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E

S

:-)

Question

What is the biggest island in the world?

What is the biggest island in the world?

Greenland

2,166,086 sq km

(approx 9 times size of UK but less population)

Although Australia is larger, it is considered a continent.

LAST

WEEK

Were you listening?

Let's see...

Go to kahoot.it

This Week We'll Answer

THIS

WEEK

- What is SEO?

- How does SEO work?

- How do you plan and manage SEO?

- How does paid search marketing work?

#1

When's the last time you went to page 2 of a search engine?

Pages

The 1 - 5

'...the difference between 1st and 5th position is the largest decrease with an average of 25%'

Smart Insights (2019)

What has SEO got to do with this? - And what is it?

What is SEO?

Search Engine Optimisation

SEO, ofcourse, is the art and science of getting your company, product or service to show at the top of relevant Google or Bing searches, for free.

(McDonald, 2018)

What are 2 of the things search engines do?

Search Engine Functions

2 functions

Building

index

Providing

ranked list

of sites

Imagine the Internet as a Network of Stops in a City Subway System

Crawlers store versions of websites found on their servers in their data centres

How do search engines determine which sites to display above others for certain search results?

Ranking Factors

Relevance

Popularity

Popularity and relevance are not judged manually, they are assessed by algorithms

How Does SEO Work?

Relevance

& Popularity

How Does SEO Work?

SEO works to increase the below for your site

Relevance

Popularity

What website is this?

BBC News

This is how a search engine

sees it

browseo.net

What website is this?

Uber Eats

This is how a search engine

sees it

browseo.net

Activity

Go to www.browseo.net and enter some of your favourite websites to see what they look like to search engines.

What do you notice?

Extra points: What do you notice about programming languages?

Relevance: Importance of keywords

What are keywords?

Relevance: Importance of keywords

'The phrases people type into Google to find your products or services are called keywords. For example "plumber in London", "diet plans" or "how to get to the top of Google".

(Kitchen, 2013)

Relevance: Keywords

You want to buy a new pair of running shoes

You go to Google & enter 'running shoes'

The keywords 'running shoes' appear in all of the first page results for that query

You're the owner of one of these running shoe sites

Make sure those keywords are in your website title tags & each page title tag

Normally through html but manual on WIX/Wordpress

Whatever you put into your page titles will appear in search results

Have the keywords prominent near the top of the page

Have the keywords appear frequently in the body text of the page

At least once in first 150 words

Name image files with the keywords - so for e.g. 'man with running shoes'

Try to include the keywords in your URL

Keep your URL structure logical - allow search engines to find all your pages

Short URLs

Minimise

slashes

Having

sitemap

helps

New product so perhaps think about who you're competing against

Think about what the main keywords are that people will be using to search for your website

Popularity

Inbound Links

Company

Blogs

Running

Blogs

Partner

Sites

Running

Forums

Activity

- Go to similarweb.com

- In teams analyse the traffic sources of the site you are given by entering the URL into the search box at the top of the page

- Prepare to tell us the following:

- Traffic sources

- Referrals

- Top keywords

- Top social channels

bbc.co.uk

wired.com

sainsburys.co.uk

ucb.ac.uk

mercedes-benz.com

urbanoutfitters.com

Paid Search

O

Paid Search

Paid Search

You are the owner of an e-commerce website selling running shoes

You want to make sure that you appear at the top of the search results whenever anyone searches for 'running shoes'

But SEO takes a while, so how can you guarantee you appear on top spot?

Paid search ads

Google Adwords Keyword Planner Tool

Paid Keywords Must Have...

High volume of search traffic

Low competition

High relevance

Short & Long Tails

Crazy Egg (2018)

Activity

Extra activity:

Go to Google Trends & see what

the popularity of your main

keyword is globally

Whey protein

business

In teams you are acting as SEO consultants. You must research and feedback on the best keywords to use for your given business.

Remember:

Search volume

Competition

Price

Relevance

Use:

www.thehoth.com/google-keyword-planner/

www.keywordspy.com

Headphones

business

Soccer jersey

business

Running shoes

business

Coffee machine

business

Jewellery

business

Skateboards

business

Mobile phone case

business

Let's see how Wix treats SEO...log into your Wix accounts

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