MKT 4440 Exam 3

• SEO

  Search Engine Optimization

  What a brand or website can do to ensure a high ranking on the Google Search Page
• EAT

  Expertise, Authoritativeness, Trust

  What we think Google cares about
• Whats the point of EAT?
• EEAT

  Experience, Expertise, Authoritativeness, Trust
• NEEATT


  Notability, Experience, Expertise, Authoritativeness, Trusts, Transparency
• YMYL

  Your Money Your Life

  specific pages about your money or life, websites that can impact someones life, if it talks about your money or life Google wants to make sure its correct
• Expertise

  creator of main content on the page

  credentials
• Authority


  • having generally recognized authority
  • people know you, your background, believe your an industry leader, accept you as a good source of info
• Trustworthiness

  means people can trust you to provide honest, true information that is accurate
• Whats an alhorithm


  the series of steps you go through to do a thing
• what is Google's algorithm called

  Hummingbird

  its made up of a bunch of tiny baby algorithm
• Black Hat SEO

  doing shady things to get your page to rank higher
• 14 potential factors Google could algorithmically use for EAT evaluations

  1. Quality of the website in total

  2. PageRank or references to publisher

  3. Distance to 'seed sites'

  4. Anchor test of backlinks

  5. Credibility or trust of author

  6. Name recognition of author/publisher

  7. Sentiment around mentions or ratings and clickthrough rates

  8. Co-occurrences of the author/publisher with thematically relevant terms

  9. Co-occurrences of the author/publisher with thematically relevant terms in search queries

  10. Percentage of content that an author/publisher has contributed to a thematic document corpus

  11. Transparency to the author/publisher via profiles and about us pages

  12. Links to own references

  13. Use of the HTTPS on the domain

  14.Knowledge Based Trust
• Rank Brain


  Google machine learning to provide more relevant SERP
• Google Panda


  • hidden algorithm
  • these questions are very black and white (yes/no)
• Google Panda Questions example

  1. would you trust the information presented in this article?

  2. is this article written by an expert who knows the topic well?

  3. does the site have duplicate or redundant articles on the same topics with slightly different keyword variations

  4. how much quality control is done on content

  5. does this article have spelling, stylistic, or factual errors

  6. would you be comfortable giving your credit card information to this site?
• Why is it named PageRank

  Larry Page is who developed/created Google. He determined how to rank pages on the SERP
• Seed Sites


  where information comes from a website. A particular link structure that enables your page to have information from other websites
• Seed Site Examples

  - position of the link

  - degree of thematic deviation of the source page

  - number of outgoing links of the source pages
• Google's Author Credibility Patent

  how google determines the reputations score of authors
• sentiment detection


  are people saying nice or mean things about your brand
• valence

  • positively or negatively valence
  • how much are people saying something good or bad and how strongly in what direction
• NLP

  • Natural Language Processing
  • the way that machines learning software reads what we write
• Google MUM

  designed to provide answers to complex queries by concurrently assessing information across multilanguage text, image, video, and audio
• corpus

  all the work of the subject
• endogenous vs exogenous

  Endo - things that happen INSIDE the system

  Exo - things that happen OUTSIDE the system
• 2015 inflection


  people think about the internet as their phones instead of their computer
• zero rating website


  websites designed not to charge users for data
• moral hazard

  if your have insurance you "forget your morals" and be unsafe
• Comcast moral hazard

  when comcast provides internet to zero rating website they could give all the info that exists or the information that comcast owns. They could show all their stuff. Their information is now skewed to only be about comcast
• app

  applilcation

  to do something; apply technology to do something
• 2 types of apps

  - native app

  - web app
• native app

  app gets downloaded into your phone

  - takes up space

  - faster, better performance

  - higher cost to maintain

  - can access to device features

  - designed to be used with your phone
• web app

  you access them from the web

  - anyone can have access no matter what phone you have

  - can be screwy

  - dont have to download anything but you need internet access
• hybrid app

  web apps that can be accessed by any device
• PWA


  Progressive Web App

  has a specific purpose to be used to MVPs
• MVPs

  Minimum Viable Product

  the least we can do to make something useful
• HTML5


  Hyper Text Markup Language 5

  probably the last version of HTML
• why is HTML5 different?

  - it integrates better with multimedia

  - it has better interface with APIs
• APIs

  • Application Program Interface
  • piece of software that interacts with that application