Set an overall budget 2. Create ads 3. Select associated keywords 4. Set up billing account information

23 Pay-Per-Click and Paid Search Strategies Paid Search Advertising Metrics Click through rates (CTR): used to evaluate keyword selection and ad copy campaign decisions. Keyword conversion: should lead to sales, not just visits. Cost of customer acquisition (CoCA): amount of money spent to attract a paying customer. Return on advertising spend (ROAS): overall financial effectiveness.

24 Pay-Per-Click and Paid Search Strategies Quality Score Determined by factors related to the user s experience. Expected keyword click-through-rate (CTR) The past CTR of your URL (web address) Past effectiveness Landing page quality Relevance of keywords to ads Relevance of keywords to customer search Ad performance on difference devices

25 Pay-Per-Click and Paid Search Strategies 1. What would most people say is the fundamental difference between organic listings and PPC listings on a search engine? 2. What are the four primary steps to creating a PPC advertising campaign on search engines? 3. In addition to the bid price for a particular keyword, what other factor(s) influence the likelihood that an advertisement will appear on a search results page? Why don t search engines just rely on the advertisers bid when deciding what ads will appear on the search results page? 4. How do webpage factors influence the effectiveness of PPC advertisements? 5. Describe four metrics that can be used to evaluate the effectiveness of a PPC advertising campaign.

26 Learning Objectives Using Search Technology for Business Success Organic Search and Search Engine Optimization Recommendation Engines Pay-Per- Click and Paid Search Strategies A Search for Meaning Semantic Technology

27 A Search for Meaning Semantic Technology Semantic Web Meaningful computing using metadata: application of natural language processing (NLP) to support information retrieval, analytics, and data-integration that compass both numerical and unstructured information. Semantic Search Process of typing something into a search engine and getting more results than just those that feature the exact keyword typed into the search box. Metadata Data that describes and provides information about other data.

28 A Search for Meaning Semantic Technology

29 A Search for Meaning Semantic Technology Web 3.0 Developed by W3C. Resource description framework (RDF) Used to represent information about resources Web ontology language (OWL) Language used to categorize and accurately identify the nature of Internet things SPARCQL protocol Used to write programs that can retrieve and manipulate data scored in RDF RDF query language (SPARCQL)

30 A Search for Meaning Semantic Technology Semantic Search Features and Benefits Related searches/queries Reference results Semantically annotated results Full-text similarity search Search on semantic/syntactic annotations

31 A Search for Meaning Semantic Technology Semantic Search Features and Benefits Concept search Ontology-based search Semantic Web search Faceted search Clustered search Natural language search

32 A Search for Meaning Semantic Technology 1. List five different practical ways that semantic technology is enhancing the search experience of users. 2. How do metadata tags facilitate more accurate search results? 3. Briefly describe the three evolutionary stages of the Internet? 4. Define the words context, personalization, and vertical search and explain how they make for more powerful and accurate search results. 5. What are the three languages developed by the W3C and associated with the semantic Web?

33 Learning Objectives Using Search Technology for Business Success Organic Search and Search Engine Optimization Recommendation Engines Pay-Per- Click and Paid Search Strategies A Search for Meaning Semantic Technology

34 Recommendation Engines Recommendation Filters Content-based filtering: products based on product features in past interactions. Collaborative filtering: based on user s similarity to other people.

35 Recommendation Engines Limitations of Recommendation Engines Cold start or new user: challenging since no starting point or preexisting information exists. Sparsity: unable to create critical mass due to few ratings or similar groups are unidentifiable. Limited feature content: manual information entry is prohibitive where there are many products. Overspecialization: narrowly configured results may only recommend the same item, but in different sizes or colors.

36 Chapter 5 Recommendation Engines Hybrid Recommendation Engines Weighted hybrid: results from different recommenders are assigned weight and combined numerically to determined final recommendations. Mixed hybrid: results from different recommenders presented along-side of each other. Cascade hybrid: results from different recommenders assigned a rank or priority. Mixed hybrid: results from different recommenders combines results from two recommender systems from the same technique category.

37 Recommendation Engines 1. How is a recommendation engine different from a search engine? 2. Besides e-commerce websites that sell products, what are some other ways that recommendation engines are being used on the Web today? 3. What are some examples of user information required by recommendation engines that use collaborative filtering? 4. Before implementing a content-based recommendation engine, what kind of information would website operators need to collect about their products? 5. What are the four distinct methodologies used by recommender systems to create recommendations? 6. What is a recommendation engine called that combines different methodologies to create recommendations? What are three ways these systems combine methodologies?

GOOGLE ANALYTICS TERMS

GOOGLE ANALYTICS TERMS GOOGLE ANALYTICS TERMS BOUNCE RATE The average percentage of people who visited your website and only viewed one page. In Google Analytics, you are able to see a site-wide bounce rate and bounce rates

More information

SEO Definition. SEM Definition

SEO Definition. SEM Definition SEO Definition Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.

More information

Search Engine Optimization and Pay Per Click Building Your Online Success

Search Engine Optimization and Pay Per Click Building Your Online Success Search Engine Optimization and Pay Per Click Building Your Online Success Jennifer Shaheen The Technology & emarketing Therapist www.technologytherapy.com You Will Learn How consumers currently search

More information

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) Search Engine Optimization (SEO) Saurabh Chavan, Apoorva Chitre, Husain Bhala Abstract Search engine optimization is often about making small modifications to parts of your website. When viewed individually,

More information

Search engine marketing

Search engine marketing Search engine marketing 1 Online marketing planning PHASE 1 Current marketing situation analysis PHASE 2 Defining Strategy Setting Web Site Objective PHASE 3 Operational action programmes PHASE 4 Control

More information

Internet Marketing Career Point. Boost your Career. Comprehensive Digital Marketing Training Program

Internet Marketing Career Point. Boost your Career. Comprehensive Digital Marketing Training Program Internet Marketing Career Point Boost your Career Comprehensive Digital Marketing Training Program Key Features of the Course PRACTICAL EXPOSURE WITH ASSIGNMENTS IMCP CERTIFICATE WITH GRADES AFTER FINAL

More information

SEO Techniques for Higher Visibility LeadFormix Best Practices

SEO Techniques for Higher Visibility LeadFormix Best Practices Introduction How do people find you on the Internet? How will business prospects know where to find your product? Can people across geographies find your product or service if you only advertise locally?

More information

Online terminologie 1. % Exit The percentage of users who exit from a page. Active Time / Engagement Time

Online terminologie 1. % Exit The percentage of users who exit from a page. Active Time / Engagement Time Online terminologie 1 Online terminologie Terminology Explanation % Exit The percentage of users who exit from a page. Active Time / Engagement Time Affiliate Marketing Aggregator AJAX Alt Tag Anchor Tag

More information

Search Engine Optimisation (SEO) Factsheet

Search Engine Optimisation (SEO) Factsheet Search Engine Optimisation (SEO) Factsheet SEO is a complex element of our industry and many clients do not fully understand what is involved in getting their site ranked on common search engines such

More information

[Ramit Solutions] www.ramitsolutions.com SEO SMO- SEM - PPC. [Internet / Online Marketing Concepts] SEO Training Concepts SEO TEAM Ramit Solutions

[Ramit Solutions] www.ramitsolutions.com SEO SMO- SEM - PPC. [Internet / Online Marketing Concepts] SEO Training Concepts SEO TEAM Ramit Solutions [Ramit Solutions] www.ramitsolutions.com SEO SMO- SEM - PPC [Internet / Online Marketing Concepts] SEO Training Concepts SEO TEAM Ramit Solutions [2014-2016] By Lathish Difference between Offline Marketing

More information

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO Reporting Pricing Plans Why Us & Contact Generate organic search

More information

DIGITAL MARKETING BASICS: SEO

DIGITAL MARKETING BASICS: SEO DIGITAL MARKETING BASICS: SEO Search engine optimization (SEO) refers to the process of increasing website visibility or ranking visibility in a search engine's "organic" or unpaid search results. As an

More information

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO & PPC Strategy On Page SEO Off Page SEO Pricing Plans Why Us & Contact Generate organic search engine traffic to

More information

Digital Marketing Training Institute

Digital Marketing Training Institute Our USP Live Training Expert Faculty Personalized Training Post Training Support Trusted Institute 5+ Years Experience Flexible Batches Certified Trainers Digital Marketing Training Institute Mumbai Branch:

More information

INTERNET MARKETING. SEO Course Syllabus Modules includes: COURSE BROCHURE

INTERNET MARKETING. SEO Course Syllabus Modules includes: COURSE BROCHURE AWA offers a wide-ranging yet comprehensive overview into the world of Internet Marketing and Social Networking, examining the most effective methods for utilizing the power of the internet to conduct

More information

Study Guide #2 for MKTG 469 Advertising Types of online advertising:

Study Guide #2 for MKTG 469 Advertising Types of online advertising: Study Guide #2 for MKTG 469 Advertising Types of online advertising: Display (banner) ads, Search ads Paid search, Ads on social networks, Mobile ads Direct response is growing faster, Not all ads are

More information

Increase ROI through SEO

Increase ROI through SEO Increase ROI through SEO White paper All techniques used in the online campaign are meant to improve ROI (Rate on Investment). SEO (search engine optimization) stands out from other promotion elements

More information

SSD FAIR MARKETING. Search Engine Optimization Social Media Management Reputation Management Pay-Per-Click Advertising

SSD FAIR MARKETING. Search Engine Optimization Social Media Management Reputation Management Pay-Per-Click Advertising YOUR ONLINE SUCCESS IS OUR BUSINESS Why is the right f it for your organization Within our F.A.I.R. marketing approach, we have developed proprietary formulas tailored to not only meet, but exceed, our

More information

MHABC AGM Presentation

MHABC AGM Presentation MHABC AGM Presentation FINAL BRAND EXAMPLE MEMBER DECAL WEBSITE MOCK UP WHAT IS PAID SEARCH ADVERTISING Paid search Advertising Is the process of gaining traffic by purchasing ads on search engines (Google).

More information

Department for Business, Enterprise, Technology and Science. Digital Tourism Business Framework Project. to Search Engine Optimisation

Department for Business, Enterprise, Technology and Science. Digital Tourism Business Framework Project. to Search Engine Optimisation Department for Business, Enterprise, Technology and Science Digital Tourism Business Framework Project How-To Barriers Guide to Search Engine Optimisation Many features of a websites design that create

More information

Internet Marketing Guide

Internet Marketing Guide Internet Marketing Guide Contents 1. Internet Marketing 2. ROI 3. High Rankings 4. Internet Marketing: Techniques and options 5. Google PPC 6. Landing Pages 7. Conversions and Usability 8. SEO 9. Onsite

More information

05-11-2013 How to catch Google s attention Search Engine Optimization and Marketing. Linda Schuster President/CEO (502) 568-6633 x115

05-11-2013 How to catch Google s attention Search Engine Optimization and Marketing. Linda Schuster President/CEO (502) 568-6633 x115 05-11-2013 How to catch Google s attention Search Engine Optimization and Marketing t h e A G E N C Y. c o m Linda Schuster President/CEO (502) 568-6633 x115 AGENDA Introductions What are Search Engines?

More information

An insight of the services offered by. www.shrushti.com CONTENTS... 1 INTRODUCTION... 2. Objectives... 2. Recommended Services For Your Website:...

An insight of the services offered by. www.shrushti.com CONTENTS... 1 INTRODUCTION... 2. Objectives... 2. Recommended Services For Your Website:... An insight of the services offered by www.shrushti.com CONTENTS CONTENTS... 1 INTRODUCTION... 2 Objectives... 2 Recommended Services For Your Website:... 3 Service 1 : Search Engine Optimization (SEO)...

More information

DIGITAL MARKETING TRAINING

DIGITAL MARKETING TRAINING DIGITAL MARKETING TRAINING Digital Marketing Basics Keywords Research and Analysis Basics of advertising What is Digital Media? Digital Media Vs. Traditional Media Benefits of Digital marketing Latest

More information

SEO Analysis Guide CreatorSEO easy to use SEO tools

SEO Analysis Guide CreatorSEO easy to use SEO tools CreatorSEO Analysis Guide Updated: July 2010 Introduction This guide has been developed by CreatorSEO to help our clients manage their SEO campaigns. This guide will be updated regularly as the Search

More information

SEARCH ENGINE OPTIMIZATION

SEARCH ENGINE OPTIMIZATION SEARCH ENGINE OPTIMIZATION WEBSITE ANALYSIS REPORT FOR miaatravel.com Version 1.0 M AY 2 4, 2 0 1 3 Amendments History R E V I S I O N H I S T O R Y The following table contains the history of all amendments

More information

Introduction to Search Engine Marketing

Introduction to Search Engine Marketing Introduction to Search Engine Marketing What will you learn in this Presentation? Introduction to Search Engine Marketing How do we define Search Engines? What is the Search Engine Marketing share? Why

More information

Our SEO services use only ethical search engine optimization techniques. We use only practices that turn out into lasting results in search engines.

Our SEO services use only ethical search engine optimization techniques. We use only practices that turn out into lasting results in search engines. Scope of work We will bring the information about your services to the target audience. We provide the fullest possible range of web promotion services like search engine optimization, PPC management,

More information

The Complete Guide to LinkedIn Ads. Everything You Need to Know About Targeting, Measurement, and Optimization

The Complete Guide to LinkedIn Ads. Everything You Need to Know About Targeting, Measurement, and Optimization The Complete Guide to LinkedIn Ads Everything You Need to Know About Targeting, Measurement, and Optimization Updated October 2015 Table of Contents Introduction The Power of LinkedIn Ads The Common Pitfalls

More information

DIGITAL MARKETING SERVICES

DIGITAL MARKETING SERVICES DIGITAL MARKETING SERVICES We take a custom approach to digital marketing. Unlike high-volume agencies we recognize that every client (and every project) is different. Rather than attempt to fit your project

More information

SEO PRESENTATION 2015 By Karl Hudson

SEO PRESENTATION 2015 By Karl Hudson SEO PRESENTATION 2015 By Karl Hudson 1 Introduction Search Metrics & The Importance of Search What is SEO Types of SEO Content Marketing & A Step By Step Approach SEO Statistics The Mobile Movement Questions

More information

Simple SEO Success. Google Analytics & Google Webmaster Tools

Simple SEO Success. Google Analytics & Google Webmaster Tools Google Analytics & Google Webmaster Tools In this module we are going to be looking at 2 free tools and why they are essential when running any online business website. First of all you need to ensure

More information

DIGITAL MARKETING PROPOSAL. Stage 1: SEO Audit/Correction. www.abccompany.com

DIGITAL MARKETING PROPOSAL. Stage 1: SEO Audit/Correction. www.abccompany.com DIGITAL MARKETING PROPOSAL www.abccompany.com SEARCH ENGINE OPTIMIZATION SEO Search Engine Optimization SEO (search engine optimization) is the process of improving the visibility of a website or a web

More information

Search Engine Optimization (SEO) with Google

Search Engine Optimization (SEO) with Google Search Engine Optimization (SEO) with Google Asst. Prof. Dr. Thotsapon Sortrakul Mr.Chinapat Eksathit Thailand Abstract- at present, internet is one of the major needs for everyone. Someone needs it for

More information

Branding and Lead Generation. Presented by Craig Chevrier

Branding and Lead Generation. Presented by Craig Chevrier Branding and Lead Generation Presented by Craig Chevrier Overview Online Marketing vs. Traditional Media Sources of Online Leads Pay Per Click Organic leads Social media leads Leads from other sites Online

More information

1. SEO INFORMATION...2

1. SEO INFORMATION...2 CONTENTS 1. SEO INFORMATION...2 2. SEO AUDITING...3 2.1 SITE CRAWL... 3 2.2 CANONICAL URL CHECK... 3 2.3 CHECK FOR USE OF FLASH/FRAMES/AJAX... 3 2.4 GOOGLE BANNED URL CHECK... 3 2.5 SITE MAP... 3 2.6 SITE

More information

A SIMPLE GUIDE TO PAID SEARCH (PPC)

A SIMPLE GUIDE TO PAID SEARCH (PPC) A SIMPLE GUIDE TO PAID SEARCH (PPC) A jargon-busting introduction to how paid search can help you to achieve your business goals ebook 1 Contents 1 // What is paid search? 03 2 // Business goals 05 3 //

More information

5 Tips to Turn Your Website into a Marketing Machine

5 Tips to Turn Your Website into a Marketing Machine Internet Marketing Whitepaper: 5 Tips to Turn Your Website into a Marketing Machine Brought to you by www.hubspot.com Part 1: How the Internet has transformed businesses The Internet has profoundly transformed

More information

DIGITAL MARKETING SERVICES

DIGITAL MARKETING SERVICES DIGITAL MARKETING SERVICES We take a custom approach to digital marketing. Unlike high-volume agencies we recognize that every client (and every project) is different. Rather than attempt to fit your project

More information

Web School: Search Engine Optimization

Web School: Search Engine Optimization Web School: Search Engine Optimization Today s Goals Provide a foundational introduction to SEO, including on-page tactics and off-page tactics Give tactical guidance for improving your site in CQ Connect

More information

Digital marketing jargon buster

Digital marketing jargon buster Digital marketing jargon buster Analytics or Web Analytics Tools The analysis of data generated by people s activity on websites or mobile apps, for the purpose of discovering ways to improve websites

More information

Online Marketing Module COMP. Certified Online Marketing Professional. v2.0

Online Marketing Module COMP. Certified Online Marketing Professional. v2.0 = Online Marketing Module COMP Certified Online Marketing Professional v2.0 Part 1 - Introduction to Online Marketing - Basic Description of SEO, SMM, PPC & Email Marketing - Search Engine Basics o Major

More information

An Intro to SEO (Search Engine Optimization)

An Intro to SEO (Search Engine Optimization) An Intro to SEO (Search Engine Optimization) Brought to You By: http://www.freewaytomakemoneyonline.com/ This book is created and written by Richard Khor with you in mind. Richard Khor began Internet Marketing

More information

ULTIMATE CHEAT SHEET:

ULTIMATE CHEAT SHEET: ULTIMATE CHEAT SHEET: DIGITAL MARKETING TERMS FOR NOOBS f rewards TAKING ON ANY NEW CHALLENGE AND DIPPING YOUR TOES INTO A NEW ARENA IS ALWAYS INTIMIDATING. It s made even more so if that new arena is

More information

Search Engine Optimization (SEO): Improving Website Ranking

Search Engine Optimization (SEO): Improving Website Ranking Search Engine Optimization (SEO): Improving Website Ranking Chandrani Nath #1, Dr. Laxmi Ahuja *2 # 1 *2 Amity University, Noida Abstract: - As web popularity increases day by day, millions of people use

More information

Mark E. Pruzansky MD. Local SEO Action Plan for. About your Local SEO Action Plan. Technical SEO. 301 Redirects. XML Sitemap. Robots.

Mark E. Pruzansky MD. Local SEO Action Plan for. About your Local SEO Action Plan. Technical SEO. 301 Redirects. XML Sitemap. Robots. Local SEO Action Plan for Mark E. Pruzansky MD Action Plan generated on 5 May 2013 About your Local SEO Action Plan This report contains a number of recommendations for correcting the issues and taking

More information

Search Engine Optimisation Guide May 2009

Search Engine Optimisation Guide May 2009 Search Engine Optimisation Guide May 2009-1 - The Basics SEO is the active practice of optimising a web site by improving internal and external aspects in order to increase the traffic the site receives

More information

MY DIGITAL PLAN MY DIGITAL PLAN BROCHURE

MY DIGITAL PLAN MY DIGITAL PLAN BROCHURE MY DIGITAL PLAN BROCHURE Digital Marketing Overview What is marketing? What is digital marketing and why is it required? Traditional marketing v/s Digital marketing How to do it? Visibility of my brand

More information

Search Engine Optimisation. Andrew Lloyd Gordon

Search Engine Optimisation. Andrew Lloyd Gordon Search Engine Optimisation Andrew Lloyd Gordon Search Engine Optimisation A little bit of history The impact of Google How to optimise your website Future trends in search A little bit of history Search

More information

What to do Post Google Panda

What to do Post Google Panda What to do Post Google Panda 1 Google Panda Update Panda, also known as Farmer, was an algorithm update from Google that first appeared in February 2011. This update restructured many search results and

More information

This term is also frequently used to describe the return of a piece of e-mail due to an error in the addressing or distribution process.

This term is also frequently used to describe the return of a piece of e-mail due to an error in the addressing or distribution process. Affiliate In general any external 3 rd party with whom an organisation has a mutually beneficial sales or marketing relationship, e.g. a contract sales person or other business partner. On the Internet,

More information

Everything You Need to Know About Digital Marketing

Everything You Need to Know About Digital Marketing White Paper Everything You Need to Know About Digital Marketing A website must be supported with marketing and advertising if it is to become a true business channel Sam Saltis Copyright bwired 2009 Copyright

More information

ONLINE ADVERTISING (SEO / SEM & SOCIAL)

ONLINE ADVERTISING (SEO / SEM & SOCIAL) ONLINE ADVERTISING (SEO / SEM & SOCIAL) BASIC SEO (SEARCH ENGINE OPTIMIZATION) Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's

More information

TECHNIQUES USED IN SEARCH ENGINE MARKETING

TECHNIQUES USED IN SEARCH ENGINE MARKETING TECHNIQUES USED IN SEARCH ENGINE MARKETING Assoc. Prof. Liviu Ion Ciora Ph. D University of Craiova Faculty of Economics and Business Administration Craiova, Romania Lect. Ion Buligiu Ph. D University

More information

SEO: HOW TO DRIVE MORE TRAFFIC TO YOUR WEBSITE

SEO: HOW TO DRIVE MORE TRAFFIC TO YOUR WEBSITE SEO: HOW TO DRIVE MORE TRAFFIC TO YOUR WEBSITE Brock Murray @SEOBrock BEFORE WE START REQUIREMENTS Website (preferably on a CMS ie WordPress) HIGHLY RECOMMENDED! WHAT IS SEO? Search Engine Optimization

More information

Online Marketing Services at Surgeworks

Online Marketing Services at Surgeworks Online Marketing Services at Surgeworks Surgeworks 2040 E Murray-Holladay Rd, Ste 115, Salt Lake City, UT 84117 T 801-272-9800 F 801-272-9810 www.surgeworks.com Table of Contents Why do you need us? 1

More information

Page One Promotions Digital Marketing Pricing

Page One Promotions Digital Marketing Pricing Page One Promotions Digital Marketing Pricing Below is a table outlining general starting-at pricing for digital marketing services offered by PAGE ONE PROMOTIONS. Following the pricing table are in depth

More information

Custom Online Marketing Program Proposal for: Hearthstone Homes

Custom Online Marketing Program Proposal for: Hearthstone Homes Custom Online Marketing Program Proposal for: Hearthstone Homes December 12, 2008 1 Introduction Tandem Interactive welcomes the opportunity to perform Custom Online Marketing services for Hearthstone

More information

Increasing Traffic to Your Website Through Search Engine Optimization (SEO) Techniques

Increasing Traffic to Your Website Through Search Engine Optimization (SEO) Techniques Increasing Traffic to Your Website Through Search Engine Optimization (SEO) Techniques Small businesses that want to learn how to attract more customers to their website through marketing strategies such

More information

Title/Description/Keywords & Various Other Meta Tags Development

Title/Description/Keywords & Various Other Meta Tags Development Module 1 - Introduction Introduction to Internet Brief about World Wide Web and Digital Marketing Basic Description SEM, SEO, SEA, SMM, SMO, SMA, PPC, Affiliate Marketing, Email Marketing, referral marketing,

More information

Pay-Per-Click: Maximizing impact with minimum words.

Pay-Per-Click: Maximizing impact with minimum words. Super Web Solutions - a one-stop-shop Super Web Solutions - a one-stop-shop for all your web design, development, marketing, hosting and business consulting needs. We offer all the essential tools to guarantee

More information

Restaurant Equipment Industry

Restaurant Equipment Industry Restaurant Equipment Industry 1 Problem The Client: This Restaurant Equipment Industry Company is a businessto-business supplier of top quality restaurant appliances and supplies. They are a prominent

More information

Digital Marketing Training Boucher - W3training School

Digital Marketing Training Boucher - W3training School We are not limited to any course content, digital marketing is so broad and it s not easy to put everything in training syllabus and brochure. We are not here to just complete the course, if you have eager

More information

Search Engine Optimization - From Automatic Repetitive Steps To Subtle Site Development

Search Engine Optimization - From Automatic Repetitive Steps To Subtle Site Development Narkevičius. Search engine optimization. 3 Search Engine Optimization - From Automatic Repetitive Steps To Subtle Site Development Robertas Narkevičius a Vilnius Business College, Kalvariju street 125,

More information

SEO Interview Questions: SEO Interviewing Questions and Answer

SEO Interview Questions: SEO Interviewing Questions and Answer SEO Interview Questions: SEO Interviewing Questions and Answer In the field of internet marketing Search Engine Optimization (SEO) has been emerged as an excellent method to promote a website that's means

More information

Pizza SEO: Effective Web. Effective Web Audit. Effective Web Audit. Copyright 2007+ Pizza SEO Ltd. info@pizzaseo.com http://pizzaseo.

Pizza SEO: Effective Web. Effective Web Audit. Effective Web Audit. Copyright 2007+ Pizza SEO Ltd. info@pizzaseo.com http://pizzaseo. 1 Table of Contents 1 (X)HTML Code / CSS Code 1.1 Valid code 1.2 Layout 1.3 CSS & JavaScript 1.4 TITLE element 1.5 META Description element 1.6 Structure of pages 2 Structure of URL addresses 2.1 Friendly

More information

A COMPREHENSIVE REVIEW ON SEARCH ENGINE OPTIMIZATION

A COMPREHENSIVE REVIEW ON SEARCH ENGINE OPTIMIZATION Volume 4, No. 1, January 2013 Journal of Global Research in Computer Science REVIEW ARTICLE Available Online at www.jgrcs.info A COMPREHENSIVE REVIEW ON SEARCH ENGINE OPTIMIZATION 1 Er.Tanveer Singh, 2

More information

Search engine ranking

Search engine ranking Proceedings of the 7 th International Conference on Applied Informatics Eger, Hungary, January 28 31, 2007. Vol. 2. pp. 417 422. Search engine ranking Mária Princz Faculty of Technical Engineering, University

More information

Presented by Sam shetty Nov 2012. Online marketing

Presented by Sam shetty Nov 2012. Online marketing Presented by Sam shetty Nov 2012 Online marketing Agenda The Digital landscape Online marketing, Which one is right for me? Planning your SEO implementation SEO process PPC Social media Mobile websites

More information

SEO: What is it and Why is it Important?

SEO: What is it and Why is it Important? SEO: What is it and Why is it Important? SearchEngineOptimization What is it and Why is it Important? The term SEO is being mentioned a lot lately, but not everyone is familiar with what SEO actually is.

More information

Law Firm Websites - Best Practice Reference Guide

Law Firm Websites - Best Practice Reference Guide Law Firm Websites - Best Practice Reference Guide Ever wonder if your website design is optimal or exactly what SEO and SEM mean? In this helpful reference guide, Heather Suttie of Heather Suttie & Associates,

More information

Top Tips. to improve your mobile app s discoverability and organic search performance

Top Tips. to improve your mobile app s discoverability and organic search performance Top Tips to improve your mobile app s discoverability and organic search performance Making sure your mobile app is visible and searchable online is crucial to its success. Good visibility and strong organic

More information

Search Engine Optimisation Extras

Search Engine Optimisation Extras SEO Extras Search Engine Optimisation Extras In addition to our SEO Managed Services HotLizard also offer individual services to compliment an existing SEO strategy. Please see below some of these additional

More information

Why SEO? What is Search Engine Optimization? Our main areas of expertise are: When a company invests in building a website, their goal is to:

Why SEO? What is Search Engine Optimization? Our main areas of expertise are: When a company invests in building a website, their goal is to: Super Web Solutions - a one-stop-shop for all your web design, development, marketing, hosting and business consulting needs. We offer all the essential tools to guarantee that your business prospers and

More information

ADVANCE DIGITAL MARKETING VIDEO TRAINING COURSE. Page 1 of 34 www.experttraining.in Youtube.com/ViralJadhav viral@experttraining.

ADVANCE DIGITAL MARKETING VIDEO TRAINING COURSE. Page 1 of 34 www.experttraining.in Youtube.com/ViralJadhav viral@experttraining. ADVANCE DIGITAL MARKETING VIDEO TRAINING COURSE Page 1 of 34 www.experttraining.in Youtube.com/ViralJadhav viral@experttraining.in +91 9558821174 Who Can Join? Business Owners who want to attract more

More information

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide

The 8 Key Metrics That Define Your AdWords Performance. A WordStream Guide The 8 Key Metrics That Define Your AdWords Performance A WordStream Guide The 8 Key Metrics That Define Your Adwords Performance WordStream Customer Success As anyone who has ever managed a Google AdWords

More information

SEO Course A 15 minute Introduction to Internet Marketing

SEO Course A 15 minute Introduction to Internet Marketing SEO Course A 15 minute Introduction to Internet Marketing This course is a little different than most others. It is designed to give busy people a quick overview of Internet marketing. We show how different

More information

SOCIAL MEDIA OPTIMIZATION

SOCIAL MEDIA OPTIMIZATION SOCIAL MEDIA OPTIMIZATION Proxy1Media is a Full-Service Internet Marketing, Web Site Design, Interactive Media & Search-Engine Marketing Company in Boca Raton, Florida. We specialize in On-Line Advertising

More information

Internet Marketing Implementation Course MKTG13; 3 Days, Instructor-led

Internet Marketing Implementation Course MKTG13; 3 Days, Instructor-led Internet Marketing Implementation Course MKTG13; 3 Days, Instructor-led Course Description A comprehensive internet marketing training course that covers Social Media, SEO, Email Marketing, PPC, Conversion

More information

How to Use Google AdWords

How to Use Google AdWords Web News Apps Videos Images More Search Tools How to Use Google AdWords A Beginner s Guide to PPC Advertising How to Use Google AdWords offers.hubspot.com/google-adwords-ppc Learn how to use Google AdWords

More information

Search Engine Optimization: What You Really Need to Know

Search Engine Optimization: What You Really Need to Know Search Engine Optimization: What You Really Need to Know The always changing areas of Internet marketing and automation can leave a small legal practice in the dust. How can you keep up and what do you

More information

Strategic Execution for Restaurant Rewards App. Implementation of content strategy spanning search, blog, and social

Strategic Execution for Restaurant Rewards App. Implementation of content strategy spanning search, blog, and social Strategic Execution for Restaurant Rewards App Implementation of content strategy spanning search, blog, and social Company Overview Our sample company is a restaurant rewards startup with e-card app membership

More information

netsmartz Visibility on the Net I N T E R N E T M A R K E T I N G

netsmartz Visibility on the Net I N T E R N E T M A R K E T I N G netsmartz Visibility on the Net I N T E R N E T M A R K E T I N G ISO 9001: 2000 CERTIFIED Our company is a certified Yahoo Search Marketing Ambassador and can help your ad get solid results on Yahoo s

More information

Certified Digital Marketing Professional VS-1217

Certified Digital Marketing Professional VS-1217 Certified Digital Marketing Professional VS-1217 Certified Digital Marketing Professional Certified Digital Marketing Professional Certification Code VS-1217 Vskills certification for Digital Marketing

More information

Worst Practices in. Search Engine Optimization. contributed articles

Worst Practices in. Search Engine Optimization. contributed articles BY ROSS A. MALAGA DOI: 10.1145/1409360.1409388 Worst Practices in Search Engine Optimization MANY ONLINE COMPANIES HAVE BECOME AWARE of the importance of ranking well in the search engines. A recent article

More information

Advance Diploma in Digital. Marketing. Full Time Part Time Online.

Advance Diploma in Digital. Marketing. Full Time Part Time Online. Advance Diploma in Digital Marketing Full Time Part Time Online www.zodrox.com Become a Digital Marketing Expert and Reach New Highs INDIA S MOST PROMINENT DIGITAL MARKETING & SKILL DEVELOPMENT INSTITUTE

More information

International Journal of Engineering, Business and Enterprise Applications (IJEBEA) www.iasir.net

International Journal of Engineering, Business and Enterprise Applications (IJEBEA) www.iasir.net International Association of Scientific Innovation and Research (IASIR) (An Association Unifying the Sciences, Engineering, and Applied Research) International Journal of Engineering, Business and Enterprise

More information

SEO 360: The Essentials of Search Engine Optimization INTRODUCTION CONTENTS. By Chris Adams, Director of Online Marketing & Research

SEO 360: The Essentials of Search Engine Optimization INTRODUCTION CONTENTS. By Chris Adams, Director of Online Marketing & Research SEO 360: The Essentials of Search Engine Optimization By Chris Adams, Director of Online Marketing & Research INTRODUCTION Effective Search Engine Optimization is not a highly technical or complex task,

More information

How. B2B Companies. Can Generate More Demand and Better Leads at Less Cost

How. B2B Companies. Can Generate More Demand and Better Leads at Less Cost How B2B Companies Can Generate More Demand and Better Leads at Less Cost A How B2B Companies Can Generate More Demand and Better Leads at Less Cost As many B2B marketers already know, it is important to

More information

Market Assessment & Campaign SLA Calculator LOGO WE OPEN THE DOOR, SO YOU CAN CLOSE IT.

Market Assessment & Campaign SLA Calculator LOGO WE OPEN THE DOOR, SO YOU CAN CLOSE IT. Market Assessment & Campaign SLA Calculator LOGO WE OPEN THE DOOR, SO YOU CAN CLOSE IT. Your Market Assessment Overview Your Inbound Market Assessment and Campaign SLA Calculator is broken down into several

More information

Internet Marketing Basics

Internet Marketing Basics Is Your Website is Ready for the Internet? In this presentation we will share tips to market your business on the Internet Topics Include: Blogs E-Mail Marketing Search Engine Marketing Search Engine Optimization

More information

323-868-3581. Search Engine Optimization

323-868-3581. Search Engine Optimization Search Engine Optimization What s the Difference between Pay-Per-Click and SEO Pay-per Click is a way for sites to appear in prominent positions on the search engines by paying the engine to display their

More information

About 0 to 60 Marketing

About 0 to 60 Marketing About 0 to 60 Marketing Let the experts take your business from 0 to 60 in less than 90 days! Approach. Technology. Support. All Inclusive Founded in 2010 0 to 60 Marketing has helped numerous businesses

More information

One Agency One Message delivering results! Larry Barditch MSA Advertising VP, Digital Strategy & Innovation Larry@MSAadvertising.

One Agency One Message delivering results! Larry Barditch MSA Advertising VP, Digital Strategy & Innovation Larry@MSAadvertising. One Agency One Message delivering results! Larry Barditch MSA Advertising VP, Digital Strategy & Innovation Larry@MSAadvertising.com LARRY BARDITCH VP, Digital Strategy & Innovation Cell: 305.801.9677

More information

Online Reputation Management Services

Online Reputation Management Services Online Reputation Management Services Potential customers change purchase decisions when they see bad reviews, posts and comments online which can spread in various channels such as in search engine results

More information

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing SEARCH ENGINE MARKETING 101 A Beginners Guide to Search Engine Marketing June 2015 What is Search Engine Marketing? You ve heard the word before or simply the term SEM. Your co-workers mention it. You

More information

10. Search Engine Marketing

10. Search Engine Marketing 10. Search Engine Marketing What s inside: We look at the difference between paid and organic search results and look through the key terms and concepts that will help you understand this relationship.

More information

A Business Owner s Guide to: Pay-Per-Click

A Business Owner s Guide to: Pay-Per-Click A Business Owner s Guide to: Pay-Per-Click A Business Owner s Guide to: Pay-Per-Click In today s world, the most important business tool you have when it comes to attracting new customers is the Internet.

More information

New Solutions New Opportunities

New Solutions New Opportunities New Solutions New Opportunities What is Penton Marketing Services Penton Marketing Services offers a full range of content solutions, digital services and lead nurturing and qualifying services that leverage

More information

Proposal for Search Engine Optimization. Ref: Pro-SEO-0049/2009

Proposal for Search Engine Optimization. Ref: Pro-SEO-0049/2009 Proposal for Search Engine Optimization Ref: Pro-SEO-0049/2009 CONTENTS Contents... 2 Executive Summary... 3 Overview... 4 1.1 How Search Engines WORK?... 4 1.2 About us... 6 Methodology... 7 1.2.1 Phase

More information