DIGITAL MARKETING
CUIMM216
Bachelor of Science Honors Degree in
International Marketing
Level 2:1
Search Engine Optimization
Lecture Two A
PRESENTATION OUTLINE
Introduction
Learning Outcome
What is search engine optimization
Distinguish search engine optimization and
search engine marketing.
Conclusion
INTRODUCTION
PRESENTATION OUTLINE
Learning Outcomes
By the end of this lecture students should be able
to:
Describe what is search engine optimization SEO.
Explain key components of SEO.
Describe effective approaches of SEO.
Explain benefits of SEO.
Explain challenges of SEO.
PRESENTATION
What is search engine optimization SEO
Search Engine Optimization (SEO) is the practice of
optimizing a website and it’s content to improve its
visibility and rankings in organic (non-paid) search
engine results pages (SERPs).
SEO is a set of practices designed to improve the
appearance, positioning, and usefulness of multiple
types of content in organic search result.
Key Components of SEO
On-Page Optimization: This involves optimizing the
website's content, structure, and HTML source code to make
it more search engine-friendly.
Off-Page Optimization: This refers to activities conducted
outside of the website to improve its search engine rankings.
Content Optimization: Creating high-quality, relevant, and
engaging content is crucial for SEO.
Keyword Research: Keyword research is the process of
identifying the search terms and phrases that users enter
into search engines when looking for information, products,
or services.
Approaches of effective SEO
Implementing effective SEO strategies requires a comprehensive
approach and ongoing effort from a digital marketer.
Key steps to improve your website's search engine rankings are
examined below.
Conduct keyword research: Identify relevant keywords and
phrases that your target audience is likely to search for.
Optimize on-page elements: Ensure that your website's pages
are optimized for search engines.
Create high-quality content: Develop informative, engaging,
and relevant content that addresses the needs and interests of your
target audience
Approaches of effective SEO
Optimize for mobile: With the increasing use of mobile
devices, it's crucial to have a mobile-friendly website. Ensure
your website is responsive and provides a seamless user
experience on mobile devices.
Improve website speed: A fast-loading website is essential
for both user experience and SEO.
Monitor and analyze: Regularly monitor your website's
performance using analytics tools like Google Analytics and
Search Console
Benefits of SEO
Benefits of using in Search Engine Optimization
More traffic: The higher you rank, the more traffic you get.
SEO is the way to go if your goal with search marketing is to
get traffic to your website without paying for ads.
Targeted traffic: Unlike traffic from social networks or other
sources, organic traffic converts better because it’s targeted.
Trust and recognition: Users trust search engines because
they know that they have strict rules as to which websites are
shown in the search results, and turn, they trust websites that
rank in the top positions
Benefits of SEO
Benefits of using in Search Engine Optimization
Increases brand awareness: Trust generates more
conversions and increases recognition and brand awareness,
making your digital marketing efforts in other channels easier.
Create better websites: SEO is not just about search
engines but mainly about users. A fully optimized website for
search engines is great for users.
Challenges of SEO
Challenges of using in Search Engine Optimization
It takes more time to work than PPC. SEO is a long-term
marketing strategy that takes months to start generating
results.
SEO rules change all the time. Google reportedly makes
hundreds of changes to its search algorithms annually that
impact search rankings and traffic.
Too competitive. Ranking high in the search results for
keywords that can generate business has become very
competitive
CONCLUSION
What is search engine optimization SEO?
Explain key components of SEO.
Describe effective approaches of SEO.
Explain benefits of SEO.
Explain challenges of SEO.
REFERENCES
Chaffey, D. (2019). Digital Marketing Strategy,
Implementation, and Practice. Pearson: 7th Edition.
Grayson. R. (2023). Foundations in Digital Marketing:
Building Meaningful Customer Relationships and
Engaged Audiences. Bcampus.
LECTURE EVALUATION
