2. seo (lecture notes)
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[LECTURER NOTES]
Fáilte Ireland is the National Tourism Development Authority of Ireland.
Enterprise Ireland is the Irish state economic development agency which helps Irish-owned businesses deliver new export sales.
ISME is the Irish Small and Medium Enterprises Association.
IIA is the Irish Internet Association.
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[LECTURER NOTES]
There are three main drivers for Search Engine Optimization:
1. Achieving high ranking and positioning in search engines.
2. Customers finding relevant search results.
3. Achieving better positioning than competitors.
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[LECTURER NOTES]
PageRank is the measure of the importance of a page based on the incoming links from other pages.
Source: https://support.google.com/webmasters/answer/70897?hl=en
The main features that form part of on-page optimization are: how the site is structured, code analysis, code structure, title tags, sitemap, keywords, meta-tags, alt-tags, headings, URLs, website architecture and site content.
The main features that form part of ‘off-page’ optimization are: inbound linking, external linking and the growing importance of content marketing.
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[REFERENCES]
http://www.google.ie/intl/en/insidesearch/howsearchworks/thestory/
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[LECTURER NOTES]
Point out that PPC ads are placed to the right with some ads achieving ‘premium position’ and sitting above organic listings.
Organic search: the web listings that most closely match the user’s search query based on relevance.
[PRACTICAL EXERCISES]
See Practical Exercises numbers 1 and 2 for this module.
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[LECTURER NOTES]
Google My Business: www.google.com/business
[PRACTICAL EXERCISES]
See Practical Exercise number 4 for this module.
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[REFERENCES]
You can learn more about the Knowledge Graph here: http://www.google.ie/insidesearch/features/search/knowledge.html
[LECTURER NOTES]
Google Webmaster Tools – Data Highlighter: https://support.google.com/webmasters/answer/2692911?hl=en
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[PRACTICAL EXERCISES]
See Practical Exercise number 3 for this module.
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[LECTURER NOTES]
In any web search the user reveals valuable information about themselves. This is reflected in the Digital Marketing Institute’s 5P Customer Insights Model which includes the Person searching, the Place they search in, the Product they require, the Priority in terms of timing and the mode through which they would like to Purchase.
You can learn about the following under each category:
Person: age, sex, religion, language, socio-economic group.
Place: country, city, urban or rural.
Product: topic, interest or subject area, the need or pain to be addressed.
Priority: urgency, window for engagement, stage in consumer purchase model.
Purchase: where or how the searcher wants to buy
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[LECTURER NOTES]
For more on Google Autocomplete, see: https://support.google.com/websearch/answer/106230?hl=en
[PRACTICAL EXERCISES]
See Practical Exercise number 5 for this module.
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[LECTURER NOTES]
For more on the Google AdWords Keyword Planner, see: https://adwords.google.com/KeywordPlanner
[PRACTICAL EXERCISES]
See Practical Exercises number 6 and 7 for this module.
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[LECTURER NOTES]
For more on the Google AdWords Keyword Planner, see: https://adwords.google.com/KeywordPlanner
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[LECTURER NOTES]
https://www.google.ie/trends/
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[LECTURER NOTES]
For more on the Bing Keyword Research Tool, see: http://www.bing.com/toolbox/keywords
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[LECTURER NOTES]
See the range of keywords available here: http://www.wordtracker.com/find-the-best-keywords.
Wordtracker gets its data from “SEMRush”, and a major search engine advertising network.
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[PRACTICAL EXERCISES]
See Practical Exercise number 8 for this module.
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[LECTURER NOTES]
Understand how your website CMS works. Does the page name drive other elements e.g. URL, breadcrumb navigation, headings (h1) etc.
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[LECTURER NOTES]
Use this page: http://digitalmarketinginstitute.ie/courses/type/professional-diploma-in-digital-marketing/ to talk through the importance of on-page elements: page headings, paragraph headings, paragraphs, bold text, links, images and video.
Internal links are important in order to aid navigation and search engine spiders, etc.
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[LECTURER NOTES]
Use this page http://digitalmarketinginstitute.ie/courses/type/professional-diploma-in-digital-marketing/ to talk through the importance of on-page elements: page headings, paragraph headings, paragraphs, bold text, links, images and video.
[PRACTICAL EXERCISES]
See Practical Exercise number 9 for this module.
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[PRACTICAL EXERCISES]
See Practical Exercise number 13 for this module.
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[LECTURER NOTES]
Cascading Style Sheets (CSS) is a style sheet language used for describing the look and formatting of a document written in a mark-up language.
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[PRACTICAL EXERCISES]
See Practical Exercise number 10 for this module.
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[REFERENCES]
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
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[LECTURER NOTES]
Explain the difference in the above meta tags and how you can see this in the source code of a page.
[PRACTICAL EXERCISES]
See Practical Exercise number 11 for this module.
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[LECTURER NOTES]
The title tag and meta-description tag work together to capture the attention of the searcher.
[PRACTICAL EXERCISES]
See Practical Exercise number 12 for this module.
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[LECTURER NOTES]
http://moz.com/researchtools/on-page-grader
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[LECTURER NOTES]
http://www.screamingfrog.co.uk/seo-spider/
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[LECTURER NOTES]
https://support.google.com/webmasters/answer/182192?hl=en
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[LECTURER NOTES]
https://support.google.com/webmasters/answer/182192?hl=en
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[LECTURER NOTES]
www.Copyscape.com will help you to find copies of your page on the web.
[PRACTICAL EXERCISES]
See Practical Exercise number 15 for this module.
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[REFERENCES]
http://gs.statcounter.com/
[LECTURER NOTES]
The above shows the top 5 desktop, tablet and console browsers from Feb 2014 to Feb 2015.
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[REFERENCES]
https://browserling.com – for live interactive cross-browser testing in all web browsers: Internet Explorer, Firefox, Chrome, Safari, and Opera.
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[REFERENCES]
https://www.google.com/webmasters/tools/mobile-friendly
[PRACTICAL EXERCISES]
See Practical Exercise number 16 for this module.
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[LECTURER NOTES]
To check re-directs, see here: http://www.internetofficer.com/seo-tool/redirect-check/
301 redirect tutorials available on http://www.howto301redirect.com
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[REFERENCES]
http://googlewebmastercentral.blogspot.co.uk/2014/08/https-as-ranking-signal.html
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[LECTURER NOTES]
Explain the importance of a HTML sitemap and where you can find this on a site: http://digitalmarketinginstitute.ie/sitemap
[PRACTICAL EXERCISES]
See Practical Exercise number 17 for this module.
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[LECTURER NOTES]
Explain the importance of a XML sitemap and where you might find this on a site: http://digitalmarketinginstitute.ie/sitemap
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[LECTURER NOTES]
Explain the importance of a XML sitemap and where you might find this on a site: http://digitalmarketinginstitute.ie/sitemap
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Chrome ad-on: https://chrome.google.com/webstore/detail/noindexnofollow-meta-tag/aijcgkcgldkomeddnlpbhdelcpfamklm
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How to create a Video Sitemap: https://support.google.com/webmasters/answer/80472?hl=en
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Understand the Webmaster Tools available to help support the indexing of a website:
https://www.google.com/webmasters/tools/home?hl=en
http://www.bing.com/toolbox/webmaster
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[LECTURER NOTES]
Show the students an example of a Google Webmaster Tools account.
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[REFERENCES]
http://www.youtube.com/watch?v=WrEJds3QeTw
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[LECTURER NOTES]
Show the students an example of a Google Webmaster Tools account.
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[LECTURER NOTES]
Show the students an example of a Google Webmaster Tools account.
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[LECTURER NOTES]
Page Speed Insights: http://developers.google.com/speed/pagespeed/insights/
[REFERENCES]
https://blog.kissmetrics.com/loading-time/
[PRACTICAL EXERCISES]
See Practical Exercise number 18 for this module.
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[REFERENCES]
http://www.razorsocial.com/marketing-tools/Embed Code Generator: http://wordpress.org/plugins/embed-code-generator/
[PRACTICAL EXERCISES]
See Practical Exercise number 14 for this module.
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[LECTURER NOTES]
•‘ Natural’ editorial links (given by sites and pages that want to link to your content or company).
• Manual ‘Outreach’ link building (emailing bloggers for guest post opportunities, link building opportunities on external sites).
• Self-created, non-editorial links (links from high quality directories like DMOZ or local business listings).
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[LECTURER NOTES]
Understand the importance of your web presence in link building: ensure you have presence on all major online platforms (Facebook, Twitter, YouTube, Google+) as your listing there may be found in search before your own website.
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[LECTURER NOTES]
http://www.opensiteexplorer.org/
[PRACTICAL EXERCISES]
See Practical Exercises 19 and 20 for this module.
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[LECTURER NOTES]
http://www.google.com/analytics/
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[LECTURER NOTES]
• Position is a significant performance indicator because it confirms the effectiveness of the SEO measures applied in order to achieve good search positioning based on relevant search terms. It can be measured and analyzed by carrying out spot-checks through search against benchmark keywords, or by using SEO software such as Moz Analytics, Advanced Web Ranking, Google Webmaster Tools or WordStream.
• Traffic is an important performance indicator because it measures the search volumes achieved for relevant terms, and because it is the basis for calculating conversions. You can review traffic information (traffic source reports, visitor numbers and the volume of traffic achieved based on keywords selected) in Google Analytics.
• Conversion is a significant performance indicator because it relates the volume and relevance of the search traffic achieved with some pre-defined objectives. You can view Conversion information (goals achieved, sales, leads and in-bound calls) in Google Analytics.
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[LECTURER NOTES]
Show the students how Google Analytics can be used to analyze SEO performance: http://www.google.com/analytics/
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[REFERENCES]
http://moz.com/researchtools/on-page-grader
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[REFERENCES]
http://www.bowlingireland.com/soft-play-area-page.html
[LECTURER NOTES]
This is an example of a small business website that is well optimized for search and they also out-perform their competitors in domain authority.
The Soft Play page was originally to be called Soft Play Center but when keywords were researched it was identified that Soft Play Area was searched more.
The page name was changed and the content was well optimized.
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[LECTURER NOTES]
This is an example of a current client’s on-page SEO success.
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[REFERENCES]
Cookie Notice: https://www.dataprotection.ie/docs/Cookies/1416.htm
Encrypted Search: http://searchengineland.com/post-prism-google-secure-searches-172487
Copyright: http://icopyright.com/online-content/copyright-for-website-content-a-web-developers-guide
Accessibility: http://www.w3.org/WAI/
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