Blog
Blogging- A blog is a web site where entries (blog posts) are typically displayed in reverse chronological order. Blogs usually allow for comments on blog posts.A typical blog will feature text, images and links to other blogs and web sites related to the topic of the blog.
The basic elements of a blog post are:
• Author - the person who wrote the blog post.
• Blog post title - the title of the blog post, which is usually used to create a unique URL, or permalink, for the blog post.
• Tag - tags are the categories used to describe the blog post, and aid services such as Technorati in categorizing blog posts.
• Comment - comments left by readers of the blog are shown with the blog post.
• Trackback - a notification of other blogs linking to a post, often displayed below blog post.
• RSS feed - an RSS feed allows for readers to subscribe easily to the blog.
• Categories - blog posts can be allocated categories.
• Blogroll - a collection of links to other blogs or web sites commonly read or used by the blogger.
• Archives - previous posts remain available for visitors to search through. Archives are usually categorized by date.
Corporate Blogging
Corporate blog content should be:
Industry relevant Appealing to your target market
Transparent and honest
Personal and entertaining Posted regularly
Online advertising
Online advertising- is advertising on the internet. The main objective of advertising is to increase sales, also aims to increase brand awareness. One of its greatest benefits is that messages are not restricted by geography or time .
More interactive, trackable and measurable.
Search engine marketing
▪ Organic results and paid results
▪ The importance of search to marketers
▪ The 3 way relationship between search engines, users and webmasters
People use search engines to find content on the internet.
Search engine marketing refers to the industry built up around search engines.
Search Engines
Google is by far the leading player in the market.
When we talk about search we refer to two different kinds of results:
1. Organic search results
- Primary product of search engines
- The search engine SERP
- They are not influenced by financial payment
- They are called natural results
2. PPC: pay per click search advertising
- Involves the displaying of sponsored results alongside organic results
- Advertisers bid for placement
- Pay the search engine that you advertise on
- Paid placement introduces bias
- Displayed on top right hand corner
- Search engines make most of their money through PPC
The importance of search to the marketer
Search has become essential to the marketer:
- Search is goal orientated – people use search to find things they want and need
- Search drives targeted traffic to websites – a web search is a signal of intent from a web user
- Search engines are the doorway to the internet
- The search industry is BIG
- Top of search is great of brand perception – web users can perceive search engine results as an indication of authority
A three way relationship
Search engines, webmasters and users
Each party depends on the other to get what they need.
Search engines – want to make money with advertising
Webmasters – want traffic to generate sales
Users – want to find what they are looking for
Search engine marketing = SEO + PPC. Both SEO + PPC are based around the same thing: keywords…
SEM
Search engine marketing
Organic results and paid results
The importance of search to marketers
The 3 way relationship between search engines, users and webmasters
People use search engines to find content on the internet.
Search engine marketing refers to the industry built up around search engines.
Search Engines
Google is by far the leading player in the market.
When we talk about search we refer to two different kinds of results:
1. Organic search results
- Primary product of search engines
- The search engine SERP
- They are not influenced by financial payment
- They are called natural results
2. PPC: pay per click search advertising
- Involves the displaying of sponsored results alongside organic results
- Advertisers bid for placement
- Pay the search engine that you advertise on
- Paid placement introduces bias
- Displayed on top right hand corner
- Search engines make most of their money through PPC
SEO- Optimisation is the practice that aims to improve a web site's ranking in the search engines for specific keywords.
Search engines look for signals of:
Relevance
Importance
Popularity
Trust
Authority
SEO has both on-page and off-page factors.
Keywords – the foundation of SEO
Build a list of potential keywords your customers are likely to use.
Consider these 4 things:
Search volume – how many people are using this search phrase?
Competition – how many other websites are targeting this search phrase?
Propensity to convert - will the person using this search phrase visit your website?
Value- what is the value of the prospect?
Search is always evolving. Localization, personalised search and usage data are 3 strong emerging trends.Search and Social Media are connected. Search engines have, and are, continuing to develop social features.
Paid Results
CPA- Cost Per Action. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up.
CPA- Cost Per Clic. Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market.
CPM-Cost Per Mile. Refers to Cost per 1000 (thousand) ad impressions. An advertiser pays each time 1000.
Breadcrumb links -Links, usually on the top of the page, that indicate where a page is in the hierarchy of the web site.
Microblogging-
Is a form of blogging that allows a user to publish short text updates, usually limited to 200 characters that can be viewed by anyone or restricted to a specified community by the micro-blogger.. A micro-blog differs from a traditional blog in that its content is typically smaller in both actual and aggregate file size.
· Above the fold- The content that can be seen on a screen without having to scroll down.
· Tag - tags are the categories used to describe the blog post, and aid services such as Technorati in categorizing blog posts.
Types of display advertising
Intersitial Banners
Pop ups and pop unders
Map advert
Floating Banners
Wallpaper
Objectives of online advertising
Objectives can be:
Making a booking
Getting more social followers
Signing up to a newsletter
Downloading a whitepaper
Keywords
Keywords – the foundation of SEO
Consider these 4 things:
Search volume – how many people are using this search phrase?
Competition – how many other websites are targeting this search phrase?
Propensity to convert - will the person using this search phrase visit your website?
Value- what is the value of the prospect?
Optimising Content for Keywords
Your website needs to contain your targeted keywords.
Optimising Images
Search engines cannot see images, so you have to describe what they are.
Ads placement
Placements are locations on the Google Display Network where your ad can appear.
Automatic placements: If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine "automatic placements" where your ads appear.
Managed placements: Placements you choose to manage separately for increased control. You can set unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear.
Website Design and Development
Web design and development is the foundation of an eMarketing strategy. Your website is a sales tool.
Main Components:
· Usability is number one
Search engine visibility is second
Design is number three.
Website Components:
· Usability
Standard conventions
Information Architecture
Sitemap
Navigation levels
Breadcrumbs
Search Engine Visibility
Label things correctly
URLS – indicative
Alt tags
Title attribution
Title Tags
Meta Tags
· Design
Sale – online credit card payments
Lead – where the user submits contact details and asks for more information
Sign up – opts in for email marketing newsletters
Download – downloads on site
Sign up – opts in for email marketing newsletters
Download – downloads on site
Design to establish credibility
Is your site personal + informative – About us, employee profiles, mugshots
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