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.
• 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
📖 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)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
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#Marketing #ManagementCourses #SEO