Lecture 3

Website design- suitability for purpose and audience

Several concepts were explored during this lecture including; Pay Per Click (PPC) and Search Engine Optimisation (SEO), both of which will be further elucidated within this weeks blog.

PPC, is a concept that can be found on search engines such as Google. PPC is activated when a user types in a specific phrase, which then activates the advert, normally situated on the right hand side of the searched listings. PPC's may also be labeled as 'sponsored links'. Companies using these links do not have to pay for such advertisement they only pay when someone selects the link.

SEO, is the ranking in search results when a combination of words are written. This is not a paid concept. Though, when a company wants to establish a higher search ranking charges occur. 

Kuoni

This is the website selected for analysis for the suitability for purpose and audience. This is a company which specialises in travel and designing holidays. The company was established in 1906, with the personal slogan 'Authentic travel. Exceptional service. Trusted Travel experts'.

In relation to a company website we had selected the travel company Kuoni. The SEO of this specific company is extremely high as they are right at the top when selected to search within: Google, Yahoo, Ask Jeeves and Bing.

References:

Dave Chaffey and PR Smith, 2002, Emarketing Excellence, Butterworth Heinemann.

Kuoni, Home, available at: http://www.kuoni.co.uk/offers?infinity=mac~TOY_2013_Core%20Brand_Exact~Core~3607461864~32509489174~kuoni~e&gclid=CJD82riktMICFcaFfAodulEAfw&gclsrc=ds [accessed: 23rd October 2014]