Mdia 4015 final exam test prep
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  • 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