Readings

How to Use Search Engine Optimization Techniques To Increase Website Visibility. John B. Killoran March ’13. This tutorial aims to answer two questions: (1) What contributes to search engine ranking? And (2) What can the web content creators and webmasters do to make their content and sites easier to find by audiences using search engine? Search engines are shaped by three classes of participants: (1) Search engine companies and programmers (2) Search engine optimization practitioners (3) Search engine users. By applying three lessons, professional communicators can make it easier for audiences to find their web content through search engines: (1) Consider the web content’s audiences and website’s competitors when analysing keywords (2) Insert keywords into web text that will appear on the search engine results pages (3) Involver their web content and websites with other web content creators. Because successful search engine optimization requires considerable time, professional communicators should progressively apply these lessons in the sequence presented in this tutorial and should keep up to date with frequently changing ranking algorithms and with the associated changing practices of search engine optimization professionals.

Brand Positioning Strategy Using Search Engine Marketing – Dou, Lim, Su, Zhou & Cul – 2010. This is an article about whether or how firms can employ relative rankings in search engine results pages (SERPs) to differentiate their brand from competition in cyberspace. In 2 experiments the authors establish that when internet users implicit beliefs (schema) about the meaning of the display order of search engine results are heightened , the have better recall of an unknown brand that is displayed before the well-known brand in SERPs. Those with low interest search skills tend to evaluate the unknown brand more favourably, particularly alongside the well-known brand. They use the example of John & Sally planning their 25th wedding celebration holiday. There is evidence that many marketers are more interested in the brand impact of search results than the clicks themselves. How the ranking might effects the brand this article examples the 1) Internet’s users schema about search engine results ranking 2) Internet search skills of users and 3) The activation of search engine ranking schema. Search engine marketing may level the playing field for the small and medium sized enterprise (SMEs) with unknown brands, because the big brands do not necessarily own the top positions in the SERPs. Recognition is higher when an unknown brand is displayed before a known brand in the search engine ranking schema activation and the recognition advantage is more pronounced for the unknown brand. Two experiments, one with shoes, Columbia, Gregory, Nike and unknown backpack Kurton. The second the unknown NArai hotel alongside Hilton and Shrangri-La. The two experiments together suggest the user expresses schema about how search engine operates and the meaning of search engine ranking. When internet users are primed to search for brands alongside a particular brand, they are more likely to recognise an unknown brand if it is displayed before a known brand in the SERPs. In addition, internet users with low search skills tend to evaluate the unknown brand more favourably on the primed attributes.