Digital Assets - Converting Traffic to Customers

Converting Digital Traffic to Customers from Lindsey Fair

Blogs that Convert Readers to Customers from Lindsey Fair

Here's some tools to help with Web Standards, Usability and Accessibility from w3Schools:

• Web Standards
• Quality Standards
• Readability
• Accessibility

RTB Or Real-Time Bidding Article that explains it well...

By: Marcelo Ballve Sep. 23, 2013
Real-time bidding is a type of automated or programmatic buying of advertising placements.
It is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters. Twitter is the latest tech company to enter the RTB race with this month's acquisition of...

Read more about Real-Time Bidding: http://www.businessinsider.com/rtb-or-real-time-bidding-is-the-future-2013-9#ixzz2fpBkFWnO

 

Goodbye, Keyword Data: Google Moves Entirely to Secure Search

Take notice IMCSLC big change in SEO just happened. Thoughts, questions? Read other peoples comments on the original article. This could have major impact on industry.

Thom Craver, September 23, 2013

The day many SEO professionals hoped would never come, but feared eventually would, apparently has arrived today. It appears that Google has cut off keyword data altogether.

Nearly two years after making one of the biggest changes to secure search that resulted in a steady rise in "(not provided)" data, Google has switched all searches over to encrypted searches using HTTPS. This means no more keyword data will be passed to site owners.

Encrypted Google searches don't pass the keyword data through to websites, thereby eliminating the ability to track... (read more about the Google Keyword Data big change to lock down mode)


Post your intellectual thought on the thread at SEW, send me a screen shot and you may just get a bonus mark. :-)

The 5 Pillars of AdWords Success for Paid Search Strategies

5 Keys to Being Successful with AdWords Handout / Cheatsheet >>

Introduction to Paid Search

Intro to Paid Search from Lindsey Fair

A great step-by-step guide for building Google Ad Campaigns >>

5 Keys to Being Successful with AdWords >>

Keyword Selection, Profitability, Density and Optimization

Lab Tasks

1. Watch video 1 & 2 above.
2. Use this for terminology if you need help https://support.google.com/adwords/answer/3114286
3. Review these tips for using and selecting negative keywords https://support.google.com/adwords/certification/answer/2596582?hl=en&ref_topic=2799737
4. Open and get to know this Google Keyword Planner. Select and determine the profitability for the best keywords for (homepage only):
   1. Farm Girl Food
   2. Dominoes Pizza Canada
5. Once you have 5-20 keywords chosen based on profitability - chose Farm Girl or Dominoes:
   1. re-write content for her page
   2. write the meta tags and page title

Tips

• 5-20 keywords is ideal
• A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers. 
• Keyword Profitability Score = low competition + high number of searches.

SEO jokes are funny. Hahaha. Not being number 1 is not.

Homework Quickies

Due Monday, September 16:

1. Case - Farm Girl Food website
   
   1.Do a quick review / audit of http://www.farmgirlfood.ca/ for SEO (homepage only)
   2.Look at page titles, homepage content, meta, alt, keyword density, anchor text, links, headings, etc (see my slides for hints on this, don't forget to right click and view source)
   3.Make organic SEO recommendations based on what you find
   4.These will be discussed in class on Monday
   
   
2. Web Search & Site Optimal User (MCOM43 only)

• Take a picture or scan your user infographics from lecture 1
• One team member create a blogpost about it. Embed the picture and very briefly explain it.
• Tweet it to @lindseyfair and #imcslc

Lastly, don't forget to bring your laptops on Monday.

Matt Cutts from Google on WordPress & SEO

SEM Project Rubrics for Both Classes

Each class has a slight variation on the SEM Client Project so make sure you're looking at the right one.

MCOM43 SEM Project Description, Deadlines and Rubric (click here)

MARK5000 SEM Project Description, Deadlines and Rubric (click here)

Concierge Project Rubric

The Concierge Project for MCOM43 (click here for rubric and deadlines)

Organic SEM Slidedeck

Organic Search Marketing from Lindsey Fair

Do's and Don'ts of Organic SEO

How Search Works

Digital Marketing Buzzwords

SEM - Site & Search Overview

SEM Site & Search Overview from Lindsey Fair

This is Digital Marketing: From Ad Men to Math Men

Course Outlines for MCOM43 & MARK5000

The focus in this course will be digital marketing strategy targeted through search based marketing tactics and conversion sites development. Students will build marketing strategies that centre on a web platform such as a website, blog or wiki that optimize conversion through both paid and organic  search engine marketing (SEM) and SEO (search engine optimization).

Course Learning Outcomes
At the conclusion of this course, you will be able to:

1. Conduct a compressive digital audit utilizing marketing analytics as a basis for analysis.
2. Develop and recommend strategies for search engine marketing including organic and paid options.
3. Implement content and SEM strategies incorporating key principles of customer acquisition and conversion.
4. Analyze digital traffic using tools and research methods appropriate for digital analysis.
5. Perform duties in a professional manner that models practitioners in a digital marketing role.

Required Texts, Materials, Resources or Technical Materials Required

1. Students must sign up to receive weekly email updates from http:///searchenginewatch.com. Resources from this site will be reviewed, discussed and assessed each week.
2. Students must have a registered, active gmail account and G+ account.
3. Students will be encouraged to bring a mobile device to access the internet and digital resources from time to time as communicated by the instructor.
4. Students should reference this blog for course information and updates.
5. Students will be required to set up or make use of an existing blog they have as their platform for submitting assignments.
6. Students will be required to complete the Google Fundamentals program or the Google Analytics Certification program. The cost for each is $50 USD and must be paid online with a credit card at time of the test.

For the detailed MARK5000 course outline go to: http://bit.ly/1aj5C09
For the detailed MARK5000 course appendix with the delivery schedule, assessment strategies and assignments go to: http://bit.ly/1dGzvIp


For the detailed MCOM43 course outline go to: http://bit.ly/1dPEsQ0
For the detailed MCOM43 course appendix with the delivery schedule, assessment strategies and assignments go to: http://bit.ly/15DIO2y