MRK713  SEO / SMO
a course taught in
the Social Media Analytics graduate certificate  senecacollege.ca/fulltime/SMA.html
the Sales Force Automation and CRM Analytics graduate certificate  senecacollege.ca/fulltime/SAA.html
MRK
713
Monday 10:00 - 12:30 room 312
updated 2017 Feb 6th

For the section(s) taught by Prof. W. Tim G. Richardson
Jan Jan / Feb June June

an explanation of the 4P's

2 min 19 sec
Marketing Mix
- 4P' Jan 9th
o product o price
o promotion o place
Marketing Basics
- 6Esdid Jan 9

4 P's - 6 E's VIDEO
http://www.youtube.com/watch?v=j06cY_-Jc1Q
10 min 44 sec
( view thoroughly)
------------------------------
"10 fingers"
of business and marketing
click to view video
2 min 41 sec
noted  Jan 9
------------------------------
Promotional Mix
did Jan 9

powerpoint

Promotional Mix
o Personal Selling
o Mass Selling
  - Advertising
   - Publicity
    - Viral Marketing
o Sales Promotion
 
where does SEO/SMO belong in the traditional promotional mix??
discussed Jan 9
-----

https://www.youtube.com/watch?v=krPsqhbRvNI
2 min 43 sec
showed 
why the saving of time is an integral part of business and marketing
------
SEO/SMO Trends
we'll discuss trends in every class based on topics in the news

2017 SEO trends
- based on 4Ps and 6Es
for Jan 16

Forbes 
forbes.com/sites/top-7-seo
-trends-that-will-dominate-2016

A.M.A.
 ama.org...seo-rules-2016
Six SEO Rules for 2016
article on the AMA site

searchenginewatch.com
searchenginewatch.com..
will-2015s-seo-best-practices
-carry-over-into-2016
---------------------------------------
Product Orientation
Sales Orientation
Marketing Orientation
related to Inbound Mktg
click to view YouTube video
3 Orientations
Video - Version 2012
2 min 39 sec
n

Push versus Pull understanding this relates to Inbound Marketing and the use of SoMe 
video
4 min 58 sec
watch video on your own
------------------------------
Google algorithm
 google.ca/insidesearch
/howsearchworks/
algorithms.html
noted Jan 23
------------------------------
Self-Googling
- how to decrease impact of negative content
noted Jan 23
Self-Googling your
noted Jan 23

  • name
  • cell phone
  • home address
Search Engines Issues
- non SEO topics
(for reference)
did some Jan 23rd
--------------------------------------
Search Engines (SEO)
improve your ranking
r

Dev Basu CEO / Founder
poweredbysearch.com
.
SEO slides for 2016
 witiger.com/powerpoints/
.
SEO slides for 2015
 slideshare.net
/devbasu/why-you-
need-become-an-seo
o Video 2009 Part 1 
()
o Video 2009 Part 2 
(v)
o Video 2012-Part 1
(t)
o Video 2012-Part 2
--------------------------------
Content
"compelling content"
did Jan 16th
"viral" content
- words / texts
- images / graphics
- video
- story telling
- how to effectively describe things

-"currated content
did Jan 23rd
 
discussion  about the importance of STORY TELLING as part of producing compelling promotional information

--------------------------------
META Tags
noted Jan 16th
META Description Tags
META Content Tags

adding META TAgs to wordpress
no
-----------------------------------
LINKS
did Jan 23rd
Links Out (negligible)
Links In (valuable)
Link Reciprocity
 
GRAPHIC coming
.
.
.
.
.

 poweredbysearch.com/
resources/link-
building-ninja-tips/
noted Jan 23rd
- it is 31 min - told them to watch
- discussed foirst 10 min Feb 6
Link Building webinar (featuring Jon Cooper of Point Blank)
from 

-----------------------------------
sources of info on
- associations
story about industry associations
5 min 12 sec.
noted Feb 6
- example of inbound marketing and compelling link content
-----------------------------------
SPIDERS
- crawlers, bots
-----------------------------------
"Landing page"
"Above the Fold"
noted briefly Jan 9
-----------------------------------
http://www.hubspot.com
 
Hubspot Certification
noted Jan 9
noted Jan 23
for class Jan 30 they provide Progress Report

 http://certification.hubspot
.com/inbound-certification
and once you are signed in it will take you to
 http://academy.hubspot.
com/ic16/optimizing-
your-website-for
-search-engines

-----------------------------------
Inbound marketing and SEO
no
(related to Content Marketing)
Inbound is promoting an enterprise through
- SEO
- whitepapers
- blogs and Vblogging
- podcasts
- newsletters

Hubspot and Inbound


discussed possible visit Feb 13 2017
visit to PBS 2016 May

 


----------------------------------------
Mktg Communications
Promotion Objectives
di
o Informing
o Persuading
o Reminding
relationship to SEO / SMO
------------------------------------
 
 
Viral Marketing
noted briefly May 10


showed May 10 as an example of story telling

showed Suli Breaks
Education
noted June 16

--
Publicity
because younger ppl are immune to regular advertising
- discussed Ashley Madison
-----------------------------------
Kewl Commercials
Weird Ads
r
All commercials have a basic theme. The main three are
- Sex
- Humour
- Fear
There is also
- Lifestyle
- Nostalgia
- Patriotism
---
"Converting Traffic"
18 things to be convincing
the "compell" in "compeling content"
not
1. Warranty service / Guarantee 
 2. Sizing, Price & Product Info 
 3. Functions and Features 
 4. Privacy 
 5. Long term use and upgradeability 
 6. Testimonials 
 7. Associations & Affiliations, Awards and Recognition 
 8. Shipping 
 9. After Sales Customer Service
10. Corporate Citizenship: environmental considerations 
11. Corporate Citizenship: social - cultural considerations 
12. Corporate Citizenship: gender issues 
13. Corporate Citizenship:  human rights issues 
14. Contact Information 
15. Payment Security 
16. Colours: use of 
17. Shopping Cart abandonment issues 
18. "engage" the customer
 

http://www.youtube.com/watch?v=x63HRFR3qYw
Thing to be convincing commentary
YouTube Video
10 min 4 sec
----------------------------------
Optimization for

 https://searchenginewatch.
com/sew/how-to/2307785/
5-youtube-video-optimization-tips
added June 7
-----------------------------------
Optimization for

-----------------------------------
Optimization for

-----------------------------------
Optimization for
http://www.poweredbysearch.com/blog/generate-business-leads-pinterest/
mentioned June 7

Whitepaper
 

----------------------------------
YouTube video on Google Analytics

https://www.youtube.com/watch?v=I7YA1oZhevo
36 min 36 sec
n
 

How To Install & Setup Google Analytics For Your Website
no
 youtube.com/
watch?v=b5AHWFGJl04
7 min 37 sec

Benefits and Limitations of e-Business
n
------------------------------------------
Mobile SEO / SMO
.
Local SEO factors
 poweredbysearch.com
/resources/top-local-seo-
ranking-factors-in-2015/
from 

article
 marketingland.com/six-
components-mobile-seo-
2016-167064
.
Optimization for
mobile devices
- smart phones
- tablets
- GPS technologies
Optimization for

--------------------------- 
m-commerceintro.htm
d

https://www.youtube.com/watch?v=wBDCWwsi3VE
Technology Developments replicate the Human Experience
2 min 17 sec

GPS Technology
noted Jan 16th 
in context of e911
.
A-GPS
memntioned Jan 16
ANS Adaptable Navigation Systems
----------
Shoppers browse and purchase from same device
di
optimizing for mobile devices
Hartley Brody's blog
using CSS Media Queries
di
 9-tips-for-optimizing-
your-website-for-mobile-users/
di
----------

sources of info on
noted briefly 
read on your own
- governments
- associations
n
- corporate webpages
story about industry associations
5 min 12 sec.
How WTGR used an industry association to market in Japan
----------------------------------------
 
Domain Names 
some material done in Prof. Shah's class
- discussed 
o marketing strategies
domain tasting
hosting strategies
o registering a domain
o domain scams
o domain phishing
o domain hacking
o domain disputes
o domain Verisign issues

http://www.youtube.com/watch?v=Wpx5IMduWX4
phishing and spear phishing explained in a video
.
https://www.youtube.com/watch?v=R0rZ77YpUUA
added Jan 16, 2017
student video
2 min 52 sec

Domain Name Videos
class told to watch, and make comments
http://www.witiger.com/ecommerce/domainnamesregister.htm
Video 1  intro
Video 2 registration / hosting
Video 3  TLDs
Video 4  mktg strategies
Video 6  hacking

 
 
 
 
 
 
 
 
 

 

Jan 9 2016
Jan 16
Jan 23
Jan 30 Assignment 1 Part A
Feb 6 
Feb 13
. . . . . . . . . . 
Feb 20 Family Day
Feb 20 no class
Feb 27 - Mar 3
break week
Mar 6 Assignment 1 Part B
Mar 13 Assignment 2 (PBS) for discussion in class
Mar 20  Assignment 3
 

............
PBS Tour
meet 08:45 SW corner Dundas Square
go to 211 Yonge Street, Suite 400

Mar 27
Apr 3
Apr 10 LAST CLASS
Apr 17 - 21 exam week

.dates are subject to change due to weather and other circumstances
 
 
http://www.youtube.com/watch?v=bcuw9bMYgHY http://www.youtube.com/watch?v=8tXadb6IsKI http://www.youtube.com/watch?v=Zh_3o1npTEg http://www.youtube.com/watch?v=k1w28eG3jyA http://www.youtube.com/watch?v=xRrPMWWENhM http://www.youtube.com/watch?v=TI8JxwBvnII http://www.youtube.com/watch?v=wCxYyI_iWj0
Read The Newspaper
Part 1
Read The Newspaper
Part 2
getting rich on the stock market
Read The Newspaper
Part 3
learn an
Industry Sector
Read The Newspaper
Part 4
Business magazines
are important
Earning
Class
Participation
Marks
- basics
Class
Participation
- how you earn the highest marks
Class
Participation
- how they are calculated
- the numbers
..
http://www.youtube.com/watch?v=LxguksrUZfk http://www.youtube.com/watch?v=B7e9WSnC0Tk http://www.youtube.com/watch?v=ybZbld2gyLI http://www.youtube.com/watch?v=bsPyhq52IwU
Group Work
- what the Report should look like
- binding, pages, table of contents
Group Work / Reports Part 2
The importance of using "Mature Language" in your writing
Group Work / Reports Part 3
important considerations
Group Work / Reports Part 4
Coordinating the submission
Communication w group members

 

.. .,,,,
witiger.com
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