MDIA 4015
 Final Exam Review
Def: Interruption
   Marketing
Def: Interruption
            Marketing
• Traditional approach to marketing
Def: Interruption
            Marketing
• Traditional approach to marketing
• interrupted reg. prog.
Def: Interruption
             Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘thi...
Def: Interruption
             Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘thi...
Def: Interruption
             Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘thi...
Def: Interruption
             Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘thi...
Def: Permission Marketing
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)

•   Clients (or would-be clients) allow adve...
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)

•   Clients (or would-be clients) allow adve...
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)

•   Clients (or would-be clients) allow adve...
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)

•   Clients (or would-be clients) allow adve...
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)

•   Clients (or would-be clients) allow adve...
Def: Permission Marketing
•   Direct or Targeted marketing (niche marketing)

•   Clients (or would-be clients) allow adve...
Def: Permission Marketing
•    Direct or Targeted marketing (niche marketing)

•    Clients (or would-be clients) allow ad...
Why Interruption Marketing doesn’t
         work anymore...
Why Interruption Marketing doesn’t
                  work anymore...

•   In an age of ad clutter, time is our scarcest co...
Why Interruption Marketing doesn’t
                  work anymore...

•   In an age of ad clutter, time is our scarcest co...
Why Interruption Marketing doesn’t
                  work anymore...

•   In an age of ad clutter, time is our scarcest co...
Why Interruption Marketing doesn’t
                  work anymore...

•   In an age of ad clutter, time is our scarcest co...
Why Interruption Marketing doesn’t
                  work anymore...

•   In an age of ad clutter, time is our scarcest co...
Permission Marketing works on 3 principles:
Permission Marketing works on 3 principles:




  • Anticipated: looked forward to
Permission Marketing works on 3 principles:




  • Anticipated: looked forward to
  • Personal: Targeted to YOU (w/ your ...
Permission Marketing works on 3 principles:




  • Anticipated: looked forward to
  • Personal: Targeted to YOU (w/ your ...
Marketing Strategy vs. Marketing Plan:

Marketing Strategy:




Marketing Plan:
Marketing Strategy vs. Marketing Plan:

Marketing Strategy:
 A summary of your company’s products & position in relation t...
Marketing Strategy vs. Marketing Plan:

Marketing Strategy:
 A summary of your company’s products & position in relation t...
Marketing Strategy vs. Marketing Plan:

Marketing Strategy:
 A summary of your company’s products & position in relation t...
Marketing Strategy vs. Marketing Plan:

Marketing Strategy:
 A summary of your company’s products & position in relation t...
The 7 P’s (aka The Marketing Mix):
The 7 P’s (aka The Marketing Mix):

•   Price
The 7 P’s (aka The Marketing Mix):

•   Price

•   Place
The 7 P’s (aka The Marketing Mix):

•   Price

•   Place

•   Product
The 7 P’s (aka The Marketing Mix):

•   Price

•   Place

•   Product

•   Promotion
The 7 P’s (aka The Marketing Mix):

•   Price

•   Place

•   Product

•   Promotion

•   People
The 7 P’s (aka The Marketing Mix):

•   Price

•   Place

•   Product

•   Promotion

•   People

•   Process
The 7 P’s (aka The Marketing Mix):

•   Price

•   Place

•   Product

•   Promotion

•   People

•   Process

•   Physica...
Define each ‘P’:
 Price:

 Place:

Product:
Promo:

People:


Process:

Physical Evidence:
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Define each ‘P’:
          What it costs to deliver a service/product to market (factoring in every cost that goes into
 Pr...
Pricing Strategies (12 of them):
Premium:           Unique, luxury service

Penetration:       Artificially low prices to e...
Define: SEO
Define: SEO

• process of improving a web site’s (or
  page’s) visibility in search engines
Define: SEO

• process of improving a web site’s (or
  page’s) visibility in search engines
• via the natural/organic/unpai...
Define: SEO

• process of improving a web site’s (or
  page’s) visibility in search engines
• via the natural/organic/unpai...
Define SEM:
Define SEM:
• Search Engine Marketing AKA PPC, or Pay
  Per Click Advertising
Define SEM:
• Search Engine Marketing AKA PPC, or Pay
  Per Click Advertising
• Using services like Google AdWords to buy
 ...
Define SEM:
• Search Engine Marketing AKA PPC, or Pay
  Per Click Advertising
• Using services like Google AdWords to buy
 ...
SEO vs PPC


                    SEO   PPC
    Advantages




    Disadvantages
SEO vs PPC


                         SEO          PPC
    Advantages      only costs time




    Disadvantages
SEO vs PPC


                         SEO          PPC
    Advantages      only costs time
                      long term...
SEO vs PPC


                         SEO              PPC
    Advantages      only costs time
                       long...
SEO vs PPC


                         SEO              PPC
    Advantages      only costs time
                       long...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time     instant traffic
      ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time     instant traffic
      ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                PPC
    Advantages      only costs time      instant traffic
     ...
SEO vs PPC


                         SEO                  PPC
    Advantages      only costs time      instant traffic
   ...
SEO vs PPC


                         SEO                  PPC
    Advantages      only costs time      instant traffic
   ...
SEO vs PPC


                         SEO                  PPC
    Advantages      only costs time      instant traffic
   ...
What is a microsite?
What is a microsite?

A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
What is a microsite?

A distinct, self-contained ‘mini-site’ separate from a
larger parent site.

Usually contain content ...
What is a microsite?

A distinct, self-contained ‘mini-site’ separate from a
larger parent site.

Usually contain content ...
What is a microsite?

A distinct, self-contained ‘mini-site’ separate from a
larger parent site.

Usually contain content ...
What is a microsite?

A distinct, self-contained ‘mini-site’ separate from a
larger parent site.

Usually contain content ...
What is a microsite?

A distinct, self-contained ‘mini-site’ separate from a
larger parent site.

Usually contain content ...
Domain names
What is a gTLD?




What is a ccTLD?
Domain names
What is a gTLD?
 Generic Top Level Domain:



What is a ccTLD?
Domain names
What is a gTLD?
 Generic Top Level Domain:
    .com, .net, .biz, .edu, .gov, . info etc.

What is a ccTLD?
Domain names
What is a gTLD?
 Generic Top Level Domain:
    .com, .net, .biz, .edu, .gov, . info etc.

What is a ccTLD?
 C...
Domain names
What is a gTLD?
 Generic Top Level Domain:
    .com, .net, .biz, .edu, .gov, . info etc.

What is a ccTLD?
 C...
What’s the difference between...
Web Directory:




Search Engine:
What’s the difference between...
Web Directory:
 •   manually updated (human hands)




Search Engine:
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
What’s the difference between...
Web Directory:
 •   manually updated (human hands)

 •   listings of web pages organized ...
Who are the big 3?
Who are the big 3?

•   Google
Who are the big 3?

•Google
• Yahoo!
Who are the big 3?

•Google
• Yahoo!
• Bing
How to optimize w/ Google in mind:
How to optimize w/ Google in mind:
Write naturally
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
 Use topical keywords in <descri...
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
 Use topical keywords in <descri...
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
 Use topical keywords in <descri...
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
 Use topical keywords in <descri...
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
 Use topical keywords in <descri...
How to optimize w/ Google in mind:
Write naturally
 Use descriptive keyword rich <titles>
 Use topical keywords in <descri...
Identify the:
             <title>, <description>, <site links> & <url>
Google no longer crawls <meta>...
Google no longer crawls <meta>...




   •   keywords
In terms of SEO in <body> text, keywords in
the ________ are weightier than those in
normal <body> text.
In terms of SEO in <body> text, keywords in
the ________ are weightier than those in
normal <body> text.




     •   link...
What is the first file bots crawl?
What is the first file bots crawl?




  •   Robots.txt
What does REP stand for?
What does REP stand for?




•   Robots Exclusion Protocol
What does REP/robots.txt do?
What does REP/robots.txt do?



• informs spiders what pages NOT
 to crawl & index
Why would a webmaster not
  want a SITE crawled?
Why would a webmaster not
  want a SITE crawled?


• Its under construction
Why would a webmaster not
  want a SITE crawled?


• Its under construction
• being updated
Why would a webmaster not
  want a SITE crawled?


• Its under construction
• being updated
• is associated with a specific...
Crawling vs. Indexing?
Indexing:




Crawling:
Crawling vs. Indexing?
Indexing:

• The algorithmic process of analyzing & storing
   crawled pages


Crawling:
Crawling vs. Indexing?
Indexing:

• The algorithmic process of analyzing & storing
   crawled pages
• determines PageRank ...
Crawling vs. Indexing?
Indexing:

• The algorithmic process of analyzing & storing
   crawled pages
• determines PageRank ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
   Agents:           ...
In Google Analytics, what is
      Bounce Rate?
In Google Analytics, what is
      Bounce Rate?



• A metric reporting the number of visits to
  your main/index page ONLY
What is the difference between the
  metrics Referring Sites & Direct Traffic:

Direct Traffic:




Referring Sites:
What is the difference between the
  metrics Referring Sites & Direct Traffic:

Direct Traffic:

  •   Hits ‘directly’ to yo...
What is the difference between the
  metrics Referring Sites & Direct Traffic:

Direct Traffic:

  •   Hits ‘directly’ to yo...
High quality inbound links
      come from...
High quality inbound links
        come from...


• Topically similar sites to your own
High quality inbound links
        come from...


• Topically similar sites to your own
• (Also - Google allows sites whic...
High quality inbound links
         come from...


• Topically similar sites to your own
• (Also - Google allows sites whi...
What is ‘Natural Link Acquisition?’
What is ‘Natural Link Acquisition?’


  • Viral growth!
What is ‘Natural Link Acquisition?’


  • Viral growth!
  • Links spread organically across other sites
What is ‘Natural Link Acquisition?’


  • Viral growth!
  • Links spread organically across other sites
  • People link to...
What is the SEO value of
 ‘social bookmarking?’
What is the SEO value of
   ‘social bookmarking?’

• Set up your own backlinks! Pump your own
  link juice
What is the SEO value of
    ‘social bookmarking?’

• Set up your own backlinks! Pump your own
  link juice
• new content ...
What is the SEO value of
    ‘social bookmarking?’

• Set up your own backlinks! Pump your own
  link juice
• new content ...
robots.txt prevent crawling.
What does a sitemap.xml do?
robots.txt prevent crawling.
What does a sitemap.xml do?


• instructs spiders what pages to crawl
robots.txt prevent crawling.
What does a sitemap.xml do?


• instructs spiders what pages to crawl
• provides a ‘map’ as t...
What is the difference between
sitemap.xml & an html sitemap?
What is the difference between
sitemap.xml & an html sitemap?


• sitemap.xml - instructs search spiders
What is the difference between
sitemap.xml & an html sitemap?


• sitemap.xml - instructs search spiders
• html sitemaps a...
What are these?
What are these?




   Site links!
How do you get Sitelinks?
How do you get Sitelinks?



• include a sitemap (links must appear in SM)
How do you get Sitelinks?



• include a sitemap (links must appear in SM)
• Your site needs heavy traffic!
xml sitemaps use 3 directives:
xml sitemaps use 3 directives:


•   <lastmod>
xml sitemaps use 3 directives:


•<lastmod>
• <changefreq>
xml sitemaps use 3 directives:


•<lastmod>
• <changefreq>
• <priority>
What does SEM stand for?
What does SEM stand for?




•   Search Engine Marketing
Google AdWords uses 4 Match Types
   to allow you to target your
     keywords... what re they?
Google AdWords uses 4 Match Types
   to allow you to target your
     keywords... what re they?

 •   Broad Match
Google AdWords uses 4 Match Types
   to allow you to target your
     keywords... what re they?

 • Broad Match
 • Phrase ...
Google AdWords uses 4 Match Types
   to allow you to target your
     keywords... what re they?

 • Broad Match
 • Phrase ...
Google AdWords uses 4 Match Types
   to allow you to target your
     keywords... what re they?

 • Broad Match
 • Phrase ...
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  • Mdia 4015 final exam test prep

    1. 1. MDIA 4015 Final Exam Review
    2. 2. Def: Interruption Marketing
    3. 3. Def: Interruption Marketing • Traditional approach to marketing
    4. 4. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog.
    5. 5. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog. • get viewer to ‘think about a product’
    6. 6. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog. • get viewer to ‘think about a product’ • eg: Jingles, logos, characters...
    7. 7. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog. • get viewer to ‘think about a product’ • eg: Jingles, logos, characters... • worked b/c the ‘community’ exposed to it was relatively small
    8. 8. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog. • get viewer to ‘think about a product’ • eg: Jingles, logos, characters... • worked b/c the ‘community’ exposed to it was relatively small
    9. 9. Def: Permission Marketing
    10. 10. Def: Permission Marketing • Direct or Targeted marketing (niche marketing)
    11. 11. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through:
    12. 12. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email
    13. 13. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email • newsletters (mailing lists)
    14. 14. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email • newsletters (mailing lists) • sharing memes (viral marketing)
    15. 15. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email • newsletters (mailing lists) • sharing memes (viral marketing) • Fan pages...
    16. 16. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email • newsletters (mailing lists) • sharing memes (viral marketing) • Fan pages...
    17. 17. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email • newsletters (mailing lists) • sharing memes (viral marketing) • Fan pages... Offer content appealing to a specific group AKA: Niche Community building
    18. 18. Why Interruption Marketing doesn’t work anymore...
    19. 19. Why Interruption Marketing doesn’t work anymore... • In an age of ad clutter, time is our scarcest commodity (being ‘interrupted = offensive)
    20. 20. Why Interruption Marketing doesn’t work anymore... • In an age of ad clutter, time is our scarcest commodity (being ‘interrupted = offensive) • consumers are savvy to the ad process - characters are no longer simply ‘cute’ (they’re annoying)
    21. 21. Why Interruption Marketing doesn’t work anymore... • In an age of ad clutter, time is our scarcest commodity (being ‘interrupted = offensive) • consumers are savvy to the ad process - characters are no longer simply ‘cute’ (they’re annoying) • Few new product categories (focus is on getting you to switch)
    22. 22. Why Interruption Marketing doesn’t work anymore... • In an age of ad clutter, time is our scarcest commodity (being ‘interrupted = offensive) • consumers are savvy to the ad process - characters are no longer simply ‘cute’ (they’re annoying) • Few new product categories (focus is on getting you to switch) • new media (the web & free/on-demand content)
    23. 23. Why Interruption Marketing doesn’t work anymore... • In an age of ad clutter, time is our scarcest commodity (being ‘interrupted = offensive) • consumers are savvy to the ad process - characters are no longer simply ‘cute’ (they’re annoying) • Few new product categories (focus is on getting you to switch) • new media (the web & free/on-demand content) • over-exposure to advertising (3000+ msgs/day)
    24. 24. Permission Marketing works on 3 principles:
    25. 25. Permission Marketing works on 3 principles: • Anticipated: looked forward to
    26. 26. Permission Marketing works on 3 principles: • Anticipated: looked forward to • Personal: Targeted to YOU (w/ your name)
    27. 27. Permission Marketing works on 3 principles: • Anticipated: looked forward to • Personal: Targeted to YOU (w/ your name) • Relevant: Focuses on a topic YOU like
    28. 28. Marketing Strategy vs. Marketing Plan: Marketing Strategy: Marketing Plan:
    29. 29. Marketing Strategy vs. Marketing Plan: Marketing Strategy: A summary of your company’s products & position in relation to your competition. Marketing Plan:
    30. 30. Marketing Strategy vs. Marketing Plan: Marketing Strategy: A summary of your company’s products & position in relation to your competition. Includes who your clients are. Marketing Plan:
    31. 31. Marketing Strategy vs. Marketing Plan: Marketing Strategy: A summary of your company’s products & position in relation to your competition. Includes who your clients are. And your Keyword Analysis Marketing Plan:
    32. 32. Marketing Strategy vs. Marketing Plan: Marketing Strategy: A summary of your company’s products & position in relation to your competition. Includes who your clients are. And your Keyword Analysis Marketing Plan: A doc spelling out how you’re going to achieve the goals (i.e. serve the targets) laid out in your Marketing Strategy.
    33. 33. The 7 P’s (aka The Marketing Mix):
    34. 34. The 7 P’s (aka The Marketing Mix): • Price
    35. 35. The 7 P’s (aka The Marketing Mix): • Price • Place
    36. 36. The 7 P’s (aka The Marketing Mix): • Price • Place • Product
    37. 37. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion
    38. 38. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion • People
    39. 39. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion • People • Process
    40. 40. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion • People • Process • Physical Evidence
    41. 41. Define each ‘P’: Price: Place: Product: Promo: People: Process: Physical Evidence:
    42. 42. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Product: Promo: People: Process: Physical Evidence:
    43. 43. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: Promo: People: Process: Physical Evidence:
    44. 44. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: What you’re selling - either a good (a thing) or service Promo: People: Process: Physical Evidence:
    45. 45. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: What you’re selling - either a good (a thing) or service Promo: How you present your product/service to the market... brochures, memes etc. People: Process: Physical Evidence:
    46. 46. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: What you’re selling - either a good (a thing) or service Promo: How you present your product/service to the market... brochures, memes etc. People: Includes everyone involved in the production & delivery of a product, including people you may never meet. Process: Physical Evidence:
    47. 47. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: What you’re selling - either a good (a thing) or service Promo: How you present your product/service to the market... brochures, memes etc. People: Includes everyone involved in the production & delivery of a product, including people you may never meet. *Focus on the people (the interaction) not the transaction Process: Physical Evidence:
    48. 48. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: What you’re selling - either a good (a thing) or service Promo: How you present your product/service to the market... brochures, memes etc. People: Includes everyone involved in the production & delivery of a product, including people you may never meet. *Focus on the people (the interaction) not the transaction Process: How people become customers (how many steps b/t discovery & transaction) Physical Evidence:
    49. 49. Define each ‘P’: What it costs to deliver a service/product to market (factoring in every cost that goes into Price: the final ‘price’ your customer sees... incl. COGS & profit) Place: Where is your product/service available? Brick & mortar vs. web/e-commerce Product: What you’re selling - either a good (a thing) or service Promo: How you present your product/service to the market... brochures, memes etc. People: Includes everyone involved in the production & delivery of a product, including people you may never meet. *Focus on the people (the interaction) not the transaction Process: How people become customers (how many steps b/t discovery & transaction) Physical Evidence: Real World factors affecting you & your biz, like recession, entering new markets, geography & market conditioning (i.e. what people are used to paying...)
    50. 50. Pricing Strategies (12 of them): Premium: Unique, luxury service Penetration: Artificially low prices to enter market (will rise eventually) Economy: No frills... bare bones Price Skimming: Inflated (gouging) Psychological: Plays off emotion rather than ration eg: Designer handbags Product Line: A range of offerings (Packages - delux, basic etc.) Optional Product: Extras - up-sell items (eg: leather & sunroof) Bundle: 2-for-1 (used to off load over stock), bulk buying Promo: special offers (eg. seasonal promotions) Geographical: regional pricing... eg: NY vs. Edmonton Value: External factors (recessions) forcing you to re-consider rates, possibly at a loss
    51. 51. Define: SEO
    52. 52. Define: SEO • process of improving a web site’s (or page’s) visibility in search engines
    53. 53. Define: SEO • process of improving a web site’s (or page’s) visibility in search engines • via the natural/organic/unpaid or algorithmic method
    54. 54. Define: SEO • process of improving a web site’s (or page’s) visibility in search engines • via the natural/organic/unpaid or algorithmic method • i.e. on & off page factors...
    55. 55. Define SEM:
    56. 56. Define SEM: • Search Engine Marketing AKA PPC, or Pay Per Click Advertising
    57. 57. Define SEM: • Search Engine Marketing AKA PPC, or Pay Per Click Advertising • Using services like Google AdWords to buy exposure on SEs & other partner sites
    58. 58. Define SEM: • Search Engine Marketing AKA PPC, or Pay Per Click Advertising • Using services like Google AdWords to buy exposure on SEs & other partner sites • ‘Targets’ are determined by the PPC host (i.e. Google) based on key words & search terms typed queried
    59. 59. SEO vs PPC SEO PPC Advantages Disadvantages
    60. 60. SEO vs PPC SEO PPC Advantages only costs time Disadvantages
    61. 61. SEO vs PPC SEO PPC Advantages only costs time long term Disadvantages
    62. 62. SEO vs PPC SEO PPC Advantages only costs time long term higher trust factor Disadvantages
    63. 63. SEO vs PPC SEO PPC Advantages only costs time long term higher trust factor higher CTR Disadvantages
    64. 64. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term higher trust factor higher CTR Disadvantages
    65. 65. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor higher CTR Disadvantages
    66. 66. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR Disadvantages
    67. 67. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages
    68. 68. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages results take time
    69. 69. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages results take time lots of effort!
    70. 70. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages results take time lots of effort! no guarantees
    71. 71. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages costs $ results take time lots of effort! no guarantees
    72. 72. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages costs $ results take time no guarantees lots of effort! no guarantees
    73. 73. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages costs $ results take time no guarantees lots of effort! bidding can be exclusive no guarantees
    74. 74. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages costs $ results take time no guarantees lots of effort! bidding can be exclusive no guarantees distrust factor
    75. 75. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor easy to manage higher CTR easy to track Disadvantages costs $ results take time no guarantees lots of effort! bidding can be exclusive no guarantees distrust factor must keep paying
    76. 76. What is a microsite?
    77. 77. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site.
    78. 78. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site. Usually contain content focused on one product or service.
    79. 79. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site. Usually contain content focused on one product or service. Serve as a hub for a marketing campaign
    80. 80. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site. Usually contain content focused on one product or service. Serve as a hub for a marketing campaign Usually intended to spread virally
    81. 81. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site. Usually contain content focused on one product or service. Serve as a hub for a marketing campaign Usually intended to spread virally Used to launch new brands - establish new brand identities.
    82. 82. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site. Usually contain content focused on one product or service. Serve as a hub for a marketing campaign Usually intended to spread virally Used to launch new brands - establish new brand identities. Easy to track w/ analytics... (start fresh)
    83. 83. Domain names What is a gTLD? What is a ccTLD?
    84. 84. Domain names What is a gTLD? Generic Top Level Domain: What is a ccTLD?
    85. 85. Domain names What is a gTLD? Generic Top Level Domain: .com, .net, .biz, .edu, .gov, . info etc. What is a ccTLD?
    86. 86. Domain names What is a gTLD? Generic Top Level Domain: .com, .net, .biz, .edu, .gov, . info etc. What is a ccTLD? Country Code Top Level Domain
    87. 87. Domain names What is a gTLD? Generic Top Level Domain: .com, .net, .biz, .edu, .gov, . info etc. What is a ccTLD? Country Code Top Level Domain .ca, .uk, .us... etc.
    88. 88. What’s the difference between... Web Directory: Search Engine:
    89. 89. What’s the difference between... Web Directory: • manually updated (human hands) Search Engine:
    90. 90. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category Search Engine:
    91. 91. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category • typically we organized Search Engine:
    92. 92. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category • typically we organized • good for data that doesn’t change frequently Search Engine:
    93. 93. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category • typically we organized • good for data that doesn’t change frequently Search Engine: • indexes pages on the web based on keywords
    94. 94. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category • typically we organized • good for data that doesn’t change frequently Search Engine: • indexes pages on the web based on keywords • uses ‘bots’ to crawl/scan pages (not humans)
    95. 95. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category • typically we organized • good for data that doesn’t change frequently Search Engine: • indexes pages on the web based on keywords • uses ‘bots’ to crawl/scan pages (not humans) • automatic organization
    96. 96. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category • typically we organized • good for data that doesn’t change frequently Search Engine: • indexes pages on the web based on keywords • uses ‘bots’ to crawl/scan pages (not humans) • automatic organization • can index vast quantities of info quickly
    97. 97. Who are the big 3?
    98. 98. Who are the big 3? • Google
    99. 99. Who are the big 3? •Google • Yahoo!
    100. 100. Who are the big 3? •Google • Yahoo! • Bing
    101. 101. How to optimize w/ Google in mind:
    102. 102. How to optimize w/ Google in mind: Write naturally
    103. 103. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles>
    104. 104. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions>
    105. 105. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions> Repeat keywords/key-phrases in <body> *but only naturally...
    106. 106. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions> Repeat keywords/key-phrases in <body> *but only naturally... Break up <body> copy w/ Decks & Headers
    107. 107. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions> Repeat keywords/key-phrases in <body> *but only naturally... Break up <body> copy w/ Decks & Headers not too long... 1000-1300 word max.
    108. 108. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions> Repeat keywords/key-phrases in <body> *but only naturally... Break up <body> copy w/ Decks & Headers not too long... 1000-1300 word max. keywords in image titles & descriptions
    109. 109. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions> Repeat keywords/key-phrases in <body> *but only naturally... Break up <body> copy w/ Decks & Headers not too long... 1000-1300 word max. keywords in image titles & descriptions Alternate content for dynamics (Flash).
    110. 110. Identify the: <title>, <description>, <site links> & <url>
    111. 111. Google no longer crawls <meta>...
    112. 112. Google no longer crawls <meta>... • keywords
    113. 113. In terms of SEO in <body> text, keywords in the ________ are weightier than those in normal <body> text.
    114. 114. In terms of SEO in <body> text, keywords in the ________ are weightier than those in normal <body> text. • link anchor text
    115. 115. What is the first file bots crawl?
    116. 116. What is the first file bots crawl? • Robots.txt
    117. 117. What does REP stand for?
    118. 118. What does REP stand for? • Robots Exclusion Protocol
    119. 119. What does REP/robots.txt do?
    120. 120. What does REP/robots.txt do? • informs spiders what pages NOT to crawl & index
    121. 121. Why would a webmaster not want a SITE crawled?
    122. 122. Why would a webmaster not want a SITE crawled? • Its under construction
    123. 123. Why would a webmaster not want a SITE crawled? • Its under construction • being updated
    124. 124. Why would a webmaster not want a SITE crawled? • Its under construction • being updated • is associated with a specific campaign that hasn’t launched yet!
    125. 125. Crawling vs. Indexing? Indexing: Crawling:
    126. 126. Crawling vs. Indexing? Indexing: • The algorithmic process of analyzing & storing crawled pages Crawling:
    127. 127. Crawling vs. Indexing? Indexing: • The algorithmic process of analyzing & storing crawled pages • determines PageRank (based on keywords etc.) Crawling:
    128. 128. Crawling vs. Indexing? Indexing: • The algorithmic process of analyzing & storing crawled pages • determines PageRank (based on keywords etc.) Crawling: • The automated process by which spiders scan web pages so that SEs can later update their indexes
    129. 129. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives:
    130. 130. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot
    131. 131. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Googlebot-image
    132. 132. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Googlebot-image • Slurp
    133. 133. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Googlebot-image • Slurp • MSNbot
    134. 134. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Allow • Googlebot-image • Slurp • MSNbot
    135. 135. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Allow • Googlebot-image • Disallow • Slurp • MSNbot
    136. 136. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Allow • Googlebot-image • Disallow • Slurp • Sitemap • MSNbot
    137. 137. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Allow • Googlebot-image • Disallow • Slurp • Sitemap • MSNbot • $ (wildcard)
    138. 138. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Allow • Googlebot-image • Disallow • Slurp • Sitemap • MSNbot • $ (wildcard) • *
    139. 139. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot • Allow • Googlebot-image • Disallow • Slurp • Sitemap • MSNbot • $ (wildcard) • * • crawl-delay
    140. 140. In Google Analytics, what is Bounce Rate?
    141. 141. In Google Analytics, what is Bounce Rate? • A metric reporting the number of visits to your main/index page ONLY
    142. 142. What is the difference between the metrics Referring Sites & Direct Traffic: Direct Traffic: Referring Sites:
    143. 143. What is the difference between the metrics Referring Sites & Direct Traffic: Direct Traffic: • Hits ‘directly’ to your URLs (typed into browsers) Referring Sites:
    144. 144. What is the difference between the metrics Referring Sites & Direct Traffic: Direct Traffic: • Hits ‘directly’ to your URLs (typed into browsers) Referring Sites: • Records hits from Backlinks (links from other sites)
    145. 145. High quality inbound links come from...
    146. 146. High quality inbound links come from... • Topically similar sites to your own
    147. 147. High quality inbound links come from... • Topically similar sites to your own • (Also - Google allows sites which don’t display ads pump more link juice)
    148. 148. High quality inbound links come from... • Topically similar sites to your own • (Also - Google allows sites which don’t display ads pump more link juice) • Larger, older sites...
    149. 149. What is ‘Natural Link Acquisition?’
    150. 150. What is ‘Natural Link Acquisition?’ • Viral growth!
    151. 151. What is ‘Natural Link Acquisition?’ • Viral growth! • Links spread organically across other sites
    152. 152. What is ‘Natural Link Acquisition?’ • Viral growth! • Links spread organically across other sites • People link to your site without you having to directly influence them...
    153. 153. What is the SEO value of ‘social bookmarking?’
    154. 154. What is the SEO value of ‘social bookmarking?’ • Set up your own backlinks! Pump your own link juice
    155. 155. What is the SEO value of ‘social bookmarking?’ • Set up your own backlinks! Pump your own link juice • new content constantly refreshing on your site
    156. 156. What is the SEO value of ‘social bookmarking?’ • Set up your own backlinks! Pump your own link juice • new content constantly refreshing on your site • added keyword density from widgets displaying feeds on a page on your site
    157. 157. robots.txt prevent crawling. What does a sitemap.xml do?
    158. 158. robots.txt prevent crawling. What does a sitemap.xml do? • instructs spiders what pages to crawl
    159. 159. robots.txt prevent crawling. What does a sitemap.xml do? • instructs spiders what pages to crawl • provides a ‘map’ as to which pages on your site you want to insure are indexed
    160. 160. What is the difference between sitemap.xml & an html sitemap?
    161. 161. What is the difference between sitemap.xml & an html sitemap? • sitemap.xml - instructs search spiders
    162. 162. What is the difference between sitemap.xml & an html sitemap? • sitemap.xml - instructs search spiders • html sitemaps are actual pages displayed on sites, intended to help humans navigate your site.
    163. 163. What are these?
    164. 164. What are these? Site links!
    165. 165. How do you get Sitelinks?
    166. 166. How do you get Sitelinks? • include a sitemap (links must appear in SM)
    167. 167. How do you get Sitelinks? • include a sitemap (links must appear in SM) • Your site needs heavy traffic!
    168. 168. xml sitemaps use 3 directives:
    169. 169. xml sitemaps use 3 directives: • <lastmod>
    170. 170. xml sitemaps use 3 directives: •<lastmod> • <changefreq>
    171. 171. xml sitemaps use 3 directives: •<lastmod> • <changefreq> • <priority>
    172. 172. What does SEM stand for?
    173. 173. What does SEM stand for? • Search Engine Marketing
    174. 174. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they?
    175. 175. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match
    176. 176. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match • Phrase Match
    177. 177. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match • Phrase Match • Exact Match
    178. 178. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match • Phrase Match • Exact Match • Negative Match
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