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  • Transcript

    • 1. MDIA 4015 Final Exam Review
    • 2. Def: Interruption Marketing
    • 3. Def: Interruption Marketing • Traditional approach to marketing
    • 4. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog.
    • 5. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog. • get viewer to ‘think about a product’
    • 6. Def: Interruption Marketing • Traditional approach to marketing • interrupted reg. prog. • get viewer to ‘think about a product’ • eg: Jingles, logos, characters...
    • 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. 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. Def: Permission Marketing
    • 10. Def: Permission Marketing • Direct or Targeted marketing (niche marketing)
    • 11. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through:
    • 12. Def: Permission Marketing • Direct or Targeted marketing (niche marketing) • Clients (or would-be clients) allow advertisers to market to them through: • email
    • 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. 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. 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. 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. 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. Why Interruption Marketing doesn’t work anymore...
    • 19. Why Interruption Marketing doesn’t work anymore... • In an age of ad clutter, time is our scarcest commodity (being ‘interrupted = offensive)
    • 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. 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. 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. 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. Permission Marketing works on 3 principles:
    • 25. Permission Marketing works on 3 principles: • Anticipated: looked forward to
    • 26. Permission Marketing works on 3 principles: • Anticipated: looked forward to • Personal: Targeted to YOU (w/ your name)
    • 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. Marketing Strategy vs. Marketing Plan: Marketing Strategy: Marketing Plan:
    • 29. Marketing Strategy vs. Marketing Plan: Marketing Strategy: A summary of your company’s products & position in relation to your competition. Marketing Plan:
    • 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. 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. 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. The 7 P’s (aka The Marketing Mix):
    • 34. The 7 P’s (aka The Marketing Mix): • Price
    • 35. The 7 P’s (aka The Marketing Mix): • Price • Place
    • 36. The 7 P’s (aka The Marketing Mix): • Price • Place • Product
    • 37. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion
    • 38. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion • People
    • 39. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion • People • Process
    • 40. The 7 P’s (aka The Marketing Mix): • Price • Place • Product • Promotion • People • Process • Physical Evidence
    • 41. Define each ‘P’: Price: Place: Product: Promo: People: Process: Physical Evidence:
    • 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. 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. 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. 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. 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. 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. 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. 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. 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. Define: SEO
    • 52. Define: SEO • process of improving a web site’s (or page’s) visibility in search engines
    • 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. 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. Define SEM:
    • 56. Define SEM: • Search Engine Marketing AKA PPC, or Pay Per Click Advertising
    • 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. 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. SEO vs PPC SEO PPC Advantages Disadvantages
    • 60. SEO vs PPC SEO PPC Advantages only costs time Disadvantages
    • 61. SEO vs PPC SEO PPC Advantages only costs time long term Disadvantages
    • 62. SEO vs PPC SEO PPC Advantages only costs time long term higher trust factor Disadvantages
    • 63. SEO vs PPC SEO PPC Advantages only costs time long term higher trust factor higher CTR Disadvantages
    • 64. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term higher trust factor higher CTR Disadvantages
    • 65. SEO vs PPC SEO PPC Advantages only costs time instant traffic long term easy & fast higher trust factor higher CTR Disadvantages
    • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. What is a microsite?
    • 77. What is a microsite? A distinct, self-contained ‘mini-site’ separate from a larger parent site.
    • 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. 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. 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. 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. 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. Domain names What is a gTLD? What is a ccTLD?
    • 84. Domain names What is a gTLD? Generic Top Level Domain: What is a ccTLD?
    • 85. Domain names What is a gTLD? Generic Top Level Domain: .com, .net, .biz, .edu, .gov, . info etc. What is a ccTLD?
    • 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. 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. What’s the difference between... Web Directory: Search Engine:
    • 89. What’s the difference between... Web Directory: • manually updated (human hands) Search Engine:
    • 90. What’s the difference between... Web Directory: • manually updated (human hands) • listings of web pages organized by category Search Engine:
    • 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. 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. 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. 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. 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. 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. Who are the big 3?
    • 98. Who are the big 3? • Google
    • 99. Who are the big 3? •Google • Yahoo!
    • 100. Who are the big 3? •Google • Yahoo! • Bing
    • 101. How to optimize w/ Google in mind:
    • 102. How to optimize w/ Google in mind: Write naturally
    • 103. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles>
    • 104. How to optimize w/ Google in mind: Write naturally Use descriptive keyword rich <titles> Use topical keywords in <descriptions>
    • 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. 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. 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. 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. 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. Identify the: <title>, <description>, <site links> & <url>
    • 111. Google no longer crawls <meta>...
    • 112. Google no longer crawls <meta>... • keywords
    • 113. In terms of SEO in <body> text, keywords in the ________ are weightier than those in normal <body> text.
    • 114. In terms of SEO in <body> text, keywords in the ________ are weightier than those in normal <body> text. • link anchor text
    • 115. What is the first file bots crawl?
    • 116. What is the first file bots crawl? • Robots.txt
    • 117. What does REP stand for?
    • 118. What does REP stand for? • Robots Exclusion Protocol
    • 119. What does REP/robots.txt do?
    • 120. What does REP/robots.txt do? • informs spiders what pages NOT to crawl & index
    • 121. Why would a webmaster not want a SITE crawled?
    • 122. Why would a webmaster not want a SITE crawled? • Its under construction
    • 123. Why would a webmaster not want a SITE crawled? • Its under construction • being updated
    • 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. Crawling vs. Indexing? Indexing: Crawling:
    • 126. Crawling vs. Indexing? Indexing: • The algorithmic process of analyzing & storing crawled pages Crawling:
    • 127. Crawling vs. Indexing? Indexing: • The algorithmic process of analyzing & storing crawled pages • determines PageRank (based on keywords etc.) Crawling:
    • 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. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives:
    • 130. robots.txt files use User Agents & Directives to give directions to bots. What is an example of each: Agents: Directives: • Googlebot
    • 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. 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. 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. 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. 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. 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. 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. 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. 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. In Google Analytics, what is Bounce Rate?
    • 141. In Google Analytics, what is Bounce Rate? • A metric reporting the number of visits to your main/index page ONLY
    • 142. What is the difference between the metrics Referring Sites & Direct Traffic: Direct Traffic: Referring Sites:
    • 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. 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. High quality inbound links come from...
    • 146. High quality inbound links come from... • Topically similar sites to your own
    • 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. 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. What is ‘Natural Link Acquisition?’
    • 150. What is ‘Natural Link Acquisition?’ • Viral growth!
    • 151. What is ‘Natural Link Acquisition?’ • Viral growth! • Links spread organically across other sites
    • 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. What is the SEO value of ‘social bookmarking?’
    • 154. What is the SEO value of ‘social bookmarking?’ • Set up your own backlinks! Pump your own link juice
    • 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. 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. robots.txt prevent crawling. What does a sitemap.xml do?
    • 158. robots.txt prevent crawling. What does a sitemap.xml do? • instructs spiders what pages to crawl
    • 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. What is the difference between sitemap.xml & an html sitemap?
    • 161. What is the difference between sitemap.xml & an html sitemap? • sitemap.xml - instructs search spiders
    • 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. What are these?
    • 164. What are these? Site links!
    • 165. How do you get Sitelinks?
    • 166. How do you get Sitelinks? • include a sitemap (links must appear in SM)
    • 167. How do you get Sitelinks? • include a sitemap (links must appear in SM) • Your site needs heavy traffic!
    • 168. xml sitemaps use 3 directives:
    • 169. xml sitemaps use 3 directives: • <lastmod>
    • 170. xml sitemaps use 3 directives: •<lastmod> • <changefreq>
    • 171. xml sitemaps use 3 directives: •<lastmod> • <changefreq> • <priority>
    • 172. What does SEM stand for?
    • 173. What does SEM stand for? • Search Engine Marketing
    • 174. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they?
    • 175. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match
    • 176. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match • Phrase Match
    • 177. Google AdWords uses 4 Match Types to allow you to target your keywords... what re they? • Broad Match • Phrase Match • Exact Match
    • 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