Lecture 5 of my Interactive Marketing course - Search Engine Optimization.

1. Getting Found – Part II
Websites, Search Engines, and Online Advertising

3. Company Space
This is the area that is
controlled by the company

4. Personal Space
This area is unique to the
individual and beyond the
company’s control
We expect to find:
• Buyer Remorse
• Independent Opinions
• Promotional Blog Posts

5. What & Where
In the Company space, we
see everything from direct
messaging to brand
building exercises
In the Personal space,
everything relates to the
mind or the the heart

6. The Middle
The center area represents
the product, service or the
company itself.
In the middle, we will find
three attributes:
• Aesthetics – how
something appeals to the
senses (subjective)
• Function – how well
something works
(objective)
• Meaning – something we
ascribe to/have beliefs
about (personal)

7. The Presentation
Ring 1 includes things that are
not part of the product, service
or company, but do have a
direct impact on how we might
perceive it
In the Company space, that
would include things like
product packaging, a sales
demo or the retail environment
where its bought
In the Personal space, it would
include a friend’s
recommendation, a product
rating or comments on a blog
post – any trusted source that
informs our purchasing decision

8. Communications
The outermost layer includes all
those things that while not
directly associated with the
point of interaction, do have an
indirect influence on our
perceptions
In the Company Space, this
includes advertising, direct
mail, sponsorships and other
activities that are related but
removed from direct
association
In the Personal Space, this
would include the Associated
Press, product placement
(movies) or parodies.

11. Watch Out For Browsers
 The biggest problem with website design today is
internet browsers
 Every browser handles website code differently
 Internet Explorer is the worst of all the browsers
 IE doesn’t support standard CSS code and makes designers/
developers add numerous “fixes” to make sure that the site is
properly viewed in each different version of IE
 If you don’t plan for this problem when designing your
website, your overall user experience will be ruined because
the site will not display properly or functions may not work
 This is one of the reasons why Mozilla Firefox is quickly
becoming one of the world’s most downloaded browsers

12. Measuring Results
 No matter what kind of website you build, make sure to
include an analytics software of some kind
 There are a variety of different ways to do it:
 Online – methods that embed a code into your website pages
to track how many visitors are coming to your website
 Offline – download the log files from your website and process
them with a weblog viewer
 Either way, you need to know who is coming to your site,
what they are viewing and how long they are staying

13. Search Engine Optimization
– Make Sure You Get Found

18. What Is Search Engine Optimization?
 Search engine optimization is the process of improving
the visibility of a website or web page in search engines
via natural (organic) or unpaid (algorithmic) search
results
 Started in the mid 1990s as the first search engines
started to catalog the internet
 The phrase Search Engine Optimization was first used in
1997

20. How Does A Search Engine Work?
 “Back in the old days” – a webmaster would submit the
URL of the page to different search engines
 The Search Engine would send a spider to crawl the page
 Extract links from it
 Return information to the Search Engine to be indexed and
included
 “Nowadays” – a webmaster submits the URL or an XML
sitemap to different search engines
 The Search Engine downloads the pages to their servers
where an indexer extracts information about the page
 Words it contains and where they are located
 Specific weightage for the words
 Links that page contains are scheduled to be crawled at a later date

22. The Rise of Google
 Larry Page and Sergey Brin, graduate students at
Stanford, developed “backrub” – a search engine that
relied on a mathematical algorithm to rate the
prominence of web pages
 The quality and strength of inbound links – meaning the
likelihood that a given page would be reached by a web
user who randomly surfs the web and follows links from
one page to another
 Google was launched in 1998 and this technology is now
called Google PageRank

24. White Hat SEO
 Techniques that search engines recommend as part of
good design
 Produce results that last a long time
 Is not about following guidelines, but about ensuring that
the content a search engine indexes is the same content
that the user will see
 Best summed up as – creating content for users and
making that content easily accessible to the spiders
 Effective marketing, making efforts to deliver quality
content to an audience that has requested the quality
content

25. Black Hat SEO
 Techniques that search engines do not approve of and
attempt to minimize the effect of
 Anticipate their sites will eventually be banned once the
search engine discover what they are doing
 An example of a Black Hat tactic is adding text to a page
that is hidden either as:
 Text colored similar to the background
 In an invisible div tag
 Positioned offscreen
 Another method gives a different page depending on
whether the page has been requested by a search engine
or a human – known as cloaking

26. What Happens If Caught?
 2005 – Google banned a company called Traffic Power for
using deceptive tactics to get sites ranked higher.
 Since they never told their clients what they were doing,
only some of their clients were banned
 Feb 2006 – Google removed BMW Germany and Ricoh
Germany for use of deceptive practices
 Both companies quickly apologized , removed the
offending pages and were restored to Google’s list

28. How Do You Make Sure Your Site Gets Found?
 Make sure you submit it to all the search engines from
Google , Yahoo and Bing
 Make sure that all “on page” elements are added
 Body copy
 Title elements
 H1 heading elements
 Image ALT Tags
 Anchor text
 Keywords and keyword relevance

31. Getting It Right
Make content users desire
and will want to share
Build usability and high
quality design into your site
Ensure that spiders can parse
all content and duplication
isn’t an issue
Make it easy to reach deep
pages in as few clicks as
possible – The “Two Click”
rule
Chose keywords that will
garner traffic and make sure
they are in your content