Search Marketing (SEO) Student Handbook Syllabus Version 5.0

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1 Search Marketing (SEO) Student Handbook Syllabus Version 5.0

2 Copyright All rights reserved worldwide under International copyright agreements. No part of this document can be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of Digital Marketing Institute Limited. This course uses a number of trademarked brand names, symbols, slogans, and logos. Digital Marketing Institute acknowledges that these works are the property of their respective owners and maintains no rights to these trademarks. They are presented here for educational and demonstration purposes only. Digital Marketing Institute Marina House Clarence Street Dun Laoghaire Co Dublin Ireland Tel: +353 (1) Copyright 2015 Digital Marketing Institute 1

3 Module Overview Course Overview: Search Marketing (SEO) This module will help you to understand Search Engine Optimization (SEO) and how the tactics underpinning SEO can help boost the organic search ranking for your website on search engine results pages (SERPS). During the session, you will explore keyword research and the process of selecting suitable keywords for your website, as well as optimization of content on a web page. You ll learn how to create and include effective content and meta-tags throughout your website. The session will also cover how websites are viewed and processed by search engine spiders and how to speed up indexing. The session will cover off-page elements of optimization, including inbound linking as well as techniques to boost a website s inbound link popularity. Topics covered within the Search Engine Optimization Module include: Key SEO concepts Keyword selection Search results and positioning Content updates and layout Benefits of search position Meta Tags Stakeholders in search Site Maps Mechanics of search SEO Webmaster tools On-page/ Off-page optimization Ranking Customer insights Inbound links and link building Keyword research Laws & Guidelines Module Goals: Search Marketing (SEO) The Search Marketing (SEO) Module will enable you to develop the knowledge and skills needed to enhance website position and ranking within search engines. The module covers the key concepts and terminology used within the field of Search Engine Optimization (SEO) and will equip you with the technical knowhow, understanding and insight to build and maintain an effective SEO strategy. You ll learn about the range of specialist tools that are available to help common Copyright 2015 Digital Marketing Institute 2

4 search engines find, view and rate websites. You ll learn about on-page optimization techniques, and you ll develop the skills and know-how to manage keyword research and selection. You ll also become aware of the importance of content updates and applying appropriate meta-tags in order to drive site optimization. You ll recognize how SEO is content driven, and you ll understand the concept of ranking. You ll be able to perform a range of off-page optimization activities to improve ranking and positioning such as link building. You ll be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You ll also become aware of data protection and privacy issues associated with SEO. Personal Objectives This is an opportunity for you to record your personal objectives for this course that are specific to your job or role or aspirations. Please indicate your personal objectives below: Copyright 2015 Digital Marketing Institute 3

5 What is Search Engine Optimization? Search Engine Optimization (SEO) is the method used to achieve visibility on a search engine results page with the aim of driving qualified traffic to a site. It is different from paid search listings since the advertiser does not pay the search engine if someone clicks through on a listing to go to the website. Organic search listing visibility is generally much harder to achieve than paid search visibility and the process to improve it is generally longer. However, if an advertiser does achieve organic visibility on a highly searched, relevant keyword they could expect a significant amount of quality traffic that they do not pay a search engine for. Definition: Search Engine Optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic") search results Copyright 2015 Digital Marketing Institute 4

6 Glossary of Terms Alt text In-bound link Indexed pages Keyword/ key phrase Keyword density Keyword research Keyword spam/ stuffing Landing page Link building Link popularity Meta tags Natural search results Nofollow Reciprocal link Robots.txt SEO Sitemap Social bookmark A description of a graphic in a website. (In-link, incoming link) Inbound links from related pages are the source of trust and page rank. The pages on a site which have been indexed. The word or phrase that a user enters into a search engine. The percentage of words on a web page which are keywords. The process of determining which keywords are appropriate for targeting. Inappropriately high keyword density. The page that a user lands on when they click on a link in a search engine result page. Process of actively cultivating incoming links to a site. A measure of the value of a site based upon the number and quality of sites that link to it. Statements within the HEAD section of an HTML page which furnishes information about the page. Search engine results which are not sponsored, or paid for in any way. A command found in either the HEAD section of a web page or within individual link code, which instructs robots not to follow either any links on the page or the specific link. A link allowing two sites to link to each other. A file in the root directory of a website used to restrict and control the behavior of search engine spiders. SEO (Search Engine Optimization) is the process of improving the visibility of a website or a web page in a search engine's "natural," or unpaid ("organic") search results. A list of pages of a website that are accessible to crawlers or users. A form of Social Media where user s bookmarks are aggregated for public access. Copyright 2015 Digital Marketing Institute 5

7 Spider Text link URL (Bot, crawler) A specialized bot used by search engines to find and add web pages to their indexes. A plain HTML link that does not involve graphic or special code such as flash or java script. Uniform Resource Locator or web address. Copyright 2015 Digital Marketing Institute 6

8 Resources and Recommended Reading For the most up to date information on Search Engine Optimization (SEO) please see the following online resources: Matt Cutts Blog Search Engine Guide Search Engine Watch Search Engine Land See also the following publications for more indepth analysis of the topics in this module: Capala, Matthew and Steve Baldwin. SEO Like I'm 5: The Ultimate Beginner's Guide to Search Engine Optimization. Zeit Media, Moran, Mike and Bill Hunt, Search Engine Marketing, Inc. IBM Press, Williams, Dr. Andy. SEO 2015 & Beyond: Search engine optimization will never be the same again. CreateSpace Independent Publishing Platform, Adodra Sam. SEO Expert Strategies: SEO Consultant Spills His Secrets Discover How To Rank Higher, Outsource To The Right SEO Service Provider And Take Advantage Of Free Search Engine Traffic. Amazon Digital Services, Rognerud, Jon. Ultimate Guide to Optimizing your Website. Entrepreneur Press, Copyright 2015 Digital Marketing Institute 7

9 Course Slides Slide Handouts can be found on your course page of the Class Network. Lecture Notes are included in the slides. Practical Exercises Exercises are used throughout the lecture series to reinforce points of learning and important competencies (Modules 2 8). The tasks may be research-based in the context of the module concerned, or reflect the practical application of skills and learning. Though these are not marked, completing the Practical Exercises will be of benefit to your learning and you are strongly encouraged to attempt all exercises. Copyright 2015 Digital Marketing Institute 8

10 Personal Action Plan Now that you have completed this course on Search Engine Optimization, how will you use the concepts and skills you have learned? Creating a personal action plan can help you to stay on track and on target. In this post-course exercise you will be asked questions to help you plan your short-term and long-term goals. I am already doing these things well: I want to improve these areas: I have these resources to help me: Copyright 2015 Digital Marketing Institute 9

11 As a result of what I have learned in this module, I will My target delivery date is I will track progress using I will review on Copyright 2015 Digital Marketing Institute 10

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