1.M2: Search Marketing (SEO)

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1 1.M2: Exercises A series of practical exercises is provided below: Module Domain Module Domain DMI_PDDM_PE_M2_00001 Search Marketing SEO Organic and paid search results display positioning of ad The Marketing Director has asked you to advertise the company s new musical instrument on the Internet. You need to indicate to him where on the page will yield search results which are paid or organic. As a group, indicate on the illustration shown which parts of the search engine results page are characterised as paid search results, and which are organic.

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3 DMI_PDDM_PE_M2_00002 Customer Search Insights Model What kind of information can be revealed about a user who searches online for information about a European Sports Event/Competition? List a number of factors under the headings: Person Place Product Priority Purchase

4 DMI_PDDM_PE_M2_00003 Keyword Research You are helping out a friend who has set up a new sports business called Goal in One selling sports attire, equipment and online sports games. As a brainstorming exercise, write down a list of keywords and key phrases which you think people might use when searching for this kind of company. Remember other sources for keywords: review marketing collateral, industry jargon, terms, as well as competitor websites.

5 DMI_PDDM_PE_M2_00004 Keyword Research Google AdWords Keyword Planner As part of the brainstorming team, you have written down a list of keywords and phrases which you believe the majority of Internet users will use when searching online for the Goal in One store but want to make sure. Check on AdWords Keyword Planner to compare and/or improve your list. As a group, discuss what you can find out by using the AdWords Keyword Planner and report your findings.

6 DMI_PDDM_PE_M2_00005 Tags in on-page optimisation Your team is responsible for creating a webpage for a new company in the technology industry. Choose a name and suggest a logo for this company. Write down possible ideas for a title tag, a description meta-tag, as well as an image alt-tag for SEO.

7 DMI_PDDM_PE_M2_00006 Off-Page Optimisation Linking formats You have been given the task of adding a number of links on your music company webpage. Write down at least 3 examples of different kinds of hyperlinks under the headings below: Uninformative link URL link Topic link Keyword link

8 DMI_PDDM_PE_M2_00007 Off-Page Optimisation Inbound Links Quality There is a difference in the quality of inbound linking. Of the 5 types listed below rank them in order of 1-5 where No. 1 is the highest quality ranking and no. 5 is the lowest. Then, from the Internet, write down a number of websites for each of the 5 inbound link descriptions below: Network Partners/companies Influential Blogs or Social Media Specialist Sites Authoritative Sites Discussion Forums (note the list above is unranked)

9 DMI_PDDM_PE_M2_00008 Sitemap tools Go online and find out about sitemap tools. Briefly describe what sitemap tools do, and what their purpose is. Enter a website URL you are familiar with into a free sitemap tool. Run the sitemap tool and describe the outputs. As a group describe the SEO value achieved by using sitemap tools.

10 DMI_PDDM_PE_M2_00009 Google Webmaster Tools You have heard about something called Google Webmaster Tools. As a group, research this tool and describe the features and benefits of using Google Webmaster tools in order to enhance the optimisation of the website.

11 DMI_PDDM_PE_M2_00010 Target Customers Write down three different product or brand names you really admire. Discuss and note points about how the company behind the brand tries to reach their target customer. Indicate the kinds of Key Performance Indicators (KPI s) that would be important for measuring company success.

12 DMI_PDDM_PE_M2_00011 SEO keywords and key phrases repetition To ensure website optimisation, it is beneficial that the keywords and key phrases are repeated. Where should they be repeated on the website? List 5 areas on a website where these keywords and key phrases can be repeated.

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