You are working with Starbucks to increase consumer landings on the company’s web pages, which promote and sell Starbucks’ at-home coffee-brewing systems. One way to increase such landings is to work for better organic search engine results through search engine optimization (SEO). 1. Which of the following tactics should you follow in your SEO program for Starbucks?
A. Build the site's authority by determining ways to garner more mentions on other, non-affiliated websites.
B. Include fewer keywords on Starbucks' website so that the remaining keywords garner more attention from the O search engines.
C. Decrease the use of meta tags, thus improving the search to hit ratios through organic searches.
D. Be sure that content on Starbucks' landing pages discusses the company's in-store drinks and promotions. 2. Which of the following factors correctly explain(s) the importance of social media for marketers?
A. McKinsey and Company estimates that between 20% and 50% of all purchases are driven primarily by word-of- mouth recommendations.
B. All of these factors correctly explain the importance of social media for marketers.
C. According to Intuit co-founder Scott Cook, "A brand is no longer what we tell the consumer it is-it is what O consumers tell each other it is."
D. Social interactions contribute to the retention of existing customers.
E. Customers acquired through word-of-mouth avenues are worth twice as much as are those attracted through other channels