For those receiving funding from the UK HEFCE-funded Open Educational Resource Programme (2009– 2012), the sustainability of project outputs was one of a number of essential goals. Our approach for ...the hosting and distribution of health and life science open educational resources (OER) was based on the utilisation of the WordPress.org blogging platform and search engine optimisation (SEO) techniques to curate content and widen discovery. This paper outlines the approaches taken and tools used at the time, and reflects upon the effectiveness of web strategies several years post-funding. The paper concludes that using WordPress.org as a platform for sharing and curating OER, and the adoption of a pragmatic approach to SEO, offers cheap and simple ways for small-scale open education projects to be effective and sustainable.
The primary objective of this research project was to identify and investigate the website usability attributes which are in contradiction with search engine optimisation elements. The secondary ...objective was to determine if these usability attributes affect conversion. Although the literature review identifies the contradictions, experts disagree about their existence.An experiment was conducted, whereby the conversion and/or traffic ratio results of an existing control website were compared to a usability-designed version of the control website,namely the experimental website. All optimisation elements were ignored, thus implementing only usability. The results clearly show that inclusion of the usability attributes positively affect conversion,indicating that usability is a prerequisite for effective website design. Search engine optimisation is also a prerequisite for the very reason that if a website does not rank on the first page of the search engine result page for a given keyword, then that website might as well not exist. According to this empirical work, usability is in contradiction to search engine optimisation best practices. Therefore the two need to be weighed up in terms of importance towards search engines and visitors.
This chapter introduces the concept of Web 3.0 and the increased use of Internet. The phrase ‘Internet of Things’ refers to a network of objects not historically connected. The Semantic Web and the ...Internet of Things give public relation (PR) practitioners, and everyone else in the organisation come to that, and one's publics, access to unprecedented and massive amounts of data; on top of Web 2.0 that is, and magnitudes more. Capable social analytics remains the domain of those who can afford it, allowing them to, amongst other things, form an aggregate picture, more relative than absolute in its inferences and conclusions. Radio frequency identification (RFID) technology is manifest with small tags that are physically attached to the item in question and hold digital information about the item that can be read remotely.
This chapter focuses on different public relation (PR) platforms provided by Google. On a more indirect level, Google has given rise to a whole new industry devoted to search engine optimisation ...(SEO) and pay‐per‐click (PPC) advertising—both areas that take growing amounts of an ever‐shrinking marketing‐budget pie. Segmenting website visitors based on where they come from and the intention behind their visit should provide a goldmine of insight for a PR. Multi‐channel funnels are a recent innovation from Google and are related to the traditional digital marketing issue of ‘last click attribution’. Google—directly and indirectly—is forcing the PR sector to get much better at focusing on the real measures of value: outcomes not outputs. This gives the means to better prove the benefits of genuinely value‐generating work. It would seem foolish if this opportunity is not grasped timely.
DIGITAL MARKETING Kourdi, Jeremy
The Marketing Century,
2011, 2012-01-02
Book Chapter
This chapter covers six significant digital marketing themes that include websites and direct marketing, social networks and media, display advertising, mobile, search engine optimisation ...(SEO)/search engine marketing (SEM), and analytics. Modern marketers must get to grips with the views expressed via social media by advocates and detractors alike. Marketers must understand the potential for helping to nurture the former and work with the latter, and must improve their public relations expertise in navigating the earned media. The digital marketing's future can be viewed on two fronts. Firstly, there is going to be much more of the same, and secondly, there are going to be some radically new developments that emerge. Many potential digital marketing innovations walk a fine line between changing the society's cultural norms and invoking a backlash when they are considered to have pushed the norms too far. This brings people to the new things, for which the fine line is present.
The article presents terminology and related web positioning concepts, features to be considered in planning a positioning campaign, its life cycle, and a selection of free tools that help to analyse ...a site's position and provide keys for improving it. Elements making up a working methodology for a positioning campaign's life cycle are proposed and analysed. Beginning with a general schema for analysis, design, and implantation, the authors describe components and phases of the campaign. Finally, ethical aspects of web positioning are discussed.
This research focuses on what users know about search engine optimization (SEO) and how well they can identify results that have potentially been influenced by SEO. We conducted an online survey with ...a sample representative of the German online population (N = 2,012). We found that 43% of users assume a better ranking can be achieved without paying money to Google. This is in stark contrast to the possibility of influence through paid advertisements, which 79% of internet users are aware of. However, only 29.2% know how ads differ from organic results. The term 'search engine optimization' is known to 8.9% of users but 14.5% can correctly name at least one SEO tactic. Success in labelling results that can be influenced through SEO varies by search engine result page (SERP) complexity and devices: participants achieved higher success rates on SERPs with simple structures than on the more complex SERPs. SEO results were identified better on the small screen than on the large screen. 59.2% assumed that SEO has a (very) strong impact on rankings. SEO is more often perceived as positive (75.2%) than negative (68.4%). The insights from this study have implications for search engine providers, regulators, and information literacy.
Tujuan dari kegiatan ini yaitu untuk melakukan pendampingan penguatan kemampuan pemasaran UKM melalui Search Engine Optimization (SEO). Metode yang digunakan yaitu dengan menggunakan community ...development practice. Hasil dari kegiatan ini yaitu terciptanya SEO pada UKM yang berpotensi untuk meningkatkan skala penjualannya sampai ke seluruh Indonesia bahkan sampai ke luar negeri. Adanya pendampingan ini memiliki dampak peningkatan penjualan pada UKM yang telah memaksimalkan SEO. Sekitar 60% dari UKM yang telah memaksimalkan SEO mendapatkan kenaikan volume penjualan sampai 50% dalam waktu 1 bulan dengan jangkauan pasar yang lebih luas.
This community service aims to increase the knowledge and skills of Daengta Roti Balikpapan MSME managers in optimizing digital marketing through the use of Search Engine Optimization (SEO). The ...method of implementing this service uses training, which includes socialization, discussion, and mentoring. The target of this activity is to strive for optimal use of the Google site through SEO to increase visitors and buyers. The evaluation instrument for this activity uses a questionnaire and is analyzed descriptively. The results of this service show that Daengta Roti Balikpapan MSMEs have the knowledge and skills to operate and manage SEO well. MSME players also understand the steps to attract and increase the number of visits through Search Engine Optimization (SEO) by adding descriptions for products, adding information on Google Maps, connecting to Instagram or Facebook, and creating a Google site.
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