Task A.
1. Define the meaning of the term Search Engine optimisation (SEO).
SEO is where you go through the process of improving your website in being easy to find in the search engines, this is done by using keywords and key phrases which the search engine will pick up on and recommend your website to searchers.
2. Explain, giving two reasons, why Search Engine Optimisation (SEO) is important to a business.
1. Firstly, for a business to get views on its website it needs to be within the first few pages of the search results, as this is where people look. So it is important your website is optimised to that the search engine can pick up on key words and recommend your website to the relevant searches.
2. Your website will contain more relevant information because you've had to optimise it so its all relevant to your company, also search engines don't recommend websites they think are spamming so you cant repeat yourself, so it makes the quality of your website much higher, overall getting more visitors and then customers!
3. Briefly explain the terms 'organic' and 'paid' search results.
The term 'organic' search results means when your website is naturally occurring on the search engines because of it ranks your business' website, this is normally done by indexing parts of your website.
The term 'paid' search results means you pay the search engine to display your website when people search online.
4. Describe the terms 'Pay-per-Click' and 'Pay-per-Impression'.
The term 'Pay-per-Click' means you get paid each time your website is clicked onto, being very good for a business as it can track exactly how many people are viewing their website.
The term 'Pay-per-Impression' means being paid to display an advert a certain number of times on your website, generally rates are per 1000 impressions.
5. Describe five factors that need to be considered as part of a Search Engine Optimisation (SEO) plan.
1. What your customers are searching for in the search engines.
2. How you'll use tags in your plan of optimisation.
3. Be aware of how search engines rank a website down to the keywords used.
4. Have keyword phrases instead of just keywords.
5. Know what keywords and keyword phrases people are using the most that are relevant to your business.
6. Define the meaning of the term 'keyword' .
Keywords are the things people type into the search engine bar to find what they are looking for.
7. Explain five factors that need to be considered when identify keywords and/or keyword phrases.
1. You want to be using keywords that your customers use and people in general so you have a good idea of how to optimise your website.
2. Understand the competiveness of certain keywords and phrases with other companies, you want your website to stand out so do your research so you use the best keywords for your business.
3. Research into how often certain keywords are used in the search engine in your area, so you can get a good idea at what keywords will work well and which ones wont.
4. Make sure that all spellings are correct otherwise other results will be found.
5. Make sure use relevant keywords to your business that will nicely link back.
8. State six places on a website where a search engine looks for keywords and/or keyword phrases.
1. URL
2. Page description
3. Heading
4. Content
5. Page title meta tags
6. Alt-tags on images
9a. Describe two ways in which link building can help the search engine ranking of a website.
1. Search engines look for websites that are linked to social media pages which are relevant to the search, meaning that it will be higher up on the search engine list.
2. If you link you social media platforms to your website then google will recommend your website to others because of the link through social media.
9b. Describe two ways in which link building can hinder the search engine ranking of a website.
1. Too many links can make the search engine think you are spamming which doesn't get high search results as they avoid anything they may think looks like spam.
2. Google might think that you have irrelevant links if you use too many which again will make you less likely to be recommended by any search engine to its searches.
10. Define the meaning of the term Social Media Optimisation (SMO).
Social media optimisation is when you use of keywords when engaging with their audiences.
11. There are factors that can positively and negatively affect how a search engine ranks websites. Describe three positive and three negative factors.
Positive
1. Good keyword and keyword phrases used.
2. Relevant links made with social media accounts.
3. Tags used, especially in images such as Alt-tags so that google picks up on the optimisation within the website.
Negative
1. If it thinks the website is spam because of repeated use in links.
2. Repeated use of keywords and keyword phrases can make search engines not recommend your website.
3. If the website isn't updated often.
12. Explain by giving two reasons why Social Media Optimisation (SMO) is important in a business.
1. It attracts the right kind of customer through engaging with them and getting to know them personally.
2. Get feedback off of your customers through engagement on your social media platforms which can overall help with the business improving in areas needed.
13. Explain with one example for each, how search engines include the following social media tools/channels in their results:
Social networking
Is great for linking back to your website which is something search engines look for, so they can find more relevant information for their users.
Videos
Video use is great for getting high up on search engine results because its rich engaging media and people love that kind and are more likely to view it. Videos can appear in the general results or in the YouTube/video results section.
Blogs
These are great when it comes to relevant information about a business as it has text but also can have images and videos again engaging the customers and getting more views and business for the search engines.
Forums
A great way to engage with customers, search engines love to encourage relevant engagement and will recommend forums to people to do just so.
Social bookmarking
Great for remembering useful websites as then google will remember what you've shown interest into and will recommend other websites later on in your searches.
14. Compare two ways in which Search Engine Optimisation (SEO) for a website differs from Social Media Optimisation (SMO).
Completely two different things, SMO is more about the engagement with the audience on social media to get a report with people and SEO is the encouragement of tags, meta tags, links and other ways to get more people onto your websites. SMO is a lot more personal, whereas SEO is more general optimising your website so it can be the best and get the most views on the search engines.
15. Define the meaning of the term Mobile Optimisation.
Its the process of making your website suitable for using on mobile devices.
16. Identify three ways how Mobile Optimisation differs from Search Engine Optimisation (SEO).
1. Specific meta data.
2. Different keywords and keyword phrases are used on mobile websites.
3. Mobile sites will need to be more simple that desktop websites as the screens are smaller and the pixels are less.
17. Explain two reasons why Mobile Optimisation is important to a business.
1. People use their mobiles a lot more, and can still use them when on the go, so having your website optimised for mobile use will reach more customers.
2. More and more people are getting mobile devices compared to desktop.
18. Describe, with three examples, how to optimises a website for viewing on a mobile device.
1. Simplify your content so it doesn't take too long to load onto the mobile device.
2. Shorted keywords used.
3. Submit your site to the mobile directories.
19. Give two reasons why keywords and/or keyword phrases for a mobile website might differ from those of a non-mobile website.
1. Keyboard limitations on mobile devices can mean you cant do some keywords.
2. Your audience on your mobile websites may be different to those using you normal website and so different keywords would be appropriate, as in general younger people use mobile devices and will use different types of keywords and keyword phrases.
Task B.
A report of Heirlooms Ever After.
Five keywords/ keyword phrases that would be good for the business.
1. Bridal
2. Wedding headdress
3. Wax headdress
4. Jewellery
5. Brides accessories
The monthly search volumes of the above keywords.
For one of the above keywords mentioned, screen print using three different search engines looking up that keyword with the top three organic results.
I used google, Bing and yahoo for my three different search engines, and these are the results I got by using the keyword phrase, 'wax headdress'.
All results are organic and came up without having paid ads or paid the search engines to advertise their website higher up in the results.
From one of the search results use three websites and identify three ways in which the keywords/ keyword phrases are implemented.
I be using websites from the Bing search engine.
First website: www.hitched.co.uk
We can see the use of the keyword phrase 'wax headdress' throughout this blog, and fragments of the phrase which links with it all, especially the keyword 'wax'. By using the keyword in the blog in a number of places allows the search engine to pick it up and recommend it to searchers.
Second website: www.etsy.com
In the product description and title they have used the keyword phrase 'wax headdress' which the search engine picks up and adds it to the list of recommended websites for the audience searching, using it in the title is very affective as this is what is seen first and it is in bold for the customer to pick up on quickly.
Third website: www.pinterest.com
This is a image of a wax headdress and the image has been tagged and named both using 'wax' and 'headdress' which links back.
Review the keywords chosen and suggest one way of using the keywords better.
By doing research on Google Adwords, you can see which keywords are the most popular in getting more visitors, by doing this you can choose the perfect keywords to include in your website which is relevant to your business, so for example a good keyword for Heirlooms is 'bridal' as this attracts brides to the website because this is a common word that audience uses in their searches.
Create a link building plan for the website of the chosen business. Include three ways of creating links and timescale for action.
1. You can do In-linking which is where you drive your audience traffic from one website to other website or social media platforms by informing them on the website. This can happen quickly but it will take time to get your page views up.
2. Cross linking, connecting websites to each other and social media platforms so they all link back to each other.
3. External linking, getting highly ranked websites linked with yours to improve your credibility.
2. Cross linking, connecting websites to each other and social media platforms so they all link back to each other.
3. External linking, getting highly ranked websites linked with yours to improve your credibility.
Explain three ways in which the selected keywords and/or keyword phrases can be used to listen and engage with an audience on Social Media.
1. By using certain keywords and keyword phrases on social media, you can attract certain customers.
2. This is good for engaging with the right kind of audience, as they might want more information about your business, and by using keyword you can allow them to come and visit your social media page.
3. Keywords can also inform your audience about certain offers, new stock etc.
Non-mobile website report with three changes to make the website more optimised for use on mobile devices.
http://heirloomseverafter.wixsite.com/heirloombrides
This is a website I made for Heirlooms, even though it functions as a mobile website, there are quite a few improvements that need to be made.
1. The website name, heirloom brides disappears on the mobile devices, leaving a blank space where the title would be.
2. The sliding images on the front page isn't central in the middle and looks unprofessional which can be easily changed by aligning it to fit on the mobile devices screens.
2. This is good for engaging with the right kind of audience, as they might want more information about your business, and by using keyword you can allow them to come and visit your social media page.
3. Keywords can also inform your audience about certain offers, new stock etc.
Non-mobile website report with three changes to make the website more optimised for use on mobile devices.
http://heirloomseverafter.wixsite.com/heirloombrides
This is a website I made for Heirlooms, even though it functions as a mobile website, there are quite a few improvements that need to be made.
1. The website name, heirloom brides disappears on the mobile devices, leaving a blank space where the title would be.
2. The sliding images on the front page isn't central in the middle and looks unprofessional which can be easily changed by aligning it to fit on the mobile devices screens.
3. Lastly, just like the title is missing on the home page it is also missing on all the other pages and so this would need to be changed.
