CCT356H5 Lecture Notes - Lecture 4: Search Engine Marketing, Pay Per Click, American Heart Association

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT356H5
• Professor: Jeff Hayden

Document Summary

First assignment due next thursday (hand it in on time, give yourself an extra hour) Primary entry point to the internet: google. Getting top position is important, but with relevant info. It pays: organic is nice, but hijacking via paid ads possible. Buy ppc ad or your competitor might buy it. Poor user experience, irrelevant content, dishonest practices. #1 for you doesn"t mean #1 for everyone. Page rank: there is a close match to a database of stuff. Look at that link and the quality of hyperlinks and links to reputable sources (quality of content and interaction with content) - link to relevant things and people who are relevant linking to you. Example - search for aha: aha! (the product roadmap tool) scores first on organic search, monday (a competitor in the market) buy an ad to counteract, aha! Google bomb: multiple people talking about a and b, then google will think they are related.