SEO & SEM from Bing's view-point

The Tune Your Site and Web Apps to Maximize Traffic course on Microsoft Virtual Academy covers Bing Webmaster Tools, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) topics from the Bing view-point.

Key points & slides from the presentation:

  • Slice and dice to find your niche
  • Watch what users respond to then amplify along those lines
  • Data can help you uncover new niches or refine your focus
  • Check your keyword research for inspiration
  • m. domains produce unwanted duplication. Responsive design is your friend.




Terminology:


  • Search Engine Marketing (SEM) - Maximizing the visibility of your website on search engines, typically by including targeted paid advertising
  • Pay Per Click (PPC) - Bid for ad placement and pay only for clicks to your site
  • Impressions - Number of times the ad displays. You do not pay for impressions, only for clicks
  • Click Through Rate (CTR) - The number of times an ad is clicked when it displays. A percentage of the impressions
  • Cost Per Click (CPC) - How much it costs when your ad is clicked
  • Cost Per Acquisition (CPA) - How much you pay for each conversion

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