Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is SEO? Search Engine Optimization

In this video, I am not going to tell you how to do Search Engine Optimization. It’s a dark art and there are many websites, courses, and videos which will claim to give good knowledge. If that’s what you need, then you’re excused. In this video, I simply want to give a brief overview for people who need a simple, clear, and accurate description of what SEO is, and why it matters.

Watching this video is worth 3 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.4
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 4: Online Marketing

Other videos in this section include:
🎬 What is Permission Marketing? And How to Build Your Campaign https://youtu.be/BqonS5HHLrQ
🎬 What is Marketing Automation? And How to set it up. https://youtu.be/-TpV1tabW0I
🎬 What is Remarketing? (or Retargeting) https://youtu.be/Rng5dfpsQEI
🎬 What is A/B Testing? …and Split Testing? https://youtu.be/43BaSGCRYz8

Search Engine Optimization (SEO) is the practice of increasing the quality and quantity of traffic to your website, from unpaid search engine results.
Unpaid traffic is also known as ‘organic’ or ‘natural’ search engine results. It compares to paid traffic that result from advertising.

SEO works by knowing two things:
1. How Search engines work and the algorithms they use to select which sites they present to users, based on a given search query
2. Understanding people and how they search online, the answers they want, the words they use, and the type of content they like.
Combining these two allows you to tailor your content so search engine crawlers can find and understand it.

White hat SEO refers to techniques that follow search engine rules. It aims to provide a good service to would-be users of your content.

Black hat SEO refers to techniques that set out to fool search engines into serving content that may not be in the best interest of users. It can work, of course. But it lacks integrity, puts your reputation at risk, and places websites under threat of being penalized and even de-indexed (removed from search results) by search engines.

Good Practices
• Make your web pages primarily for users, not search engines
• Page speed is important
• So too is a pleasant user experience.
• Use metadata to fairly describe content – text, images, tables, quotes, etc.
• Make your URLs short and descriptive, and avoid non-letter characters.
Things to Avoid
• Poor content
• Deceitful content

1. Choose 3 web pages from different sites you visit. Observe:
– good SEO practices
– bad SEO practices
– are they wholly white hat SEO, or do you see evidence of black hat SEO
(3×2 MC CPD Points)

00:00 – Search engine Optimization – SEO
00:38 – Definition of Search Engine Optimization
00:52 – Paid and Unpaid Search Traffic
01:11 – What a Search Engine is
02:28 – White Hat and Black Hat SEO
03:06 – Black Hat SEO
04:04 – SEO good practices
05:47 – SEO things to avoid
07:35 – Does SEO matter?
08:08 – SEO and YouTube search
08:37 – The other reason why SEO matters

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 3 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 9 MC CPD points

#Marketing #ManagementCourses #SEO


Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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