Week 1 Highlights and Notes:

Course Instructor: ALENA FEENEY

Course Lecture 1.3

Why SEO is Important

  • SEO is good for business visibility and branding
    • keep in mind people often do multiple keyword searches before clicking through to a website from Google. You want your business to get highly ranked in the list for all relevant keywords.
  • SEO provides business credibility
    • “People unconsciously believe if Google ranks you higher, you have more credibility.”
  • SEO brings your business traffic – qualified lead traffic of customers looking for your product/service
  • SEO has one of the best ROIs in advertising
    • it allows you to market to people when they are looking for the products/services you provide
  • SEO gives unmatched insight into your customers.
    • using Google Analytics, you can see data and metrics such as:
      • how they search
      • how they browse
      • the language they use
      • the technology they use
      • the region they live in
      • the days they are most active
      • and more!


Course Lecture 1.4

The Case for Search Engine Marketing

Qualitative reasons to invest in search engine marketing (excerpted from Fathom (Links to an external site.)Links to an external site.):

  1. Track [Return on Investment] ROI to the penny:
  2. SEM is instant:
  3. SEM provides more control: SEM allows you to completely coordinate the messaging a user sees based on the search query.
  4. SEM is targeted: Target areas and populations. Schedule ads to run during the hours you want.
  5. SEM allows for more visibility: SEM gives advertisers the ability to show up for keywords that they struggle with in organic results.


Course Lecture 1.5

Eight Step Search Marketing Strategy

  1. Design a Website
  2. Define Search Goals and Niche Markets
  3. Identify Keywords
  4. Optimize On-Page Elements
  5. Create Quality Content
  6. Optimize Off-Page with Quality Inbound Links
  7. Develop a Paid Search Campaign
  8. Measure and Track Search Marketing


Assignment 1.2

Choose, Read and Summarize an article on the web regarding the importance of SEO or paid search.

Articles Cited:

Top 5 Benefits of Paid Search Campaigns By Emily Choate,

https://ignitevisibility.com/what-is-seo/ .




As the article title suggests, Ms. Choate’s article lists five reasons to invest in SEM, also referred to as “Paid Search,” particularly using Adwords. Her five reasons, which are directly in line with the lecture notes and textbook, are:

  • Extremely Targeted
  • Quick to Execute (show up immediately as opposed to SEO)
  • Flexibility to Optimize
  • Cost Effective
  • Measurable Results

Her article supports the lecture materials in reinforcing the idea that traditional advertising simply cannot compete with SEM in its ability to understand the customer, directly target who they are, where they are, when they’re online, what device they use, and more. SEM allows you to reach your potential customer when they are looking for you! And SEM, or Paid Search, has measurable ROI and other factors used for marketing strategizing.

Ms. Choate’s article did not cover the value of SEO, which most importantly impacts the organic results on a SERP (Search Engine Results Page). Organic results are found below the Ads section on the SERP.

To look more deeply at SEO, I sought out another article source and I found this one covered SEO clearly and in a way that could be implemented:


As well as providing clarity around the term SEO and the important elements within it, it concludes with some actionable SEO steps, directly in line with the lectures and textbook:

  1. Use the SEMrush tool to research relevant high ranking keywords.
  2. Create a high quality (authoritative, in-depth, fairly long) piece of content for each of those keywords.
  3. Create and implement a back link strategy.
  4. Promote your content on social media and through direct email.
  5. Watch the results and update/add to content that performs well.