Marketing Assignment: Module 1 Review Questions on SEO and PPC

This assignment provides answers to module review questions related to Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. It discusses the intent of black hat SEO tactics, examples of such tactics (shadow pages and link spamming), and Google's efforts to deter their use, including the Panda and Penguin updates. The assignment also explores the function of SEO and PPC as important business tools and identifies key metrics used to gauge the effectiveness of PPC campaigns, such as cost per acquisition and return on ad spend (ROAS). The document highlights the significance of SEO in improving website ranking and the role of PPC in purchasing high ranks in search results. The assignment emphasizes the importance of evaluating campaign outcomes to assess profitability and efficiency.

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1. In 2011 and 2012, Google released two updates called Panda and Penguin
which were designed not only to improve the ranking of websites but also to defeat what
are commonly called black hat SEOs tactics. What is the intent of black hat SEO tactics?
How does Google attempt to deter websites from using black hat SEO tactics? List two
examples of black hat SEO tactics.
SEO is considered as an important part of the business strategy which is known as Search
engine management. It has been seen that this strategy helps the company to be easily visible on
the Google and Yahoo which are search engine. SEO is considered as a collection of strategies
and also the methods which are made to enhance the visitors to a website and also it is the
outcome of the website rank on search engine result page (Turban, Volonino, & Wood, 2015). It
is analyzed that SEO also comes up with the negative practices. The Blackhat is the SEO which
focuses on tactics and also the methods so that manipulation can be made of particular search
engine to achieve a high rank on SERP (Google, 2017). There are methods which are stated that
Blackhat SEO is not focusing on the search engine rules and procedures and also it considered as
wrong. Main aim for using the black hat approach is related with the short-term advantage in
raking of the website. There are websites that are generally "paid per click" that states website
earns money when the visitor visit to the website. The can take into consideration Blackhat SEO
to ensure that they will induce the visitors to visit the website in less time. For example, it has
been seen that black hat strategy is considered as a shadow page. The shadow page is made that
induce the customers. Therefore the information will redirect to the next website and will
enhance the flow of the customers on that page (Turban, Volonino, & Wood, 2015).
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The next approach is the popular connection spamming. In this approach, it will make
backlinks to a particular website. It will be completed by offering providing links to many
websites and when the customers media the URL they will be readdressed to the website which
has to be promoted (Turban, Volonino, & Wood, 2015). It is observed as immoral and
"unlawful" in the IT sector, Google has considered the battle against the black hat domains. For
example, it has been seen that on Google homepage they have made Webmaster guidelines to
direct the organizations and people in making of a proper webpage (Google, 2017). Next is
instruction of Google panda and penguin in their algorithm are the method the company has
considered against the black hat SEO. Google panda focuses on the quality of the website
contents by focusing on the search outcomes (Slegg, 2016). Also if it is said in other terms it has
been seen that Google Panda will focus on the fewer grades websites in SERP. The next
algorithm is Google premium which evaluates the quality of the link related to a website. So, it
has been analyzed that if the owner has taken a low-quality link through a low-quality directory,
then it can search them in the search engine by ranks.
2. Search technology has become an important business tool with many
different uses and applications. List two search technologies that impact business.
Briefly, explain the function of each.
The essential search tools for the company are Search Engine Optimization (SEO) and
also pay according the click. Firstly focus should be given at the start of SEO. The organization
that is focusing on the online market focuses on high focus of the customers on their website. By
having presence on the high rank on search is important for the companies to survive. SEO is
essential equipment in context to the high rank. The goal of the SEO is to improve a website to
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enhance the reflectivity on the rank of SERP (Turban, Volonino, & Wood, 2015). The SEO will
assist to enhance the quality of the website to induce the customers. The next essential search
engine technology is Pay per Click. PPC is the opposite of SEO when the emphasis is given on
the purpose. SEO will locate the website high in the listing search related to organic. It has been
seen that PPC will be located at the higher just because of the paid search listing that is related in
the SERP. With the usage of PPC, the company is focusing on purchasing the high ranks. For
example, an organization can bid on many search phrases related to their market and then have to
give to the producer at a fixed rate for every time the advertisement is seen (Turban, Volonino, &
Wood, 2015).
3. In addition to more effective targeting, one of the key benefits of
online advertising is the ability to evaluate its contributions to sales revenue more
effectively. List two metrics used by PPC (pay per click) to gauge the effectiveness of
their campaigns? Briefly, describe each metric.
The best method to analyze if a PPC campaign has attained success can be easy by
evaluating outcomes of the profit margin according to single customer (Olenski, 2017). This can
be done by considering various methods. First is related to evaluating the cost of the consumer
acquisition. It was the Price per consumer for the total PPC ad. For example: if 4000$ are spent
and attained 60 consumers, then each consumer cost 67$. After proper evaluation, it is important
to analyze the return on the overall advertisement expenditure. This will analyze the efficiency of
the campaign by focusing on the revenue versus cost (Turban, Volonino, & Wood, 2015). What
we evaluate is the outcome. How much did the expenditure we make per dollar paid by the
consumer? Also if 4000$ was spent on the campaign and the revenue is 80004, the campaign
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made 2 dollars for each spent dollar. So, a campaign can evaluate whether or not the outcome is
profitable and also focus on the values. Coca and ROAS are the metrics to evaluate the overall
efficiency of the promotion.
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