302 Principles of Keywords and
optimisation
Caitlin House

The traffic brought to your website
could either be classed as paid, organic,
free or natural due to the results on the
search engine.
SEO or Search Engine Optimization is a term used for the
process of improving a websites ranking on search
engines by changing aspects of the website, such as
improving the content and using keywords.

Search engine optimization is important for businesses because it
achieves a higher ranking on search engines such as Google, giving the
website more visibility and gaining more traffic onto your website.
Good SEO with keywords will also give your
customers confidence, because if
customer searches on a search engine
more than once with different keywords
and your website comes out on top of the
list every time then they will believe that
your website very relevant and will be
more likely to visit.

Organic search results
Results that appear on search
engines due to their
relevance to your search
keywords.

Paid search results
These appear at the top of the list due to the
company having paid the search engine to
put them there.
These results may not be as useful to you as
the organic results, but you are more likely to
visit them because they are at the top of
your results list.

Pay-Per-Click
An advertising payment option
where you will pay the host of
the advert every time someone
clicks on your advert.

Pay-Per-Impression
Alternatively you can pay for the
amount of times your advert
appears on a specific website or
page, whether your ad is clicked on
or not.

Describe five factors that need
to be considered as part of a
Search Engine Optimisation
(SEO) plan.

 Unique and high quality content on all of your web pages,
making sure that related keywords are used naturally
throughout your content.
 The next area to consider is social media, updating your
social media platforms regularly will improve your brands
visibility and in turn help to improve your websites ranking
on search engines.
 Having a mobile friendly website is also important due to
more people viewing webpages on mobile devices such as
phones and tablets than on computers. If your website is
hard to navigate or view on a mobile device then people will
not stay on your website and will visit another.

 Next you should use links on your social media and
webpages to link to related content to encourage your
readers to view more. Meanwhile on your website do not
use images for navigation around the site. It may look good,
but search engines cannot read links that are attached to an
image. Using hyperlinked text is much easier for the search
engines to read and it will then pick up the keywords
required to improve your visibility online.
 Finally linking both your website and social media, make sure
you create interesting, sharable content and encourage your
audience to interact with it and keep in conversation with
them.

- a word that is used as a key, a
descriptive word that is a
reference point to finding other
words or information.

Explain five factors that need to be
considered when identifying
keywords and/or keyword phrases.

 When identifying keywords and phrases for SEO,
you need to consider is what keywords your target
audience are using.
 Once you have found the most relevant and popular
key phrase used to find your type of business,
alternative phrases should also be considered. This
is because everyone starts their search online
differently, using different keywords and you
shouldn’t restrict yourself.

 It is important to look into what keywords your
competition are using and how competitive your
chosen keywords are. There is no point only
selecting extremely popular keywords such as
‘Indian restaurant’ you should add your location or
speciality to make your website stand out.
 Next you should look into different words that mean
the same thing, using a wide range of different will
make your website more likely to be found.
 Finally you should see if your chosen phrase/
keywords are regularly spelt wrong.

Search engines look for keywords in
different areas on a website:
 Website url
 Page title meta tag
 Anchor text on links
 Headings
 Page content
 Alt-tags on images
 Image titles

Links from high quality, relevant
websites help the ranking of websites
on search engines because they appear
reliable and relevant.
External links will also encourage more
people to visit your website.
Increasing visits -> better ranking

Quality over quantity
Submitting links to your website on a large
number of directories and article sites can
negatively effect the ranking of your website,
because they will be seen as irrelevant by
search engines.

SMO- Social Media Optimization
The use of social media to increase
the awareness of a company,
product, brand or event.

Factors that negatively effect
search engine rankings
• Repetitive use of keywords and phrases
• High amount of links to your website from
irrelevant websites- these will be seen as
untrustworthy or spam by search engines
• Webpages with very little content and are
not engaging.

Factors that positively effect
search engine rankings
• Good HTML- well structured page titles and
accurate meta descriptions and image tags.
• Having a secure website which has been
running for a long time with connections to
other high ranking websites.
• Social sharing- your website content being
shared on social media
More social interaction -> higher ranking

Reasons SMO is important
to a business:
• Gives your company/ product/ brand a
larger online presence
• Ability to distribute information
quickly to a large number of people
• Content is easily shared to other users
-> more potential clients/ customers

How search engines include social
media in their search results
Search engines have started using social media to
determine your websites ranking on their search
results.
They track how many people are interacting with
you on social media and how up-to-date your
content is to determine if your website is relevant.
They will also show a direct link to your social
media when they search for your website.

How search engines include social
media in their search results
Google in particular favours their own social
media platform ‘google +’ making it an
essential outlet for businesses.
Google + and Google Places hugely benefits
businesses looking for local
clients/customers because it will allow your
business to appear on google maps.

How search engines include video’s
in their search results
Search engines also include video’s in their
results. These videos must be popular, with the
keyword in question in the title and it must
have a relevant description.
Search engines rely on a good title, description
and high interaction rate than of webpages
because there is no HTML content for the
website to use to gather relevant keywords and
phrases.

How search engines include blogs in
their search results
Search engines tend to look for links on blogs
that connect to your website. This is because
blog content is usually organic and trustworthy,
so if someone influential is talking about you,
you website must be worth visiting

How search engines include blogs in
their search results
A blog is treated the same as a company
website by search engines, they look for
keywords in the HTML content, title, meta
description and links to give it a ranking.

How search engines include forums in
their search results
If the search was in the form of a question, forums
with a large number of interaction tend to be at the
top of the search results.
This way the question can be answered quickly and
easily for the user, no need to search through multiple
webpages for a answer

How search engines include social
bookmark’s in their search results
Social bookmarking is tagging a website, where you
can bookmark a page and save it for later. But instead
of saving them to your web browser, you are saving
them to the web. (making your bookmarks accessible
to the public)
This means that it can benefit SEO because it
generates back links to your website, in the hope to
increase your companies online visibility.

SEO vs SMO
Increasing the awareness of a
website on search engines.
Search engine optimization, used to
increase a websites ranking on
search engines, giving it more
visibility and gaining more traffic
onto the website.
A websites HTML coding, keywords
and links directly effect the ranking
in search results.
Increasing the awareness of a
company, brand, product or event on
social media.
Search engines use social media to
assist the positioning of a website in
search results. They look at how many
people have shared the webpage on
social media to determine the quality
and relevance of the page.
Both SEO and SMO are used to generate traffic onto a website, just using
different approaches.

Mobile Optimisation
Adjusting a website so that is optimized for mobile devices such as
smart phones. and tablets. This means that the website is
designed and formatted to be viewed on a smaller screen, making
it easier to navigate and read the content
• It’s smaller
• Has less detailed
text-blocks and
focuses more on key
points
• Has larger navigation
buttons
• Fewer graphics

Mobile Optimisation vs SEO
• The act of improving
the awareness of a
website in search
engines.
• Using keywords,
content and links to
gain traffic to your
site. Viewers using
both computers and
mobile devices.
• Making the website
easy to navigate and
view on mobile
devices.
• 2014- 60% of internet
access is on mobile
devices
• Mobile sites can’t
have flash like on
computers

Why mobile optimisation is
important to a business
• A bad mobile experience can damage a company's
brand.
-if a customer cannot access your website via a
mobile device, they may go elsewhere and may not
return.
• Mobile sites -> mobile purchases.
Shoppers are more likely to buy a product or service
if your site is optimized for mobile, due to it being
easier to use. The customer will also be more likely
to return.

How to optimise a website for
a mobile device
• Use less detail and focus on key points
• Do not use popups –these can be frustrating
to close on a mobile device.
• Use larger navigation buttons
• Use Fewer graphics
• Do not use flash – may not work on all
devices
• Simplify webpage as much as possible

Keywords and key phrases differ
from those used on a non-mobile
websites….
Because Mobile users tend to user
shorter words/phrases.
A high amount of mobile searches
are local searches, making
keywords relating to your location
more important.