CCT356+Annotated+Bibliographies

Article Title: Search Algorithm Changes: How Websites Can Survive the Latest Google Crunch Article Source: [|CMS Wire] Article Author: J. Angelo Racoma Reviewed by: Elisa Reale

Abstract: Recently Google has made one of the biggest changes to its search algorithm (affecting 12% of searches) to solve for low quality search results, specifically websites that copy content or lack original content. Google has even created a Chrome browser extension where users can block unwanted searches.  Consequences of this algorithm change are affecting more than the intended ‘content farms’ which has sparked anger and controversy from many web masters, bloggers and website owners who’s rankings have been negatively affected since the change.  Some tips offered for maintaining high traffic levels with this new algorithm include building on the direct and referral portion of traffic rather than search-based traffic by providing email newsletters, memberships or subscriptions. It’s also important to focus on writing content for people and not search bots. Being critical of websites to link to is also important as the new algorithm not only evaluates content of the website alone, but also content of websites it is linked to. Simply being linked to a bad website can place a website on a badware list.  This is a relevant source in the field of online advertising as these algorithm changes have direct effects on how optimizers, content aggregators and content farmers go about generating high rankings and traffic. In an industry which is constantly under renovation, it is crucial to stay current with these trends.

Tags: Google, SEO, web content, search, web engagement, web optimization

Article Title: Five Key Ingredients of Lasting Brands  Article Source: [|Entrepreneur]  Article Author: Gail Goodman  Reviewed by: Elisa Reale

<span style="color: #404040; font-family: Symbol,sans-serif; font-size: 110%; font: normal normal normal 13px/normal Arial; letter-spacing: 0px; line-height: 19px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"> Abstract:

<span style="color: #404040; font-family: Symbol,sans-serif; font-size: 110%; font: normal normal normal 13px/normal Arial; letter-spacing: 0px; line-height: 19px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"> Creating a strong and lasting brand amongst various outlets of online advertising presents more challenges compared with regular print advertising. This article provides guidelines of how to maintain a positive brand reputation while marketing through social media. First maintaining a consistent style through all images, logos and writing is crucial for better brand recognition amongst various advertisements. This style should also resonate with any off line advertising. Branding style should also be shared amongst everyone who represents the brand, including employees posting on the company’s behalf online. Consistent branding can become problematic when employees’ personal accounts or profiles become mixed with the brand’s reputation. Also the correct volume and combination of advertisements throughout various social mediums must also be considered so that the brand is well represented in all areas where the company’s customers are. Lastly, a unique aspect to online advertising is that brand reputation will not only derive from the company itself, but will also be based on feedback available from actual consumers through customer review websites and blogs. Companies must be able to monitor and control for any negative feedback potentially affecting the brand. <span style="color: #404040; font-family: Symbol,sans-serif; font-size: 110%; font: normal normal normal 13px/normal Arial; letter-spacing: 0px; line-height: 19px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"> This article addresses the importance to recognize new issues in maintaining a lasting brand when advertising in interactive social media. As new forms of online advertising becomes available it is important to understand new challenges it might also bring. While it is a great to be more connected with customers, it is important to keep a consistent and professional reputation online that matches the offline brand.

<span style="color: #404040; font-family: Symbol,sans-serif; font-size: 110%; font: normal normal normal 13px/normal Arial; letter-spacing: 0px; line-height: 19px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Tags: branding, social media, online marketing, online campaigns