Answered: Monitoring the Web Become familiar with…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Monitoring the Web Become familiar with Google.com/alerts before this exercise. Pick a large brand that you would like to work for. Imagine that you have been assigned to do ORM for the brand. Go to Google.com/alerts. 1. What does the acronym “SERPs” stands for? Search Engine Results Page 2. What results are positive, Neutral, or Negative and explain why. Go beyond just page 1 and 2. Compare the Google result with how Bing displays the result. 3. List keywords you think would be important for this brand to manage and why. 4. Review the screenshot of a Google SERP for “Richard Branson Virgin.” Review the results. Why an online reputation manager, PR person, or CEO would want to review these frequently. Using the keywords brought up earlier when using Google Alerts, go see what those keyword SERPs look like.

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