BUS572 - Blog #3

Concept 1 – SEO Evolution

Search engine optimization (SEO) involves the visibility of your webpage on the search engine results page (SERP) in the organic search results.  There are four emerging trends in SEO; localization, personalized search, usage data, and real-time search.  Localization involves reaching users based on their language and geographic location.  Personalized search can be broken down to implicit and explicit.  Implicit personalized search gathers users’ behavior and predict their interests on SERP.  Explicit personalized search utilizes information sent directly to search engines including location, age, gender, and language.  Search engines interpret how users react to websites in relation to their search query.  If all users that search a specific keyword and enter the website and immediately leave, the website is probably not relevant to that search.  Services such as Google AdWords, AdSense, Analytics, Web Site Optimizer, Checkout, and Toolbar can help marketers provide relevant information specific to the searched keywords.  Real-time search incorporates real-time information such as social media, blogging, and news websites in the SERP.  These emerging trends help marketers reach users when they are searching for a product or service that is relevant to their organization.  There are unethical practices to increase the visibility of a website; this is referred to as black-hat SEO.  Google has outlined guidelines in Webmaster Central.  How often does black-hat SEO occur?  Are there any consequences other than the search engine not indexing the website anymore? 

Concept 2 – Things to consider when choosing a keyword

When Tim James from Google presented to our class, he said to think like a customer when selecting keywords.  What search keywords would a consumers search when trying to find your product or service?  The Google Keyword Planner is an excellent tool to start with for keyword research.  Introducing Keyword Planner: combining the Keyword Tool and TrafficEstimator into One is a great resource for using the keyword planner. 

(Source: Inside AdWords)

The keyword planner should include similar keywords, common keywords used with searched keyword, common misspellings, frequency of keywords in search queries, industry-related keywords, keywords that are sending traffic to competition, and how many other sites are targeting your keywords.  Common misspellings are important to analyze, but marketers need to analyze the quality of traffic these misspellings will send to your website.  Marketers can utilize low-volume terms at a low cost for the short term, but they should also consider the high competition keywords.  I think Tim James’ advice to think like a consumer is critical for success; start broad and make your way to a “happy medium,” don’t get too specific.  That is a grey area for me, when are your search terms too specific? 

Skillset – Links

Website links can help to increase the quality score and establish the credibility of a website.  Government websites (.gov) and university domains (.edu) carry more weight than other websites.  Webmasters can insert a “no follow” in the link to another website which means they are not assuring the content in the linked URL.  Search engines evaluate the relation of content between the linking websites and can determine if the link is manipulated, meaning it only exists for ranking purposes.  Manipulated links decrease the search engine rankings, whereas natural links increase search engine rankings.  Marketers can receive more links to their website by utilizing several different tactics:

• Valuable content that users want to reference
• Tools and documents can include calculators or other tools that will be helpful to user
• Games - just make sure the games are relevant to your website
• Software and widgets
• Web Public Relations (WebPR)
• Competitor analysis – What sites are linking to your competitors website?

Microsoft has outlined 10 Steps to Getting Links to your Site.  I understand that this is an ongoing process, but is there any specific timeframe that results can be expected?  How long after the tactics are followed can we expect links?  What if your website uses these tools, but still does not receive links? 

Conclusion

This section didn’t involve too much new content, most of the topics have been introduced in the past, but chapter 6 provided more detail.  Due to the past exposure of general information about A/B testing, multivariate experiments, display advertising, Google Analytics, SEO, keywords, links, and emerging trends, the concepts were easier to understand.  I’m anxious for the GOMC to start; I find it strange that there is no timeframe for this.  I’m excited for Wednesday’s class and further discussing our campaign designs.  

BUS572 - Blog #2

Concept 1 - Log-File Analysis vs. Page Tagging

Throughout this session, there were several important topics in Chapter 15, Web Analytics and Conversion Optimization.  I think understanding how web analytics gathers information on counts and ratios and the two main approaches are crucial. In log-file analysis, a log file is stored on a user’s computer recording all clicks on that specific server.  Page tagging involves sending the information to a third party server where the information is stored.  Understanding the strengths and weaknesses of each will help lead to the best decision.  Log files are in a standard format, but page tagging is proprietary to the given vendor, so if there is a switch, historical data will likely be lost.  Because each vendor has their own software for page tagging, there is more support for your organization; log files are typically managed in-house.  In page tagging, if the user’s browser does not support a specific programming language, typically JavaScript, then no information will be generated for this user.  Log files records both successful and unsuccessful requests, page tagging can only send the information if the page loads.  Given these differences, it is important to understand that if both concepts are utilized, the numbers will not be the same, however the messages conveyed within the information should be the same. 

Concept 2 - Testing

Testing can be a key tool to increase conversion rates.  There is no “cookie cutter” format that will increase sales; organizations need to try different ways of advertising their product to the consumer.  The text provides four examples, A/B split testing, multivariate testing, listening labs, and single-page heat maps.  A/B split testing measures one variable in different ways and keeps other variables constant.  This should help to provide concise information on which variable produces the best results.  Multivariate testing compares many different variables to help determine which provides the best conversion rate.  When doing this, it is important to be objective driven and not get hung up on the different variations.  Listening labs occur when a user is asked to navigate the website or complete a task and think out loud to provide insight on the usability.  A single-page heat map illustrates where users are clicking on a website, even if they are not selecting a link.  Ultimately, the goal of testing is to increase conversion rates; to be successful, analysis and modification must be an ongoing process. 

Skillset - Developing Keywords and AdGroups

In the reading, I was able to understand the concepts that were presented, however the skill developed was from Google, Using Tools to Build Keywords & AdGroups.  There are 4 steps that will guide your toward success when developing ad groups.

• Expand: When starting, it is typically beneficial to begin with broad keywords, then work toward the long tailed keywords.  The “Keyword Planner” in Google AdWords can help to find other relevant keywords, including negative keywords.  The Traffic Estimator and Google trends can provide estimates for expected volumes and price history. 
• Refine: After generating many keywords, you want to select only those that will directly reach your customer. 
• Target: This entails how you can reach users when they are searching for your service.  Keyword match types are defined as broad, modified broad, phrase, and exact match types.  More information can be found Using Keyword Matching.  
• Group: The final step is to identify similar keywords and place them in the same AdGroup.  The image below presents an example running 2 campaigns each with 2 AdGroups. 

Source: AdWords Increases Campaign Limit Per Account to 10,000

Conclusion

This session will help the class to prepare for the GOMC.  In class, listening to Sarah Peduzzi from Luna Metrics, I was overwhelmed with all of the information she provided.  Everything started to come together when I was in Google Analytics exploring what it has to offer.  Being a hands-on learner, it would have been beneficial for the class to bring their computer and sit with their group and follow along with what she was doing.  

Stokes, R. (2011). emarketing: The essential guide to digital marketing. (V 1.0 ed.). Quirk Education. Retrieved from http://catalog.flatworldknowledge.com/bookhub/reader/15