The document discusses search engine optimization (SEO) and search advertising, focusing on the differences between paid search advertising and organic SEO methods. It explains how search engines function, including crawling, indexing, and ranking, and provides best practices for effective SEO strategy. Moreover, it emphasizes the importance of ethical considerations in media management and how content creation should align with ethical standards.

1. MGT601 – Media Management
Week 11 –SEO, Media Content & Ethics

2. Search Engine
Optimization

3. Search Advertising
Search advertising, also known as paid search advertising (PSA),
Google advertising, and search engine marketing (SEM), is a
marketing technique that places online advertisements in search
engine results.
Businesses that place ads in the search results pay a fee every
time somebody clicks on one of their ads (this is known as "pay-
per-click" advertising.

4. What is SEO?
• SEO = Search Engine Optimization
• SEO (Search Engine Optimization) aims to draw the greatest
amount of traffic possible to a website by bringing it to the top of a
search engine's results.
• SEO is used by businesses and individuals to maximize the
visibility of their websites and content in order to boost traffic and
therefore business.
• Companies often hire SEO specialists to implement
such strategies with the goal of maximizing organic traffic, which is
the traffic that arrives at a website naturally and not as a result of
paid search efforts, such as pay-per-click (PPC).

5. PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• easier for a novice or one little
knowledge of SEO
•generally more costly per visitor
and per conversion
•easier to compete in highly
competitive market space (but it
will cost you)
•ability to target “local” markets
• better for short-term and high-
margin campaigns
• results take 2 weeks to 4
months
• requires ongoing learning and
experience to achieve results
•generally more cost-effective
• very difficult to compete in
highly competitive market space
•more difficult to target local
markets
• better for long-term and lower
margin campaigns

6. How a Search Engine Works
crawling, indexing, and ranking are the
basic functions.
• Crawling is the process by which search engines discover
updated and new pages to add to their index. This is done
using programs called crawlers or spiders.
• Crawlers start with a list of web page URLs generated from
previous crawl processes and augmented by sitemap data
provided by webmasters.
• As they visit these URLs, crawlers identify links on each page
and add them to the list of pages to be crawled next.
• Websites can guide and control crawler access using the
robots.txt file.

7. Indexing
• After a crawler finds a webpage, the search engine renders it
and analyzes both the content and the code to determine what
that page is about. This process is called indexing.
• During indexing, search engines process and store information
they find in an index, a huge database of all the content they’ve
discovered and deem good enough to serve up to users.
Key Points:
• Content Analysis: Search engines look at factors like text,
images, and video files when indexing a page.
• Non-Indexed Pages: Some pages are not indexed because
they are blocked via robots.txt, use the noindex tag, or are
duplicates of other pages.

8. Ranking
• Ranking is the process used by search engines to determine
where a particular piece of content should appear on a SERP
for a specific query.
How It Works:
• When a user performs a search, search engines scour their
index for highly relevant content and then order that content in
the hope of answering the searcher’s query.
• This ordering of search results by relevance is known as
ranking.
• Generally, the higher a website is ranked, the more relevant the
search engine believes that site is to the query.

9. How Crawling Works
1. Starting Points: Crawlers begin their process from known
URLs, which could come from previous crawls, sitemaps
provided by webmasters, or backlinks from other websites.
2. Link Following: As crawlers visit these URLs, they identify all
the hyperlinks on a page and add them to their list of pages
to visit next. This process continues recursively, allowing
search engines to discover new content across the web.
3. Content Analysis: During the crawl, the crawlers analyze the
content and structure of each page. They look at text,
images, video, and any embedded content to understand
what the page is about.
4. Robots.txt and Directives: Websites can control crawler
access using the robots.txt file, which tells crawlers which
directories or pages can or cannot be crawled. Additionally,
meta tags such as noindex and nofollow can be used to
further instruct crawlers on whether to index a page or follow
the links on it.

10. What a Search Engine Sees
• View > Source (HTML code)

11. Optimising Crawling
Optimizing a website for crawling involves ensuring that search engines can easily and efficiently find and
scan your content. Here are some key strategies:
1. Robust Internal Linking: A well-structured internal linking architecture ensures that
crawlers can discover all relevant pages. It also helps to pass authority between pages
and improve navigation for users.
2. Sitemap Submission: Submitting a sitemap to search engines via their respective
webmaster tools (like Google Search Console) helps ensure that all important pages are
known to the crawlers, especially new or updated content.
3. Optimizing robots.txt: Proper use of robots.txt ensures that crawlers are not wasting
time on irrelevant sections of the site, such as duplicate pages, admin areas, or sections
under development.
4. Mobile-Friendly Design: Since search engines like Google prioritize mobile-first
indexing, ensuring your site is mobile-friendly is crucial. This means that crawlers
intended for mobile devices should be able to access and navigate your site as easily as
desktop crawlers.
5. Improving Page Load Speed: Faster-loading pages are more crawler-friendly, as search
engines can cover more pages in less time. Optimizing images, minifying CSS and
JavaScript, and leveraging browser caching are effective ways to improve speed.
6. Using Canonical Tags: To prevent issues with duplicate content, use canonical tags to
tell search engines which version of a page is the master or preferred version to be
indexed.
7. Avoiding Deep Nesting of Important Content: Ensure that important content is not
buried deep within the site structure. A rule of thumb is to keep important pages within
three clicks from the homepage.
8. Regularly Updating Content: Fresh content can trigger crawlers to re-visit your site
more frequently. Regular updates to your pages signal that your site is active and

12. Ranking…

13. What Are Searchers Looking For?
• People using search engines are actively seeking information
relevant to their search query. So if your search ad matches what
they’re looking for, there’s a good chance they’ll click
• Keyword Research
• “Target the wrong keywords and all your efforts will be in vain.”
• The “right” keywords are…
• relevant to your business
• popular with searchers

14. Keyword Research
•Tools to check popularity of keyword
searches
•http://WordTracker.com
•http://KeywordDiscovery.com
•http://adwords.google.com/KeywordPlanner
•http://www.google.com/trends/
•http://ubersuggest.org/

15. 5 SEO Best Practices to Adopt
1. Choose tactical keywords
Keywords are the words that someone would search to find your
page. Google then looks for usage of these words on your page
(especially its title and headers) to decipher if your page answers
the search query
2. Localize your SEO efforts
Events are time- and location-based. Unlike other ecommerce
sites that are relevant anytime and everywhere, event pages
need traffic at certain times — when tickets are on sale.
They also need to reach people in the right location. If your event
takes place in Sydney, you want it to surface for someone who
Googles “events this weekend in Sydney.” To rank for that time
and place, be sure to make your event date, and location
prominent on your website.

16. 5 SEO Best Practices to Adopt
3. Choose a clear domain name
• By far the most important place for keywords? Your domain name.
It should literally be the name of your event, whenever possible.
For instance, Wanderlust Yoga & Music Festivals has the domain
wanderlust.com.
This is the best way to ensure that if someone types in your event
name directly, your event site will come up first.
4. Build great content
• When it comes to your rank on Google, using keywords to show
your event is relevant is just half the SEO battle. The other half is
to convince Google that your site is more helpful and valuable for
searchers than other sites ranking for the same or similar
keywords

17. 5 SEO Best Practices to Adopt
5. Forge relationships to attract links
• One way search engines determine if a site is valuable is if
other sites link to it.. Your social media strategy comes into play
here, too. Encourage your fans and followers to reshare links to
your content, and make it easy for them to do so.
Another great way to get these “inbound links” is by listing your
event on discovery sites or local directories, which typically
include a link to your ticketing page

18. Media Content

19. Content for social media
campaigns
Creating content for social media marketing requires a strategic
approach to engage your audience, boost your brand's visibility,
and achieve specific marketing goals.
1. Research and Identify: Understand who your audience is,
what their interests are, and what problems they face that
your product or service can solve.
2. Goal Setting: Define what you want to achieve with your
campaign, whether it's increasing brand awareness,
generating leads, and conversion, or driving traffic to your
website, or boosting sales.

20. Platform-Specific Strategies
Facebook
1. Diverse Content Types: Facebook supports a wide range of content,
including text, photos, videos, and live videos. Utilize a mix to engage
your audience.
2. Community Engagement: Leverage Facebook Groups to build
community and enhance engagement through direct interactions.
3. Paid Advertising: Use Facebook's robust advertising tools to target
specific demographics, interests, and behaviors.
4. Facebook Stories: Capitalize on this feature for temporary, timely
content that appears at the top of followers' feeds.
Instagram
1. Visual Focus: Prioritize high-quality, compelling visuals as Instagram is
highly visual.
2. Hashtags: Use relevant hashtags extensively to reach new audiences.
3. Instagram Stories and Reels: Take advantage of these features for
more casual, behind-the-scenes, or trendy content.
4. Influencer Collaborations: Partner with influencers to expand reach and
credibility.

21. Platform-Specific Strategies
Twitter (X)
1. Timeliness: Twitter is about immediacy, so content should be timely and
relevant to current events.
2. Conciseness: With character limits, messages must be clear and
concise.
3. Engagement: Regularly engage with users through retweets, replies,
and likes.
4. Hashtags and Trends: Participate in trending topics and use
appropriate hashtags to increase visibility.
LinkedIn
1. Professional Content: Focus on industry news, professional
development, and company updates, as the audience is primarily
professionals.
2. Networking: Engage directly with other businesses and professionals
through comments and messages.
3. Articles and Long-Form Posts: Use LinkedIn’s publishing platform to
post thought leadership content.
4. Employee Advocacy: Encourage employees to share content and
updates to amplify reach.

22. Platform-Specific Strategies
YouTube
1. Video Quality: Invest in high-quality video production as YouTube users
expect polished content.
2. SEO for Videos: Optimize video titles, descriptions, and tags to improve
visibility in both YouTube and Google search.
3. Consistent Posting Schedule: Regular uploads can help maintain and
grow your audience.
4. Engagement: Encourage comments, and be sure to engage with
viewers in the comments section.
TikTok
1. Trend Participation: Stay current with and participate in trends and
challenges.
2. Creative and Fun Content: Focus on entertaining content that aligns
with the playful nature of the platform.
3. Music and Effects: Utilize TikTok’s extensive library of music and visual
effects to enhance your videos.
4. Short and Engaging: Keep videos short and engaging to capture
attention quickly.

23. Hashtag…
Hashtags help extend the visibility of social media posts beyond just
your followers to a wider audience interested in that hashtag's topic.
When you use a hashtag, your post becomes discoverable to anyone who
searches for that hashtag or checks its dedicated feed.
How it works:
1. Discovery: Platforms like Instagram, Twitter, and LinkedIn have search
functions that allow users to search for specific hashtags. By using
popular and relevant hashtags, you make your posts visible in these
search results.
2. Trending Opportunities: Participating in trending topics by using
trending hashtags can increase visibility dramatically, as these are the
subjects currently capturing the broader public’s interest.

24. Hashtag…
Best Practices for Using Hashtags
1. Relevance: Always choose hashtags that are relevant to the content you are
posting. Irrelevant hashtags can frustrate users and dilute your message.
2. Research: Before using a hashtag, do some research to see what kinds of
posts are associated with it. This can help you understand the type of audience
you will be reaching.
3. Balance: Mix popular and niche hashtags to reach both broader and more
targeted audiences. Too many popular hashtags can make your post lost in the
noise, whereas niche hashtags can engage a more focused group.
4. Limitation: Avoid overusing hashtags. Different platforms have unspoken rules
or limits — for example, Instagram posts can handle more hashtags, while it’s
best to use only one or two in a tweet to keep the message clear.

25. Deploying Gen AI
Content Creation Tools:
1. ChatGPT: This AI can generate text-based content, including posts, tweets, captions,
and even blog articles. It's useful for creating engaging and relevant text quickly.
2. DALL-E: A tool developed by OpenAI that generates images from textual
descriptions. This can be used to create unique visual content for posts and
advertisements.
3. Deep Art: Uses AI to transform photos into artworks using the styles of famous
artists, which can be used to create visually appealing social media content.
Video and Audio Generation:
1. Synthesia: Allows users to create AI-generated videos where an avatar speaks the
text input by the user. It's great for creating educational and promotional videos
without needing a real presenter.
2. Descript: Offers tools for video editing and podcast production, using AI to edit
speech, remove filler words, and even clone voices for overdubs.

26. Deploying Gen AI
Content Personalization and Optimization:
1. Hootsuite Insights: Powered by AI, this tool helps understand social media trends and
public sentiment, enabling brands to tailor their content accordingly.
2. Cortex: An AI-powered platform that helps companies maximize their social media impact
by analyzing past performance and recommending content adjustments.
Chatbots and Customer Interaction:
1. ManyChat: Utilizes AI to create chatbots for Facebook Messenger, enabling automated
customer service and engagement at scale.
2. MobileMonkey: A platform to build chatbots for social media messaging services, useful for
automating interactions and marketing campaigns.
Analytics and Engagement Tools:
1. Crimson Hexagon: An AI-powered consumer insights platform for analyzing audiences,
tracking brand perception, and monitoring competition using data from social media.
2. Sprout Social: Offers AI-enhanced tools to help brands communicate more effectively with
their customers on social media, including through automated engagement features

27. Ethics In Media
Management

28. • Morals are related to personal character and belief as to
what is right and wrong (internal).
• Ethics are the proper behavior regarding the social
system where morals are applied (external).
• Legal is separate from what is moral or ethical. Legal is
external and is defined by local, state, Federal laws or
regulations created by the government officials we elect.

29. Media Ethics
•The rush of events forces the media to make
ethical decisions by reflex more than by
reflection.
•There are several mindsets involved in media
ethics:
• Journalism ethics require deliberation, careful
distinctions and extended discussion.
• But the news media emphasize toughness and the
ability to make quick decisions in the face of daily
crisis.

30. Ethical Problems for Media
Sensationalism
• (Over)dramatizing issues
• Focusing on most salacious points
Commercialism
• Media as a Business
• Pressure for profits
• News space vs. ad space
• Focus on dramatic
• Sacrifice news value for ratings
Press release journalism
• Let PR dictate stories

31. Is Smirnoff Ice an Ethical Product?

32. Might be true but is it?

33. Exaggeration
• Exaggeration: Using false claims in an advertisement
Wherever you go our
network follows.

36. Unverified claims
•Unverified claims: It
includes
advertisements of
“energy drinks” which
tells us about the
number of vitamins
and how they help
children to grow strong
and tall.

37. Women Stereotyping
•Women Stereotyping:
Using women to
promote household
cleaners

38. Comparative Ad
 Comparative advertisement: Occurs when a company
compares itself to its competitor.
 Examples:
 Coke v. Pepsi
 Colgate v. Pepsodent.

39. Comparative Ads

40. Children
Use of children in
advertisements:
Children watch more
advertisements than
almost anyone.
They can sing jingles,
recognize logos, and
typically have strong
feelings about a
product.

41. Fair Advertising
• What is this ad saying?
• Messages like these want
to convince people that
alcohol is magic.
• These ads tell us that
alcohol can make us
successful, sophisticated
and even sexy. Without it,
life is dull, ordinary and
boring.

43. I-Pod

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Copyright Regulations 1969
WARNING
This material has been reproduced and communicated to you by or on
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The material in this communication may be subject to copyright under
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Do not remove this notice.
Thank You
Dr Arash Najmaei
alonbani@icms.edu.au