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302 Principles of Keywords and
optimisation
Caitlin House
The traffic brought to your website
could either be classed as paid, organic,
free or natural due to the results on the
se...
Search engine optimization is important for businesses because it
achieves a higher ranking on search engines such as Goog...
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...
Pay-Per-Click
An advertising payment option
where you will pay the host of
the advert every time someone
clicks on your ad...
Pay-Per-Impression
Alternatively you can pay for the
amount of times your advert
appears on a specific website or
page, wh...
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
throughou...
 Next you should use links on your social media and
webpages to link to related content to encourage your
readers to view...
- 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.
 O...
 It is important to look into what keywords your
competition are using and how competitive your
chosen keywords are. Ther...
Search engines look for keywords in
different areas on a website:
 Website url
 Page title meta tag
 Anchor text on lin...
Links from high quality, relevant
websites help the ranking of websites
on search engines because they appear
reliable and...
Quality over quantity
Submitting links to your website on a large
number of directories and article sites can
negatively e...
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 y...
Factors that positively effect
search engine rankings
• Good HTML- well structured page titles and
accurate meta descripti...
Reasons SMO is important
to a business:
• Gives your company/ product/ brand a
larger online presence
• Ability to distrib...
How search engines include social
media in their search results
Search engines have started using social media to
determin...
How search engines include social
media in their search results
Google in particular favours their own social
media platfo...
How search engines include video’s
in their search results
Search engines also include video’s in their
results. These vid...
How search engines include blogs in
their search results
Search engines tend to look for links on blogs
that connect to yo...
How search engines include blogs in
their search results
A blog is treated the same as a company
website by search engines...
How search engines include forums in
their search results
If the search was in the form of a question, forums
with a large...
How search engines include social
bookmark’s in their search results
Social bookmarking is tagging a website, where you
ca...
SEO vs SMO
Increasing the awareness of a
website on search engines.
Search engine optimization, used to
increase a website...
Mobile Optimisation
Adjusting a website so that is optimized for mobile devices such as
smart phones. and tablets. This me...
Mobile Optimisation vs SEO
• The act of improving
the awareness of a
website in search
engines.
• Using keywords,
content ...
Why mobile optimisation is
important to a business
• A bad mobile experience can damage a company's
brand.
-if a customer ...
How to optimise a website for
a mobile device
• Use less detail and focus on key points
• Do not use popups –these can be ...
Keywords and key phrases differ
from those used on a non-mobile
websites….
Because Mobile users tend to user
shorter words...
302 principles of keywords and optimisation
302 principles of keywords and optimisation
302 principles of keywords and optimisation
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302 principles of keywords and optimisation

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302 principles of keywords and optimisation

  1. 1. 302 Principles of Keywords and optimisation Caitlin House
  2. 2. 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.
  3. 3. 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.
  4. 4. Organic search results Results that appear on search engines due to their relevance to your search keywords.
  5. 5. 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.
  6. 6. Pay-Per-Click An advertising payment option where you will pay the host of the advert every time someone clicks on your advert.
  7. 7. Pay-Per-Impression Alternatively 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.
  8. 8. Describe five factors that need to be considered as part of a Search Engine Optimisation (SEO) plan.
  9. 9.  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.
  10. 10.  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.
  11. 11. - a word that is used as a key, a descriptive word that is a reference point to finding other words or information.
  12. 12. Explain five factors that need to be considered when identifying keywords and/or keyword phrases.
  13. 13.  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.
  14. 14.  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.
  15. 15. Search engines look for keywords in different areas on a website:  Website url  Page title meta tag  Anchor text on links  Headings  Page content  Alt-tags on images  Image titles
  16. 16. 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
  17. 17. 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.
  18. 18. SMO- Social Media Optimization The use of social media to increase the awareness of a company, product, brand or event.
  19. 19. 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.
  20. 20. 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
  21. 21. 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
  22. 22. How search engines include social media in their search results Search 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.
  23. 23. How search engines include social media in their search results Google 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.
  24. 24. How search engines include video’s in their search results Search 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.
  25. 25. 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
  26. 26. 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.
  27. 27. How search engines include forums in their search results If 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
  28. 28. How search engines include social bookmark’s in their search results Social 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.
  29. 29. SEO vs SMO Increasing 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.
  30. 30. Mobile Optimisation Adjusting 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
  31. 31. 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
  32. 32. 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.
  33. 33. 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
  34. 34. 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.

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