During
the past week, the most important topics I learned in BUS572 are emerging
trends in search engine optimization (specifically usage data) and link
popularity. I have been fascinated by the fact that websites can show
advertisements based on products and services that users have searched for
previously. Facebook is one site that
comes to mind. Often, I am searching for clothing or shoes online, and then I
will log in to Facebook and see advertisements for the exact clothing websites
that I just visited. At first, I did not like the fact that Facebook knew what
websites I was previously visiting, but after reading about usage data in class
this past week, I find it a bit more interesting. According to our textbook,
search engines use cookies to maintain a history of a user’s search activity.
These cookies include keywords used and websites visited from the search
engine. Google, for example, also uses other services such as AdWords, AdSense,
Analytics, and Website Optimizer to track these metrics. These tools help Google offer relevant
advertisements to the user and also help promote business for the types of
organizations that interest the user. Furthermore, I recently experienced this
situation again over the weekend. Yesterday, I was searching for a Megabus
trip. This morning, I opened Dr. Chung’s course blog, and an advertisement for
Megabus appeared on the right side of the page. What do readers think—do you
like the fact that search engines gather data about your searches and offer you
relevant advertisements?
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| Megabus advertisement found on Dr. Chung's course blog. Photo courtesy of Google Ad on Dr. Chung's course blog. |
The second most important concept that I learned this past
week is link popularity. Website users want others to link to their websites
because doing so will help further promote the website and reach more
customers. Our textbook identifies several ways to increase the likelihood that
others will link to a website. These suggestions include writing excellent,
valuable content; creating tools and documents that others want to use;
offering games; offering software and widgets; and utilizing web public
relations. My group’s client, The Thrifty
Wargamer, has utilized these strategies to promote his business. The owner
of The Thrifty Wargamer serves as the Editor-in-Chief of Play Unplugged, a community for
wargaming enthusiasts. He then created The Thrifty Wargamer to serve as a
retailer of wargaming pieces. The Thrifty Wargamer is linked to Play
Unplugged’s website so community members have a website to visit and purchase
wargaming pieces.
The most important skill I learned during this past week is
how to use Google Analytics. The Google video that we were assigned to watch
was very helpful in explaining the concept of Google Analytics and how to use
its features. My group and I are going
to speak to our client about using Google Analytics. Since his business is only
conducted online at the moment, it would be really beneficial for our client to
use Google Analytics to track visits to his website and data about the
visitors.
The past couple of weeks in BUS572 have been a
good learning experience for me and my team. We have learned about how to
create effective websites and how to use Google Analytics. We are looking forward
to working with our client in the coming weeks and running our advertising
campaign.
Great post! I, too, have been thinking a lot about how much information search engines gather about users as we mindlessly cruise the internet for different information we look into. I surprise myself by sometimes using the sponsored ads, and though it's strange to think that my recent searches on Google provide the information for those to appear, it's quite helpful as a daily web user.
ReplyDeleteIt's so nice that you're connecting theories from the book to what you see on the Internet daily :)
ReplyDelete