BUS572-3

Concept1 Optimizing Content for Key Phrase

First, we should understand the importance of optimizing content for key phrase. Because the content is the most important part of your Web site. This is what we did for this week. We talked with our client and discuss with her about which Adwords we will use. We did find some good word, But they didn't appeared in our client's website. I'm happy that we had a good communication. And our client will add the key phrase to her website. She will even put some of them in the title. It will be more friendly to the search engine user. For optimizing content, there's not only words but also the images. The image might be more meaningful. And how to make the images optimized with the relevant keywords. Luckily, our client has many unique picture. They can change it easily.

Concept2 Competitor analysis

As the analysis said," Find out who is linking to your competitors and which noncompeting sites are ranking highly for your key phrase." These two point are really important. Two weeks ago, we tried to find the Geo-target of our client. We did it thanks to google map. It is easy to find her competitor in the google map. But this is not enough. Based on the development of internet, more and more customers tried to find a Yoga center or dance center by internet. So finding how many people link to her competitors' website would be helpful to set a key word strategy.

Skill

These two weeks, our team tried to design a A/B testing. Sometimes, we are confused with some questions, like which word is better. A/B testing might the best way to solved this kind of question. For our team, we are confused with the adword "Do it yourself". Since our client has a DIY class. And "do it yourself" is the full name. It is friendly to the search user who are trying to find a DIY class. But some people they don't know DIY. So "make it yourself" might be better for them. Because they can easily know that the class is about making or creating. So I believe using A/B testing will help us to solve this problem. We can find which word works better.

Conclusion

We really learn a lot from the assignment of this week. Sometimes it is hard to reach all the goal we set. Because our client won't edit the website by herself. So some of our plan might not work. But we are happy that they can add the key phrase to the description section of the website. It the most important part in our plan. In the next week, I want to learn more about how to set up the keyword strategy for seasonable product or service.

http://www.businessweek.com/articles/2014-02-05/goal-no-dot-1-for-youtube-compete-with-tv

This link is about how youtube set a advertising strategy. It's a good e-marketing.

Question: Is the high search rate a good thing? Although the keyword which has a high search rate has more customers, it also has more competitors.

BUS572-2

Concept1 Tracking and collecting data

To set up the keywords, we need several information. Log-file analysis and page tagging are the most important tools. The log-files are very accurate. They can record every click. So it can test keywords and advertisement we set and tell us how many people are interested in our advertisement. Another tool is page tagging. This tool can track the people who open the picture or vedio. For my client, she has a lot of unique picture. My favorite is the DIY toy car. Irma Freeman Center help people to create what they want. If we track the picture, we can know how many people want to do some DIY. It is really helpful for us to choose the keywords.

Concept2 Key takeaways

After setting the keywords, we should do some test about the keywords. Whether the keywords are effective depends on people's behavior. Optimize user experience can demonstrate ways to influence user behavior so that more successful outcomes are achieved. There 4 ways to test: Listening labs, A/B split testing, Multivariate testing and One-page analytics. 

Skill

The assignment of these two weeks is really meaningful. We discussed about the keyword. Setting the keywords is not as easily as we think. Especially the negative keywords. Another importance skill I got is set the client's target. We check all the products and service she supplies. And finally, we found that there is no class for the senior generation. For the Geo-target, we used google map to check her competitor and her location. We found there are more Yoga center and dance center on its south. But there is almost zero competitor on the north. It can be her target area.

http://schurpf.com/6-ways-to-geo-target/

This might be helpful to find target.

Conclusion

The assignment of this week focus more on the group work. For finding keywords and setting target, we use brainstorm method. To make the advertisement, we tried to find a lot of attractive words. It's really great to sit with my group. I hope I can see more examples of data analysis in the next two weeks. Especially the process of collecting data.

Question: Some words like "Yoga classes" has a high Avg. monthly click, some words like "Yoga classes pittsburgh" has a lower Avg. monthly click, but it is more accurate to get the search result, because it set the search location. Which one is better to be the keyword?