HTI 746 Lecture Notes - Lecture 5: Conversion Marketing, Search Engine Optimization, Search Engine Marketing

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

Document Summary

Two major components: search engine optimization (seo); organic, pay-per-click (ppc); search advertising. Results can take 3 months or longer due to crawler. You don"t pay any referral or click fee. You do need to pay for seoo expertise. Seo = is not free, mostly refers to organic. You don"t know who will pick up the. Your message appears where you want it message. May or may not pick up the message. Trust non-paid advertisement: you do not and cannot pay for position. Relevance how relevant your ad is to the user"s search query is determined by assessing several factors, such as: Relevance of keywords to their associate ad groups. Relevance (keyword, ad, url) + user experience = quality score. Which statement best represents the correct meaning: sem refers to seo alone, seo includes ppc key words, sem includes organic keywords, all of the above.