MKTG 411 Chapter Notes - Chapter 2: Search Engine Optimization, Search Engine Marketing, Adwords
Document Summary
Mktg411 chapter two: search marketing seo & ppc. Search engine marketing: search engine optimization (seo), also known as natural or organic search, pay-per-click (ppc), also known as paid search. Keywords- words or phrases selected when making a search (can also be used in other contexts) Meta name- also known as meta tag or meta element and it is the header portion of a site(cid:495)s. Title tag- title in blue bar at top of web page; important for seo rankings. Why search engine marketing: 85% of all traffic on the internet is referred from a search engine traffic from the search engines, cost-effective advertising, clear and measureable roi, operates under this assumption: more (relevant) traffic + good conv. Marketers use search for: branding, online sales, lead generation, drive traffic, provide content. Researches desirable keywords and search phrases: wordtracker, overture, google. Paid search is listed first and then the organic search is listed below.
