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2015-2016
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Lecture 10
Phil Smith
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LO4 Be able to promote websites LO4 questions – can you
4.1 explain the methods and techniques required to
promote a website?
4.2 evaluate the different features that are available to
enhance and upgrade a website?
These will be the substance of assignment 3.
Unit 15 LO2
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LO4 Be able to promote websites
1. Marketing:
1. advertising e.g. search engines, social
networking, banner, pay-per-click;
2. exchange website links; back links.
3. cross-marketing techniques e.g. letterheads,
brochures, magazine, company vehicles,
television, radio .
Unit 15 LO2
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Can we find anything without a search engine?
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Google is the clear search market leader
6
Europe74%
Belgium90%
Austria93%
Denmark92%
Finland89%
France78%
Germany75%
UK72%
Switz.73%
Sweden86%
Spain85%
Russia31%
Norway80%
Egypt
83%
Ireland83%
Italy73%
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It's not good having a great website that no one can find. Discover the keys to being found on search engines.
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Elements of a successful online strategy.
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Google Analytics
9
The first picture below shows that the bulk of traffic is coming directly to the website (e.g. users enter the address of the website in their browser directly). This website is missing out on a lot of business that could be brought by search engines. It is not search engine optimised.
The second picture reveals that the majority of the traffic to the website isbrought by search engines. Search engines are promoting the website
for free! This is the sign of a well optimised website.
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E-marketing includes various strategies and techniques, such as:
SEO ( Search Engine Optimization)SEM (Search Engine Marketing)
Banner advertising
Social Media ( Blog, forums, social websites( Facebook, twitter, Flickr….etc))
E-mail marketing
Affiliate marketing
Mobile Marketing
Online press releases
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ORGANIC VS PAID
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SEO versus SEM
12
Search Phrase Nr of searchresults
Organic searchresults
Paid AdWords ads
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SEO and SEM defined
SEO: “Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms”.
SEO is also optimization of a website for the free
(organic) search listings
SEM is also seen as the practice of buying paid search listings OR free listings
SEM is a type of online marketing that encompasses both organic SEO and PPC marketing
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SEO Technical optimisation
Content optimisation
Link building strategy
Subscription into different directories
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Mainly on-page elements were analysed
TITLE tags
Meta Description
Anchor text in links
keywords used in texts
Website Pages accessibility
Internal and external links
H1, H2, H3…
Keywords in Meta tags
PageRank
Alt Tags
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TITLE tags- 72 character OR 9 words- 1st & 2nd word is more important than other- Your site's Title MUST grab attention, create curiosity, evoke emotion to get the click. Don't just use your company's or website's name. I highly recommend that you spend the same amount of time when writing your Title as you would if you were writing
a Pay Per Click (PPC) ad. Because:
No clicks = No conversions
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SEO Tools
- Google keywords Tool
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SEO Tools
Google Trends
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TITLE tags
Meta Description
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Alt Tag
Alt Tag Keywords for imagesYou can target your important keywords in your images .
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SEO
Technical optimisation
Content optimisation
Link building strategy
Subscription into different directories
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Content Optimization
Anchor text in Link
Keyword used in text
H1,H2,H3
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Unique Content :
Google’s PandaGoogle’s Fresh
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H1, H2, H3…
H1 ===> Very Very Important Keywords
H2 ===> Very Important Keywords
H3 ===> Important Keywords
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SEO
Technical optimisation
Content optimisation
Link building strategy
Subscription into different directories
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Internal and external links
- Internal Links :
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Internal and external links
- external Links :
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Back Links
Site A and Site B. The 2 site is fighting about the ranking for the same keyword.
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Back Links
So to decide which one will get the highest ranking Google will look at the links to the two sites. Here site A get a link from site C – while site B doesn't get any links. You can say C is giving some juice to site A. So site A will do best in the Google ranking.
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Back Links
Now both site A and site B get a link from site C. Their are sharing the juice. So they will rank on the same level. So to decide which one will get the highest rank Google will have to look at other normally not so important things
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Back Links
Now site A get another link from site D and site B get a link from E. So now Google has to decide – which one the two new sites are most important site D or site E. Who has most juice to give.
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POSITIVE ON-Page SEO Google Ranking Factors keyword selection, try Google Ad Words - Google
Trends
Keyword in URL
Keyword in Domain name
Keyword in Title tag
Keyword in Description meta tag
Keyword in Keyword metatag
keyword density (1 - 6% - (each keyword/ total words)
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POSITIVE ON-Page SEO Google Ranking Factors Keyword in H1, H2 and H3
Keyword font size ("Strong is treated the same as bold, italic is treated the same as emphasis" . . . Matt Cutts July 2006 )
Keyword prominence (how early in page/tag) (Can be important at top of page, in bold, in large font )
Keyword in alt text
Keyword in links to site pages (anchor text)
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POSITIVE ON-Page SEO Google Ranking Factors All Internal links valid?
All External links valid?
File Size (Try not to exceed 100K page size, Smaller files are preferred <40K )
Frequency of Updates (Frequent updates = frequent spidering = newer cache )
keyword stemming ( Stem, stems, stemmed, stemmer, stemming, stemmist, stemification )
URL length (less than 100 is good, less is even better )
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POSITIVE ON-Page SEO Google Ranking Factors
Site Size - Google likes big sites
Site Age
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SEOTechnical optimisation
Content optimisation
Link building strategy
Subscription into different directories
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NEGATIVE OFF-Page SEO Google Ranking Factors
Traffic Buying
Google hates link-buying, because it corrupts their PR model in the worst way possible.1. Does your page have links it really doesn't merit?2. Did you get tons of links in a short time period?3. Do you have links from high-PR, unrelated sites?
Zero links to you
Links from bad websites
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LO4 Be able to promote websites
1. Visitors:
1. visitor incentives e.g. promotional/voucher
codes, discounts.
2. data security e.g. website certificates, secure
socket layer (SSL), encryption.
3. presentation e.g. multimedia, flash content,
audio and visual components, human
computer interaction (HCI).
4. visitor feedback e.g. check boxes, radio
buttons, drop-down menus, text fields, form
to email, form to database.
Unit 15 LO2
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LO4 Be able to promote websites
1. Alternative methods:
1. off-the-shelf software,
2. data entry forms,
3. response facility,
4. forums,
5. free user groups
Unit 15 LO2
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LO4 Be able to promote websites
1. Optimisations:
1. insert components e.g. title, description, keyword
tags
2. client/server side script components e.g. dynamic
hypertext mark-up language (DHTML), extensible
hypertext mark-up language (XHTML), JavaScript,
Perl, Hypertext Pre-Processor (PHP), Active Server
Pages (ASP), ASP.NET, Cascading Style Sheets
(CSS)
3. enhancements e.g. rollover image maps,
audio/visual, drop-down menus, colours, multimedia
Unit 15 LO2
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LO4 Be able to promote websites
Task 1
Research then update your web pages for SEO,
record your reasons for the choices you make.
Task 2
Research free page rank checkers, run on your
hosting web pages, can you improve your ranking?
Unit 15 LO2
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LO4 Be able to promote websites
Task 3
Research webmaster tools, what can they do?
Task 4
Refer back to the two questions at the start of this
presentation. Write an outline answer to these
questions.
Unit 15 LO2
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What have we learnt today?You tell me!
Unit 15 LO2