digital marketing institute€¦ · there are two key aspects to any search engine marketing (sem)...

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Professional Diploma in Digital Marketing

Module 2: Search Engine Optimization

Version 5.0

Lecturer: Sandra Hennessy

•Digital marketing training & consultancy since 2002

•Training, mentoring & lecturing: Digital Marketing Institute, Fáilte Ireland, Enterprise Ireland, ISME, IIA etc.

•Own business 2010 - Be Dynamic

• [email protected]

• @SandraHennessy

• /BeDynamicIreland

• ie.linkedin.com/in/sandrahennessy/

Sandra Hennessy

mailto:[email protected]

http://ie.linkedin.com/in/sandrahennessy/

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Program StructureSearch Engine Optimization

PROFESSIONAL DIPLOMA IN

DIGITAL MARKETING

Source: Digital Marketing Institute © 2015

Program StructureSearch Engine Optimization: Related Topics

PROFESSIONAL DIPLOMA IN

DIGITAL MARKETING


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1. Goals

• Understand the Benefits of SEO

• Choose & Set Goals

SEO: ProcessSEO is an ongoing dynamic process with goals, actions, review and iteration

2. On-Page Optimization

• Keywords

• Content

• Meta-tags

• Site supports

• Site structure

4. Analysis & Iteration

• Analysis Tools

• Performance Baseline

• Review and Iteration

3. Off-Page Optimization

• Link Building

• Link Format

• Content Marketing

• Social Linking


Concepts & SEO Fundamentals

Understanding SERPs positioning

Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical

Site-maps and Webmaster Tools

Off-page SEO

Analysis and Review

Search Engine Optimization

AGENDA

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• Search Engine Optimization (SEO) is the process of refining your website so that it will be indexed and ranked by search engines, as well as leveraging your links from other sites

• Pay Per Click (PPC) advertising is advertising within search results and the advertiser only pays when the user clicks

Concepts: Definitions There are two key aspects to any Search Engine Marketing (SEM)

strategy: Search Engine Optimization (SEO), and Pay-Per-Click (PPC)

• On-page optimization: refining the website so that it will be indexed and ranked by search engines

• Off-page optimization: building your page rank by developing quality inbound links from relevant websites

SEO FundamentalsThere are two fundamentals of any SEO project

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MechanicsUnderstand how search engines work:

1. A Search Engine Spider crawls the web

2. Builds an index of the words it finds and their location

3. When a user searches, they are searching that index

4. The Search Engine presents the most relevant results of the search from the index

• Search term(s) used

• Location of person searching

• Location used in search completed

• Are they logged in?

• What is their search history?

• Are they using a mobile device?

Returning the web listing that is most relevant based on these factors

Searching What factors does Google take into account on each search?

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• Domain

• Site & page quality

• Freshness

• Is it safe?

• User context: history, location etc.

• On-page SEO

• Off-page SEO

• Multi-regional & multi-lingual

• Using over 200 factors

Ranking FactorsWhat ranking factors does Google use?

Concepts: On-site/ Off-siteThe two main aspects of SEO implementation: ‘on-site’

optimization, and ‘off-site’ optimization

The main features that form part ofon-site optimization:

The main features that form part ofoff-site optimization:

Site content and structure Internal linking

Headings (h1-h6) External/ Inbound linking

URLs Link building

Alt tags Content Marketing

Meta tags

Sitemaps

Code analysis & structure

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Key factors of on-page SEO

Developer You

SEO is a mix of technical skills and marketing

• Coding, canonical redirects, browser compatibility

• XML sitemap generation (you can submit)

• URLs rewritten

• Code mark-up (Schema)

• Hosting

• General development & responsive design

• Hi1-h4 heading – format in CSS

• Amending code issues flagged in GWMT

• Add blog to website, e.g. domain.ie/blog

• Keyword Research

• Page Structure and optimize page names

• Optimized user-friendly copy headings & body

• Write optimized user-friendly meta-data

• Internal links – link to relevant pages

• Bold/ highlighted text

• XML site-map submission and monitor errors

• Create and implement content marketing plan

• Create link building plan and drive social signals

• Analyze and refine on-page SEO

• GWMT tools



Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

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PositioningWhere organic and paid search results display

PositioningLocation based searches - Google + Local (previously Places)

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PositioningImage Listings

PositioningThe Knowledge Graph

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PositioningHow positioning affects clicks• Generally, the higher a listing appears on the search results page, the more

clicks it receives

• Few users go beyond the first page

30% of users click here and on the right (Paid listings)

70% of users click here (Organic listings)

SERP ListingKey elements of search engine listing

Meta html

page title

Page description (meta) and/or page content

Page URL

Sitelinks

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SERP Listings Know what your SERP listings say



Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

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StakeholdersThere are three main stakeholders

Searcher

Search Engine

Website Owner

Sweet spot

Route to the Customer: 3 Hoops Any business must jump through 3 hoops in attempting to engage with potential

customers through search engines.

The key to understanding search engine results

is summed up in one word: relevance

CustomerYou Search Engine Competitor

CustomerAlign with your customers search and needs and most importantly be relevant.

Search EngineOptimization helps Search Enginesunderstand what you do.

CompetitorOut-bid/ Out-perform your competitors for the words you want to be found for.


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Customer Insights

Why search engines work well:

• Person: who the user is, it segments and qualifies them

• Place: location of the searcher as well as their destination

• Priority: the search is an indicator of their timeframe

• Product: indicator of what exactly is important to searcher

• Purchase: where or how the searcher wants to buy

Through our searches we reveal who we are

5P: Customer Search Insights Model In any web search the user reveals valuable information about themselves.

Search Term: “Dublin wedding venue December 2015”

Person

Priority

PlaceProduct

Age, Gender, Social

Dublin“Wedding

Venue” “December 2015”

Purchase

Direct


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Person Place Product Priority Purchase

Age Country Topic When Online

Gender Urban Subject December Shop

Social Group Rural Winter Community

Language Direct

5P: Customer Search Insights Model In any web search the user reveals valuable information about themselves.

Search Term: “Dublin wedding venue December 2015”

What are your customers telling you about themselves?



Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

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1. Goals





• Keywords

• Content

• Meta Tags

• Site supports

• Site Structure


• Analysis Tools




• Link Building

• Link Format


• Social Linking


• Benefits of high listing position in organic search for business:

• Increased Click-through

• Increased engagement

• Increased conversions

• Benefits of high listing position in organic search for your reputation:

• Increased visibility

• Enhanced reputation

• Credibility and status

• Market leadership

• Competitive advantage

BenefitsBenefits of Search Engine Optimization

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• Organic traffic source reports:• Visitor numbers

• Page views

• Click-Through-Rates

• Engagement with content:• Downloads

• Conversions

• Sales

• Website engagement etc.

SEO KPIsTypical Key Performance Indicators for SEO are:

Types of Goal• Engagement

• Conversions

• Visibility

• Reputation

• Credibility and status

• Market leadership

• Competitive advantage

Set Your GoalsChoose goals for your business and choose specific KPIs for each goal

KPIs• Organic traffic

• Visitor numbers

• Click-Through-Rates

• Downloads

• Online inquiries

• Sales

• Website engagement etc.

Goal KPIs

Conversions Sales Online inquiries Newsletter signups

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Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

1. Goals





• Keywords

• Content

• Meta tags

• Site supports

• Site structure


• Analysis Tools




• Link Building

• Link Format


• Social Linking


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• Keyword: a significant word or phrase relevant to the content of your website.

• Search term: the commonly used keywords users type into a search engine to find you.

On-page: KeywordsUnderstanding keywords in on-page optimization

• Keyword research means finding the search phrases your customers commonly use.

• There are two forms of keyword research: online and offline.

• Keyword research tools allow you to perform filtered keyword research according to the following criteria: • custom date ranges

• query volume

• historical trends

• city/ country/ global

• levels of data

• related phrases

On-page: Keyword ResearchUnderstanding keyword research in on-page optimization

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On-page: Keyword ResearchSourcing keywords

Online Tools Offline Methods

Google AdWords Keyword Planner Brainstorming

Google Trends Marketing collateral

Bing Keyword Research Tool Industry jargon and terms

Wordtracker Review competitors

SEO Book Keyword Tool Customer surveys

WordStream Listen to customers

Webmaster Tools

Google Suggest

Offline research

Online research

Validation

Prioritization

On-page: Keyword Research4 step process

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On-page: Keyword ResearchGoogle Autocomplete

On-page: Keyword ResearchGoogle AdWords Keyword Planner

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On-page: Keyword ResearchGoogle AdWords Keyword Planner

On-page: Keyword ResearchGoogle Trends

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On-page: Keyword ResearchBing Keyword Research Tool

On-page: Keyword ResearchWordtracker

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On-page: Long-tail Keyword ResearchUbersuggest.org

Long tail keywords: Low volume search queries but

worth ranking for. More qualified traffic and lower

competition.

On-page: Competitor ResearchSEMrush.com

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Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

On-page: ArchitectureUnderstand the importance of an easy to navigate website and how the pages are interlinked

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• Search engines favor websites that have unique, relevant and up-to-date content.

• Content updates can contain a broad mix of content: text, photos, videos, slides etc.

On-page: Content: UpdatesUnderstand content writing in on-page optimization

• Optimal content layout for SEO includes: • page headings (h1)

• paragraph headings (h2 –h6)

• paragraphs

• bold text

• links (internal and external)

• images

• video content

On-page: Content Layout

Understand content layout in on-page optimization

H1

H2

H1

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• Include your target keywords in the following areas (where possible):

• Page names

• URLs

• Breadcrumb navigation

• Headings (h1-h6)

• Body of text

• Bold text

• Link anchor text

• Image tagging

On-page: Content: LayoutUnderstanding content layout in on-page optimization

• Ensure users and search engines easily access your website content

• Do not rely on keyword search for people to access certain information

• Have your links built into content that navigates people through your website

• Write for the customer first – hit the correct balance between usability and SEO

• Ensure you have a HTML Sitemap on your website

• URLs should exclude &=%? (use – hyphens not _ underscores)

On-page: Content

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• Use in the first line of copy

• Use bold keywords where possible (remember the user impact)

• Include naturally throughout your body of text

• Include in link text (anchor text)

• Use headings effectively

• No keyword stuffing

• Over 300 words

On-page: Copy Optimization

• Only one h1 per page

• Do not tag the logo h1

• Use headings to structure your content for the reader

• Include target phrases in headings where possible

• If you don’t like the style, change it in the CSS - do not change the structure

On-page: Headings

H1

H2

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• Include target phrase/ keyword in the following areas where possible:• File name

• Alt text

• Caption

•Alternative text should be used to:• Help with on-page SEO

• Help images to be found in image search

• Assist with accessibility

On-page: Images

On-page: Content: Layout

The perfectly optimized page

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• A webpage is made up of HTML (Hyper Text Mark-up Language).

• HTML is the programing language for web pages and contains several crucial elements for SEO.

• A relevant meta tag is a HTML element that provides information about the page.

• Examples of meta-tags include: title and description.

On-page: Meta tags

• Title-tag is part of HTML and is one of the most important tags for SEO.

• Every webpage should have a unique title-tag to reflect the unique content of that page.

• The content of the title-tag appears in the browser title bar or tab.

• The title-tag is the primary search link in most organic search results.

• An optimal title-tag should be less than 512 in pixel width, which is approximately 65 characters or less.

On-page: Title Tags

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On-page: Description tags

• Description meta tag is a description of what the page contains, and how it works as a sales pitch on the search engine results page.

• Keep to around 160 characters.

On-page: Wordpress SEO by YoastGrades your on-page SEO

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On-page: Moz.com On-page GraderGrades your on-page SEO

On-page: Screaming Frog On-page Grader

Grades your on-page SEO

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On-page: Multi-regional and multi-lingual sites

URL structure Example Pros ConsccTLDs example.ie •Clear geotargeting

•Server location irrelevant•Easy separation of sites

•Expensive (and may have limited availability)•Requires more infrastructure•Strict ccTLD requirements (sometimes)

Subdomains with gTLDS de.example.com •Easy to set up•Can use Webmaster Tools geotargeting•Allows different server locations•Easy separation of sites

•Users might not recognize geotargeting from the URL alone (is "de" the language or country?)

Subdirectories with gTLDs example.com/de/ •Easy to set up•Can use Webmaster Tools geo-targeting•Low maintenance (same host)

•Users might not recognize geo-targeting from the URL alone•Single server location•Separation of sites harder

URL parameters site.com?loc=de •Not recommended. •URL-based segmentation difficult•Users might not recognize geo-targeting from the URL alone•Geo-targeting in Webmaster Tools is not possible

• Keep the content for each language on separate URLs

• Let users switch between different versions and languages

• Ensure you signal the language to the user in the URL e.g. http://example.ca/fr or http://fr.example.ca

• Use the Country targeting tool in Webmaster Tools

• Use local address and phone number on the site if possible


http://example.ca/fr

http://fr.example.ca/

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• Gain links from local websites

• Use local server or CDN

• Submit Google My Business listing

• Translate all content e.g. copy, navigation, meta data etc.

• Use rel="alternate" hreflang="x“attributes to enable search engines to serve the correct language or regional URL in search results


On-page: Duplicate Content Identify duplicate content on other websites

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• Keyword stuffing in copy and domain

• Keyword hiding/ hiding text

• Pages created specifically for search engines (doorway pages or cloaking pages)

• Writing for search engines and not your visitors

• Mirror websites

• Links that look unnatural (managed)

• Low quality link building

• Server security issues

On-page: Things to AvoidWhat may get you penalized



Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

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Technical: Browser Compatibility

Technical: Browser Compatibility Review your Google Analytics to see the most popular browsers of your users

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Technical: Browser Compatibility

Technical: Mobile website• Google gives preference to mobile sites on mobile searches

• It prefers responsive sites

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Technical: Mobile ResponsiveEnsure your website is mobile friendly to ensure your site is returned on mobile searches.

Google’s new algorithm update improves ranking for sites that provide a mobile-friendly experience to searchers on mobile devices, and demotes sites that do not.

Technical: Structured Data Mark-up

Answers from the Knowledge Graph: If you're the authority for certain content, Google can treat the structured data on your site as factual and import it into the Knowledge Graph

When your web pages include structured data mark-up, search engines can use that data to index your content better, present it more prominently in search results

http://www.google.com/insidesearch/features/search/knowledge.html

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• Domain – does domain.com redirect to www.domain.com (or vice versa)

• Redirect all old URLs to new most relevant page

Technical: 301 RedirectRedirecting existing pages when redeveloping website or moving pages

Technical: Custom 404 Error Page

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Technical: Secure Certificate

“..we're starting to use HTTPS as a ranking signal ….



Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

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• A sitemap is a page on your website that provides a map of the website structure in the form of text links to all other pages.

• The function of a sitemap is to help users and search engines to find your pages.

• The site map should link to every page on your site and every page should link to it.

Supports: Site MapUnderstanding the importance of a HTML sitemap for SEO

• A sitemap xml: facilitates crawling, indexing, ranking.

• Distinguish between site maps for humans and search engines (sitemap.xml)

• A robot.txt file limits the search engine accessibility to a website.

Supports: XML Site MapUnderstanding the importance of a XML sitemap for SEO

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• A sitemap xml: facilitates

Supports: XML Site MapUnderstanding the importance of a XML sitemap for SEO

Supports: Robot.txt files

• Website owners use the /robots.txt file to give instructions about their site to web robots e.g. Google

• The robot.txt can exclude and limit search engines accessibility to website/ pages

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• With a Video Sitemap, site owners can inform Google of the category, title, description, running time and intended audience for each video contained on the site.

• This helps Google know about all the rich video content on the site, which should improve the listing of the site on video search results.

Supports: Video Site MapUnderstanding the importance of using a video sitemap

• Webmaster Tools allow website owners to see how search engines interact with their site.

• Common Webmaster Tools: Google Webmaster Tools, Bing Webmaster Tools.

Supports: Webmaster Tools

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• Webmaster Tools provide reports on:• indexation

• ranking

• penalization

• search terms

• errors

• location targeting

• canonicalization etc.

• Submit your site map to Google with Google Webmaster Tools.

Supports: Webmaster Tools

Supports: Webmaster Tools ReportsCrawl Errors

The Crawl Errors page provides details about the URLs that Google could not successfully crawl or that returned an HTTP error code

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Supports: Webmaster Tools ReportsData Highlighter – an alternative to Schema

Supports: Webmaster Tools ReportsHTML Improvements

Flags issues with duplication of content and meta tags, missing meta tags and long/ short meta tags

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Supports: Webmaster Tools ReportsInbound Links

Provides data on who is linking to your content, what pages are linked to and what anchor text is being used

Supports: Webmaster Tools ReportsPage Speed Insights

Studies show that for every 1 second delay you are potentially losing 7% of conversions

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Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

1. Goals



SEO: ProcessSEO is an on-going dynamic process with goals, actions, review and iteration

2. On Page Optimization

• Keywords

• Content

• Meta Tags

• Site supports

• Site structure


• Analysis Tools



3. Off Page Optimization

• Link Building

• Link Format


• Social Linking


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•Off-page optimization is primarily concerned with improving your website ranking.

•Things you can do to improve your website ranking: 1. Link Building

2. Link Format

3. Content Marketing

4. Social Linking

Off-Page Optimization: Definition

• Ranking is the position of the website in search results based on the number, relevance and the quality of all websites that link to your page.

Off-Page: Ranking

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• A link (hyperlink) is a reference to another website or page, that users can follow in order to navigate the web.

• Two elements to a link:

- link text: the text that appears on the page

- link URL: the destination that clicking the link will take you to

• An inbound link is a link from another website to your website.

• An internal link is a link from one page on your website to another page on your website.

Off-Page: Inbound LinksUnderstanding the importance of inbound linking


Inbound Link – E.g., Wikipedia pointing a link to Digital Marketing Institute website

Internal Link – E.g., Digital Marketing Institute homepage pointing a link to the Professional Diploma home page

Page on Site A Page on Site B

Link

Page on Site A Page on Site A

Link

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Internal Links

Inbound Links

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• Inbound links are important as the major determining factor in rankings.

• Build authority and credibility.

• There are one-way inbound links, and two-way reciprocal links.


Page on Site APage on Site APage on Site A

Page on Site APage on Site A

Page on Site B

LinkTrust

• Uninformative link : Click here

• URL link: www.vidalsasson.com

• Topic link: hair care

• Keyword link: hair styling with Vidal Sassoon (and ensure variety of keywords.)

Off-Page: Inbound LinksLink Formats:

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• There is a difference in quality of inbound linking sites from general directories andclassifieds to article sites, up to key influencers and high authority specialized websites

Off-Page Optimization: Inbound Links

Authoritative Sites

Influential Blogs or Social Media

Network Partners/companies

Specialist sites

Discussion Forums

Directory Links

Low Quality

High Quality

• flash content

• brokers or sellers

• keyword stuffing

• duplicate content

• broken links

Off-Page Optimization: Inbound LinksFactors that will cause problems with link building:

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• The art of communicating with your customers/ prospects without selling

• Making them wiser and more informed

• Sharing information and media

• Compliments your products/ services

Off-Page Optimization: Content MarketingContent Marketing is…

• Build your credibility in your industry and with your customers

• Increase inbound links

• Assist with SEO

Off-Page Optimization: Content MarketingCreating quality, useful content for your customers/ prospects will:

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Key Steps:

• Created visual and informative infographic (mentions lots of useful tools & resources)

• Keyword research – optimized for “Marketing Tools”

• Created blog article and optimized for search

• Allow to embed using widget

Example: Infographic How an infographic got to top 5 in Google

Off-Page Optimization: Link building

•‘Natural’ editorial links

•Manual ‘Outreach’ link building

•Self-created, non-editorial links

Three types of Link Acquisition

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Off-Page Optimization: Link building

•Get your customers to link to your website•Build a company blog with valuable, informative, entertaining content•Create content that inspires viral sharing and natural linking•Earn the attention of press, bloggers and news media through giveaways, new products and press releases

Four examples of link building strategies:

Off-page Optimization: Link BuildingInclude social sharing buttons on all sharable content

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Off-Page Optimization: Embed Widget

• An increase in the number of different domains linking into your site. Domain diversity is important

• An increase in the quantity of inbound links

• Control over the anchor text in the link and visual content

Consider the use of widgets to aid with link building:

Off-Page Optimization: Link buildingReview your inbound links vs. competitors

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Search Behavior

Goals & Benefits

Keyword Research

On-page SEO

Technical


Off-page SEO

Analysis and Review


AGENDA

1. Goals





• Keywords

• Content

• Meta-tags

• Site supports

• Site structure


• Analysis Tools




• Link Building

• Link Format


• Social Linking


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• Analytics tools enable you to track and measure the search traffic to your website.

• Common analytics tools are: Google Analytics, StatCounter, Omniture etc.

Tools

•Position

•Traffic

•Conversion

Analysis and ReviewThe three main factors are:

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• Access your analytics engine to evaluate the:

- level of traffic

- content accessed

- traffic sources

- goals

- referring sites etc.

Tools: Google Analytics

How analytics can help with reporting and measuring a site’s SEO performance

• Visible for brand & targeted keywords?

• Number of pages indexed? Keyword rankings for targeted keywords?

• On-page technical SEO complete? (no 404 errors etc.)

• What competitors are ranking above you?

• Receiving organic traffic for key pages?

• Pages generating conversion from organic traffic?

Record your performance to rate the effectiveness of your SEO activities.

Baseline

The criteria against which you will measure your website’s performance:

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• Maintain a weekly and monthly calendar of website performance against baseline.

• Record any notable events that would drive organic traffic to your website: PR, marketing, competitions, etc.

• Assess the impact of your activities, spot any trends and identify remedial action needed.

• Schedule a monthly keyword research exercise to ensure you are being found for the right keywords and phrases.

Analysis and Review

Ongoing tasks needed to boost SEO performance:

• Keyword data no longer available (not provided)

• Focus shifted: Great SEO is about great content with powerful endorsements/ links from relevant and authoritative websites

Analysis and ReviewGoogle Analytics encrypted search

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Analysis: Webmaster Tools

Webmaster Tools for Average Position

On-page: Moz.com On-page GraderGrades your on-page SEO

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Baseline: Moz.com Use a tool like moz.com to record baseline and reporting going forward

Baseline: Hubspot.com Use a tool like hubspot.com to record baseline and reporting going forward

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Analysis: Google AnalyticsOrganic traffic source reports, visitor numbers, device usage, engagement with content

Analysis: Google AnalyticsClick-Through-Rates

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Analysis: Google AnalyticsDownloads, conversions and website engagement

Analysis: Google AnalyticsSales

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Analysis: Google AnalyticsMulti-channel conversions – what channels are assisting each other and where does SEO fit in

Analysis: Google AnalyticsMulti-channel conversions – what paths are customers using and where does SEO fit in?

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Analysis: Google AnalyticsConversion Goals - tracking conversions

• Google.com/analytics

• Google.com/webmasters/tools

• Moz.com

• Hubspot.com

• CognitiveSEO.com

• SEOprofiler.com

• Woorank.com

Analysis: Tools Some SEO measurement & analysis tools

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Example: Small Business Website

Example: Business Website

• 83% of keywords improved

• 68% of them are listed on page 1

• Increased impressions and clicks

0

500

1000

1500

2000

2500

3000

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15

Traffic from Organic search

On-page SEO resulted in:

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Example: Stuffing KeywordsThis site is being penalized heavily for stuffing keywords

• Privacy issues with regard to Search Engine Optimization• Cookie notice

• Data Protection issues with regard to Search Engine Optimization• Google encrypted search

• Copyright issues with regard to Search Engine Optimization• Don’t plagiarize or “borrow” images, content, meta or code from other websites

• Always credit a source

• Accessibility issues with regard to Search Engine Optimization • Ensure your website can be used by anyone no matter what their ability

Laws and Guidelines: Data Protection

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• Google Webmaster Central Blog: http://googlewebmastercentral.blogspot.co.uk/

• Moz Blog http://moz.com/blog

• HubSpot Blog http://blog.hubspot.com/marketing/topic/seo

• Search Engine Journal http://www.searchenginejournal.com/

• Search Engine Watch http://searchenginewatch.com/

• Google WMT www.google.com/webmaster/tools

• Google Analytics www.google.com/analytics

• Google Accounts www.google.com/accounts

Resources

1. Goals





• Keywords

• Content

• Meta-tags

• Site supports

• Site structure


• Analysis Tools




• Link Building

• Link Format


• Social Linking


http://googlewebmastercentral.blogspot.co.uk/

http://moz.com/blog

http://blog.hubspot.com/marketing/topic/seo

http://www.searchenginejournal.com/

http://searchenginewatch.com/

http://www.google.com/webmaster/tools

http://www.google.com/analytics

http://www.google.com/accounts

4/22/2015

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Professional Diploma in Digital Marketing

Module 5: Search Engine Optimization (SEO)

Version: 5.0

Lecturer: Sandra Hennessy

digital marketing institute€¦ · there are two key aspects to any search engine marketing (sem)...

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