Week 4: A Conversation with Guest Speaker Tony Adam

Luke Collis

Luke Collis

By UCLA X425 Student Luke Collins

Tony Adam’s presentation focused on several topics involving search engine optimization. Although he discussed broad themes such as relevance of the webpage to search terms, authority of webpage and inbound links, and putting a premium on user experience once consumers visit your webpage, I would like to spotlight a few topics that were slightly less prominent. These include understanding your audience, creating a community, and reputation management. When discussing these areas of search engine optimization, Mr. Adam offered various strategies and tactics.

Tony Adam

Tony Adam

He explained the importance of understanding your audience in search optimization. It is extremely important to be able to pinpoint what terms your audience will use to search for your product. For example, very few people use the search term “automobiles;” instead they use the term “cars.” “Cars” would be an example of a head term. In other words, it is a popular term likely to be searched often. This means that the word “car” should be featured very prominently on your website, probably in the title. Yet, to cover your bases, alternative terminology for “cars” such as “automobile,” “vehicle,” and “SUV” should be used on your webpage as well. These terms are known as “long tail” keywords, and although they may not be searched as often as head term keywords, together they can add up to drive just as much traffic.

Turning to creating a community and reputation management, these two elements of SEO actually have a fair amount of crossover. Creating an online community of bloggers and others who will raise positive visibility for your product will, ideally, have benefits across several platforms and in several different capacities. One of those capacities is reputation management. As Instructor Deutsch explained during class lecture and Mr. Adam reinforced later, one of the most effective strategies for reputation management is to push down negative search results with positive results. Positive content from trusted bloggers is a great way to go about this.

Overall, Mr. Adam did a terrific job of putting the complex world of search engine optimization into an easily digestible presentation. Instead of getting too technical, the focus was on what we could do in our jobs right now to improve outcomes for our companies.

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