1) Define the meaning of the term Search Engine Optimisation (SEO). (1 mark)
Search engine optimisation is about how recognised and compatible your content is with search engines. Many features of content may help optimise it for search engine optimisation making the content easier to find by search engines such as google.
2) Explain, giving two reasons, why Search Engine Optimisation (SEO) is important to a business. (2 marks)
Search engine optimisation is very important to a business as it determines how high up on the listing they go on search engines such as google. The higher up on the listing makes the content easier to find by potential customers. One other reason for why search engine optimisation is important within a business is that, if you have competitors that are higher up in the listing on a major search engine like google, then you are in danger of those customers going to them rather than using your business.
3) Briefly explain the terms ‘organic’ and ‘paid’ search results. (2 marks)
Organic: search results are based on the most relevant results to the search. SEO within content on sites is what the search will look for linking keywords within content to your search.
Paid: This is where the web site owners pay for their sites to appear when someone searches for certain keywords. These are basically advertisements and are not necessarily the most relevant results.
4) Describe the terms ‘Pay-per-Click’ and ‘Pay-per-Impression’. (2 marks)
Pay-per-click: This is where a advertiser will pay for their ad or ads to be displayed on a web page by paying an agreed cost for each click on the ad through their site. However the advertiser wont be charged unless the person actually clicks on the ad.
Pay-per-Impression: Unlike Pay-per-Click advertisers will pay to have their ad displayed on a site a certain amount of times to different users. The user does not need to click on the ad for the advertisers to be charged, once the user has seen the ad it will count as one impression.
5) Describe five factors that need to be considered as part of a Search Engine Optimisation (SEO) plan. (5 marks)
- Any content including image and video being used should be tagged and include a description with keywords and phrases .
- Be careful with Duplicate content. Make sure URL’s are original and that you don’t have too many ads that link to other sites as this could also be considered as duplicate content which will affect your score.
- Links should be included where relevant to improve how trustworthy your site appears to search engines.
- Copyright and other legalities should be considered and thoroughly checked before going live.
- Make sure that there is a plan in place to make sure that content is updated regularly as this is favoured by search engines.
6) Define the meaning of the term ‘keyword’. (1 mark)
This is a word that is important in linking to a certain topic and is recognised in relation to the subject.
7) Explain five factors that need to be considered when identifying keywords and/or keyword phrases. (5 marks)
- consider if the word/phrase is going to be used in relation to the topic by people researching the subject.
- If you type the word or phrase in to a major search engine like google does it return the relevant results.
- Could that word/phrase be associated with other topics?
- When other people are talking about the topic does the word/phase come up frequently?
- search for the word/phrase on social media and see how many other people are tagging that word in their posts.
8) State six places on a website where a search engine looks for keywords and/or keyword phrases. (3 marks)
- Within the URL of the website
- Within image tags.
- Within title tags.
- The meta description tags
- H1 tags
- comment sections or blogs
9) a) Describe two ways in which link building can help the search engine ranking of a website. (2 marks)
- If you link through to a site that has a good listing rank and they link back to you then your site will be considered trustworthy.
- Popular sites tend to have lots of inbound links meaning that the more links your site gets from trustworthy sites determines how popular your site is in the eyes of search engines.
9) b) Describe two ways in which link building can hinder the search engine ranking of a website. (2 marks)
- Having too many links to your site can add weight which will result in your ranking decreasing.
- Links to sites who develop a low ranking could result in decreasing your sites ranking.
10) Define the meaning of the term Social Media Optimisation (SMO). (1 mark)
This is where a company will use strategy’s to create and build a social media plan which helps connect with customers.
11) There are factors that can positively and negatively affect how a search engine ranks websites. Describe three positive and three negative factors. (6 marks)
- good use of keywords and phrases within content.
- Links to other sites with a good ranking
- Having a website that gets updated regularly
- Duplicate content
- Too many outbound links
- irrelevant sites linking to and from your site.
12) Explain by giving two reasons why Social Media Optimisation (SMO) is important to a business. (2 marks)
- Social Media Optimisation is very important to a business as using social media platforms allows ads to be distributed to a large audience quickly and easily and at little expense.
- social media can increase sales by targeting the right audience within ads and is also a great way of creating brand awareness.
13) Explain, with one example for each, how search engines include the following Social Media tools/channels in their results:
Social Networking – When searching for content through a search engine you may find that a social media profile or page will come up. For example, if you search for a celebrity it may come up with their social media profile or their fan page on social media.
Video – Video’s often come up in search results that are related to the title of the video. If the video is popular then
Blogs – Blog posts can include keywords or keyword-phrases as well as tags and a URL which all contribute towards helping search engines find the blogs within search results.
Forums – Keywords and keyword phrases will be in within the title of the forum and within the discussions of people on the forum.
Social Bookmark – Sites that are bookmarked will help the browser remember and find sites in results.
14) Compare two ways in which Search Engine Optimisation (SEO) for a website differs from Social Media Optimisation (SMO). (2 marks)
- Search engine optimisation is all about how easily a search engine can find your website amongst other sites. The aim when optimising your site for SEO is to improve your sites ranking within search engines, where as with Social Media Optimisation it is all about building up your online profile and reputation online.
- When optimising your website for SEO you will be focusing on purely technical aspects of the content such as keywords and phases, where as with SMO is more about appealing to the target audience and growing that audience through posting content that can be easily shared.
15) Define the meaning of the term Mobile Optimisation. (1 mark)
This is the process of designing a website to work and be easy to view on a mobile device.
16) Identify three ways how Mobile Optimisation differs from Search Engine Optimisation (SEO). (3 marks)
- Mobile optimisation focuses on compatibility with a mobile device, where as search engine optimisation is about the content being easily found by search engines and gaining a high SEO ranking.
- mobile sites cant have flash on them like PC’s can
- 60% of web users browse the web on a mobile device.
17) Explain two reasons why mobile optimisation is important to a business. (2 marks)
- Mobile optimisation is very important to a business, as when customers or potential customers want to browse your site using their mobile, it may not work properly and the display wont look right if it hasn’t been optimised for mobile use. This would make the site awkward for customers to use and may result in the customer not making a purchase or using the services of the business.
- Having a mobile optimised site will make a business look more professional and give the business a better reputation.
18) Describe, with three examples, how to optimise a website for viewing on a mobile device. (3 marks)
- trying to use as little words as possible on each page and try to focus on key points.
- make the layout with only one column on the page
- use fonts that will stand out as phone screens tend to be smaller.
19) Give two reasons why keywords and/or keyword phrases for a mobile website might differ from those for a non-mobile website. (2 marks)
- Users might search for things differently on their mobile.
- Shorter keywords usually work better on mobile sites.
(Total 52 marks)