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.
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 considered unethical? Who is harmed by the use of such techniques? What are the conse- quences of using these questionable SEO tactics?
