Week 4, Mini Lecture 3

- Focus on Search Engine Optimisation (SEO); on-page, off-

page, paid for, organic, long and short tail keywords

The Digital
Marketing Tool
Box including
Search Engine
Optimisation
Jeff Stewart – j.stewart@brookes.ac.uk
(SEO)
Jeff Stewart
SEO
 Search Engines
Search Engine: A system that collects pages from the Web,
saves them in a massive database, indexes the information
and provides a mechanism for people to search through
the data. (Kent 2020)

Search engines automatically crawl through websites to

create a sophisticated database of content using
‘searchbots’, ’robots’ (or bots) ‘spiders’ (Hanlon 2019)

The ‘bots’, ‘spiders’ etc use complex algorithms to index

the information and rank it in search results when people
search.
 Organic Search
- the ‘natural’ way, where your website appears in the rankings without direct payment to the
search engine
- the aim is to be at the top of the first Search Engine Results Page (SERP)
- How?

Your website
Number 1!
Links to/from other websites Search Search
Crawl (Off-page SEO)

Website content results results

(On-page SEO)

Search SERP

Index
 SEO is the practice of optimizing a
website’s position in the Search Engine
Results Pages (SERPs).

• Two types of SEO:

1. On-page SEO: optimizing the

impact of landing pages, website
content, images, keywords,
keyword phrases and description
tags on the website.

2. Off-page SEO: relates to all

mentions and links to a website
that is external to the website
itself (i.e. social media links)

Search Engine Optimisation Every major organization is undertaking

SEO so it’s not just a matter of doing it, it’s

(SEO) a case of doing it more effectively than

everyone else.
 Key elements to consider:

• SEO friendly URLs

• Title pages, description of the pages and formatting
• Loading speeds, image optimization
• Keywords and description tags
• Subject specific content

On-page SEO… Advantages

• all of the criteria correlate to factors that offer a good customer

experience.
• Can be done in-house

Disadvantages
• Even though it can be done in house it must be done professionally
• Can take time to have impact if not linked to off-page SEO
 The aim is to drive traffic to your
organization’s website

• Ensure that all social media sites have a working weblink

• All PR material should contain links to the website
• Ensure that listings in online directories contain the web address
• Encourage sharing of your website address by influencers and brand
advocate

Off-page SEO… Advantages

• Can be tailored to strategic objectives

• Highly measurable
• Payment linked can be linked to results

Disadvantages
• Links through intermediaries can be difficult manage/control
• Ongoing risks associated with mediated communication
Links to/from other websites
(Off-page SEO)

Website content
Or… $
(On-page SEO)

Hyperlink to Google Ads video
What is Google Ads?
• Related to search across the
entire Google portfolio
• Different types of Ad
content, creative and search
page ranking are matched to
keyword search terms
• Chosen keywords or
keyword phrases are
purchased
• The price increases
depending on how popular
the particular keyword or
keyword phrase is
• Try it!
Google Ads
 Short Tail Keyword
• Related to search across the
entire Google portfolio
• Different types of Ad
content, creative and search
Long Tail Keyword
page ranking are matched to
keyword search terms
• Chosen keywords or
keyword phrases are
purchased
LOW PROBABILITY OF CONVERSION HIGH
• The price increases
depending on how popular
the particular keyword or
keyword phrase is

What is Google Ads? • Try it!

Google Ads
 • Related to search across the
entire Google portfolio
For this topic,
• Different types of Ad
there are many content, creative and search
less popular ways page ranking are matched to
to search for the
same thing.
keyword search terms
That’s why the • Chosen keywords or
tail of this graph
is very long (long keyword phrases are
tail) purchased
• The price increases
depending on how popular
the particular keyword or
keyword phrase is

What is Google Ads? • Try it!

Google Ads
Keywords and the Customer Journey Map
- Short tail keywords are used at the start of the journey
- Long tail keywords used as the customer gets closer to conversion
Sort Tail keywords Long Tail keywords

Need Information Search Evaluation of alternatives Purchase

Recognition Decision
User
Actions

Touchpoints

Keywords University Entry requirements Top ranking Digital Price comparison

UK University Digital Marketing
UK University Digital Marketing UK Marketing UK Digital Marketing
University University UK University
Emotions

Possible
Pain Points

Possible
Solutions
Week 4, Mini Lecture 3
- Focus on Search Engine Optimisation (SEO)

Thank You

Any questions?

Please use the

Moodle ‘Any
Questions’ forum
Jeff Stewart – j.stewart@brookes.ac.uk
https://wok-mimas-ac-uk.oxfordbrookes.idm.oclc.org/
The Web of Science is a very powerful
academic resource which is available to
Oxford Brookes students