SEO involves optimizing a website to rank higher organically in search engines through on-page and off-page factors over the long term. PPC allows instant traffic through paid search ads but costs money per click. While SEO has no guarantees and takes more time and effort, it can provide higher trust and conversion rates in the long run compared to PPC which is easier to implement and track but costs money with no guarantees.

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