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Unformatted text preview: February 16, 2011 Exam 1 50 questions 25 class/25 text In Hogg Textbook notes/concept slides as guideposts There will be questions about Mike Shine (broad philosophical issues) Numbers and %s only if theyre spiked out Search on Google Google Black Dress for Women What the consumer clicks on is critical JCPenney.com Natural search = key, 34% at least click on #1 brand Q4 2010 JCPenney lead in 100s of categories What determines natural search position? o Most of which, Google will not talk about o Key variables is the number of websites that link to your brands site o Hot Link Nuclear.engineeringaddct.com o Links to other sites and the bottom of its page (there are links to jcpenney.com) JCPenney was accused of using black hat techniques = cheating search system o Black hat means using things Google frowns on; if you Googled certain things, JCPenney somehow always came up o JCP caught, slapped with manual controls Subliminal Advertising...
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This note was uploaded on 08/29/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.
- Spring '07