This is short slide show for ESL students on key terms in online marketing, focusing on SEO in the major search engines, such as Google and Yahoo and related terminology. Based on Manager's Guide to Online Marketing by Jason Weaver

1. WEB 1.0 /// > O

2. WORKS CITED
WEAVER, JASON. MANAGER'S GUIDETO ONLINE
MARKETING. CWL PUBLISHING. MADISON,WI: 2013
COVER IMAGE ATTRIBUTION:
HTTP://WWW.FLICKR.COM/PHOTOS/SPEEDOFLIFE/82
73922515/IN/PHOTOSTREAM/

3. HOW DOYOU DEFINE
SUCCESS?
• Retail /// Number of Online Transactions
• Alcohol /// Brand Recognition
• Non-Profit /// NewVolunteers
• Professional Services /// Offline Consulting

4. IMPORTANT TERMS
• ROI /// Return on Investment
• Media Impression /// The number of times an
ad is displayed on a website
• CPM /// Cost per thousand = how media
impressions are counted and paid for
• CPC /// Cost per click
• SERP/// Search Engine Page Results
• Key Words /// words that are used by
algorithms to identify your site and it's
content for search relevancy

5. THE PIONEERS
Leading Search Engines and How They Tick

6. WHAT IS SEO?
Search Engine Optimization

7. YAHOO!
• Uses web directory///
dir.yahoo.com: Should
contain some of your "key
words"
• Website's title is most
important in ranking
• Click popularity in the SERP
is also important for
algorithm

8. GOOGLE• Google's algorithm focuses
on content that changes
consistently
• Older websites rank higher
than newer sites
• Watches for content
duplication
• spiders are good at
identifying website quality: a
"high quality" link is one
that gets a lot of traffic

9. BING
• Inbound anchor text is very
important
• Content is very important -
even more so than Google
• "Authority" and web-
domain are more important
• Less emphasis on fresh
content
• Bing is more flash-friendly

10. OPTIMIZINGYOUR USE
OF SEO

11. BEING DESCRIPTIVE IN THE
FOLLOWING MAKESYOUR
WEBSITE "CRAWLABLE"
• <Title> tags/// html that
describes your web page's
title
• File name/// the name of
your actual page files
• <alt> tags/// descriptive tags
in html code for images
• anchor text in backlinks

12. LANDING PAGES
• The page a visitor arrives at when they click a display ad
• Isolated from the rest of the site so that you can see how
much web traffic an ad is generating
• Examples:
• http://academy.hubspot.com/examples/customer-examples/?
Tag=Landing+Pages&__hstc=87532040.2aa3cbb4627e393af0
35b6f8151bd6a8.1379906195637.1379906195637.13799061
95637.1&__hssc=87532040.1.1379906195638

13. OTHER IMPORTANT TERMS:
• keywords
• adWords (Google)
• Key Phrases
• Relevance
• Domain
• SEM
• Affiliate Marketing

14. "GOOGLE LOVES BRANDS - BUILD ONE. "
- DAVE NAYLOR, SEO EXPERT