Explain why people are much more likely to view and pay attention to product and service information in SERPs compared to traditional mass media advertising?

Assignments 5&6

PART 1:

Why is it important that businesses maintain a high level of visibility on search engine results pages?

Why are organic search listings more valuable than paid search listings for most companies over the
long term? Even though organic search listings are more valuable, what are some reasons that companies should consider using PPC advertising as part of their search marketing strategies

Explain why people are much more likely to view and pay attention to product and service information in SERPs compared to traditional mass media advertising? What strategies are businesses adopting to take advantage of this trend?

Why are “black hat” SEO techniques (see Section 6.2) considered unethical? Who is harmed
by the use of such techniques? What are the consequences of using these questionable SEO tactics?

PART 2:


Apply IT Concepts to Business Decisions Review the information in Section 6.1 about the
three types of searches (informational, navigational,and transactional) that people conduct on search
engines. Put yourself in the role of an SEO consultant for your college or university. Create a set of
content and/or keyword strategies that you would recommend to your institution’s leaders to increase
the chances of appearing on SERPs resulting from prospective students conducting each kind of search