UNIT 302: Principles of Keywords and Optimisation

1. UNIT 302: Principles of
Keywords and
Optimisation
By: Monet-Paris Alleyne-Budge

2. 1.1 – Define the term Search
Engine Optimisation (SEO)
The process of maximizing the
number of visitors to a
particular website by ensuring
that the site appears high on
the list of results returned by a
search engine.

3. 1.2 – Explain the importance of
SEO to a business
Fleishman-Hillard: 89%
Visibility
Credibility
Best ROI in Advertising

4. 1.3 – Explain the difference
between an organic search
and a paid search results
 Organic – most closely matched
 Paid – advertisements

5. 1.4 – Describe the differences
between Pay-per-Click and
Pay-per-Impression
 Pay per Click – Advertiser pays when the ad is clicked
 Pay per Impression – Advertiser pays when ad appears

6. Paid Search
Google AdWords
Online Paid Advertising Platform
Keywords
Real Time Bidding Session
PPC
Targeting on Display Network

7. 1.5 – Describe the factors that
need to be considered as part
of an SEO plan
 What people search for
 Keyword Phrase
 Search Engine preferred by audience
 How search engines use keywords
 Link Building

8. 2.1 - Define the term keyword
A keyword is a particular
word or phrase that
describes the contents of
a web page.

9. 2.2 – Explain the factors to
consider when identifying
keywords and or keyword phrases
 Audience
 Jargon
 Competitiveness
 Synonyms

10. 2.3 – Create a list of keywords
for a business
• Digital Marketing Agency
• Biddable Media
• Insight
• PPC Optimisation
• CRO
• Inbound
• SEO
• Search marketing
• Web Marketing

11. 2.7 – Review keywords for a
business
• Digital Marketing Agency – Ranked 14th
• Biddable Media – Ranked 36th
• Insight – 25th
• PPC Optimisation – 36th
• Conversion optimisation – Ranked 13th
• CRO
• Inbound
• SEO Brighton – 10th
• Search marketing – 39th
• Web Marketing – 16th

12. 2.6 – Identify the competition
• Digital Marketing Agency – 30th
• Biddable Media
• Insight
• PPC Optimisation – 20th
• CRO
• Inbound
• SEO – 9th
• Search marketing – 18th
• Web Marketing

13. 2.6 – Research others use of
keywords to maximise keywords to
maximise keyword effectiveness for
a website
Conversion Rate Optimisation –
561 - Wiki
SEO – 32,216 - Wiki

14. 2.5 – Explain where on a
website a search engine
searches for keywords/keyword
phrases
 Titles
 Image titles
 Alt-tags on images
 Headings
 Content
 Descriptions

15. 2.8 – Describe how link building
can help or hinder the search
engine ranking of a website
Link building is a strategy that
maximizes your link popularity over
the Internet. Link popularity refers to
the total number of sites linking to
your site.

16. Advantages:
 Increases search engine ranking
 Increases website traffic
2.8 – Describe how link building
can help or hinder the search
engine ranking of a website

17. Disadvantages:
Time Consuming
 Bad Quality Links
2.8 – Describe how link building
can help or hinder the search
engine ranking of a website

18. 2.9 – Link Building plan
 Use Social Media
 Contact relevant people
 Product reviews
 Check to see what competitors are doing

19. 2.10 – Describe the factors that
can positively and negatively
affect how a search engine
ranks a website
Positives:
 Content
 HTML
 Structure
 Links
 Social

20. 2.10 – Describe the factors that
can positively and negatively
affect how a search engine
ranks a website
Negatives:
Content
HTML
Links

21. 3.1 – Define the term Social
Media Optimisation
Social media optimization (SMO) is
the use of a number of social
media outlets and communities to
generate publicity to increase the
awareness of a product, brand or
event.

22. 3.2 – Explain why SMO is
important for business
 Stronger web presence
 Stay connected with potential customers
 Generate leads

23. 3.3 – Explain how search
engines include different
tools and channels of social
media in their results
Blended results

24. 3.4 – Explain how to use keywords
and/or keyword phrases to listen
and engage with a social media
audience
Trends:
 keywords in campaigns
 keywords in photo captions
 Keywords in headlines
 Keywords in blogs

25. 3.5 – Compare how SEO for a
website differs from SMO
SEO – Search engine traffic
SMO – social media traffic
SEO – Google, Bing, Yahoo, Ask
SMO – RSS feeds, blogs, bookmarking,
facebook, twitter, tumblr

26. 4.1 – Define the term Mobile
Optimisation
Mobile optimisation is the process
of ensuring that visitors who access
your site from mobile devices have
an experience optimized for the
device.

27. 4.2 – Identify the main
differences between SEO and
Mobile optimisation
SEO
Mobile Optimisation
Ranking
Specific

28. 4.3 – Explain why Mobile
Optimisation is important to a
business
Local results
Portability
Micro moments

29. 4.4 – Describe how to optimise
a website for viewing on a
mobile device
Simplify
Compatibility
Local search

30. 4.5 Explain why keywords for a
mobile website might differ
from those for a non-mobile
website
 Urgency
 Specific
 Length

31. 4.6 – Identify changes required
to a non-mobile website to
make it suitable for mobile
devices
 Simplicity
 Navigation
 Responsiveness/Compatibility
 Ensure site speed is fast