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Advertising and Promotional Strategy Class Notes
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Upper level business Advertising and Promotional Strategy Class Notes which cover: SEO marketing advertising promotional strategt business
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Weekend 2 notes:SEO:
TLDs: top level domains (.com, .net,)
Someone created search and that brought in keywords. If I wanted to look up “pomeranian” it would
crawl the internet and bring up everything that said “Pomeranian” but it brought up too much crap and
that’s how page rank was created.
PR: page rank. Named after the guy who made the ranking system, Larry Page.
0-10 scale (0-3 was pretty easy, 3-5 kind of relevant, 6-7 was pretty good, 8 and 9 were crazy
good, and 10 nearly impossible).
Things that mattered:
o keywords,
the more keywords, the more places google can put you
how do I figure out how many keywords that people are using but not
exploiting?
Google started penalizing sites with more than 14 keywords. Between 3-14
keywords is now the sweetspot.
Long term keywords: so you have your “head term” (1-2 words. Like
snowboarding, university) 3 or more words is long tail (e.g. hardwood | floors |
engineered | Vancouver | deals/cheap/discount) .
Track the keywords and see where you rank on keywords you want to be on.
If you write a 500 word article, you do not want your keywords to be written
more than 15 times.
o links,
actual link out: the actual link to the server
anchor text: the link you copy from browser (Apollo.com/services)
the more links you had the more relevant search engines thought you were
google started looking at where are these links coming from and how many
there were.
The more links you have going out the worst it is for your company, if you link
out many links then you are not an information hub.
URLs like .edu and .gov are weighted more (because its scholarly or the
government)
There are follow and no follow links on your website (for the bots to follow).
You want all the links on your site to your site to be a “follow” and have a “no
follow link” for every link linking off your page. This can be done through coding
or special plug-in tools (which fix the code for you)
o metadata,
Metadata: in your title page youll have a metadata description (used for the
search field, the two or three sentences under the title on the search field like
on google when you see the words under the title), keywords, H1 tag (header
tag), alt text on images (the part that says “probably a picture of a girl smiling
eating ice cream”). You don’t normally see metadata.
, This is the SEO on page optimization
o title,
o H1 tags.
Bounce rate: how long people stay on your page. So if people click your page and then leave (or
“bounce”) right away then google ranks you as not relevant.
Videos on front page that a person has to click is a good way to keep people there longer (add
subtitles – like you know the youtube CC ones- to transcribe and boost it more).
Techniques to keep people on your page:
o FAQ
o Video
o Structure data: step one here, step 2 here (not all on one blog page) (this one is done in
code – tells google where the step one and step two headers are)
We’ve kind of moved away from the 0-10 numbering and now we do a 0-100 numbering for ranking and
more things in the consideration such as how often it is socially shared, and bounce rate, and other
indicators. This is called Domain authority and page authority. Domain authority is like twu.ca .
You need to be within 5 points to win. Competition score is 0-100.
If you don’t have authority you need to start building on the lower level to reach keywords that
were out of reach before.
o So start with something low/ subcategories and build your ranking up
Track the keywords and see where you rank on keywords you want to be on.
you don’t do all of the little websites anymore to build up and link to your main website, you do a blog.
For example, your blog will talk about all the sub keywords. For example in the blog if its about women’s
fashion one topic could be “best designer purses this season” or “how to ___” or “best designer pieces
in Vancouver.”
If you write a 500 word article, you do not want your keywords to be written more than 15 times.
This is how you decide if SEO is worth it or not: If you’re ranked #1 on a keyword you’ll get 100k on your
site/month. Then lets say you convert 1,000 in store/month. Then your average value ticket item is $42
sold to an average of 100 people so that’s $4,200/month. Then something about the fact that products
are marked up to average $15,000. Anyways you do math to see if it’s worth it to pay someone to do
SEO. I’m going to put a picture:
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