HTI 746 Lecture Notes - Lecture 5: Web Design, Pay Per Click, Keyword Stuffing

• School: Ryerson University
• Department: Hospitality and Tourism Management
• Course: HTI 746
• Professor: Norman Shaw

Document Summary

Hti746 week 5: sem = organic + ppc long tail of search. Ppc keywords that you pay for: (cid:498)search advertising(cid:499) Pros: great long-term roi, high ceiling and volume, more exposure, branding, awareness. Cons: tough to quantify, lots of work (design/development, takes a while (not for short-term) Pros: quick setup, highly measurable and quantifiable, less development resources needed. Cons: more expensive, lower ceiling and volume potential, may be subject to (cid:498)ad blindness(cid:499) Designing for seo: clear strategy, s4election of organic keywords, building in the organic keywords. Crawler can crawl and tell you what the image is about. Text for the hyperlink that is usually highlighted. Web designer must place keywords in strategic locations on webpage. Does not have to be on the webpage. Search engine ranks you against other competitors who have big on the same keyword. You only pay when a searcher clicks on your keyword. Img tag is the introduction to the jpeg name: title, description.