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Unit 302
Unit 302
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Unit 302

  1. 1. Unit 302 Principles of keywords and optimisation Megan Griffin
  2. 2. Understanding Search Engine Optimisation
  3. 3. 1.1 Define the term Search Engine Optimisation (SEO) Search engine optimization (SEO) is the process of getting visibility of a website in a search engine’s organic results.
  4. 4. 1.2 Explain the importance of SEO to a business. SEO is good for business visibility and branding. SEO allows businesses to show to the correct customers on search engines.
  5. 5. 1.3 Explain the differences between paid and organic search results. Paid search are advertisements that a website owner has paid for to appear on the search page. Organic search results are the web page listings that most closely match the user’s search query based on relevance.
  6. 6. 1.4 Describe the differences between Pay-per-Click and Pay-per-Impression Cost Per Click (CPC) - is an Internet advertising model used on websites, in which advertisers pay only when their ad is clicked, not each time an ad is shown. Cost Per Impression (CPM) - is an Internet advertising model used on websites, in which advertisers pay for the number of times an ad is show regardless of whether it is clicked on or not.
  7. 7. 1.5 Describe the factors that need to be considered as part of an SEO plan.  What people search for  Keyword phrases  Preferred search engines  How search engines use key phrases  Link building  Page rank  Audience segmentation  Demographics  Tags  Business goals
  8. 8. Plan implementation of SEO techniques
  9. 9. 2.1 What is a Keyword? A keyword is a particular word or phrase that describes the contents of a Web page. Keywords are intended to act as shortcuts that sum up an entire page. These allow people to find your web pages on search engines.
  10. 10. 2.2 Factors to consider when identifying keywords and keyword phrases.  Audience  Long Tail Keywords  Competition  Monthly Search Volumes  Misspellings
  11. 11. 2.3 My list of keywords I’ve created a list of keywords for shoe shop.
  12. 12. 2.4 Identify the competition and monthly search volumes for the keywords identified for a business. Keyword competition is the measure of how difficult it will be to rank for a particular keyword. The competition for a keyword can vary depending on how popular the keyword is.
  13. 13. Tools to help you target keywords Google Keyword Planner: This is the most popular tool when it comes to searching for keywords. Keyword Planner builds new Search Network campaigns or expands existing ones. You can search for keyword and ad group ideas, get historical statistics, see how a list of keywords perform and create a new keyword lists. Other alternatives: WordStream keyword tool, Wordtracker, Ubersuggest.
  14. 14. 2.5 Where on a website does a search engine looks for keywords & keyword phrases?  Titles and headings.  Meta-tags.  Alt-tags.  Description content.  Anchor text
  15. 15. 2.6 How to maximise keyword effectiveness for a website.  Include image tags on your images that contain keywords.  Include keywords when producing targeted content.  Include keywords within the meta-tags to ensure the customer knows what the website is offering.
  16. 16. 2.7 Keywords and keyword phrases in a website for a business. Looking at Topshop, the keywords their website would include would be:  Dresses  Jeans  Crop tops  Skirts  Shoes These keywords could be found directly from their website, on the navigation menu bar at the top of the page.
  17. 17. 2.8 How link building can help or hinder the search engine ranking a website.  Link building is the process of gaining hyperlinks from other websites to your own.  Links from a relevant site help the ranking of a website, as it helps users connect with the content they want.  Links from an irrelevant site hinder the ranking of a website, as it doesn’t help users to connect with the content they want.
  18. 18. 2.9 Link building plan for the website of a business. For Topshop you could gain links from fashion magazine websites such as:  look.co.uk  marieclaire.co.uk  elle.com  fashionmagazine.com  Fashion blogs
  19. 19. 2.10 Factors that can positively and negatively affect how a search engine ranks a website.  Over using punctuation and the use of repetition can negatively affect your ranking on a search results page.  Relevant keywords can positively affect your ranking on a search results page.
  20. 20. Understanding Social Media Optimisation
  21. 21. 3.1 Social Media Optimisation (SMO) The use of social media outlets and communities to generate publicity to increase awareness of a product, brand or event.
  22. 22. 3.2 Why SMO is important to a business. SMO is important to a business because it raises awareness of their products/services and easily allows them to target many people through social media.
  23. 23. 3.3 How search engines include different tools and channels of Social Media in their results.  Social Networks  Mobile Social Media  Mobile Websites  Blogs  Online Vouchers  Social Bookmarks  Forums
  24. 24. 3.4 How to use keywords to listen and engage with a Social Media audience.  Listen: search keywords to see what your audience are interested in and what they’re searching for.  Engage: target your audience with the keywords you’ve research to make your business visible.
  25. 25. 3.5 The difference between SEO and SMO  SEO is a set of strategies with the broad goal of bringing more people to your website, by improving your search engine rankings.  SMO involves growing the importance of your website through social networks and other tools and channels.
  26. 26. How to plan implementation of a website optimised for mobile devices
  27. 27. 4.1 Mobile Optimisation Mobile optimization is the process of ensuring that visitors who access your site from mobile devices have an experience optimized for the device.
  28. 28. 4.2 Differences between SEO and Mobile Optimisation  SEO focuses on getting visibility of a website in a search engine’s results.  Mobile Optimisation focuses on optimizing a website for a mobile device.
  29. 29. 4.3 Why mobile optimisation is important for businesses Mobile optimisation is important to a business because more and more people are increasingly searching on their mobiles. Therefore if a businesses website isn’t mobile optimised it could reduce the amount of traffic the website receives.
  30. 30. 4.4 How to optimise a website for viewing on a mobile device  Use mobile domains  Include geolocation tags  Clear call to action buttons  Use short, concise text  Don’t use flash
  31. 31. 4.5 Why keywords for a mobile website might differ from those on a non-mobile website Keywords on a mobile website are typically shorter than keywords on a non- mobile website.
  32. 32. 4.6 Changes required to a non- mobile website to make it suitable for mobile devices  A mobile website will need to be simplified.  File formats may need to be changed.  The layout of the site will need adjusting.

Hinweis der Redaktion

  • In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive.
  • SEO allows for businesses websites to show on particular search engine result pages. Meaning they’re getting the correct customers clicking on to their website link. When searching, most people search, click on some websites, edit their search terms, search again, click on some websites, further hone their search terms, search again, and so on.
    This means that if your business continually shows in all these search results you are gaining more and more mindshare with each potential customer. Chances are very good that they will eventually click through to your website, and since you continually displayed in all their search results, they will trust you that much more.
  • Paid search – based on keywords, if the keywords chosen by website owner appear in the search query the ad is triggered.
    On a search results page, you can tell paid results from organic ones because search engines set apart the paid listings, putting them above or to the right of the organic results, or giving them a shaded background, border lines, or other visual clues.
  • Who are you targeting – audience segmentation is important so you can target your website accordingly, look at the different demographics within the audience type to achieve this.
    Preferred search engines – researching what search engines your target audiences prefer to use will help achieve better results from your SEO plan.
    Deciding specific goals for your business is important when creating an SEO plan, for example driving traffic to your site or achieving a certain amount of conversions and sales.
    Look at the keywords and keyword phrases your audiences are using to achieve a higher page rank.
  • Audience – what language, keywords do they use. What topics, products, services do they search for. And what search engines do they use.
    Long Tail Keywords – three or four keywords that are specific to what you’re selling e.g. Mens Large Black Coat.
    How competitive are the keywords you’re using, do other competitors use the same keywords as you do.
    How many people a month are searching for your chosen keywords, if the search volume is low, consider choosing different keywords that are more relatable to what you’re selling/offering.
    Misspellings – making sure your keywords are spelt correctly are very important and this could heavily effect your website being viewed as your keywords wont be triggered.
  • I chosen 4 different keywords as an example including more competitive keywords such as ‘black boots’ which will have a high search volume and more specific long tail keywords such as ‘nike pink trainers size 4’ which will gain a more specific audience type.
  • Titles & Headings – search engines look for keywords in titles and headings, these keywords are relates to the products/services you are offering, which is why it’s useful to have these keywords within your titles/headings.
    Meta-tags - Meta tags are snippets of text that describe a page's content, meta-tags don’t appear on the page, only in the pages code. It contains description on the pages content which is where keywords appear.
    Alt-tags – An alt-tag is a text alternative for an image or object on your page.
    Description content – is important for gaining click-through rate as it gives the customer more information on your business, the description content can contain the keywords your audience is looking for even is the headline doesn’t.
    Anchor text – is the clickable text in a hyperlink. Anchor text is more relevant to the page you’re linking to rather than the generic text. The words contained in the anchor text can determine the ranking that the page will receive by search engines.
  • Search engines include many social media tools and channels in their search results.