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
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.
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.
Notas do Editor
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.
