Search Engine Optimization and Pay Per Click Building Your Online Success
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Search Engine Optimization: a Survey of Current Best Practices
Grand Valley State University ScholarWorks@GVSU Technical Library School of Computing and Information Systems 2013 Search Engine Optimization: A Survey of Current Best Practices Niko Solihin Grand Valley Follow this and additional works at: https://scholarworks.gvsu.edu/cistechlib ScholarWorks Citation Solihin, Niko, "Search Engine Optimization: A Survey of Current Best Practices" (2013). Technical Library. 151. https://scholarworks.gvsu.edu/cistechlib/151 This Project is brought to you for free and open access by the School of Computing and Information Systems at ScholarWorks@GVSU. It has been accepted for inclusion in Technical Library by an authorized administrator of ScholarWorks@GVSU. For more information, please contact [email protected]. Search Engine Optimization: A Survey of Current Best Practices By Niko Solihin A project submitted in partial fulfillment of the requirements for the degree of Master of Science in Computer Information Systems at Grand Valley State University April, 2013 _______________________________________________________________________________ Your Professor Date Search Engine Optimization: A Survey of Current Best Practices Niko Solihin Grand Valley State University Grand Rapids, MI, USA [email protected] ABSTRACT 2. Build and maintain an index of sites’ keywords and With the rapid growth of information on the web, search links (indexing) engines have become the starting point of most web-related 3. Present search results based on reputation and rele- tasks. In order to reach more viewers, a website must im- vance to users’ keyword combinations (searching) prove its organic ranking in search engines. This paper intro- duces the concept of search engine optimization (SEO) and The primary goal is to e↵ectively present high-quality, pre- provides an architectural overview of the predominant search cise search results while efficiently handling a potentially engine, Google. -
Online Advertising
Online advertising From Wikipedia, the free encyclopedia Jump to: navigation, search This article may require cleanup to meet Wikipedia's quality standards. Please improve this article if you can. (July 2007) Electronic commerce Online goods and services Streaming media Electronic books Software Retail product sales Online shopping Online used car shopping Online pharmacy Retail services Online banking Online food ordering Online flower delivery Online DVD rental Marketplace services Online trading community Online auction business model Online wallet Online advertising Price comparison service E-procurement This box: view • talk • edit Online advertising is a form of advertising that uses the Internet and World Wide Web in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing, including e-mail spam. A major result of online advertising is information and content that is not limited by geography or time. The emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial. -
CTR Prediction for Contextual Advertising: Learning-To-Rank Approach
CTR Prediction for Contextual Advertising: Learning-to-Rank Approach Yukihiro Tagami Shingo Ono Koji Yamamoto Yahoo Japan Corporation Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan Tokyo, Japan [email protected] [email protected] koyamamo@yahoo- corp.jp Koji Tsukamoto Akira Tajima Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan [email protected] [email protected] ABSTRACT if a user clicks their advertisements and visits the adver- Contextual advertising is a textual advertising displayed tiser’s site. To maximize revenue by choosing some ads from within the content of a generic web page. Predicting the candidates and ranking them to display, an advertising sys- probability that users will click on ads plays a crucial role in tem needs to predict the expected revenue for each ad. The contextual advertising because it influences ranking, filter- expected revenue from displaying each ad is a function of ing, placement, and pricing of ads. In this paper, we intro- both bid price and click-through rate (CTR). Bid price is duce a click-through rate prediction algorithm based on the the cost that the advertiser agrees to pay per click, so the learning-to-rank approach. Focusing on the fact that some advertising system already knows this. On the other hand, of the past click data are noisy and ads are ranked as lists, CTR for each ad can vary significantly in accordance with we build a ranking model by using partial click logs and then many factors such as the web page and user, so the system a regression model on it. -
Self-Regulatory Principles for Online Behavioral Advertising (FTC)
FTC Staff Report: Self-Regulatory Principles For Online Behavioral Advertising Behavioral Advertising Tracking, Targeting, & Technology February 2009 TABLE OF CONTENTS EXECUTIVE SUMMARY....................................................... i I. INTRODUCTION........................................................1 II. BACKGROUND.........................................................2 A. What Is Online Behavioral Advertising?.. 2 B. The FTC’s Examination of Online Behavioral Advertising. 4 1. Online Profiling Workshop.....................................6 2. Tech-ade Hearings and the Ehavioral Advertising Town Hall. 8 C. Staff’s Proposed Self-Regulatory Principles. 1 1 D. Recent Initiatives to Address Privacy Concerns. 1 2 III. SUMMARY OF THE COMMENTS RECEIVED AND STAFF’S ANALYSIS.. 1 8 A. The Principles’ Scope. .............................................2 0 1. Applicability to Non-PII. .....................................2 0 2. Applicability to “First Party” Online Behavioral Advertising. 2 6 3. Applicability to Contextual Advertising. 2 9 B. Transparency and Consumer Control...................................3 0 1. Choice for Non-PII...........................................3 1 2. Providing Effective Notice and Choice. 3 3 C. Reasonable Security and Limited Data Retention for Consumer Data. 3 7 D. Affirmative Express Consent for Material Retroactive Changes to Privacy Promises.........................................................3 9 E. Affirmative Express Consent to (or Prohibition Against) Use of Sensitive Data ............................................................4 -
Contextual In-Image Advertising
Contextual In-Image Advertising Tao Mei, Xian-Sheng Hua, Shipeng Li Microsoft Research Asia 5F Sigma Center, 49 Zhichun Road, Beijing 100190, P. R. China {tmei, xshua, spli}@microsoft.com ABSTRACT so called Web 2.0 wave) have led to the countless private The community-contributed media contents over the Inter- image collections on local computing devices such as per- net have become one of the primary sources for online adver- sonal computers, cell phones, and personal digital assistants tising. However, conventional ad-networks such as Google (PDAs), as well as the huge yet increasing public image col- AdSense treat image and video advertising as general text lections on the Internet. Compared with text and video, advertising without considering the inherent characteristics image has some unique advantages: it is more attractive of visual contents. In this work, we propose an innovative than plain text, and it has been found to be more salient contextual advertising system driven by images, which auto- than text [9], thus it can grab users’ attention instantly; it matically associates relevant ads with an image rather than carries more information that can be comprehended more the entire text in a Web page and seamlessly inserts the quickly, just like an old saying, a picture is worth thousands ads in the nonintrusive areas within each individual image. of words; and it can be shown to the users faster than video. The proposed system, called ImageSense, represents the first As a result, image has become one of the most pervasive me- attempt towards contextual in-image advertising. The rele- dia formats on the Internet [13]. -
Delivering Qualified Sales Leads at Optimal Cost
CASE STUDY DELIVERING QUALIFIED SALES LEADS AT OPTIMAL COST Insight Inbound Outbound Content Marketing Selling Marketing Marketing Marketing Automation EDUCATION MARKETING LEAD GENERATION ACCOUNT BASED MARKETING MOBILE • LOCAL • SOCIAL LEAD NURTURING A KEO MARKETING INC. CASE STUDY National Data Center Services Provider, CoreLink Data Centers, Relies on KEO Marketing’s Online Marketing Solutions to Boost Sales Performance The Company CoreLink Data Centers (www.CoreLink.com), headquartered in Chicago, IL, is a leading data center hosting and managed services provider of critical infrastructure services delivered on a “state of the art,” robust and environmentally-friendly technology platform. By leveraging three data centers in Chicago, Phoenix and Seattle, with access to massive and diverse network connectivity, CoreLink’s customers and service providers receive high quality and uniquely agile services. CoreLink provides highly secure, environmentally controlled facilities with multiple layers of electrical and mechanical redundancy. Their carrier-neutral data center services are reliable, scalable and secure; all backed with industry-leading service level agreements (SLAs) and technical experts. 2 | All contents copyright © 2019 by KEO Marketing, Inc. A KEO MARKETING INC. CASE STUDY A KEO MARKETING INC. CASE STUDY The Challenge With a solid business model in place, CoreLink was poised to experience rapid growth, particularly over the coming year. Despite having a clear message and a unique competitive edge, their website had yet to experience significant results. CoreLink faced a tough reality: growth doe ded to find a way to increase their reach, expand their online presence and get leads at optimal cost. “Our business model revolves around providing relentless service – flexibility, expert help and transparency,” said John Duggan, vice president of sales for CoreLink. -
Should the Google Search Engine Be Answerable to Competition Regulation Authorities?
ISSN (Online) - 2349-8846 Should the Google Search Engine Be Answerable To Competition Regulation Authorities? AKASH KRISHNAN Akash Krishnan ([email protected]) is a doctoral student in Economics at Indian Institute of Management Calcutta. Vol. 53, Issue No. 35, 01 Sep, 2018 The thought process of major competition authorities across the globe and their response to Google’s conduct in terms of manipulating its search engine is traced in this article. “The predominant business model for commercial search engines is advertising. The goals of the advertising business model do not always correspond to providing quality search to users . we expect that advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers.” The above excerpt borrowed from Brin and Page (1998) is a testimony to the fact that the Google creators Sergey Brin and Larry Page foresaw the predicaments of operating a search engine prior to the launch of Google, much before it was faced with regulatory hurdles. Thus, it comes as no surprise perhaps that Google has been under the scanner of competition authorities across the globe including the Federal Trade Commission (FTC) of United States of America (US), the European Commission (EC) in the European Union (EU) and most recently the Competition Commission of India (CCI). The CCI on 8 February 2018 came out with an order imposing a Rs 136 crore fine on Google for “search bias” and ISSN (Online) - 2349-8846 potential abuse of dominance. Google and Competition Regulation: The US and EU Experience The first real regulatory action against search engines was when FTC (2002) issued a letter in response to the complaint filed against the search engines of the time, namely Alta Vista Co, AOL, Time Warner Inc, Direct Hit Technologies, iWon, Inc, Looksmart Ltd, Microsoft Corp and Terra Lycos SA (Google had not emerged yet). -
Paid Inclusion: Too Hot for Pharma Marketing? by John Mack
Reprinted from Volume 5, Number 3 (Mar 2006) Published by VirSci Corporation www.virsci.com www.pharmamarketingnews.com PO Box 760, Newtown, PA 18940 y 215-504-4164 Survey Results Reprint # 53-04 Paid Inclusion: Too Hot for Pharma Marketing? By John Mack I recently participated in a search engine marketing paid inclusion may ensure that the search engine panel discussion at CBI's 5th Annual eMarketing for “spider” or “crawler” software visits the client's site the Pharmaceutical Industry conference in more frequently than it would otherwise. Clients Philadelphia. I am not a search engine expert and may also have the option to submit specific practically all I know about search engine marketing keywords that describe their pages. comes from reading the PMN article “Searching for Paid inclusion should be distinguished from paid Answers on Search Engine Marketing?” and from search results, which are ads listed in separate, being a user as well as a client of Google. So, when well-labeled areas of the screen and where I was asked to sit in on the panel, I racked my placement strictly depends upon fees paid. Often, brains on what I could contribute to the discussion. Web sites bid to get the highest listing. Luckily for me the topic “paid inclusion” came up Importance of Search Marketing during a conference call with other panel members. Before further discussing the issues surrounding The experts gave me the 411 on the subject after paid inclusion and the which I knew that it was results of the PMN survey, something I could talk Natural/Organic Listings it’s important to about, especially if I could vs. -
Seo On-Page Optimization
SEO ON-PAGE OPTIMIZATION Equipping Your Website to Become a Powerful Marketing Platform Copyright 2016 SEO GLOBAL MEDIA TABLE OF CONTENTS Introduction 01 Chapter I Codes, Tags, and Metadata 02 Chapter II Landing Pages and Buyer Psychology 06 Chapter III Conclusion 08 Copyright 2016 SEO GLOBAL MEDIA INTRODUCTION Being indexed and ranked on the search engine results pages (SERPs) depends on many factors, beginning with the different elements on each of your website. Optimizing these factors helps search engine crawlers find your website, index the pages appropriately , and rank it according to your desired keywords. On-page optimization plays a big role in ensuring your online marketing campaign's success. In this definitive guide, you will learn how to successfully optimize your website to ensure that your website is indexed and ranked on the SERPs. In addition you’ll learn how to make your web pages convert. Copyright 2016 SEO GLOBAL MEDIA SEO On-Page Optimization | 1 CODES, MARK-UPS, AND METADATA Let’s get technical Having clean codes, optimized HTML tags and metadata helps search engines crawl your site better and index and rank your pages according to the relevant search terms. Make sure to check the following: Source Codes Your source code is the backbone of your website. The crawlers finds everything it needs in order to index your website here. Make sure your source code is devoid of any problems by checking the following: INCORRECTLY IMPLEMENTED TAGS: Examples of these are re=canonical tags, authorship mark-up, or redirects. These could prove catastrophic, especially the canonical code, which can end up in duplicate content penalties. -
Delivering Qualified Sales Leads at Optimal Cost
CASE STUDY Delivering Qualified Sales Leads at Optimal Cost SEARCH - MARKETING - SOCIAL - MOBILE - ADVERTISING National Data Center Services Provider, CoreLink Data Centers, Relies on KEO Marketing’s Online Marketing Solutions to Boost Sales Performance The Company CoreLink Data Centers (www.CoreLink.com), headquartered in Chicago, IL, is a leading data center hosting and managed services provider of critical infrastructure services delivered on a “state of the art,” robust and environmentally-friendly technology platform. By leveraging three data centers in Chicago, Phoenix and Seattle, with access to massive and diverse network connectivity, CoreLink’s customers and service providers receive high quality and uniquely agile services. CoreLink provides highly secure, environmentally controlled facilities with multiple layers of electrical and mechanical redundancy. Their carrier-neutral data center services are reliable, scalable and secure; all backed with industry-leading service level agreements (SLAs) and technical experts. The Challenge KEO Marketing In c 4809 E Thistle Landing Dr With a solid business model in place, CoreLinkSuite was 100 poised to experience rapid growth, particularly over the coming year. Despite having a clear messagePhoenix, and a unique AZ 85044 competitive edge, their website had yet to experience significant results. 888.702.0679 www.keomarketing.com CoreLink faced a tough reality: growth doesn’t come easily. They needed to find a way to increase their reach, expand their online presence and get leads at optimal cost. “Our business model revolves around providing relentless service – flexibility, expert help and transparency,” said John Duggan, vice president of sales for CoreLink. “We needed to find another way to let prospective customers know that our suite of technology services makes CoreLink the company of choice for firms outsourcing their critical IT infrastructure services, and do it in a cost effective way.” A KEO Marketing Inc. -
Affiliate Marketing 19
Guide to buying Online Marketing services How to choose the right Online Marketing supplier for your business CONTENTS About Computer Weekly 4 About Approved Index 5 Introduction 6 Marketing through new media 7 Advertising 7 Viral marketing 7 Affiliate programmes 8 E-mail marketing 8 Leads generation services 8 Interdisciplinary overlap 9 PPC Advertising 10 Keyword PPC 10 Product PPC 11 Service PPC 11 Potential pitfalls 11 Too broad 12 Too specific 12 Overbidding 12 The target site 12 Invalid clicks 12 Benefits of PPC 13 Banner Advertising 14 Banner clicks/click-throughs 15 Banner page views 15 Click-Through Rate (CTR) 15 Cost per sale 16 Search Engine Marketing 18 Affiliate Marketing 19 2 Text links 20 Banners 20 Search box 21 E-mail Marketing 23 Newsletters 23 Advertisements 24 Customised e-mails 24 Spam 25 E-mail tracking 26 HTML and plain text 26 Viral Marketing 27 Pass-along 28 Incentivised viral 28 Undercover marketing 29 ‘Edgy’ gossip/buzz marketing 29 User-managed databases 29 Word of web 29 Word of e-mail 30 Word of IM 30 Reward for referrals 30 Mobile phones 30 Successful viral marketing 31 Choosing a marketing company 33 Your goals and budget 33 Range of services 34 Past performance and references 34 Techniques 35 Costs 36 Making the decision 36 Price guide 37 3 ABOUT COMPUTER WEEKLY ComputerWeekly.com is the number one online destination for senior IT decision-making professionals. It is dedicated to providing IT professionals with the best information, the best knowledge and the best range of solutions that will enable them to succeed in the industry. -
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