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Unit 4 Search Engine Optimization
Unit 4 Search Engine Optimization
Unit 4 Search Engine Optimization
website structure, you can draw in visitors who are actively searching
trust websites that appear at the top of search results more than
efforts.
• Competitive Advantage: SEO is essential for staying competitive in
click.
• Data and Insights: SEO tools provide valuable data and insights into
data-driven decisions.
• Analytics and Reporting: SEO tools and analytics platforms provide
• The primary goal of on-page optimization is to make it easier for search engines to
understand the content and relevance of a web page.
Keyword Research: Start by researching and selecting relevant
keywords for each page. Use tools like Google Keyword Planner,
content that satisfies the user's search intent. Content should be well-
and alt text. Compress images to reduce page load times and improve
user experience.
Internal Linking: Create a logical internal linking structure by linking to
related pages within your website. This helps both users and search
results.
Page Loading Speed: Improve page loading speed by optimizing
Tools like Google Page Speed Insights can help with this.
Monitoring and Analytics: Continuously monitor the performance of
your pages using tools like Google Analytics and Google Search
• Off-page optimization, also known as off-page SEO, refers to the set of strategies
and activities that are conducted outside of your website to improve its search
pages, off-page optimization is concerned with factors that influence your site's
more valuable your content is, the more likely it is to be linked to and
reviews.
Social Bookmarking: Share your content on social bookmarking sites
like Reddit, Digg, and StumbleUpon. This can help drive traffic and
and-answer sites like Quora. Provide helpful answers and include links
or events. This can help with brand visibility and mentions on news
websites.
Creating Search Campaign
Google Ads. Here are few steps which involved in setup of Search
Campaign.
1. Set Your Campaign Goals:
achieve another goal? Your campaign's goals will influence its setup
and optimization.
2. Keyword Research:
phrases that are relevant to your business. Tools like Google Keyword
Planner can help you find keywords with sufficient search volume.
3. Create Ad Groups:
display URL. Make sure your ad copy is aligned with the keywords in
Set your daily or monthly budget and choose the campaign start and
end dates. It's important to allocate a budget that aligns with your
demographics, device type, and more. This helps you reach the right
Decide when your ads should appear by setting ad scheduling. You can
target specific days of the week and times of the day when your
irrelevant clicks.
11. Report and Analysis:
as needed.
Google AdWords
a daily or monthly budget, and Google Ads will never exceed that
limit. This makes it suitable for businesses with different budget sizes.
• Pay-Per-Click (PPC): With Google Ads, you only pay when someone
clicks on your ad. This means you're not paying for ad impressions
(views) but for actual interactions with your ad, making it a cost-
text ads, display ads, video ads, and more. This flexibility allows
advertisers to choose the format that best suits their marketing goals.
• Ad Extensions: Advertisers can use ad extensions to provide
their ads to appear when users search for those specific terms on
Google.
3. Ad creation: Advertisers create text, image, or video ads that are
willing to pay for each click on their ads (Cost-Per-Click or CPC). They
interests, devices, and more. They can also use retargeting to show ads
keywords, the ads from relevant advertisers enter the auction. The
their ad. The cost of each click is determined by the advertiser's bid
investment (ROI).
10. Optimization: Advertisers can continuously optimize their
advertisers pay a fee each time their ad is clicked by a user. Unlike search
apps.
1. Advertiser sets up a campaign: Advertisers create a PPC display
advertising campaigns.
3. Ad placement: Advertisers select the websites, apps, or platforms
where they want their ads to appear. These placements can be based
pay for a click on their ad (bid). The ad network uses various factors to
website or app. Users who find the ad appealing and click on it are
the term "pay-per-click." The cost per click (CPC) can vary based on
their display advertising campaigns. They can track metrics like click-