Module Review Question Mod 4

Module Review Question Mod 4

Students Name:

Institution: Embry riddle

Date: 10 August 2017

Question 1

In 2011 and 2012, Google released two updates called Panda and Penguin which were designed not only to improve the ranking of websites but also to defeat what are commonly called black hat SEOs tactics. What is the intent of black hat SEO tactics?  How does Google attempt to deter websites from using black hat SEO tactics?  List two examples of black hat SEO tactics.

There are many website administrators and users who usually use black hat SEO tactics. However, these people have different intentions on using the Black hat SEO tactics. These include getting a higher rating regarding the google rating scheme. This allows more viewers in the website which then gets higher earnings. Therefore, some people use the Black hat SEO tactics for booming their business by creating more views per day. Additionally, Google gives poor ratings to those users who do not use the SEO tactics after which once detected the website get punished b getting poor rating of the same. (Malaga, 2010) To detect black hut SEO tactics, google uses the two updates which are the Panda and Penguin. There are many examples of black tactics which include usage of invisible links and texts , content scamming which is done by duplicating contents from other websites.

Question 2

Search technology has become an important business tool with many different uses and applications. List two search technologies that impact business. Briefly, explain the function of each.

Search technology has indeed become an important business tool with many different uses and application. The first search engine that impacts the business, the technology is used to bring about the most relevant information particularly regarding business hence building on the popularity of the website (Baden & Haefliger, 2013). This means that the sites which are suggested when visited are much more improved which boost the overall ranking of the website. The second search engine that impacts business is enterprise search. This search engine has many means and ways to assist the business by making it so easy to find information within the business. This saves so much time and effort to find saved important files by the business. This particular search technology provides the website users with a clue on where to get particular information, directing users to possible pages of interest (Baden & Haefliger, 2013). Additionally, this also promotes exploration on the business website making it eye appealing to the users which persuades them to make a purchase and request services.

Question three response

In addition to more effective targeting, one of the key benefits of online advertising is the ability to evaluate its contributions to sales revenue more effectively. List two metrics used by PPC (pay per click) to gauge the effectiveness of their campaigns? Briefly, describe each metric.

Click-Through, the metric, rate the watchword utilized as a part of the advertisement and decides if they are pertinent. On the off chance that the Low navigate rates infer that the keywords are less alluring and applicable (Sterne, 2010). Along these lines, one ought to consider enhancing the same to make them move engaging, and alluring through further creativity. In this way by enhancing similar makes the advertisement campaign worth as the site pulls in recommendable activity. Additionally, the Cost per Conversion Metric, this specific metric is utilized to quantify the value of participating in online promotions, the showcasing effort to be exact. Under this metric, the business computes the cost of picking up the genuine client against the advantages and benefits acknowledged from picking up the client (Sterne, 2010). For example, if the client picked up to make a buy and other beneficial stuff to the business the installment for the cost per click is worth. In any case, if the business just spends on picking up clients who increase the value of the business then the ad crusade is a failure


Baden-Fuller, C., & Haefliger, S. (2013). Business models and technological innovation. Long range planning, 46(6), 419-426.

Sterne, J. (2010). Social media metrics: How to measure and optimize your marketing investment. John Wiley & Sons.

Malaga, R. A. (2010). Search engine optimization—black and white hat approaches. Advances in Computers, 78, 1-39.

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