SEO periodic table

On the page SEO ranking factors

These elements are in direct control of the publishers

Content

Quality , Research , Words , Engage, Fresh
HTML

Title , Description , Headers
Architecture

Crawl , Speed , Urls

Off the page SEO ranking factors

Elements influenced by readers , visitors and other publishers

LINKS

Quality , Text , Number
SOCIAL

Reputation , Shares
TRUST

Authority , History
PERSONAL

Country , Locality , History , Social

Violations : SPam techniques may cause ranking penalty or ban

Thin , Stuffing , Cloaking , Paid links , Hidden , Link Spam

Email Marketing

Key elements for effective email marketing

Objectives

what are we trying to affect?
Goals

what measures will be used to gauge success?
Strategies

How will we meet our objectives? (The Plan)
Tactics

what actions must we take to execute the plan?

How will you demonstrate you care?

relevant information
what competition doesn’t do and what you do

7 elements of an effective strategy
1

Address each stage in the subscriber lifecycle
2

value proposition – centering your program
3

building a subscriber base
4

develop messaging components
5

Aligning messaging to segments
6

optimizing performance
7

operationalizing the strategy

Subscriber disengagement due to :

not relevant info
low value
too frequent

Overhead allocation and cost distortion – Bridgeton case

Q1.The overhead allocation rate used in the 1987 model year strategy study at the ACF was 435% of direct labor cost. Calculate the overhead allocation rate using the 1987 model year budget. why do you get different numbers?

Strategy study : Overhead allocation rate : 435%

1987 model year budget :

Total direct labor costs : 24,682,000
Total overhead costs : 107,956,000

Overhead allocation rate : 107,956,000/24,682,000 = 437.38%

Possible reasons :

1. The overhead costs may be pessimistic during the budget
2. Some of the direct costs may be classified as overhead costs

Yong : rounded in calculation

Q2. Calculate the overhead allocation rate for each of the model years , 1988 through 1990. Are the changes since 1987 in overhead allocation rates significant? Why have these changes occurred?

1988

1989

1990

434%

577%

563%

Yes the overhead allocation rates are higher for 89 and 90.

The doors and mufflers products were outsourced , which reduced both the dirt labor costs as well as overhead costs as due to loss of 60 direct labor and 30 indirect labor.

This shows that the remaining product groups Fuel tanks , manifolds , and oil pans have more overhead costs than doors and muffler/exhausts.

Q3. Expected gross margins

Item

Product1

Product2

a. Selling Price

$62

$54
b. Standard Material Cost

$16

$27
c. Standard Labor Cost

$6

$3
Overhead in 1988

26.04

13.02
Overhead in 1989

34.62

17.32
Overhead in 1990

33.78

16.39

Total expenses in 1988

48.04

43.02
Total expenses in 1989

56.62

47.32
Total expenses in 1990

55.78

46.39
Gross Profit in 1988

13.96

10.98
Gross Profit in 1989

5.38

6.68
Gross profit in 1990

6.22

7.61
Gross Margin/Sales in 1988

22.51%

17.7%
Gross Margin/Sales in 1989

8.67%

12.3%
Gross Margin/Sales in 1990

10.03%

14.09%
Direct Costs/Total Costs in 1988

12.48%

6.9%
Direct Costs/Total Costs in 1989

10.6%

6.3%
Direct Costs/Total Costs in 1990

10.75%

6.46%

Q4. Are the product costs reported by the cost system appropriate for use in the strategic analysis?

The direct costs for product1 were a little more than 10% but for product2 they were less than 10%.
Since the direct costs were a small percentage of the total costs, the cost system is not appropriate to use direct costs as the allocation is distorting the product costs.

Need for a new Cost System

SYMPTOMS
Products that are very difficult to produce are reported to be very profitable even though they are not premium priced
Profit margins cannot be explained
The results of bids are difficult to explain
The competition’s high volume products are priced at apparently unrealistically low levels.
Vendor bids for parts are considerably lower than expected.
Customers ignore price increases , even when there is no corresponding increase in cost

Display Ads

Advantages

Disdvantages
rich graphics of display ads offered intriguing possibilities for showing benefits


Internet users had largely become conditioned to ignore display ads

display ads sold on a per-impression basis , requiring advertisers to pay whether or not a user was interested in an ad or whether to not a user clicked an ad to reach the advertisers’ site.

low click-through rates

Bahavioral targeting

Behavioral targeting – ads relevant to users’ interests and actions.

  • Onsite BT – uses visitor behavior to target certain content that is provided to be more relevant to a set of visitors
  • Offsite BT – used by ad networks to increase advertising targeting
  • Online Advertising and Paid Search

    Online search remained the major portion of all ad formats.

    Basic ads

    rectangles and pop-ups
    banners and Buttons
    Skyscrapers

    Other types of ads

    Rich media
    Video

    Basics of Payment :

  • Traditional model : CPM
  • Performance model : CPC , CPA or CPL
  • Who bears the risk :

    CPM : Publisher bears no risk as they get paid for every impression.
    CPC : Publisher bears risk as it depends on the popularity of the advertiser. The publisher makes money only if the ad is clicked.

    remnant inventory :

  • Low-cost advertising space that is relatively undesirable or otherwise unsold.
  • Used by “house ads”
  • Sold via ad exchange or ad network
  • Ad networks :

  • Ad networks act as middlemen , brokering inventory on behalf of site publishers
  • Ad exchanges :

  • Ad exchanges don’t actually sell any ads. Instead they provide an environment within which advertisers and publishers can buy and sell inventory on a auction basis.
  • Most common mistakes made with PPC

    ##

    Mistake

    Fix
    1 Use homepage as landing page Always take clickers to a well crafted landing page , distinct from the company homepage
    2 Don’t bid enough to secure a top spot choose search terms and manage bids in such a way that you’ll consistently appear in one of the top three spots
    3 Don’t make your adcopy specific Be specific and unique in your ad copy. If you have got patented or otherwise unique feature , particular market or application expertise , unusually friendly return policies , or something else that sets you apart , this is the place to mention it.
    4 Don’t align your landing page with searchers’ keywords make sure your landing pages stay focussed o n the key words which bring clickers there in the first place (you may have several landing pages , simply to ensure keyword flow). you’ll increase clicks , increase conversions and as a result , increase ROI.
    5 Dont bother with testing test , test and test . Its easy to do and with a bit of focussed attention , you can improve your results dramatically.

    Top 10 things to monitor in PPC reports

    To streamline SEM efforts the following 10 things have to be monitored :

    1. Do your bid levels match your target ROI ?
    2. Text-ad click-through and conversion rates
    3. Is your budget inline with your bids?
    4. Search queries and potential negative keywords
    5. Site placement and potential site exclusion
    6. Conversion rate variances by time of day , day of week
    7. Conversion rates by position
    8. Monthly summaries
    9. Lead quality
    10. Landing page conversion rates – the new key search metric

    SEO

    What is SEO ?

    Search Engine Optimization – uses the natural or organic or algorithmic or unpaid search (using search engines) to improve the search results.

      Search engines reward pages with the right combination of ranking factors, or “signals.”















    THE PERIODIC TABLE OF SEO FACTORS
    ON THE PAGE SEO OFF THE PAGE SEO
    CONTENT
    HTML
    ARCHITECTURE