Fundamentals of

Digital Marketing
Class 4
Make search
work for you
Making your web pages
search friendly
Optimizing web pages correctly means more
people can find your content faster. There are lots
of ways to achieve this, so choosing the most
effective methods will save you time and
resources.

Here, you'll learn how to master meta tags,

backlinks, international SEO and more.
Making your web pages
search friendly

On-page optimisation, or changes you can make

on your website’s individual pages, can quickly
help search engines better understand your
content.
Making your web pages
search friendly
The title and meta description are important
because they both are used by the search engine to
generate the actual search result for the specific
page.

The title is used to generate the first line shown; the

meta description is used to generate the few short
sentences that follow.
Making your web pages
search friendly
A good meta description is usually two short
sentences. It should also reinforce the title by using
the keyword or phrase again.

A title should be short and sweet; a description

should match what the page is about. the page
itself should also be considered because it is what
people who visit your site actually see.
Headings and Page copy
There are two things you can optimise here to help
search engines categorise your content correctly:
headings and page copy.

Like meta tags, headings are embedded in the

HTML code of your page, but they’re also visible to
people. Often, they’re displayed at the top of a page.
Headings and Page copy
If you’re writing a piece of content about fresh
fruits and vegetables, you’ll naturally want to use
that phrase in the copy.

Don’t go overboard and repeat the phrase over

and over because search engines may see that as
spam. Remember that you’re writing primarily for
people, so be sure your message is clear.
How other websites can
work for you
Your search engine optimisation, or SEO results are influenced
by things you do on your site and things that happen off your
site.

It involves what other sites are saying about yours. your best
chances to control this are “backlinks” and social media.

Backlinks
This is the term for a link from another website to your site. if
you have a lot of links to your site, it means many different
people on the web believe your site has good content.

Search engines might see these links as a sign that you have a
high-quality site, and are perhaps a good option to show
searchers.
Links to your site are important—but how do you get them?

The key is to think quality, not quantity.

In the past, people creating websites focused on getting large

numbers of links to promote their position in search engine
results. In some cases, these links were irrelevant to their
products and services, or came from low-quality sites (by low
quality, we mean websites with minimal content that exist
only to link to other sites).

Search engines caught onto this and responded by giving less

value to sites that tried to manipulate the search results,
which resulted in a drop in their search ranking.
So how can you get more of these good links?

The best way is to create great content on your own site.

Then, others may link to you because they think their

audience should see your content.

You can also encourage others to write about you, and share
links to your website.

In the SEO industry, this is called content marketing.

To create good content, you have to understand who your

potential customers are, what they are looking for, and how
you can provide it.
Search engines will crawl any page they can access, including
social media sites.

Using social media is a great way to reach a bigger audience.

It promotes your site—and your business—because it helps
people discover your content and encourages them to interact
with you.

Off-site optimisation is a valuable way to potentially increase

your search engine rankings.

The best way to support off-site optimisation is by creating

good content that establishes your site as a quality resource,
attracting visitors who then share it across social media.
Cross borders with SEO
 Cross borders with SEO
● There are some SEO guidelines for
websites that offer content in
multiple languages. The first is to
make sure that each page in a
different language has its own unique
web page. Web design technology
makes it possible to have English
language content on a web page but
allow visitors to click a button to view
the same page written in French.

● mixing languages on the same page.

You need to speak your customers’
language
 Cross borders with SEO
● Avoid using automated services to
translate your content: If you’ve taken
the time to translate content, some
search engines allow you to add
language annotations to your web
pages. These help search engines
serve the right content to the right
person based on his or her country or
language.
Be noticed with Search
Ads
Introduction to search engine
marketing (SEM)
 Search Engine Marketing
Search Engine Marketing (SEM) can
open a world of opportunities when it
comes to promoting your service or
product.

By specifically targeting people

interested in your website, you can use
online advertising to directly connect
with future customers.
 Search Engine Marketing
SEM lets you use paid advertisements to
reach potential customers when they
search for certain words and phrases
relevant to your business.

In SEM, the advertiser only pays when

someone clicks on their ad. So if your ad
appears, but no one clicks on it, you won’t
be charged. This is also known as “pay-
per-click” advertising.
● W ith SEM, people who clicked your ad
are interested in what you have to
offer, because they told you so. Or
rather, they told the search engine.
 Search Engine Marketing

W ith SEM, people who clicked your ad are

interested in what you have to offer,
because they told you so. Or rather, they
told the search engine.

SEM targets people actively looking for

products and services. This is different
from broadcasting a message to people
that they may—or may not—have any
interest in.
 The SEM Auction

Search engine marketing is based on an auction system.

Search engines limit the number of slots adverts can appear
in on an individual page.

Advertisers then compete in an auction for those slots. In

auction, the relevance of your adverts is crucial. So, success
in the auction means having a competitive bid, as well as
strong relevance.
 The SEM Auction

Bid
you’re willing to pay when people click on your
ad after searching. This price is often called
your maximum cost per click. If your
competitor only has a Max CPC of N1 while you
have that of N2, you’ll have a higher bid,
meaning you’ll be ahead in the auction.
Relevance
This is a measure of how closely your ad relates
to what a person searched for. Search engines
such as Google and Bing refer to this as your
Quality Score.
 The SEM Auction
Think of it this way. When two competing
businesses have equal bid prices, the business
with a higher Quality Score will appear higher on
the search results page.
One of the best ways you can improve your
performance in SEM is to consistently review
your campaigns to find ways to become more
relevant.
To improve your performance, stay focused on
improving the relevance of all your adverts.
Make sure that your adverts always closely
match the terms that people have just
searched for. By doing this, you can win better
positions for your ads, without having to pay
more money.
What makes a good keyword

Measuring the value of your ad clicks will help you

know if keywords are “good” or not rather focus solely
on keywords that are relevant to your business, and
you’ll have more success going forward. Another factor
to consider is how much traffic a given keyword is
likely to get.

If a keyword is relevant, and gets quite a bit of traffic,

your competitors are more likely to be using it too.
What makes a good keyword
So how can you research keywords before adding
them to your campaign?

The first thing to ask yourself is: is this keyword

relevant? Or in other words, does this keyword
closely describe your products or services?

Try to focus solely on keywords that are relevant to

your business, and you’ll have more success going
forward.
What makes a good keyword
Another factor to consider is how much traffic a given keyword is
likely to get.
In other words, you might compile a list of highly relevant
keywords... but what if nobody searches for them?

Keyword research tools can provide traffic estimates to help you

get a handle on this. So now you know the important of relevance
and traffic are to finding good keywords.

Also you will want to consider what your competition are up to.
What makes a good keyword
Think about it: if a keyword is relevant, and gets quite a bit of
traffic, your competitors are more likely to be using it too.

So, when you’re thinking about which keywords you want to

include in your ad campaigns you’re going to want to remember
relevance, traffic potential and competition.

Monitor your keywords closely - if you do, you’ll quickly learn about
what’s working, and then you can make adjustments as you move
forward.
What makes a good keyword
Look for keywords where the relevance and traffic is
high, and competition relatively low.

When you’re thinking about which keywords you

want to include in your ad campaigns you’re going to
want to remember relevance, traffic potential and
competition.
Assignment To Do
Make a list of keywords you think are relevant to
your business. Now, have a look at them with
keyword research tools like Google Keyword Planner.

How much traffic can you expect?

What’s the estimated cost?
Can you find other keywords you hadn’t thought of?
Make your Ads stand out
Simple guidelines you can follow to turn a plain
advert into something attention grabbing.
● Relevance is the name of the game in
search engine marketing. Try and write
your advert’s headline to match the
searcher’s words as closely as possible.

● Ifyou’re running a sale, or have a special

benefit the customer can take advantage
of, that’s a really easy way to attract
attention.

● give a compelling call to action.

Thank You!