Technology and Marketing Topics in Technology and Marketing Week 8 Recap 1 1 1

Assignments and Grading Final assignment (team) - 50% of final grade: Each 5-6 person team will select from members' Mid-Term assignment a business that will be the focus of an internet marketing plan Teams will develop an internet marketing plan that demonstrating their understanding of the various digital strategies presented in class - laying out their proposed strategies and reasoning in detail Assignment due at the end of the course 2 2 2

Assignments and Grading Final assignment (team) - 50% of final grade: Graded on: Insightfulness of proposals Effectiveness of communication Mastery of course concepts in proposed application 3 3 3

Assignments and Grading Classroom presentation - 20% of final grade: Presentation will be a brief 10-15 minute summary of each team's final assignment. Graded on: Insightfulness of proposals Effectiveness of communication Mastery of course concepts in proposed application Instructor's evaluation: 15% of final grade Peers' evaluation: 5% of final grade 4 4 4

Final Presentation Teams RED TEAM – Batchelder, Lauren; Claypool, Travis; Conley, Samantha; Ibarra, Adrianna; Ledesma, Stephanie; Lowery, Heather ORANGE TEAM – Ahmad, Sameer; Bennett, Adrian; Gonzalez, Vestiny; Lyman, Kelly; Parks, Stewart; Ryals, Aimee YELLOW TEAM – Griffith, Chris; Le, Duy; Manley, Michelle; Pamplin, Allison; Pichot, Alex; Soto, Samantha GREEN TEAM – Erler, Amanda; Railey, Emily; Sweat, Sarah; Thomas, Mark; Worster, Steven BLUE TEAM – Egan, Maryellen; Krause, Jenny; Ross, Tanner; Thomas, Nicole; Turner, John INDIGO TEAM – Crawford, Katie; Flores, Michael; Gordon, Callie; Hunt, Sam; Union, Lindsay VIOLET TEAM – Berg, Brittany; Harrison, Chad; Holland, David; Hollowell, Jacob; Ramon, Viviana 5 5 5

Assignments and Grading Classroom participation - 10% of final grade: Graded on interaction with instructor/peers 6 6 6

SEO Strategy Tips from Google http://www.youtube.com/watch?v=vLp9Qf99DCI 7

SEO (Search Engine Optimization) SEO seeks to maximize: Search engine visibility Web traffic resulting from searches 8 8

Essential Strategies Three essential strategies Identify keyword phrases that prospects are using On-Page SEO - maximize the website's “match” to keyword phrases Off-Page SEO - maximize the website's authority Ensure compliance with best practices Establish business “credibility” Increase number of authoritative backlinks 9 9

Keyword Matching Maximize the website's “match” to keyword phrases It's (mostly) all about content Useful, valuable information Lots of it Frequently refreshed and added to Relating to the subject of the targeted keyword phrases Containing specific references to targeted keyword phrases 10 10

Keyword Phrase Strategy: Running Shoes “athletic shoes” Product Page “running shoes” “running shoes for women” # Searches “Nike running shoes for women” Ignore Ignore “Nike Air Pegasus+ 28” Home Page Nike Womens' Shoes Womens' Shoes Likelihood of Purchase 11 11

What It All Means A highly visible website will deliver streams of potential customers – for free An invisible website means that a business must invest ($$$) in advertising to generate leads in other ways SEO is primarily about content, not technical tricks Good content results in good SEO Yet – who typically does SEO? Techies... Good content is written to address the specific concerns of prospects Concerns expressed through Google searches using keyword phrases http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf 12 12

What It All Means SEO is a process, not a destination It never ends – your website is never complete Yet – many businesses treat their website like a digital office sign Once complete, no need to think about it for a long time http://www.seoinpractice.com/first-practical-seo-guide.html http://optimizer.builtwith.com/home.aspx 13 13

Questions? 14 14 14