1.
Unit 302
Principles of
keywords and
optimisation
Megan Griffin

2.
Understanding
Search Engine Optimisation

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.
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.
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.
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.
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.
Plan implementation of SEO
techniques

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.
2.2 Factors to consider when identifying
keywords and keyword phrases.
 Audience
 Long Tail Keywords
 Competition
 Monthly Search Volumes
 Misspellings

11.
2.3 My list of keywords
I’ve created a list of keywords for shoe shop.

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.
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.
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.
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.
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.
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.
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.
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.
Understanding
Social Media Optimisation

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.
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.
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.
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.
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.
How to plan implementation
of a website optimised for
mobile devices

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.
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.
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.
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.
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.
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.