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 adopt- ing 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
