302 Principles of Keywords and optimisation

Caitlin House

DEFINE THE MEANING OF THE TERM SEARCH ENGINE OPTIMISATION (SEO).

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.

EXPLAIN, GIVING TWO REASONS, WHY SEARCH ENGINE OPTIMISATION (SEO) IS IMPORTANT TO A BUSINESS. 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-ClickAn advertising payment option

where you will pay the host of the advert every time someone clicks

on your advert.

Pay-Per-ImpressionAlternatively 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 urlPage title meta tagAnchor text on linksHeadingsPage contentAlt-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

resultsSearch 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

resultsGoogle 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 resultsSearch 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 resultsIf 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

resultsSocial 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 SMOIncreasing 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 OptimisationAdjusting 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.