Unit 302

302 - Principles of keywords and optimisation

Define the meaning of the term Search Engine Optimisation (SEO).

Techniques and keywords people on their website to be first choice on search engines. 

Explain, giving two reasons, why Search Engine Optimisation (SEO) is important to a business. 

• Its important because the website will get more visitors and views the higher it is in the search.

• So the website gets the right people looking on the website. This means they will have a high chance of sell their products or services. 

Briefly explain the terms ‘organic’ and ‘paid’ search results. 

Organic – search results are results that are highly ranked SEO. This is when websites use the right keywords and links to be the most relevant to the search. 

Paid – These are when a company pays through google that when something similar is searched that website is put to the top, this doesn't matter if the SEO ranking is low. 

 Describe the terms ‘Pay-per-Click’ and ‘Pay-per-Impression’. 

Pay Per Click – is a method used on search engines, in which advertisers pay only when their ad is clicked, not each time an ad is shown.

Pay Per Impression –  is an method used on websites, when advertisers pay for the number of times an ad is shown of whether it is clicked on or not.

Describe five factors that need to be considered as part of a Search Engine Optimisation (SEO) plan. 

• Where your website shows up on search engines originally.
• Make sure all spellings are correct on the website.
• Budget.
• Using keywords so the website shows up most relevant.
• What people search for

Define the meaning of the term ‘keyword’. 

Keyword is the term used for searching something on the internet. 

Explain five factors that need to be considered when identifying keywords and or keyword phrases. 

• Audience - because you need to know who your audience is and what they would be searching for as it would be different if it was a kids website compared to a business travel website. 
• Spelling errors - if you spell something wrong it won’t match up with what people are searching
• Jargon - specific words that relates to what the website is doing/selling. This will help with keyword searches. For example medical students might search ‘obs and gyn’ which means nothing to people who don’t study that subject.
• Long Tail - are used to target niche markets rather than mass audiences. These are good because they are more specific and less competitive. 
• Competition - This makes is difficult to be ranked well for particular keywords. The competition for a keyword can vary depending on how popular the keyword is and industry competition. Such as popular words like flights, cheats, cheap etc. 
• Monthly search volumes - This is good to see what keywords are being searched the most and what will get more people to your website. There are many free websites to help you see what is popular and google’s adwords help businesses to see what keywords are relevant to their business. 
  

 

Create a list of keywords or phrases for a business. 

British Airways is a airline and booking agent.  

Relevant to British Airways; 

• flights
• deals
• Late deals
• last minute 
• hotels
• cheap
• flights to New York

Identify the competition and monthly search volumes for the keywords.

Other companies using keywords; Iceland Air, Expedia, LastMinute.com, EasyJet

www.google.com/trends/

Research others use of keywords and/or phrases to maximise keyword effectiveness for a website. 

• Include keywords within meta tags so the person searching it knows what the website is.
• Make sure you include keywords to target the right audience. 
• Seasonal keywords. For example Christmas deals, summer sale.

Review the list of keywords and/or phrases in a website for a business. 

British Airways used Flights to New York as on of their key phrases. It came up straight away. As one of the top searches. 

 State six places on a website where a search engine looks for keywords and/or keyword phrases. 

• Alt-tags on images 
• Page title
• Page Description
• Heading
• Content
• Tags on images

Describe two ways in which link building can help the search engine ranking of a website. 

This is having your website linked to your social media. 

• If your links are relevant sources, search engines will rank you higher. 
• Number of Links

Describe two ways in which link building can hinder the search engine ranking of a website. 

Maximises link popularity.

• Increases search engine ranking
• Increases website traffic

Create a link building plan for a website for a business.

For a website such as HMV, a music shop, they could link music magazines, blogs and music they are currently listening to on youtube or spotify. 

For example they could link websites such as;

www.qthemusic.com

mojo4music.com

billboard.com

indieshuffle.com

Define the meaning of the term Social Media Optimisation (SMO). 

SMO is the process of using keywords in social media of a business when interacting with its audience. 

There are factors that can positively and negatively affect how a search engine ranks websites. Describe three positive and three negative factors. 

Positive                                        Negative 


Content                                           Content
Links                                              HTML
Social                                             Overuse of ‘!’
Headings                                        White text on a white background

Explain by giving two reasons why Social Media Optimisation (SMO) is important to a business. 

• To get the right audience on social media 
• Stronger internet presence

Explain, with one example for each, how search engines include the following Social Media tools/channels in their results:  

x Social Networking

When I searched ‘Justin Bieber’ the first option that came up was his Instagram, then twitter. These are both social networking sites. 

This could be because he is current. The best way to find out what he is doing is on his social media pages. 

His target audience is mostly younger people who use social media regularly. 

x Video 

 I searched ‘Justin Bieber’ and on the first page his latest music videos came up. This is because his videos relate to what he  does.  

x Blogs

This shows examples of blogs related to this assignment. I searched the question and the options were all blogs about this topic.

 x Forums

Forums are good ways to find solutions to problems such as games, cooking and DIY. 

x Social Bookmark.- 

A social bookmark is a online service which enables users to add, annotate, edit, and share bookmarks of web documents such as Wikipedia. 

Explain how to use keywords to listen and engage with a social media audience. 

Listen by searching keywords and seeing what your target audience are interested in and what words they are searching for.

Engage by targeting your audience with the keywords they currently use to make your business a higher ranked website and therefore more people will see it. 

Compare two ways in which Search Engine Optimisation (SEO) for a website differs from Social Media Optimisation (SMO). 

SEO are search websites such as - Google, Bing, Yahoo. SEO are made to bring more people to your website.

whereas

SMO is websites that have been made and designed to use on mobile devices - Facebook, Twitter, Tumblr, Blogs. SMO wants o bring more people to your social media channels and grow your online status. 

Define the meaning of the term Mobile Optimisation. 

Optimising a website, designed, for mobile devices. 

Identify three ways how Mobile Optimisation differs from Search Engine Optimisation (SEO). 

• Different keywords
• Mobile websites might be simplified
• Specific metadata 

Explain two reasons why mobile optimisation is important to a business. 

• People use mobile devices to check information when on the move. 
• Websites that aren't optimised for mobile devices could put people off looking at the website.

Describe, with three examples, how to optimise a website for viewing on a mobile device.

• Simplify - Firstly because of the restricted amount of screen space, it’s important to choice what information your visitors will probably be looking for. Important information just as a store locator, contact us and products. 
•  Location - If it has geo-location, when people search it will come up if they are in the area. This is good as it is near them and people can see where your shop or business is. 
• Call to action buttons are clear -this is buttons such as ‘add to basket’, ‘checkout’ etc. 
• 
  
  Give two reasons why keywords and/or keyword phrases for a mobile website might differ from those for a non-mobile website. 
  • Keyword limitations. - They are normally shorter than on a SEO. 
  • Audience using mobile devices could be different
  
  
  Identify changes required to a non-mobile website to make it suitable for mobile devices. 
  • The mobile website will need to be simplified.
  • Layout will need to be different to suit the smaller screen.
  • Files sizes might need making smaller.