For Digital Marketing apprenticeship

2.  SEO is the process by which a website
increases its visibility on a search engine
and also ranking higher on a search
engine’s unpaid results.
 This is also known as organic results.

3.  SEO is extremely important.
 Without SEO your brand wouldn’t get the
attention on the web it deserves, and
you wouldn’t be getting your brand
product/service out there meaning no
rise in revenue.

4.  Organic: The first non paid results on a
page, they won’t have a yellow ad box
to their right. They are there because
they are relevant to your search and
hold relevant content.
 Paid: Pay Per Click or Pay Per Impression
- Companies pay to have their ad’s first
on the search engine.

5. Paid Search
Organic search
results

6.  PPC is when the advertisers pay a fee
very time their ad is clicked on.
 PPI or CPI is when the advertisers pay a
fee every time their ad appears on your
search results, this can be per every
thousandth appearance etc.
Much click
Many moneys
So impressions
Very SEO

7.  What do people search for?
 What are popular keyword phrases?

9.  Which search engines are preferred by
selected audiences?

12.  How do search engines use keywords?

13.  What is link building?
 Are page rankings still relevant?
 Audience segmentation
 Demographics?
 Tags

14.  Keyword: A word of high importance or
significance on a website which is
relevant to a webpage's content and
will also relate to keyword phrases used
in the search engine.

15.  Audience
 Jargon
 Long Tail

16.  Competitive
 Monthly search volumes
 Misspellings
 Synonyms

17. Sony Play Station:
- Exclusives
- Gaming
- Recent game releases
- PS4
- Blue Ray
- Dual Shock controller

20.  Primarily in the meta-data and meta
description.

21.  Seasonal keywords that may up your
ranking:
- Christmas deals
- Summer sale
- Half price
Other keywords can include,
“compare,” which may be risky so only
do this if you are confident that you
have better prices.

23.  Link building can be good and bad.
 Spinning is bad!
 Good linking:
- Cross-linking
- External linking
- Achor text

24.  Relevant keyword phrases
 Unused but relevant keywords
 Think about seasons or recent news and
include if it is relevant
 Link to credible sources, like BBC not Wiki
 Make links crawlable by using
recognisable keyword phrases

25.  Good:
- Capitalisation
- h1/2/3
- Readable Text style
- Clear alt text/caption text
- Anchor texts for links
- Repetitive words and phrases
- Keywords used more than 10% but no
more than 20%

26. - Over use of exclamation marks
- Hidden white text on a white
background
- Over use of capitals
- Repetitive words and phrases

27.  SMO is the presence of your brand,
product or service on many social media
channels in order to increase publicity
and brand recognition.

28.  SMO is important to a business because
it increases audience awareness of your
product or service.
 This will increase the company’s revenue
if the business penetrates social media
users enough.

29.  Social network
 Email newsletter
 Website
 Keywords

30.  Mobile Social Media
 Mobile websites
 Blogs
 Videos
 Podcasts
 Forums

31.  Social bookmark
 Wikis
 Online vouchers
 Geo-location

32.  The best tool to use to see what is
trending on Twitter for example is
Follower Wonk.
 Use keyword and keyword phrases to
understand what is being talked about
most for that particular day or week.
 Of course always as yourself if it is
relevant before you engage…

33.  SEO is about holding relevant
information on a webpage like keywords
and anchor text.
 whereas SMO is more about interaction
with people rather than a search engine
where keywords are more like trending
news or gossip stories.

34.  Adjusting a website to work better on
mobile devices by doing things such as:
 Prioritising content (mobile users are impulse buyers)
 Screen size adjustment
 Connection speeds (bounce rates will increase if site doesn’t
load quick enough)
 Optimising mobile site to SEO (so someone searching for a
website doesn’t get given the mobile site on a laptop)
 Phone options, like optimising the site to use phone settings
like location tracker click to call etc.

35.  Meta data is typically shorter on mobile
than that on SERP’s
 Sitemaps for responsive sites don’t need to be
made a second for mobile devices however for
mobile specific sites a secondary site map should
be made to the desktop domain as there may be
more important pages that you would want bots to
crawl and rank in mobile specific SERP’s

36.  Links from mobile specific directories:
 Different keyword/keyword phrases:
 Simplifying mobile websites
 Different file formats:

37.  Trying to have clear and readable
content....

38. It’s all about responsive!

41.  Key word phrases for mobiles will be
different because mobile browsers use
their search engines for quick searches
and tend to be more impulse buyers.

42.  Reduce amount of content per page
 Clear call to action buttons
 Concise text
 Mobile XML sitemap
 Geo-location tags
 No flash plugin required
 M. domain