MKTG 455 Exam 2 Study Guide

SEM - ANS Promoting an organization through search engines to meet its objectives by delivering relevant content in the search listings for searchers and encouraging them to click through to a destination site SEO - ANS a structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrases Paid Search - ANS the relevant ad With a link to a company page that displayed on the SERPs when the user of a search engine types in a specific phrase Google Search Algorithm - ANS Google will consider both relevance and popularity (quality) Google's algorithm reportedly uses over 200 different factors to judge a page's relevance and popularity Google does not publicly release the details of all these factors or their relative importance But, Google publicize many aspects of the changes it has made to its algorithm over the years How Google ranks the webpages (two major factors) - ANS 1. Relevance 2. Popularity Relevance - ANS how well the search phrase matches the content on the webpage - Running website crawler to understand the website - Search engines don't read, it examines characteristics of the words on the webpage to get a measure of the content of the page Popularity - ANS how many other webpages link to the webpage and how reputable those linking pages are - Popularity serves as a reliable indicator of a page's quality PageRank - ANS Google's measure of webpage popularity PR(X) = PR(A)/5 + PR(B)/1 + PR(C)/100 How to calculate PageRank - ANS PageRank Points: Page A: 20 pts (5 ob links) Page B: 35 pts (1 ob links) Page C: 100 pts (100 ob links) What is the PageRank Point for Page X? Page X: 40 pts Implications of PageRank - ANS Both quantity and quality of links matter - Webpage A (20 inbound links) Webpage B (5 inbound links) - Inbound link from CNN.com Inbound link from PageRank is a circular metric, that uses iterative algorithms - The PageRank of a page depends on the PageRank of the pages that link to it, which depends on the PageRank of the pages that link to those pages, which further depend on the PageRank of the pages that link to them, and so on On-site SEO - ANS the practice of designing both the content and structure of a website so that it will rank well (typically within the first 10 search result links, or on the first page of search results) on search phrases that are relevant to one's site Off-site SEO - ANS the practice of increasing popularity of the webpage through attracting inbound links Two types of links - ANS 1. Inbound links 2. Outbound links Inbound links - ANS links one website gets from another website Outbound links - ANS links to take website visitors to other websites Types of links on a webpage - ANS 1. Natural Outbound Links 2. No-follow Links 3. Paid Links 4. Natural Internal Links Natural outbound links - ANS Link outside webpage that relevant and fit naturally into the article They are citations the author uses for the reader's reference No-follow links - ANS Instruct search engines that this link is not an endorsement Paid links - ANS Link to advertisers Natural internal links - ANS Take the site visitor elsewhere in the site Also, allows search engines to follow to find new content Link Building - ANS 1. Editorial Link 2. Manual Link 3. Manufactured Link Editorial links - ANS links a webmaster spontaneously gives to a page because he likes the page's content Characteristic of Shareable Content 1. Useful / interesting to others (Delta Airlines' blog: 2. Shareable format - Visual content (e.g., infographics) - Videos Manual links - ANS links one earns through direct effort, but still require a third party to sign off on them (e.g., Y) - Directories (Yelp) - Local business profiles (Google Local Listing or Bing Places for Business) - Social network/bookmarking site (Facebook, Twitter, Instagram, Pinterest) - Trading links Manufactured links - ANS links manufactured by the webmaster without any third-party approval (e.g., links posted on comment section of blogs) - Blog comments - Creation of secondary website