Digital Marketing Week 4

Lecture 4.2 – Search Engine Optimization (SEO)

What is SEO?
 Search Engine Optimization (SEO) – modifying the content or the website in order to
improve the site rank on search queries.

How do Search Engines Work?

 Search queries (when you type something into google, what responses will you get)
 Search Engine Results Page (SERP)
 Sponsored links
 Organic links
 Web crawlers
 Indexed data

Watch: How do Search Engines Rank Your Content

https://app.hubspot.com/academy/5469086/tracks/25/193/972

How does content rank in search?

1. Discovery – Takes note of all the content
2. Relevance – How relevant is your content (categorize)
3. Authority – impacts ranking strength (what’s your best seller)
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How do Search Engines work?

 At the top you have the sponsored

 The next ones are the organic content = do not have to pay for google to show your
content

 Search Engine Optimization

 In order to have your brand at the top of the search list, your content must match to
what people are searching for, know your target customer = you must optimize

 On-site optimization
 –  Change elements of the site to make indexing more efficient and ensure that
web crawlers will classify the site the way developers intended
 –  Keywords (in the page’s tags, title, URL and content)

 Off-site optimization
– # of links to your website from other sites, credibility of those sites, type of site promoting
the link and the link text
 Use credible links to promote your website
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Search Engine Optimization (contd).
Links
The more links to your content, the higher the search engine ranking!

–  Build links through publishing related content and links across other sites or by
advertising on other sites

SEO Tactics
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Choosing Keywords
• Relevance
• Traffic
• Competition – do more niche search
terms e.g. if you have a jewelry shop, the
keyword jewelry is commonly used
• Current ranking

Choosing Keywords

 ALTA ELECTRONICS
Keywords example: take a look at relevance, traffic, competition

Keyword Mapping

The 5 Components of SEO

 Size
 Time – how long the site has been around
 Popularity
 Linking
 Text – keyword usage on various pages
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Website Size
https://peeltheorange.com

 Google search: ‘site:peeltheorange.com’

 Not a good website structure

Website Age
 The longer the site is in existence = the less chance that it is spammed

 https://www.whois.com/whois/ (shows when a website has been registered)

 https://archive.org (what the site looked like in various points in history)

Website Popularity
 Links coming to your website from other websites
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Linking
 Links among pages leading to your website

Text
 The text on the search helps google select the most relevant site