PART 1:
Why is it important that businesses maintain a high
level of visibility on search engine results pages?

Why are organic search listings more valuable than
paid search listings for most companies over the
long term? Even though organic search listings are
more valuable, what are some reasons that compa-
nies should consider using PPC advertising as part
of their search marketing strategies

Explain why people are much more likely to view
and pay attention to product and service informa-
tion in SERPs compared to traditional mass media
advertising? What strategies are businesses adopt-
ing to take advantage of this trend?

Why are “black hat” SEO techniques (see
Section 6.2) considered unethical? Who is harmed
by the use of such techniques? What are the conse-
quences of using these questionable SEO tactics?

PART 2:
 Apply IT Concepts to Business Decisions
Review the information in Section 6.1 about the
three types of searches (informational, navigational,
and transactional) that people conduct on search
engines. Put yourself in the role of an SEO consul-
tant for your college or university. Create a set of
content and/or keyword strategies that you would
recommend to your institution’s leaders to increase
the chances of appearing on SERPs resulting from
prospective students conducting each kind of search