www.DavidButt.com/notes
DIGITAL MARKETING SKILLS
‐AN INTRODUCTION / DAY 1 NOTES
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Resources
• Google Search Engine Optimisation Starter Guide
– http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.co
m/en//webmasters/docs/search‐engine‐optimization‐starter‐guide.pdf
• Google Ad words Learning Centre
– http://support.google.com/adwords
• Insight for Search (for popular searches)
– http://google.com/trends
• Google Webmaster
– http://www.google.ie/webmasters/
• Google Keyword Planner
– https://adwords.google.com
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Resources • Word Cloud Generator
– http://www.wordle.net
• Identifying Competitor Links
– www.opensiteexplorer.org
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Web‐Master Guidelines
• Make pages primarily for users, not for search engines
• Make a site with a clear hierarchy and text links. • Make sure that your <title> elements and ALT attributes are descriptive and accurate.
• Create keyword‐rich content based on research. 147
Web‐Master Guidelines
• Use keywords to create descriptive, human friendly URLs.
• Provide one version of a URL to reach a document.
• Make sure content is not buried inside rich media (Adobe Flash Player, JavaScript, Ajax) and verify that rich media doesn't hide links from crawlers.
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Web‐Master Guidelines
• Produce fresh content regularly.
• Don’t put the text that you want indexed inside images. – For example, if you want your company name or address to be indexed, make sure it is not displayed inside a company logo.
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SEO Tips
• Ensure the structures are correct
– URL structure
– Site Structure (Hierarchy)
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Eliminate Duplicate Content
Be careful blocking Robots
Have good 404 pages
Submit a Site Map
Submit your Mobile Site
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help Google index your mobile site
• Verify that your mobile site is indexed by Google
– Googlebot may not be able to find your site
– Googlebot may not be able to access your site
• Verify that Google can recognize your mobile URLs
• Create a mobile sitemap
– Submit to Google as a Mobile site using Google Webmaster Tools
• Submit as a Mobile Site to Google
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tag length recommendations
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Keyword Tips
• Use the Google Keyword Tool
• Refer to your Analytics
• Get the language right –
– (Salespeople & Customers)
• Look at the competition
• Consider Long Tail Search
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Keyword Tips
• Ensure Key words are placed in Meta Detail
– Title tags; Descriptions; Url
• Keep within the Tag Length recommendations
• Keyword Anchor Text for Inbound/Internal Links
• Ensure that Keywords are used in Alt text
– E.g.. Image Alt Text
• Avoid Duplication
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Key Questions for Link building
• Are your suppliers linking to you?
• Are your partners linking to you?
• Will customers link to you?
• Who links to you competitors?
• Who links to sites with similar content?
• What is there most popular content
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Best Practice Tips for Ad Words
• Separate Campaigns between Search And Display
• Use Negative keywords
• Consider Re‐marketing/Display campaigns
• Geo‐target
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