DAM

• seo: improve results from the natural listings
• paid search marketing (also pay-per-click marketing: PPC): to deliver results form the sponsored listings within the search engines / search engine adverstising (SEA)

Practice of making a website attractive to search  engine by presenting its code and content in such a way that the search engine will assume that it will address a specific enquiry from a (human) searcher.

• content
• technical
• links

• A page needs to be crawled for be included withing the search engine index and potentially get visibility
• Particularly important for newly launched pages, two ways to be included
  • Search engine submission
  • Automatically crawled through links form other sites

how many pages are included within the search engine index for different search engines

• Technical reasons (e.g. SEO- unfriendly CMS with complex URLs)
• Pages identified as web spam, of less importance or duplicated content

• Web analytics referrer information
• Checking the number of pages successfully indexed on a site (e.g. in Google the search “inurl:..”)
• Google search console, webmaster for Bing

Combination of words users of search engines type into a search box that form a search query

• Key to search engine marketing is achieving keyword/ keyphrase relevance
• Common keywords include; name of the company or organization, name of the product or product category

1. Create logical segments of products or services
2. Mine internal data (E.g. most visited landing pages, brainstorming, market knowledge, competitor’s sites) and secondary data sources (e.g. keyword analysis tools such as google keyword planner)
3. Sense check (e.g. commercial value of keyword competition, ask others)

• Relevance: most important aspect
• Search volume: keyword relevance has to be balanced with search volume
• Competition: search for keyword and observe:

1. Which website show up and
2. Whether the links to those websites are optimized perfectly for the keyword

• Current ranking: on which keyword should you start working?

the average number of searches per month over the past 12 months

the higher this number the more organic competition for the keyword

A count of wepages on which the keyword appears in both title tag and the text of backlink

• Optimize your site for your audience and not for the search engines -> releveance
• Original content
• Keep producing content (fresh content)
• Quality and quantity content
• Make sure content is on your site (i.e. not on Twitter and YouTube)

• Keyword density in the test of the web page
• Occurrence of keywords in page little and headings
• Occurrence of keywords in anchor text or hyperlinks
• Proximity of keywords to start of document and the gap between individual keywords
• Mapping keywords to webpages

in the text of the webpage (avoid "keyword stuffing", should be less than 2-4%

in page title and heading, marked in HTML codes as <title>, <h1>, <h2>

1. homepage
2. location pages
3. category pages
4. sub-category pages

• Search engines such as Google use the number of links a page has from good-quality sites as a factor to deliver relevant results
• If content is useful, natural links will be generated
• Additionally, a proactive partner sites (e.g. traditional media sites, niche online- only media sites, trade associations, manufacturers, suppliers and other business partners, press release distribution sites, bloggers including customers and partners, social networks)
• Contact partner sites as part of link-building

• Editorial Links
• Manufactured links
• Manual links

Given spontaneously by another webmaster because he or she likes the content

To help receive editorial links:

• Visual content
• expertise
• videos
• Press releases

Manufactured by webmaster without third-party approval (best avoided)

• Blog comments
• Forum signatures
• Free article directories
• Creation of secondary site

Earned through direct effort but require third party to sigh off on them

• Submitting to directories (e.g. for a restaurant: gastro.ch, restaurantsuche.ch)
• Local business profiles (e.g. google my business, Yahoo small business, bing places)
• Social bookmarking sites (e.g. Pinterest, StumbleUpon)
• Asking for links
• Trading links
• Guest blogging

• Page download speed
• Mobile rendering
• Pop-ups and interstitials
• Accelerated mobile pages (AMPs)

• Search performance metrics
• Website traffic metrics
• Off-page SEO metrics
• Local SEO metrics
• User experience and engagement metrics

• Keyword rankings:
• Organic impressions
• Organic clicks
• Organic click-through-rate

Measure how a website ranks in the search results for target keywords

How many times a website appeared in organic search results during a specified time period

How many times a user clicked on a website from the search engine results pages during a specified time period

How frequently an organic impression of a search result leads to an organic click

• Total backlinks: total number of links that exist from other websites to pages on a website
• Backlinks from related/ relevant websites
• Referring domains: number of different websites that link to any page on a website
• Anchor text of backlinks
• Link neighborhood
• Link freshness
• Link freshness
• Link diversity
• Social sharing

• Source/ medium
• Region
• Landing page
• User type
• Language
• Device type

• Local keyword rankings
• Business citations / directory listings
• (Google) reviews and ratings

• Average tome on site
• Bounce rate
• Average pages per session
• Scroll depth
• Top exit pages
• Page speed