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Digital Marketing Lecture 5 SEO Landing Pages (Organic Search (Including,…
Digital Marketing Lecture 5
SEO Landing Pages
Organic Search
Including
Head
Title
The detail
need to include words that are relevant for every stage of the customer jouney!
Images
name it after your keyword
E.g. Leeds University Business School. jepeg
ALT Tag scr= " Top 10 UK Business School"
Inner Content
Content Management System (CMS)
To handle HTML coding
Remember write unique descriptive titles for every page on your website
Keyword Cloud
Semantic Search
• Searchers intent
’• Query context
User search history
User location
E.g. cafe near me
Spelling variations
How to do SEO
Aim: Top result of diff search queries
On-site SEO
Off-site SEO
The process
Define Target Market
Personas/ Profiles
A persona is a semi-fictional representative of your ideal customers based on real data about your existing customers and market research
Key areas to incluede
Who
How
Why
can do this in the individual report
Persona Checklist
Develop Content Strategy
The customer journey
Choosing Keywords
Relevance
Current Ranking
Traffic
Competition
Research semantic keywords carefully
Create a list of stem or core words
Organic produce
Expand your list to include thematically relevant words
Strawberries,
Blueberries,
Raspberries
Generate keywords that answer searchers questions
Where can I pick straberries
Search Engine Optimization
Fat Head
Keyword with very high search volume
Meta-tags
• Descriptions
• Social media updates
• Backlinks on other sites
• Alt tags for images
Tend to be high competition
Consistently improve your keyword
Broad nature of fat head keywords means that you might not always create the content that your customer is looking for
Long Tail
Keywords with low search volume
• Tend to be low competition
• Specific to searcher’s intent ↑ Conversions
Mapping Keywords to Page
Search engines calculate relevance to webpage not website
Link to customer journey
Awareness
Home Page
1 more item...
Interest
Category Page
2 more items...
Consideration
Sub-category Page
3 more items...
Conversion
Product Pages
3 more items...
Retention
Guest Lecture
SEO company
ENJOY DIGITAL
Approach to SEO
Data analysis & research
Technical
Search engine traffic
Content
Link
Approach to PPC
Account structure and sttings
Keywords
Ads and landing pages
Bids and adjustments
Measure and analyse
go back to keywords
Organic performance
SEO insights
Rely on Google
Organic visiblity
Avaliable Search Volume 递减
Share of Voice 到中间掉下去 最后上升
Impact of mobile
61% of serchers use mobile through 2019
4 PPC ADS appera before the local search results
3 Maps results before the Organic serch results
Insight of PPC
Target customers
No childern
Mid-week
Day of week
Cost
CPA
modblie
Device
Desktop
Mobile
Lower CPA
london
males
55-64
55-64 Cost the most money
Morning
Approach to technical SEO
Google tools
Class tools
search metrics
MAJESTIC
SEMRUSH
RAPIDSPIKE
Kerboo
You can check inside and outsite
Account Structure
An account
several campaign
a campagin under several ad groups
an ad group under targeting and ads
Keywords and ads
broad match
shoe shop
clothes shop
broad + match +modifeler
+shoe + shop
shoe repair shop
"pharase match"
" shoe shop"
local shoe shop
(exact match )
(shoe shop)
shoe shop
Automated bidding
Consistent results
Sve retainer time for other areas
improves over time
any level of KPI
BID STRATEGY
Enhanced CPC
Automated ads
User journey
Awareness
Considration
people may have some idea with certain product
focus on categorygages and product pages
Decision
add more detail
ALL these three dimention go through
Thoght process
possible search querities
focus areas
Content format informed by SERPs
SERP features
feature snippet
get a lot traffic on website
Related questions
examgple: people also search these?
Image package
Video
Just give what google want to increase the traffic
Google quality guidelines
make pages for users, not search engines
Don't deceive users
Don't manipulate search rankings
Make your site unique
Insight of Competitors
Auction insights
Impression Share
not click just show them e.g. 64%
You don't 100%
Average position e.g. 1.8
Overlap Rate
whenever customer have quetions with you
Links SEO
The News website
e.g. The Guardian
target the right website, if you put too many blogs, it can confuse your cutomers to find solid resources
Bad links 32.48%
Missing Links
Monthly Activity
