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This is short slide show for ESL students on key terms in online marketing, focusing on SEO in the major search engines, such as Google and Yahoo and related terminology. Based on Manager's Guide to …

This is short slide show for ESL students on key terms in online marketing, focusing on SEO in the major search engines, such as Google and Yahoo and related terminology. Based on Manager's Guide to Online Marketing by Jason Weaver

Published in: Technology, Design
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  • 1. WEB 1.0 /// > O
  • 2. WORKS CITED WEAVER, JASON. MANAGER'S GUIDETO ONLINE MARKETING. CWL PUBLISHING. MADISON,WI: 2013 COVER IMAGE ATTRIBUTION: HTTP://WWW.FLICKR.COM/PHOTOS/SPEEDOFLIFE/82 73922515/IN/PHOTOSTREAM/
  • 3. HOW DOYOU DEFINE SUCCESS? • Retail /// Number of Online Transactions • Alcohol /// Brand Recognition • Non-Profit /// NewVolunteers • Professional Services /// Offline Consulting
  • 4. IMPORTANT TERMS • ROI /// Return on Investment • Media Impression /// The number of times an ad is displayed on a website • CPM /// Cost per thousand = how media impressions are counted and paid for • CPC /// Cost per click • SERP/// Search Engine Page Results • Key Words /// words that are used by algorithms to identify your site and it's content for search relevancy
  • 5. THE PIONEERS Leading Search Engines and How They Tick
  • 6. WHAT IS SEO? Search Engine Optimization
  • 7. YAHOO! • Uses web directory/// dir.yahoo.com: Should contain some of your "key words" • Website's title is most important in ranking • Click popularity in the SERP is also important for algorithm
  • 8. GOOGLE• Google's algorithm focuses on content that changes consistently • Older websites rank higher than newer sites • Watches for content duplication • spiders are good at identifying website quality: a "high quality" link is one that gets a lot of traffic
  • 9. BING • Inbound anchor text is very important • Content is very important - even more so than Google • "Authority" and web- domain are more important • Less emphasis on fresh content • Bing is more flash-friendly
  • 10. OPTIMIZINGYOUR USE OF SEO
  • 11. BEING DESCRIPTIVE IN THE FOLLOWING MAKESYOUR WEBSITE "CRAWLABLE" • <Title> tags/// html that describes your web page's title • File name/// the name of your actual page files • <alt> tags/// descriptive tags in html code for images • anchor text in backlinks
  • 12. LANDING PAGES • The page a visitor arrives at when they click a display ad • Isolated from the rest of the site so that you can see how much web traffic an ad is generating • Examples: • http://academy.hubspot.com/examples/customer-examples/? Tag=Landing+Pages&__hstc=87532040.2aa3cbb4627e393af0 35b6f8151bd6a8.1379906195637.1379906195637.13799061 95637.1&__hssc=87532040.1.1379906195638
  • 13. OTHER IMPORTANT TERMS: • keywords • adWords (Google) • Key Phrases • Relevance • Domain • SEM • Affiliate Marketing
  • 14. "GOOGLE LOVES BRANDS - BUILD ONE. " - DAVE NAYLOR, SEO EXPERT

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