Transcript Online Marketing Terms PowerPoint

The Road to Online Marketing
A Magic Voyage Begins!!!
Attack of the Googlebots!!!
• A Googlebot is the search bot software used
by Google, which collects documents from the
web to build a searchable index for the Google
Search engine.
Googlebots are the new Gods
But the question is
…
How do we
make the
Googlebots
work for us?
Search Engine
Optimization
• A methodology of strategies, techniques and
tactics used to increase the amount of visitors
to a website by obtaining a high-ranking
placement in the search results page of a search
engine (SERP) -- including Google, Bing, Yahoo
and other search engines.
• SEO helps to ensure that a site is accessible to a
search engine and improves the chances that
the site will be found by the search engine.
There are two
kinds of SEO ….
White Hat SEO vs. Black Hat SEO
White Hat SEO …
• Refers to the use of strategies that focus on a
human audience opposed to search engines
and completely follows search engine rules
and policies.
• White hat SEO makes it look like we are not
advertising to Googlebots … but we are …
White Hat SEO Usage:
• A website that is optimized for search engines
while also focusing on relevancy of content and
organic ranking is considered to be using White
Hat SEO techniques.
• Some examples of White Hat SEO techniques
include using keywords, backlinking, link
building to improve link popularity and writing
content for human readers.
• White Hat SEO is more frequently used by those
who intend to make a long-term investment on
their website. This is also called Ethical SEO.
Wait, I need a dentist in Las
Vegas!
Okay, Mike! You should Google
that!
Another Example:
• Client: Center for Human Reproduction
• Keyword: egg donation
• Fake News Article
Keyword Marketing is …
• The use of keyword-optimized content and
keyword-specific Link Text to emphasize a
site’s relevancy to those terms and increase
the site’s rank for related web queries.
• Keyword marketing can also be done through
keyword-based ad programs such as Google
AdSense. Keyword marketing is an essential
component of Search Engine Optimization.
Backlinking is …
• A hyperlink that links from a Web page, back
to your own Web page or Web site. Also called
an Inbound Link (IBL) these links are important
in determining the popularity (or importance)
of your Web site. Some search engines,
including Google will consider Web sites with
more backlinks more relevant in search results
pages.
Link Building is …
• the process of exchanging links with other
Web sites to increase your own site's backlinks
and quality backlinks.
• Can be done through guest posts on websites
or blogs, social media and pretty much
anywhere else you can place a link …
Which leads us to: Black Hat
SEO
Black Hat SEO is …
• The use of aggressive SEO strategies, techniques
and tactics that focus only on search engines and
not a human audience, and usually does not
obey search engines guidelines.
• Some examples of black hat SEO techniques
include keyword stuffing, invisible text, doorway
pages, adding unrelated keywords to the page
content or page swapping (changing the webpage
entirely after it has been ranked by search
engines).
Black Hat SEO Usage:
• Black hat SEO is more frequently used by those
who are looking for a quick financial return on
their website, rather than a long-term investment
on their Web site.
• Black hat SEO may result in your Web site being
banned from a search engine, however since the
focus is usually on quick high return business
models, most experts who use Black Hat SEO
tactics consider being banned from search
engines a somewhat irrelevant risk.
Must have customers, no matter
what happens!!!
Example Black Hat SEO
Keyword Stuffing is …
• A way to overload keywords onto a Web page so that
search engines will read the page as being relevant in a
Web search.
• Because search engines scan Web pages for the words that
are entered into the search criteria by the user, the more
times a keyword appears on the Web page the more
relevancy the search engine will assign to the page in the
search results (this is only one way that search engines
determine relevancy, however.)
• Search engines often penalize a site if the engine discovers
keyword stuffing, as this practice is considered poor
netiquette, and some search engines will even ban the
offending Web pages from their search results.
Invisible Text is …
• Textual content which your visitors cannot
see, but which is still readable by the
Googlebots.
• The idea is to load a Web page with keywords
and keyword phrases that would be unsightly
to visitors but that would improve the page's
rankings in the search engine results.
• Hidden text is identified as search spam by
each of the major search engines.
Doorway Pages are …
• A Web page designed specifically for the purpose
of gaining high placement in a search engine
rankings.
• An SEO technique, the doorway is meant to
capture the attention of the Googlebots by
containing keywords and phrases that the bot will
pick up on.
• Doorways are typically programmed with a fast
meta refresh or a redirect that brings the user to
another website.
Black Hat worked when Mike
was the Greatest
But it doesn’t work now, sorry
Mike
… Mostly because of Google
updates like Penguin and Panda
SEO Reality …
To review …
Other Ways to improve your
SEO
Let’s look at ….
THE HYDE
STREET
JOURNAL
Don’t forget Meta
Descriptions!
And Also Social Bookmarking
• Basically, this means putting your link on
various social sites such as Reddit, Digg,
Pininterest, Stumbleupon, etc.
The Journey Has Only Begun
…
The World of Online Marketing has
no Boundaries and is Forever
Changing
It’s true,
I’ve
been
there
myself
…
Also ….
Where is our
Social Media
Marketing?
I will make social media
accounts for HSJ over the
weekend
Project 1: Social Media
Analysis
•
•
•
Due before class on Tuesday Sept. 23, 2014
Send via Email: [email protected]
400-700 words
Pick a popular brand and analyze their use of social media … How do they use
facebook, twitter, youtube, pininterest, tumblr, google+, instagram, etc.
•
1.What is their customer base and what is the target audience of their social media
strategy? Is it the same or different?
•
2. Is there evidence this strategy is working or will work in the future? Provide
examples.
•
3 How can we apply their strategy to a small business or a blog like The Hyde Street
Journal? Provide examples.
***You Will Present Your Findings on Tuesday during class time!!!***