In this Business English Vocabulary lesson, we’ll look at activities related to search engine marketing, or SEM.
Companies use SEO, or search engine optimization, to improve a web page’s SERP position. This involves activities such as link building as well as on-page optimization, in which advertisers use keywords to attract search engines. Accepted approaches to SEO are referred to as White Hat SEO and attempts to trick search engines are called Black Hat SEO.
In this Video Vocab lesson, we look at English vocabulary related to Internet marketing.
One of the most common approaches to Internet marketing is PPC, or pay per click advertizing, with ads displayed on websites organized into content networks. The ads are sold by CPC, or cost per click, to advertisers, who hope for a high CTR, or click-through rate. The ads are linked to landing pages, intended to encourage visitors to make a conversion. To measure effectiveness, advertisers use analytics software to determine the CPA, or cost per acquisition.
When you, your team, or your company finish a project, what do you do? Do you rush into the next project and put the last one behind you? Or do you take the time to talk about what you’ve done and try to learn from your mistakes? Let’s think about this another way: do you find that certain problems keep coming up in one project after another? Well, they don’t have to. Not if you take the time to learn, to discuss, and to debrief.
Yes, it’s important to discuss the projects we’ve completed. And in these types of discussions native speakers will use many common and useful expressions. Sometimes we call these useful expressions “collocations.” That’s a fancy way to talk about a natural combination of words. Just think about an expression like “to launch a new product.” We don’t say “start” a new product, or “let out” a new product. The natural collocation is “launch a new product.” As you listen to the dialog, try to pick out some of these expressions and we’ll go through them later in our own debrief.
In the dialog, we’re going to rejoin Dean and Michelle, whose company has just finished a project to expand a manufacturing plant. In our last lesson, they talked about some of the successes and delays in the project. Today, we’ll hear them talk about how to resolve some of the problems they experienced.
Listening Questions
1. What is Dean’s main concern about the problem with City Steel?
2. What was another contributing factor in project delays?
3. What does Dean suggest to Michelle about how to do things better?
Every project has its ups and downs, its successes and its problems. But every company hopes it can get better with each new project, and avoid the problems of previous undertakings. So how can we do that? How can we improve what we can do at the project level?
Well, we talk about it. When a project, an experience, or a venture is complete, we need to discuss what went well and what didn’t go so well. And through this discussion, we learn. We find out why we succeeded in some areas and why we failed in others. Sometimes we call this “debriefing” a project. And the point of this debriefing is to learn how to do a better job the next time around.
In this lesson on discussing the outcome of a project, we’ll learn lots of useful collocations. Collocations can help you sound more natural in English, but what exactly is a collocation? Well, a collocation is a group of words that English speakers often use in combination. Correct collocations sound natural. For example, we say “make a mistake.” But incorrect collocations are sound unnatural. For example, people would find it strange if you said “do a mistake” or “take a mistake.” As you listen to the dialog, try to pick out some of these expressions and we’ll go through them later in our own debrief.
In the dialog, we’re going to hear a conversation between Dean and Michelle. Their company has recently finished a project to expand a production facility, and now they’re talking about how the project went. In other words, they’re debriefing the project.
Listening Questions
1. What were the successes of the project?
2. What were two causes of delays on the project?
3. What does Michelle say she’d like to see in their company?
As we usher in the New Year, it’s worth taking a moment to see how this year’s major business themes have played out. While smatterings of growth and dips in unemployment have brought relative stability to Europe and the US, analysts at Nomura foresee policy changes that may reshape global prosperity in the long-term.
