Fundamentals of digital marketing (SEO, SEM, Analytics, Ads, Social Media Ads) | Tamino Primo Haas | Skillshare

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Fundamentals of digital marketing (SEO, SEM, Analytics, Ads, Social Media Ads)

teacher avatar Tamino Primo Haas, Digital Marketing Expert from Europe

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

106 Lessons (6h 46m)
    • 1. Intro Fundamentals of digital marketing

    • 2. Your digital opportunity

    • 3. Your online goals

    • 4. Building your online presence

    • 5. Marketing your online presence

    • 6. Analyse and adapt

    • 7. Choosing your online presence

    • 8. How websites work

    • 9. Key website ingredients

    • 10. Websites and your business goals

    • 11. Make your website easy to use

    • 12. Website design do’s and don’ts

    • 13. The benefits of an online strategy

    • 14. Taking a business online

    • 15. Understanding customer behaviour

    • 16. How to stand out from the competition

    • 17. Using goals to improve business performance

    • 18. Search engine basics

    • 19. How search engines work

    • 20. How search engines see the web

    • 21. Organic search explained

    • 22. Paid search explained

    • 23. Google search console

    • 24. How to choose keywords

    • 25. Intro to search engine optimisation (SEO)

    • 26. Setting realistic SEO goals

    • 27. The importance of an SEO plan

    • 28. The SEO process

    • 29. Making your web pages search friendly

    • 30. How other websites can work for you

    • 31. Cross borders with SEO

    • 32. Introduction to search engine marketing (SEM)

    • 33. The SEM auction

    • 34. Make your ads stand out

    • 35. Achieve relevance with good structure

    • 36. Get the most from your keywords

    • 37. Fine tune with keyword match types

    • 38. What makes a good keyword

    • 39. How to know what’s working and what isn’t

    • 40. Marketing to the locals

    • 41. The power of local directories

    • 42. Reaching locals on their mobiles

    • 43. SEO for local businesses

    • 44. Using digital to advertise locally

    • 45. Getting on social media

    • 46. Setting your goals for social media

    • 47. Social media basics

    • 48. The right social media sites for you

    • 49. Advertising on social media

    • 50. Avoiding social media pitfalls

    • 51. Measuring success in social media

    • 52. Your long term social media plan

    • 53. The evolution of mobile devices

    • 54. Understanding mobile apps

    • 55. Understanding mobile web and mobile apps

    • 56. Display campaigns for mobile

    • 57. Introduction for advertising on mobile

    • 58. Search campaigns for mobile

    • 59. Social media campaigns for mobile

    • 60. Video for mobile

    • 61. Choosing the right format for your content

    • 62. Get to know your online customers

    • 63. Help your content be seen

    • 64. Intro to content marketing

    • 65. Measuring your success in content marketing

    • 66. Writing for online audiences

    • 67. Crafting great marketing emails

    • 68. Email marketing basics

    • 69. Managing successful email campaigns

    • 70. Measuring success in email marketing

    • 71. Your email marketing options

    • 72. Search advertising vs

    • 73. The ins and outs of display advertising

    • 74. What is display advertising

    • 75. How retargeting works

    • 76. Making display ads meet your goals

    • 77. Understanding ad networks

    • 78. Advertising on video sharing sites

    • 79. Creating video content within your budget

    • 80. How video fits into your online strategy

    • 81. Measuring video performance

    • 82. Sharing and promoting your videos

    • 83. The rise of online video

    • 84. Making web analytics work for you

    • 85. Tracking specific goals with web analytics

    • 86. What is web analytics

    • 87. Breaking down your data for insights

    • 88. Tools to measure SEM

    • 89. Web analytics and organic search

    • 90. Creating actionable insights from your data

    • 91. Managing numbers using spreadsheets

    • 92. Presenting data effectively

    • 93. Understanding the Data Cycle

    • 94. Using data to understand audiences

    • 95. Taking payments and manage orders

    • 96. Using e commerce to sell

    • 97. Creating a smooth e commerce experience

    • 98. Product promotion and merchandising

    • 99. Retargeting for e commerce

    • 100. Advertise across borders

    • 101. Being understood abroad

    • 102. Delivering to customers across the globe

    • 103. Helping customers abroad buy your products

    • 104. Introduction to international marketing and export

    • 105. The support systems you will need

    • 106. Validating your new market

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About This Class

In this Class you will learn:

  • Analytics and data insights
  • Business strategy
  • Content marketing
  • Display advertising
  • E-commerce
  • Email marketing
  • Local marketing
  • Mobile
  • SEM & SEO
  • Social Media
  • Video
  • Web optimisation

& many more.

Here is an overview of the Class:

├───1. Take a business online
│ ├───1. The online opportunity
│ ├───2. Your first steps in online success
│ ├───3. Build your web presence
│ └───4. Plan your online business strategy
├───2. Make it easy for people to find a business on the web
│ ├───1. Get started with search
│ ├───2. Get discovered with search
│ ├───3. Make search work for you
│ ├───4. Be noticed with search ads
│ └───5. Improve your search campaigns
├───3. Reach more people locally, on social media or on mobile
│ ├───1. Get noticed locally
│ ├───2. Help people nearby find you online
│ ├───3. Get noticed with social media
│ ├───4. Deep dive into social media
│ ├───5. Discover the possibilities of mobile
│ ├───6. Make mobile work for you
│ └───7. Get started with content marketing
├───4. Reach more customers with advertising
│ ├───1. Connect through email
│ ├───2. Advertise on other websites
│ ├───3. Deep dive into display advertising
│ └───4. Make the most of video
├───5. Track and measure web traffic
│ ├───1. Get started with analytics
│ ├───2. Find success with analytics
│ └───3. Turn data into insights
├───6. Sell products or services online
│ ├───1. Build your online shop
│ └───2. Sell more online
└───7. Take a business global
└───1. Expand internationally

Meet Your Teacher

Teacher Profile Image

Tamino Primo Haas

Digital Marketing Expert from Europe


Hello im Tamino Primo Haas, I worked 1,5 year for a webdesign company that done work for big companies all over the world. I've done Logos, Graphics, Photos, Videos, and Another 1,5 year for an IT in the niche software, system, network & marketing as well.

See full profile

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1. Intro Fundamentals of digital marketing: Today, our online experience is so much more than just checking emails from talking to friends and family, to doing the weekly food shop, discovering new holiday destination, and researching things to do locally. The online world is very much a part of our daily lives. As the time we spend online increases. So do digital opportunities available. The online experience is constantly evolving thanks to content creators, businesses and app developers were able to find new and innovative way to help us shop, learn, and collect. So whether you own a business yourself or would like to work for one, now is a great time to jump in and see how you get evolved in the digital world. But where do you start? Right here. Discussion course provides you with the simple way to navigate digital marketing concepts and gain the knowledge you need to feel confident, whether it's content marketing, online advertising, mobile marketing, or selling products online. We've organized it into bite-sized video lessons so that it's easy for you to eat a pick up new skills, or brush up on your existing knowledge. Learn how to build an online business strategy. Improve how a website ranks on search engines, and use analytic tools to understand online performance. Whether you interest, there's a topic, the here to help you meet your online goals. The digital marketing topics has been created by experts and allow you to learn at your own pace. Take the lesson in chunks or complete multiple topics at once, whenever and wherever you want. No matter what your skill level is or what you'd like to achieve. This Gill share course will help you build your digital marketing skills. Improve how you business performance online, boost your CV, or just jump in to learn. Nothing new. 2. Your digital opportunity: Hey, so you've seen how digital has transformed our daily lives. But now let's get practical. What do the growing number of online opportunities actually look like for you? In this video, we'll discuss the core competence of digital, how they can relate to your business and how to get started. Let's say you're a mechanic whose business has grown strictly through referrers and word of mouth. So far, you have not had any digital presence, but now you want to take your business to the next level. How will being online help you business succeed? One of the biggest advantage to being online is reaping the benefits of search. Having a digital presence means you'll be visible when people go online and search for businesses like yours. So let's assume someone search for mechanics one say, and your shop appears in the results. How can this benefit your business? Well, the possibilities are virtually endless. When a customer clicks a link to your website, there's so much they can learn about you. They might watch a video you posted about car maintenance that demonstrates your knowledge. They called read testimonials from happy customers. They might look through your price guide, fingers shop on a map or your offer free towing within a 40 mile radius. Maybe they'll find out a form to ask question or request a quote. They might even click over to your social media sites where you'll find even more tips, photos, and videos. You might not start by having all these features on your website. But these examples should give you a sense of the many ways you can benefit from being online. And guess what, there's more. Your online presence can also give you valuable insights into prospective customers, what they want, and how to give it to them. How? Well digital allows you to show target advertising to people, right? When they're looking for what you offer. For example, using search advertising, you can show as to potential customers, such as people searching for auto repair Swan say, you can also restrict the ads to show within a certain geographic radius of your shop. You can learn to use your analytics tool to find out if people clicked on your ad wizard to do Recite and took certain actions, like filling out a form or watching a video. Exciting ride. But how do you get started? Well, first, don't be intimidated. The tools and technologies available today are easy to learn, easy to use, and easy to acquire. Many are even free. In fact, for many businesses, the biggest challenge to being online isn't getting used to the tools, but putting together a plan. We've got a lot of videos that are going to help you do just that. But let us run down a quick list of the major things you want to consider. The first is scope, web, mobile, social. There are so many options. Where do you want to start and where do you want to go? Next is technology and content. Decide if you will handle the technical and creative expect of the site yourself, which may take more time or get help, which may take more money. Finally, you want to consider cost and time. Set a realistic budget and an achievable schedule with clear milestones and commit fully to both. Every day, thousands of small business owners are making them web work for them. The opportunity to reach customers from around the corner and around the globe is too big to ignore. It's time to take to plan and go take a toll. 3. Your online goals: Every business has different objectives. It's good to know exactly what you want to achieve online as it can help you set the right practice and put your plan into place. Let's hear from Rachel, the owner of Rachel's kitchen, about how setting clear goals helped when starting her online business. Starting an online businesses daunting. Where will you see using the Internet on their customer perspective? But in terms of starting an online business, it can be difficult to know where to begin. I looked at some clear goals. For example, identifying customer profiles. For example, a guy wanting send cupcakes, we deliver t's l friend for Valentine's Day or to his mom on Mother's Day. Once identified private files. I could then sets about crazy outlier campaigns that specifically targets in the terms that that customer profile would look for. For example, with the Valentine's Day cupcakes. There are lots of ways that digital can help you business, such as building relationships and social networks, selling online, finding new customers, or even keeping existing ones. It's good to start by asking yourself a simple questions. Why exactly do I want to be online? Imagine Yona ions alone. You ultimate goals could be to cut more people's hair cell, more premium services than the standard haircut and sell more of the products your offer. But before anyone can walk through a door, they have to know you exist. This is a great goal that digital can help with. So let's start with the one, getting the word out and digital world. One easy when is listing your business in local online directories. So when people look for hairdressers on search engines or online maps, your business will show up. Then you might decide to build a website to share information about your business. This could be things like your opening hours, your location, your prizes, and to service you offer. Maybe even photos and videos that could in test new customers walk through your door. You could set up social media page and Facebook or Twitter, where you can post photos of your creations, offer special deals, and really connect with your customers. As you start achieving these goals and more people become aware of you. You goes my nature evolve and you might want to shift your focus to what turning visitors into paying customers. You could add new features to your site, things like online appointment scheduling, a review section where people can say nice things about you. Or even an e-commerce store to sell your hair and beauty products online. Now that you're using digital to attract visitors and turn them into customers, he could start expanding your business by investing in online advertising. Whatever you ultimate digital goals are, where we currently stand, your priorities will naturally change and grow with your business. Now to make sure you're meeting your objectives, it's really important to measure your progress along the way. This is called Analytics. And analytics lets you know what's working well and what could be tweaked. Well, we'll dive into this more later. But with digital, you've got lots of options for measuring your success. Let's recap. Before you dive into the digital world, think about exactly what you'd like to achieve, then prioritize different online opportunities to help you accomplish your goals. In the next few videos will help you plan. First by looking at different way you can establish a digital presence. Next, the different ways to market yourself online. And lastly, how you can measure in the proof you digital endeavors. 4. Building your online presence: Hey, we're going to look at the first step to going digital staking you claim online, we've got lots of options for building a digital presence, including things like local listings, websites, mobile apps, and social media. If you get these basics right, it could make a world of difference. These days it's easy for anyone to make a hormone line. But while a website might be the first thing that comes to mind, you don't necessarily need to start there. Let's say you are headdress. So for example, your first step to finding new customers online, being found online might be to list your shop in local online directories like Google, My Business. Then someone searched Google for hairdressers in your area, you will appear in the results. No website required. You could also start a Facebook page to give potential customers a glimpse into your business and what you can do like photos or videos of some happy customers with great hairstyles that you have created. If this is all a bit much, Don't worry. We've got lots of videos here to help you explore social media in more detail. There's a logic can do without a website, but at some point, you might want to build a home of your own on the web and one-stop shop where customers can find everything they need to know about you online. Great. Let's get going. The most important thing to think about as you start to plan your side is what you want people to do. Their for example, do you want him to ring you? If so, include your phone number permanently on every page. Perhaps you want to find your physical shop. Well, include a map and driving directions. Maybe you want them to make appointments online. That's a feature you can build in. Or lastly, you might want them to actually byproducts from you online by placing an order and submitting a payment. That's called ecommerce. And there's a range of options from simple to more complex that we'll discuss in more detail in order. Videos. Websites aren't the only online homes anymore. These days, many businesses create mobile apps for customers, which they can keep on their smartphones or tablets. Apps open up all kinds of digital doors. For example, you can create loyalty programs or automatically send reminders about upcoming appointments, right? To be clear, if you want people to find you on the web, you need to stake your claim on line. That can be a listing in a local business directory, a presence on social media sites as simple website or one with an e-commerce and mobile app, or all of the above. Whatever you choose. This is the place where people find you get to know you and hopefully become your customers. 5. Marketing your online presence: Okay, so you have established your online home and now you're looking for ways to bring more customers to your virtual front door. Let's discuss some great strategies to do so using search engines, other websites, social media and email. But first, Rachel de on-off ratios kitchen takes us through some offers, a number of marketing channels as part of our online marketing casing. As I show and Jose, for products, as well as to highlight kinda based events. For example, Valentine's Day, Mother's Day. We Social together with email campaigns, particularly to engage with existing customers. Getting them to interact with social media. Leave us lots of feedback. Post pictures of how cupcakes arrive and people's reaction. Just fantastic. That's great for feedback for us that we're doing good job. Guys, customers then act as ambassadors for our products. Let's talk about you. How are you going to get customers to find you online? There are a few ways to do it using digital. Let's start with search engines. When people type something in search engine, they are letting it know exactly what they are looking for. If you offer relevant services and products, search engines will show your business into search results. Now, there are two main ways you can use search engines. We have got lots of infants share on both. The first is search engine optimization or SEO, which helps you promote your business in unpaid search results. The second is search engine marketing, or SECAM, which lets you buy and space in the search result. Seo is all about getting your side in front of the right. People were searching for your products. Now there are lots of ways to do this. We'll explain them in details later on. But the key is knowing with birds, people actually type in the keywords. They are the most relevant words to your business. Understanding. These will help you improve how you show up when these words are searched. Sam, On the other hand, is when businesses pay to advertise to people search for specific keywords online. Most major search engines use knowledge in system where lots of different businesses compete to show their ads by biding on the keywords day like to target. Search is a great way to reach people, but will do lots more on the internet. Read news, check sports scores, browse receives, watch readers, and getting really bros, lots and lots of interesting content across the web. Alongside all of this content, you might see ads. This is called display advertising. Display ads appear everywhere online and come in many formats like text, images, videos, and ads you can click on the interact with. They can be a great way to get your message out there. And you're able to choose to people you want to see your ads and websites and page. You like them to appear on social media sites like Facebook or Twitter or any other option for boosting awareness of your business. And they are expressively useful for building relationships with customers. On most networks, you'll create pages or profiles for your business. You can then connect with lots of people by starting meaningful conversation and sharing content you created was growing your business online social life. Before we wrap this up, let's not forget one more pretty important way businesses can use digital email marketing. We're not talking about junk email or spam that clutters up your inbox, but sending relevant information and offers to people who have already said he liked to hear from you. You can get people to sign up or opt in to receive emails. You. Then the rest is up to you. You can send coupons to people who have made an appointment on your site, advertise special events, or promote sales items. Knowing all these ways you can find people online and knowing how you can find you can help launch your business big time. There are more types of digital marketing to try. The more opportunities you have to reach you most valuable customers wherever they happen to be in the digital world. We also have another sculpture course about this. 6. Analyse and adapt: Hey, by now, you know how important it is to figure out what you want to get out of digital. How to establish your online presence and start using digital marketing to drive people to your digital home. But it's also important to make sure that your digital plan is geared toward the long howl. Let's go over a few ways to do that. Setting realistic expectation, tracking your results and adapting to change in technology and your industry. The first thing to remember, don't expect too much too soon. It can take a bit of time to set up your digital presence and get noticed online. So if you are a hairdresser, launching your very first website, your own lunch shampoo sales probably aren't going to go through the roof straight away. It takes time for search engines to find you and for you to implement and improve digital marketing plan. So try not to set unrealistic goals you're unlikely to meet. A crucial part of any online plan is to measure what you're doing and make sure it's working. This is called Analytics, and it can show you how people are finding your business and website and what they want to do when they get there. We've got lots of video that dive into the details of analytics. But generally, knowing where you online visitors came from can help you figure out which of your marketing campaigns are working and which ones aren't. If you know what people do once they are on your website, it can help you figure out if you're in West, meant in digital is working. For example, in your health. You don't just want people to find your home page. You might want them to do lots of things like watch you clever How To videos, make appointments, get driving directions to your shop. Actually buy something. Tracking what people do on your site can help you to understand what's working and what's not. And you can make changes and continually improve what you're doing. A final point to mention, it's important to remember that the online world is constantly changing. New tools, technologies, and tactics pop up pretty much daily. So good plan combines the basic concept that don't change that often, Which forward thinking to keep up with the latest and greatest. Similarly, when things change in your industry, make sure your online world is kept up to date. Are you offering the latest hot trends and hair styling? If hair dyes become the next big thing, you can quickly update you adverts to show customers what you can do to set yourself up for success online, you need to look before we leap and don't stop looking. A good plan will consider three things. First, know your online goals and set yourself realistic expectations. Next, use analytics to track and measure what you're doing and how it's working. And last, always kept up-to-date, end up dead change in technology and the industry you work in. If you plan, tackles all these things and you stay flexible, you'll be well on your way. 7. Choosing your online presence: This lesson will introduce you to all the ways you can create an online presence. From websites and social media to local business listings and review sites. Here is the owner of small business, Rachel's kitchen, to tell us a bit about how she found a process. When I first asked the business the whole business plan hinged on an e-commerce business. I was launching a national cupcake delivery company. Therefore, it was intuitive to me that the way that you sell that is online, I find the whole way of engaging the customers realization media together with your online presence. Fascinating. And it's interesting what's in that whole process evolve. You can see just how important these, these days to be online. So let's get going. The most obvious way to go digital is with a website, early website where much more than online brokers that describe the who, what, and where. Today's web search can do much more. You can help people do research, jet with experts, read customer reviews, watch videos by things, and even trek orders and much, much more course. It's also possible to, to business online without a website. If you own a bakery, for example, you want customers to be able to find you website or not. Now, think about the last time you had a craving for carrot cake. You probably search for something like bakery near me and reviewed your options. You might see a website for a local bakery, or you might discover a good option in local listings. Some businesses use local listings to create a digital presence using products like Google, My Business, and being places for business. These types of directories let business published details like descriptions, reviews, maps, and images. Okay. Does listings are usually free and are a good way to help you business appear on result page when people search beyond local listings, there may be review sites for your specific type of business where people can leave feedback and you can respond. Rave reviews will give you the edge of the competition. You can also use social media as your digital presence. People all over the world use Facebook and Twitter pages to complement, or in some case, replace a website. Another way you can reach customers online is through their mobile. You've probably downloaded apps or games on your mobile phone. You can create an offer these apps to customers yourself. Apps can take advantage of mobile device unique capabilities like GPS, mapping, and phone to connect with customers. If a customer installs your app on her phone the next time she's near you shop, that might send her special offer thanks to GPS. Apps, could even let her place an order right then. So when she comes in, she can skip the cue, pick up her order, and pay by tapping her phone against it. Fill. Mobile apps are often used as loyalty tools to encourage existing frequent customers to come back and maybe get a free coffee with the carrot cake. So to recap, whether you use a website, local business listing, social media, mobile apps, or all of the above. The trick is to decide what you want customers do. Then create a home that accomplish these goals together, these things work as your digital storefront, your space to interact with customers online. We've got lessons covering all of these areas. But for the next little while, we'll focusing on websites, you'll learn the basics like how websites work, how to big unregister proper domain name, and how to make whatever you decide to do online as friendly as possible to your digital visitors and support the goals of your business. If you keep watching, will cover all of this and more. 8. How websites work: Welcome to our lesson on how websites work will run down the basics without getting too technical promise on web servers and domain names, what they do for you and how to find what you need to get started. And website is your business home on the internet. It's where potential customers can come and learn about your business and what it has to go for them. Let's say you decide to open a bakery in the real world. First, you'd have to rent a space to house dried. A website is no different. Only you're renting space on High Street. You're renting space on a server. There are lots of services out there to take care of this automatically. But here's a quick overview so that you have an indict dear about what's happening behind the scenes. Okay, hang with us. Here comes a bit of technical information. A server is a computer connected to the internet with software that allows it to store or host pieces of UK website, the code, the images, the video clips, and everything else that makes up your website. It's called a server because it serves up the right content when requested. That is, when someone wants to view a page on your website. There are many companies and services that will rent to space on a server and host your website. Just like a brick and mortar shop, you pay an ongoing hosting phi, which is a bit like paying rent, leaving them to take care the technical aspects of running a server. So you don't have to, every single server in the world has its own address. This is called an IP address, which is short for internet protocol. All you need to know is it's a long string of numbers. That means any device connected to the internet can talk to the server and find it. Luckily, you don't need to understand what they are saying to each other. All you need to do is choose a nicer name to reference that numeric IP address, which brings us nicely to the second part of this session, the web address or domain name. Your domain name is how potential customers will find you. Same way people will find our real-world bakery by design above its door. It's the thing you type into the browser window to get to any website like www dot google dot, dot UK or www dot. Your business name goes Let's take a minute to break it down. Everything after the www dot. Actually, what's known as a domain name. It's the part that lets people find your website. So it's pretty important. Any device that search for the A's address, a tablet or a smart phone, a laptop is communicating with a server, the server dense sensitive device, all the correct pieces it needs to display the website, things like images and code that whoever is on the other end of the device can reveal pages. Someone types your web address into their browser. Here's what's basically happening. First, the browser figures out which server holds the content and heads over to that server. The browser Dan says, hey, we'll do my giving me all the elements I need to show a person this webpage, the server replies. Sure, I'm sending along five images to scripts and a few additional files. The browser puts all these pieces together and the person sees your nicely formatted web page. And that's pretty much it, except they'd actually be talking really confusing bits and bytes, not English. But that wouldn't make any sense to us. So to sum up, deciding to build a website for your business starts with understanding how it all works together as server, hosts you side, and a domain name helps people find it. 9. Key website ingredients: In this lesson, we'll talk you through some crucial early decision you're about to make on your website, Choosing a website's name in planning how you cite a structured, the goal is making it easy for customers to find their way around and get what they want. Because a happy customers, eagles and most successful business, right? Ready to go? First up your domain name. That's what people will type into a web browser to find you when choosing a domain name, you first need to check if the one you want is available. There can only be one tasty on the web, for example. And if someone has already claimed it, you won't be able to use it. So how do you know if a name is already taken? Just do a search for domain registrar and click on one of the results. There should be a tool on the side that lets you see if someone is already using the name you want. And if they are, it may suggest another similar name that's available for you to use. Good domain name is one that people can easily remember. Keep it as short, relevant and as to the point as possible. You might be able to get the variation of the name you want by choosing a different extension, which is the fancy name for the bit at the end. You're probably familiar with or dot code vk extension, but you might find others that are available or a better fit. For example, non-profit organization often with this also means is that all through tasty may be taken to bake may still be available. Ok, that's the name sorted. Let's have a look at some other common parts of a website, like the home page. This is the first page people see after did type in your domain name and get to your website. The home page is your shop window, where you invite people in and explain what you're all about. A homepage also directs visitors to other pages of your website through what we call navigation. Your navigation headings may run across the top of a page or down the side it away. It's a menu that lets people traveled from one part of the site to another. How you organize the site is very important. Start by thinking about the website you visit regularly. How are they organized? Now, decide what kind of content you want to offer and then group it together in ways that make sense. Many website building tools offer business website templates that can help you get started. One easy place to start, the pages and sections you want. Scene most on websites, things like about and contact pages. Your website's content page may include your address, phone number, email, and a map with the erections. The About page might tell the story of your business and include photos of some of the best word. There's no right or wrong way to organize his side. But you'll always want to put yourself into visitors shoes. Once he or she looking for you want to set things up. You want to set things up. So it's super easy for visitors to find information they need, like the bakers working hours are complete important goals like submitting a no-no, I'll order. Let's check out what we'll see on the page themselves. First, you'll notice those navigation signposts like D about and contact headings. They should appear on every page of your site so that people can always get to where they want to go, back to where they've been. Of course, they will also be words or text, headlines, paragraph, bullet lists. And you might also have things like images and videos. And images can also be set up to link to other pages on the internet when they are clicked. These are known as hyperlinks or shortcuts to other pages, either on your site or elsewhere on the web. Many websites also invite customers to interact with features like formats to submit questions, mess with turn-by-turn directions to your store or shopping basket to byproducts directly your website, your digital storefront is a great opportunity to connect with customers. Choosing the right domain name, organizing, decide logically and including nifty features can help you boost his find exactly what they're looking for. 10. Websites and your business goals: It's time to take a look at meeting your customers in the middle. That is, how your website can unite your visitors. Once with your business needs. Will walk to how to think like customers and design your website accordingly, all without losing sight of your own goals. Here's small business owner Rachel, to show us how the websites involved here. She, since it fast went live and it is very, very different from the fast version as you might expect. When I first started, we focus the business solely on gave cupcakes. I had no idea that this option would be available for corporate cupcakes. I remember the first enquiry we had for for logo printed on a cupcake. We got that job and that went pretty well. I really saw an opportunity that we can tap into this whole kind of coca marketing budget. So then essentially we devoted a section of our website to show case or the corporate likely Day. And today it makes up a majority of obviousness. So you're starting to design your site. As you do this, keep your goals in mind, but also consider what you visitors are looking for. Marrying, What do you want people to do on your site? And what they want to do is the secret to success. Here's an example. Think of the last time you went to a website looking for a phone number. Maybe you wanted to ring a shop to ask a question or get directions. What's the number easy to find? If you are a business, be sure to put your phone number in a very visible location, maybe even highlighted on every page of your site. You might even consider adding some texts encouraging visitors to call now and make your contact page easy to find in case that's their first stop. Also, it's a good idea to allow mobile user vineyard site to call you with just one click. So back to our local bakery. Let's say you want more locals to visit, to shop. Meanwhile, you customers want to know how to find you when they're craving some fresh begets, including maps on your website, along with specific directions can both make you happy. So what other things with the two might be looking for on your website? Prices, special offers, certifications to show you're qualified to provide a service. By making sure all of these things are easily available. You met your business goes with her visitors needs. And if you're interesting in learning how to measure what your wishes are doing on your website with analytic spec out our lessons on that topic two. Now let's talk about content or the actual words on your pages. The words you can use should be so much more than just a sales pitch. In most cases, you want to avoid technical jargon and chest beating about how great you are. Instead, explain how you can meet the needs of your customers or solve a problem they have by framing it in terms of what you can do to help whiskers you content will be much more engaging, not to mention more helpful to achieve this, right in a tone that's confident but not intimidating. Unless your audit is made up of astrophysics, explained concepts in everyday language. Tell a story to help connect with your visitors. Things like testimonials or videos during satisfied customers whose problem you solve, or letting people write reviews about your products and services directly on your side can really help. Remember, every second counts, people won't be on your website for long and they may scan words quickly or not at all. But images, headlines, and clear navigation can help them find exactly what they're looking for. They move on. Design and build your website with your business goals and your visitors desires in mind, and it will have a much better chance of success. 11. Make your website easy to use: Hello, welcome to our lesson on website usability. That's digital speak for making it easy for visitors to find what they're looking for and accomplish what they want, will go over the best ways to improve usability from how to provide simple and clear navigation to the importance of constant layout will also explain how you writing can make your site more effective. Sounds good. First, let's look at the navigation. The stuff that God's visitors around your site. Good navigation means arranging your site in a way that makes sense for visitors. If you have a physical shop like bakery, think about how your goods are grouped. Their big guy items like cakes and pies might be in the one area while individual trees like croissants and cupcakes are in another. On your site, you can organize things to say way and have the main menu, navigation, tell visitors what they find in each section, like science in your shop. In spite of all this, you site may not make perfect sense to everyone. That's why including a search box might be a good idea, especially if your site has lots of pages or products. Put the search box in the same place in every page on your site. So it's easy to find and visitors who are in rush will always be able to find it and whatever they're looking for. One last thing to consider about navigation. When people visit any site on the web, they expect things to work a certain way. Say you're browsing a salad and you want to get back to the homepage, what do you do? Click on the logo. This is something with voters will expect, and it's common to nearly every website. So be sure you log is clearly displayed on every page and click on it takes them home. That's navigation navigated. Now let's talk about style and the way your site looks and feels. Everyone has their own tastes, but there are some general guidelines to follow. It should be consistent across your site with similar fonts, images, and other design elements. When it comes to color, you may be inclined to go bold to grab attention. But online most people are used to reading dark text on a light background where I've worked hard to create your content. Make sure your visitors eyes don't cross when they tried to read it. You also need to be conscious of where the page you content ends up. Don't make people's grow down too far to see the important stuff. Use headers and bullet lists to help them quickly scan your page and decide if it's worth their time to stay, right? Your audience are, they're highly technical bunch. Then jargon is a, okay, otherwise, right, for the every man. Another tip, encourage visitors to take an action while visiting your site. This is called, Can you guess it? A call to action? And it can help them understand what to do next. One time to pick up a telephone, tell them to call now, hoping they'll pay you a visit. Point him to get directions to your store or nudge them to make a purchase with a by now. So let's review when you're creating a website, try your best to make it easy to use. Give visitors a clear roadmap to your site's pages. Keep designs consistent through write content that speaks their language and give them the experience. 12. Website design do’s and don’ts: You've heard the expression, you only get one chance to make a first impression, right? Well, it holds true on line to this lesson can help you avoid common mistakes in your website design that can drive visitors or weight. Well, cover how to make sure your page load fast, making your site mobile friendly, general accessibility and the quality of your content. First, you need speed. Internet users aren't famous for patients. And if your page takes too long to load the leaf, there are lots of technical things to you or whoever builds a website can do to speed things up, like choosing the right technologies and hosting solutions. But they are some sample fixes. If you have images on your page, use the smallest ones you need. Ditch large, high resolution files if they are only going to appears thumbnails. Plenty of software progress can resize or compress images to make them smaller, and this translates to foster loading times. Simplify your design. Generally, the more you limit your visit to browse, have to download and reuse the foster page will load, Use the same background image across many pages and ask whoever is building your website to be efficient with code and scripts. If you want to test how you're doing, try opening, decide on your mobile using a data connection, Wi-Fi, and see how quickly it loads. Next, make sure your website is easy to use on mobile. More and more people are using their smartphones as their primary device for browsing the web. And if your site is difficult to use on these devices, you potentially lose customers. The easiest way to have a mobile-friendly website is to build it that way from the start using an approach like responsive design, which ultimately created tick text type of screen being used and display decide accordingly. It does things like stacking texts and photos vertically on a smartphone being held upright. If you want to get a sense for whether you site is mobile friendly, try Google's mobile-friendly test tool. Keep in mind things like swiping and tapping, which are unique to touch screens. Be sure to components of your website response probably to these kinds of inputs using widely recognized icons and make content clear and well-organized will help visitors using smartest screens to find what they need. Next, make it easy to find your address and phone number. Many devices are equipped with GPS and mapping features, which can help visitors on the go. And of course, when accessing your website from a mobile, it should be easy for visitors to give you a ring. You'll also want to remember the people will be reviewed your site on different browsers like Chrome or Firefox, and different platforms like Windows or Mac, do a test run farmers, many computers, devices and browsers as you can. Does your site look right in every case, are you prompted to download plugins? That's an extra step that may send wishes away lost. Remember that your website is not just for selling its own, for solving. Imagine your visitor. Ask yourself, why I'm here. What I'm trying to do? Much problem and trying to solve. For example, if you own a bakery that makes custom cakes, Someone is probably visiting your site because they need one. You could write pages about your decorating style and inspirations. But a testimonial and photos from a real-life customers might be a better bet. So those are some common mistakes that trips up many websites. To avoid them, make sure your pages load quickly and look and behave properly. No matter what device and browser a wizard to use. And think of your customers when you create content answered day needs, and you have the best chance of bringing them in. 13. The benefits of an online strategy: So you want to know more about online business strategy or perhaps improve your current strategy. In this lesson, we'll explore how creating an online business strategy can have a positive impact. What a good strategy looks like, and common things you can implement to achieve your business goals. And online business strategy helps get all the ideas out of your head and into a usable format. This can help to find objective to work towards and increase your clarity and focus. Imagine you've set a new fitness goal to become more flexible. More going for a ten mile run might be great for your cardio, but it won't help you achieve the bendy yoga position you've got on your eye. In order to do that, you'll base work around key areas that will help you achieve your goal. In this case, becoming more flexible. Running may be a part of it, but stretching is more likely to help you succeed. Likewise, identifying actions, tailor it to your goals, will provide you with a better understanding how you to meet your business needs. So where do you start? The first step is to clearly define your goals. Perhaps you'd like to increase sales by 20% or identifying a 100 potential customers, setting goals will provide you with direction and a clear path to follow. Next up is articulating what your business stands for. This can be represented by a simple sentence, generally referred to a mission statement. For example, this might be to inspire healthier communities or to provide funds space for everyday fitness. You also need to identify your unique selling point, or USP. This is what makes you stand out for your competition online. Find out what makes you different by looking at business, doing similar things, and work out what sets you apart. For example, if customer service is what sets you apart from your competition, this is your unique selling point. Understanding what you want to achieve can help you make the right decisions at the right time. Here are some typical goals and strategy that can be used to address them. Increased sales. If your goal is to improve online sales, driving more traffic to your website can help. There are many, many ways to achieve this, from paid advertising to content marketing. Next up, increase awareness of your business or brand. Social media is a popular way to increase brand awareness to both new and existing customers. It provides a platform to express your values, personality, and engage with your audience. Finally, grow your email marketing list. Anchors, coats, dimmers to sign up to email marketing. Try clearly communicating what your audience can expect to receive, what its exclusive content or member only updates. So how do these benefits deck up in real life? Let's take a look at Rachel's kitchen, who uses tread strategy to maximize their impact on line? My name is Rachel and I'm from Rachel's kitchen and we are an online cupcake delivery company. So our unique selling point is that we offered next day delivery across the country. Oldest paced by 04:00 PM. When I first started the business, we were a purely e-commerce company. A couple years later, I decided to open up some physical shops to increase brand awareness locally. And along the way that really all our customers, our online customers we can't live for across the nation. Therefore, we're not limited to the proximity of our physical shops was quite poor. Sent me made that shift back to purely e-commerce. That quickly became apparent that corporate clients, so things like logo branded cupcakes were really key important part of our business. Therefore, we created to persuade cotton probe landing page to better serve as those customers when no longer limited to our local customer base, but customers that are all over the country. 14. Taking a business online: In this lesson, we will look at different between online and offline customer behaviors will also co how audience segmentation can help you choose where to focus with digital efforts when moving online. So what are the key difference between a customer in a physical shop or a customer online? Imagine you just set the personal goal to improve your fitness and now need new running shoes. In the offline bird you, John, I might go a bit like this. You visit the local shopping center, going from shop to shop. Ultimately, you make a decision based on price, quality, returns, policy, friendliness of stuff as Doug, availability to you precede all these information had back to the store with the shoes you liked best and make the purchase. When it comes to online purchasing, you're likely to engage in four distinct stages throughout your online shopping journey. These principles are described in the C, think due care framework and offer a useful way to identify where business should invest effort in connecting with customers. Let's take a look at our shoe shopping example while highlighting these four stages. In the sea stage, you noticed that some of your friends have taken up running and are posting maps of their favorite roots. Social media accounts. This inspires you to start running yourself. In the thing stage, you get your phone and type with other best running shoes for beginners does introduce you to a whole lot of online content, from blog articles to target ads, giving you more effectors to base your decisions on. Eventually, you'll make your purchase, which makes up deduce stage and perhaps post a photo on social media. This last step of sharing is repurchase, is part of the care stage. Keep in mind that customers don't necessarily experience all four stages every time you individual journey might begin a distinct stage or end at deduce date. Now let's combine offline and online activities together. Imagine urine disport shop having just tried on to new running shoes. Now get your phone and search from them online, perhaps checking if you are cheaper elsewhere. The chances are you might be ion land after visiting a vesicle store, an approach called show-rooming. Understanding the differences and similarities between online and offline shopping can help you create a more balanced online customer experience. So how can you identify where to focus your efforts on line, to choose the right channels? Find out who are talking to, when you should talk to them. And when you should talk about. This is called audience segmentation. You can segment customers in many ways, from basic demographics like age and gender to specific interest. For example, segmenting customers by location. My benefit in e-commerce str, if certain products are only available to ship to specific areas. Segmentation can also help with your online advertising. As most channels allow you to target paid advertising to specific audience based on information like what an audience likes or dislikes. You can also make your ads appear only two people within a certain radius of your shop or business, which can be handy when offering promotion to local shoppers. To wrap up, when it comes to taking a business online, Think about the customers and put yourself in their shoes. Which channels do they use most? How do you engage differently with them online and offline? 15. Understanding customer behaviour: Customers are the key to success, which is why understanding and nurturing them is so important. In this lesson, we'll look at the importance of customer touch points. How to use them to map the journey customers take online, as well as how improving the customer experience can help you achieving your goals. So how can you make a customer experience better? Let's start by explaining taskbar called touchpoints and why they are so important. At touchpoint isn't any stage when it customer or potential customer comes into contact with the business. Touchpoints are used a lot in offline business. A peculiarly in retail. They can be receives backs, sigma ij, customer service counters, and many other points along the way online, they can be a valuable way for businesses to build brand loyalty and trust. When a customer in Congress at touchpoint multiple times, such as online ads, this provides consistent value and creates ongoing positive association with the brand. But people don't all look and think the same the way they buy things and the touchpoints to interact with have many similarities. To understand online user behavior, you need to establish what those touch points are and where did take place. I've identified them. Try mapping the Jonah a customer takes. Once you notice steps did it take to get you, you can plan how to impress them at every stage. Imagine a baritone. Once you know the root, you can plan in a strategic points to rest, drink, or top up your energy level. The project Joni is the same. Knowing the root gives you an understanding of exactly how you need to strategize your online approach. Because there are so many potential interaction points. Figuring out that Jonah may seem overwhelming at first, to make it easier, try putting yourself into customers shoe. Ask yourself, I go when I need answers. Where do I normally spot new brands or businesses? What helps me make portraits decision? And do I see a brand again after I've made the poor Jay's. Another option is to ask customer directly about the rooted took to find you. A simple face to face or online survey can break disjointed down step-by-step, making a clearer and easier to visualize. Once you understand the root of customer takes it also about making sure to relevant touch punch chose are efficient in drawing people in. If you have a website, does it tell a potential customer what they want to know? Well, keeping existing customers and trusted, the more wealth you and side has to someone, the more likely it is they will want to return to it. Social media is another great tool to develop touchpoints in can help give a business character and personal feel. Remember, you customers are real people. So connect with them in a way that's relatable and engaging. Once your touchpoints are set up, remember to regularly review how you're performing. For example, if your product or service is suddenly become popular with a new audience like teens, you may need to make adjustments to your touch points so that they resonate directly with that age group. To wrap up, here are some quick reminders to help you work on your own touchpoints thing about a journey your customers when you buy something and apply this information to your business scenario. If you can talk to customers to get real-world info and touchpoints they encounter. Analyze touch point performance and optimizing your message if required, so that the customer's needs always come first. 16. How to stand out from the competition: Healthy competition keeps us on our toes and increases our drive for success. In this lesson, we'll explore how to identify what makes a business stand out online. Well, should be checking out your competitors and what tools can help you get ahead of the game. Let's start with this question. What makes you stand out? Imagine you own a basketball gear shop. What would make your brand distinct compared to other sports shrubs selling basketball equipment? Maybe your shop exterior is painted in bright red or you have an eye-catching window display. Or perhaps you have been hired someone to shoot some hoops outside to grab people's attention as they walk by. As a physical store, you need to stand out. The same is true in digital. When we identify what makes us different from the competition on line, we call that our unique selling point or USP. A unique selling point is a clear statement that describes the benefits of your offer, how you might solve your customer's needs, and what the discussion you from the competition. For. Key question to ask yourself when defining your USP are, who is my target audience? Who are my competitors? What problems does my target audience have, and how can I solve them? Once you ask these questions, you can piece together a consistent statement that incorporates the answers. Here are a few points to remember. Speak in a human voice, BS natural in relatable as you can. And remember, you are trying to attract people, not robot. Shout about it. Your USP should be displayed on your website, social media and order marketing materials. A good USP moaned appeal to everyone, but that's okay. Boulder USP that is tolerant and speaks directly to your target audience. Other things to consider while working on your USB are your strengths and weakness. To do this, use a swat analysis which will help ensure business decision are well-informed. Swot stands for Strengths, Weaknesses, Opportunities, and Threats. Ask yourself, what is it where you good at? These are your strengths. What can we do better? These are your weakness. How can we grow, change, and improve? These are your opportunities. What is happening or could happen both internally and externally that might affect us negatively. Those are the threats. While constructing your USB, it's a good idea to check with competition is up to when starting a competitor analysis makes sure to utilize the free tools available online. Start with search engines we can afford to most imitate answers. Simply search for your key terms and make note of who appears in the top results and search engines for your product or service. Which keywords appear on the website? That is, what words are they using in the page title on their website and what message they use on their social media. Another way to step up to date with the competitors are doing is true signing up to alert system. Free tools like Google Alerts show you who is talking about certain topics online so they can help you keep your finger in the pools. Tried to setting up alert for key products or services as well as your own business and competitors name, then receive notification when the terms you enter a disgust online and be able to see how you business or other businesses you worked for compares. Let's take a look at how these topics can be applied to help you stand out online. Teachers continue on online cupcake, which is kitchen apart from our competitors, One of them is that we have a menu of a, the 45s have cutcake. We have a high level of personalization. We deliver across the country neon better. You can place your order by 04:00 PM and still get them the following day. We had feedback from customers that they were looking for products that were special diets. You requirements say things I dairy free, gluten-free. And that we found that with the cupcakes that it was much more difficult to service that customer base. So we have now created a new range of products which are brownies, which lend themselves much better towards serving that customer base, is the real strength that we now have a new product that responds to the requirements of our clients, recent to our customers. So an opportunity now to what makes you different online. Use these tips from this lesson to find out what your competition is doing. And use so swot analysis to identify what makes you stand out. 17. Using goals to improve business performance: In this lesson, we'll cover how setting and tracking specific goals can help you understand and improve business performance. You also learn about key performance indicators and how these can be used to evaluate the effectiveness of process most important to achieving your goals. So let's dive in. Key Performance Indicators, or KPIs are quantified measurements used to focus attention on the metrics most important to meet business goals. They are also useful in helping a team understanding how progress will be tracked and measured. There are many ways to construct KPIs, but they should all be measurable, practical, achievable, and provide direction. So what does it KPI look like in the real world? Meet Ryan. He owns a chain of fitness centers called Fit Jim. He needs to make sure that he has enough customers to keep the business growing. To do this, ryan wants to sign up at least 15 new members per Jim a month. This will be his goal. To help achieve this goal, Ryan now needs to set KPIs that will measure the efforts his staff make towards meeting this target. Here are the KPIs Ryan has identified for his sales stuff based on auctions that can help improve membership signup rate. The sales team should reach out to 20 perspective customers per day, respond to all online queries and social media and emails within 15 minutes of receiving them during working hours and renew or obsolete existing gym members per month. Analyzing results against the KPIs will actually access which employs meat except standard, and help identify who needs additional sales training. When you consider your business or the business you work for. Remember that a KPI can be anything that gets you closer to achieving your goal. From sales calls to post on social media, email lists, sign-ups to customer satisfaction ratings. Make sure you choose the KPI that fits the best you needs. How do you know what your KPIs should be and how do you measure them? Kpi should be specific, measurable, attainable, relevant, and time-bound. By creating them this way, you can ensure they will be a clear and achievable. Try creating your own KPIs and see if you can answer the following. A. Is this KPI specific enough? Be, can it be measured? C, can employees attain this? D, how relevant is it to the wider business objective E? And lastly, when it is due to be delivered or carried out. An example KPI could be to increase sales figures by 25% compared to last year. This is both specific and measurable and reveal your previous sales figures will allow you to determinate whether or not it's attainable. Increasing sales is key for business growth, which would be an overall business objective. And comparing year on year makes it timely. Remember to evaluate both KPI results into KPIs themselves on a regular basis and respond to the data accordingly. For example, ryan says employers are struggling to meet the 15 minute average response KPI due to the volume of queries, perhaps he needs to consider increasing the number of stuff per shift to meet the demand. This will ensure prospective customers remain happy when they're incurs are responded to quickly, as well as ensure his staff don't burn out. When it comes to setting goals and KPIs in your own business environment, ensure that they are specific, measurable, attainable, relevant, and have to forward thinking to help you achieve your long-term plan. Take some time now to think about the KPIs you would set and how you could measure these to get closer to your goals. 18. Search engine basics: Hey, in this video, we'll talk through some of the history behind search engines. Will explain how search engines have changed business and tell you what they are a great place to market your business on. Okay, so where did search engines come from? One of the earliest search engines was a program called Archie, which debuted in 1990 and allow people to access and search files names, basically the names of the webpages. But Archie couldn't tell you what was on toast pages. Fast forward a few decades. And search engines like Google, Bing, Yahoo,, AOL, Baidu, and Yandex have come along the way. These search engines are incredibly sophisticated computer programs to sort through a massive number of webpages. Most search engines basically work in the same way. When a person's wants to find something, they type in a word or phrase called a search query. Then the search engine compares to query to its catalogue of webpages. Pulling out the best matches to show the searcher. These are displayed on a search results page. Their goal is to create the most relevant list of results possible to help searches find what they are looking for. The results page includes links to websites, but you might also see local business listings, items for sale, advertisements, images, maps, videos, and more. So how does this apply to you? Well, imagine you own a coffee shop. If someone searched for coffee shop, cuts volts, that's u. This is the perfect opportunity to appear on the search results page. In the same way, if you're actually can repairs, air conditioning units or local takeaway ready to deliver dinner. You want to show up when people search for related words and phrases. Why? Because the words enter it into the search engine indicate the searcher is interested in your products and services right now. See why search is such a great place to be. It's a way to target people who are already looking for you. Don't just take our word for it. Many marketers will tell you that search is essentially to their online marketing strategy and the numbers back it does up. These mean you should ignore other ways of advertising online. Of course not. You plan can and should include lots of different ways to promote your business, like social media, email marketing, and display advertising. But if you are a business interested in promoting products and services online, being uncertain is a pretty safe bet. 19. How search engines work: Hi there. Welcome to our video explaining how search engines work will give you the basics of how search engines find webpages, what they do with the pages they find, and how they decide what results to show. When you are using a search engine to find the closest coffee shop, you're probably not thinking about search engine technology. But later you might wonder, how did it do that? How did it sort it through the entire internet so quickly and choose the results you saw on the page. Each search and induce their own software programs. But the way they work is pretty similar. They all perform three task. First, they examine content and learn about and have permission to see. That's called crawling. Second day categorize each piece of content. That's called indexing. And third, they decide which content is most useful to searches. That's called ranking. Let's take a closer look at how these work. Search engines crawl the Internet to discover content like webpages, images, and videos. Each search engines uses computer program called bots, short for robot crawlers, spiders, to make their way through the pages. The bots hop from page to page by following links to other pages. These bots never stop. Their sole purpose is to visit and revisit pages looking for new links and new content to include in the index. Indexing is the second part of the process. The index is a gigantic list of all the web pages and content found by the bots. The search engine uses this index as the source of information displayed on a search results page, but not everything debits five makes it into the search engines index. For example, search engines might find multiple copies of the exact same piece of content located on different websites. How is that possible? Well, imagine you're not searching for a coffee shop, but a coffee maker. You might notice that the top of the line, coffee king 2 thousand, has the same word for word description on other websites of many major retailers. The description might have been provided by many manufacturer. But now the search engine has decided to make which version to keep in the index. There is no need for hundreds of duplicates. So it's unlikely that every page will be added. So if you own a website that is selling coffee makers, you are likely better off writing your own description of the coffee king 2 thousand. Makes sense, right? That covers crawling and indexing, which just leaves us with ranking. When he typed in a search engine compares to words and phrases you use to index login for matching result. Let's say for example, the search engine fence 230 million matching results. Now it's time for the last part of the search engines task. Ranking. The way search engines rank pages is top-secret. Is there special source? There are hundreds of waste search engines determined rank, including things like the words on the page, then number of other web sites LinkedIn to it, and the freshness of the content. But no matter what formula they use to determine rank, the goal remains the same to try to connect the researcher with what they are looking for. Say you've read about in Australian style cappuccino called A-flat wide. And you want to try it. If you search for flat white coffee near me, the search engine will show your nearby shops selling the drink because your search indicated your location. You might even see a map to help you find them. So what have we learned? Search engines are constantly working to score to web Ford content, organize it, and then display the most relevant results to searchers. Understanding this process will help you make your website the best it can be. 20. How search engines see the web: Hello there and welcome to our video looking at how search engines see web pages. We'll go over how search engines understand what's on the webpage, which parts of a webpage specifically helped them, and how you can make your pages more visible to search engines. In simple terms, when you ask a search engine to finance something, it looks through a huge list of previously indexed page called the index and pulls out relevant results based on what you're looking for. Pages make it into the index only after the search engine has determined what they're about. That way it can file them in exactly the right place amongst other pages and find the next time a search relates to their content. By knowing how a search engine decide what the page is about, you can optimize your page to make sure does show up in the search results of people looking for websites just like yours. Let's say you own a coffee shop and you have got a website to promote it. When you look at the page on the site, you see this. But when a search engine looks at the same page, in addition to seeing what you see on your screen, it also sees the code behind it called HTML. Specific parts on this code helped to search engines understand what the webpage is all about. And knowing which parts are important can help you to optimize your site. First, the title of the page in the code. In this example, you can see the title and tab at top Kurtzberg coffee shop. The search engine ceased title enclosed in a piece of code called the title tag. It looks like this. Many websites can be edited using tools that handle all the HTML coding for you. That's called a content management system or CMS. If you're using a CMS to make changes to your website, there's probably a place to add. Does Title two, you can help to search engine index your page probably by making sure your page title accurately describe its content. That way it can show up in relevant searches. The next thing you'll want to think about is to page text. Think about who you want to visit your page, and what words are you using to describe your products and services? Do they talk about fair trade coffee? Do they use the term cappuccino instead of macchiato? These are probably the terms they are also using to search. Try to speak the language of your customers when you write your content, because this can help ensure it you'll find you pavement they search. Finally, let's talk about the pages, images, search engines, MSD, mouth-watering photos of your coffee creations in the same way we do, which is a shame. But what they will see is the comb behind it. To help search engines identify the image, give it a distributive name. For example, Image.all JPEG is not a great filename for search engines. Whereas something that describe exactly what's in the picture, like iced peppermint, mocha, latte peck. You can even take it one step further by adding alternative text in the code with your image known as Alltech. It describes the image which is useful for people using web browsers that don't display images. For people with visual impairments who use software to listen to the content of web pages. Again, if you use a content management system to update your website, there's probably a place to add the nulls tick to. So remember, use descriptive, unique titles for each web page on your site, right, for your customers. But remember to include important words and phrases that can help search engines understand what your page is all about. And don't forget to name image files with disruptive words and include alternative text. Together. All of these tips can help search engines understand your page and put them in front of the people that matter your potential customers. 21. Organic search explained: Hi, are you ready to dive into the world of organic search? In this video, we'll explain what organic or unpaid results are. We'll find out what search engine optimization means and discover how good website content effect the organic search results. Okay, let's get started. Back to the coffee shop. And imagine that you have just started offering up that Dick French macaroons using an old family received, you know, there must be other people in your city who will adjoin his international threat. Someone might even be searching for it right now. So how do you help them find you? Well, when subvert search for something using a search engine results page, they see code Dana list of organic or unpaid results. Or organic results typically appear in the center of the page. And the art of results to search engine decides are the best match for the search query or words that were typed in. Results page will also display advertisement or paid results. Though there'll be separate labeled as ads. Although organic results and ads appear on the same page, there's one big difference. There's no cost to appear in the organic results. Websites do not and cannot pay to appear here. So how can you improve your website's chance of repairing into unpaid results? It all comes down to quality. Think of it this way. The search engines primary goal is to help people find what they're looking for. If you can help to search engine decided that your website is what people are searching for. You are in a good shape. Making improvements to your website to help it appear in the organic results is called search engine optimization or SEO. Good SEO involves helping a search engine fan and understand your site. So what do search engines like? Good, relevant content. Think about exactly what you coffee shops potential customer might be searching for. If they wanted a macaron, the Mac search for these words. But that's a pretty broad search and could also mean a searches looking for a receipt or an image, or the history of the past three. Understanding debt, it will probably more useful for you to focus on appearing on searches for homemade macaroons in your city. So your focus might be to create relevant original content that reinforces debt, how that all your microns are made from scratch at your location and where that your macaroons are available at your bakery or delivered to certain areas. This can help you website appear on searches for macaron Bakery or related searches like the best macaroni cuts world or readymade macaron for Pickup. Now, that's organic search results. Showing up in them is a great way to help customers find you and it won't cost you anything. All you have to do is make sure that your content is relevant to the people searching. So del click and stay for a wizard, we have a whole lesson coming up on this. So stay tuned. 22. Paid search explained: Hey there. Ready to learn a bit about advertising on search engines will cover how advertising on search engines works. That's called SAM, or search engine marketing, will explain why it's so effective and how businesses compete to show ads. It was really interesting when it came to ads, what works and what doesn't. I came from a background of TV where I thought maybe it was a good idea to trade on the crater hardhats. When people are searching for, say, for example, a wedding speech writer, they're looking specifically for someone who can solve that problem. I was looking at the outperformance, which ads were working on the click-through rate, the ones that were working well, we're the ones that were servicing a specific need. And I saw that first by running an ad which was titled last minute panic. And that started getting lots of hits because suddenly I'm advertising something that a lot of people are searching for. And they need to see that in the ad and believe in the ad in a split second. So I had to make them a lot more specific and a lot more believable as well. Imagine you live in coats world. You're out running errands and are desperate for a coffee. You pull out your mobile and search for coffee shop cuts bulls. Now you have a page full of option to consider. Every section of the page, the map, the ads, and the search results present options. Who knew there will be so many. Some of these results are selected by search engines, organic formula. These pages are considered the most relevant web pages to search engine can find for this search. The order sections are ads. If you take a moment to compare the ad, you see two tos is a print magazine. You might notice a big difference. Every ad is for a coffee shop. You don't see ads for unrelated things. And interestingly enough, the Edwards seem quite similar to the organic results. This is by design and it's what makes paid search advertising so effective. As search engines, most important job is to show people the results dare looking forward. And this extends to, that's the ads you see complement the search results page with the ultimate goal of helping and search or find what they're looking for. So how exactly does search engine advertising work? There are several and models. Let's take a look at the popular option that text ads you see on search engine results pages. Every time someone searches, advertisers compete for the opportunity to display ads, it happens in milliseconds. Searcher won't see the details. Only the winners, the ads that appear on the page. So how do search engines decide who wins? The primary components are the bit and the quality. The bit is the maximum amount and advertiser is willing to pay for a click on an act. If someone clicks the ad, the advertiser's charged and an amount equal to or sometimes less than the bid. So if an advertiser bids $2 for a keyword, that's the most they would pay for a single click. If an ad shows on the page, but no one clicks, it doesn't cause the advertiser anything at all. Ideally, bits correspond to the value of the keywords to the business, but the amount is up to each advertiser. Some advertisers may be willing to bit $50 for a keyword. Orders may be willing to bid $10. Bid averages vary industry by industry and keyword by keyword. Bits are important, but so is quality. Winning the auction doesn't always hinge. Or having the highest bid. Search engines reward ads and keywords with Chrome relevance to the search. In fact, it's possible that relevant ads can win higher spots on the search results page, even with lower bits. In some cases, no matter how high a bit, a search engine will not display the ad if it's irrelevant to summarize, paid ads, offer another way to promote your products and services on search engine result pages. With the well-constructed search advertising campaign, you can reach customers at the very moment, they are looking for what you offer. 23. Google search console: Hey, one degrade tool to get your business more traffic than this video for you. We're going to tell you all about a free Google servers called search consume and show how it can help you and how you can get it to setup. So what exactly is Google Search Console? Well, it's a service that gives you feedback about how your website is doing in Google search result. It has two primary function. It monitors your performance in Google search results. And it also shows you how Google sees your site. Say you own a coffee shop, your website needs some updating. Let's take a closer look at a few Search Console might be able to help you out. One way is towards Search Analytics reports. This can help you answer a few important question like which searches bring people to your site or tell you when searchers click on you'd likes. They can even let you know which other sites link to yours. Why is this important? Well, the Search Analytics report shows lots of things, including the most common searches bringing people to your site. Ideally, you see words and phrases relevant to your business like coffee shop cuts world, coffee house near me, paste Swedes near cots worlds, or fair trade coffee near me. If you'll review the report and see unrelated or eluent words and phrases. It's a hint that detects on your website needs some attention. Another thing to look for is the number of clicks. You want to know how often your site appears, but gets no clicks. That's assign, your content doesn't match with people are looking for the links to your site. Report shows web sites that link to your site. Think of these as referrals. The list should include websites relevant to coffee. More and more people use mobile devices to access the internet. So while you are in Google Search Console, you should also check out the mobile usability report. This point out pages on your site that don't work well on mobile phones, which you can then fix to improve your website performance when people search on mobile. There are two more really handy features within Search Console to know about Kroll reports and Google index reports, crawl reports let you monitor whether Google can visit your web pages. This is important because if Gould complexes you webpages, you can't, it can't be included in Google search results. The Google index reports show what information Google recorded about your site and tells you, if you pages are asexual, it's easy to get started with search console. Go to slash webmasters. Once signed in edu website and complete the verification to prove you own the website. Now Search Console can generate reports for your site for free. It might take a few days before you see useful information because it must first gather and process the data. If you see at no data yet message, check back later. Now that your site setup in Google's search console, you can use to report, to figure out how to improve your presents on Google. Using the reports, you can make changes to help Google better understand your webpages and as a result, make your website performed better. 24. How to choose keywords: Hey, in this video, we'll discuss what to consider when selecting keywords so that you can reach your SEO goes and benefit your business. Choosing keywords is the foundation of successful search engine optimization. Why do you need to do keyword research? Here's an example. Suppose somebody is looking for fresh berries. What might they search for? It could be simply berries or it could be strawberries, blackberries, blueberries, or raspberries. If you sell fresh berries, you need to note the terms people use most, most often when searching. Ideally, you will match your website content to what people are actually looking for. If you don't, there could be a disconnect. Visitors to your site could be looking for one thing while you are talking about in order, there are three things you should consider when choosing the keywords for your SEO plan. First, frequency, or the number of times a word is searched for. Obviously, you want to include the terms that people search for most often in relation to your products. Just keep in mind that it may be difficult to differentiate your business on highly search for terms. That brings us to our second consideration, competition. If you have a large established website, you might be able to appear in the search engine results for high-volume, highly competitive keywords like fruit and whack. But new sites have big opportunities to, if you are just getting started, look for keywords that have a bit less competition. Only a small number of keywords have Mary high search volume. But there's a large number that have low search volume. This is what's called the long tail of SEO. While the keyword strawberries might have a lot of competition at terminal, like get organic strawberries delivered in Cornwall will be an example of a long-tail keyword that might give you more immediate SEO results for small businesses, the long tail is often where you will find your SEO opportunities. It typically takes a website lots of time and focused efforts to appear in the results on search for popular generic keywords. However, swallowed by sites might get good rankings for long-tail keywords with less effort. Finally, and most importantly, the third consideration is relevance to keywords you select to closely match what you are actually offer. If someone comes to your side looking for strawberries, but you only sell raspberries. They are just going to leave. Make sure you chosen keywords match the intent of the people were searching. How? One option is to use Google Search Console to see which pages appear in search and get clicks. Stay tuned for our Google search console video through all your SEO efforts. Remember the golden rule, your site's content should be made for you, human visitors, not for search engines. Don't add extra keywords or re-creation of keywords to your pages. Repeating them unnecessarily is called keyword stuffing. And it's against search engines guidelines. So that's what you need to consider when selecting keywords, frequency, competition, and relevance. Keeping these things in mind, we'll set you on the right track for successful SEO. 25. Intro to search engine optimisation (SEO): Hello, welcome to our introduction to search engine optimization, also known as SE o. In this video, we'll explain what the SEO is, how search engines understand your website and what they value most. Because when search engines understand your content, it will be shown to many more potential customers. First up, some advice from Adrian on how learning about SEO really helped his business. Optimizing my site for organic search has been absolutely essential. I wouldn't want to be in a position where I'm just running a site, just on ads. It needs to be ads and organic doesn't fully balanced business model. Get your sight completely sorted out. Make sure your site is as clean as it can be. Looks great, works in a responsive theme. Make sure every page on your site is doing what it's supposed to do. The first thing I do in the morning is click to see where I am for best man speech. I'm nudging on page two of Google Now, which to me is Christmas. If I have the best site with the best information, I will stand out. And that's the plan. Simple. Every day, millions of people search online for everything from airline tickets to zoos. That means there are millions of opportunities for businesses to appear in front of potential customers. Let's say you own a small farm and want to expand by selling your product online. Seo helps search engines understand better what you offer. This means when someone searches using a word or phrase related to your business, like say, hey heirloom tomatoes, you are more likely to appear in their results. When a search engine returns results. Some of them are paid advertisements, the rest are unpaid results that search engines believe are relevant to the phrase. And for it in the search box, these are referred to as organic results. Search engines have formulas or algorithms that help them ordered the list of results the search engines constantly score to web for new content and tried to make sense of it. When your website appears in your result is affected by words using your site. Fresh from products, for example, as well as other factors such as how many website links to yours. Does this seem confusing? How's this? Think of a search engine like a matchmaker? The Go To find a search exactly, but she is looking for on the web. But how does this burg to present the best possible results, the engine look for as much information as possible about websites. They might look at how popular sites are, what other people or sites are saying about them. They might consider words on webpages or keywords into code of a page to better understand the topic. Each of these components will help search engines find the best match for your search. Search engines can now also considered a searches geographic location. A search from the UK will display a localized set of search result. Chances are the same. Search orientating from France will show different results. And with the explosion of mobile usage, search engines now considered the wise people use when they perform a search. But just like a matchmaker who's been in business for years gets better and better. Such formulas evolve and add more and more information along the way. Are you wondering what you can do to make your site attractive to search engines? We'll touch more on this in other videos, but here's a good starting point. What search engines? Well, you most is unique, engaging, well Irwin content because their job is to find and showed the most useful stuff. So there we have it. Search is a simple thing to use, and many of us use it every day. But what's happening behind the scenes is constantly changing. To effectively promote your website online, you've got to keep tabs on what search engines while you most and make sure your business gives it to him. As we move along, I will tell you more about how search engines work and help you create a strategy for improving SEO in order to achieve your business goals. 26. Setting realistic SEO goals: Hi, there. Does search engine optimization seem imitating? Do you? One way to tackle SEO is to set clear goals, then measure your process each step of the way. In this video, we'll talk about why it's important to set SEO goals. We'll look at how you should define success, how to decide what to measure, and what tools can help. When you said SEO goes, you can measure, track, and report on the results. You know, which effort are succeeding and which aren't. And then you can adjust things to make it work better. Let's start by identifying your SEO goals. What are you trying to achieve online? How do you define success? Imagine you owned a small form. You probably want to sell fruits and vegetables to as many customers as possible. And you'd like to build relationship with existing customers through good content and hope they eventually returned to buy more fruits and vegetables. You've just identified three business goals. Conversion, turning website visitors into paying customers, engagement, persuading people to interact with the content on your site. Acquisition creation, getting new customers, setting SEO goes gives you something to measure to help you better understand how your site is or isn't performing. So how do you find out if you're hitting the mark? Some measurements matter more than the order. For example, it's exciting to be the number one in search engine rankings, but it's not a guarantee of success. Here's why. Let's say you're Pfam website is the first result when someone search vegetable gardens, you're getting a lot of visitors to your site, but not an increase in sales. Maybe that's because people searching for vegetable gardens wanted to plant a garden, not by your fruit and vegetables. The lesson, don't waste efforts and keywords that aren't relevant to you. What do you do? So if being number one isn't you go, what is? Let's come up with a few other ways. You might measure success. Remember those goals you set above. Look at those. You can measure conversion by tracking the number of visitors who come to your website and buy fruits and vegetables. Or tracking a smarter action that can lead to a sale. Like signing up for your email newsletter. You can measure a quantization unreached by tracking the number of times you business appears in search results, your impressions, and how often people like through to your site. And you can measure engagement by tracking, but consider your visitors read and interact with, such as leaving comments or how many visitors become your fans on social media networks. So how do you track all these things? And analytic tools and Webmaster Tools provide by searching engines can give you this information, often for free. Most major search engines like Bing, Google organics offer tools like these. There are basically a collection of reports and services that help you track and monitor your website's visibility in search, tools like these tell you which keywords bringing your website in their research results, which webpages they link to, and how many visitors click the links to visit to your site. This is valuable information if your goal is to attract customers searching for certain terms. Analytic tools can also be used to better understand visitor's behavior. They can answer questions like, how many organic visitors become customers? Which webpages or content on your site, turning visitors into paying customers. Cotton isn't performing well. Armed with this information, you can adjust your SEO strategy to do better or evaluate the performance of an SEO agency. If you've heard one, to help you. To sum up, to understand how your site is performing an organic search results and how it benefits your business. Set SEO goals to measure the success or see where you need to Improvement. Track your performance in various areas. Once you goals are clear and you have tracking tools in place, you're well on your way to success with SEO. 27. The importance of an SEO plan: Hi there. Once you have a good grasp of search engine optimization, SEO, you're ready to optimize your website. Just follow this step-by-step process to create an SEO plan and learn how to develop, prioritize and just a plan to best suits your goals. But first, let's see how important having a good SEO plan has been formed Mike's hot air balloon business. While I've learned over the year, which I've been trading, is to really pin down and to come up with a more structured plan. It means I'm able to target and focus and put my efforts in a much more concentrated and effective way that delivers better results. Things like, you know, I didn't know before that Google filters words as a misspelling of words, very variances onwards or themes. I can cut down on a lot of that chatter if you like, or that wasted effort. And I'm also using these maps to target to localized business which I want to try and attract, I've really been able to see the benefits now, for example, my listing is improved on the organic Google Sites. And of course, because I'm meeting the passengers, I'm meeting my customers, I'm able to get that direct feedback from them. Let's say you want to reach new customers for your fresh from the farm fruit and web online delivery service. Your first step should be keyword research. That means finding out what your potential customers are searching for. Are they looking for organic products, weekly fresh vegetable deliveries? By the way, if you want to learn more about keyword research, check out our video about choosing keywords to focus on. Next, consider related topics. Are vegetarian diets popular, do requests for cuts, patch your receipts come up. This will help make your keywords more specific and a better match to what your customers are looking for. You should do this at least once a year as part of your SEO plan. Once you've identified good keywords, Take a look at how you're doing in search results for those d's words. How many of these words and phrases bring up your websites on a search engine? Are there specific topics that don't bring much traffic to your site? This infant will help you figure out what's working for you and what's not. If a popular phrase like fresh form vegetables isn't pointing customers to your site, you can address those missing pieces in your SEO plan. Once you've been does governor with gaps in your SEO performance, your next step is to think about how to fix them. Maybe none of the content on your site mentions that you can arrange regular seasonal, there'll be deliveries, is no one linking to your site. Perhaps you can invite food bloggers to check out your farm in the hopes that mentioned you in a future blog post. Make a list of anything you think might improve your SEO performance. Okay, so now you have quite a to-do list. Don't worry, it's just time to prioritize. It's natural to want to tackle the items that will give you the biggest bank first, but be realistic. Adding an entire section about sustainable farming methods to your site might require hiring a programmer to help, which might cost a fair bit. In the short term, you could post a quick article about a topic on your block. The next step, give yourself a deadline for each task. So you're working through your SEO plants differently throughout the year. Okay? Once you've set this plan in motion, don't just forget about it. Your SEO plan will change over time. But how do you know when it needs updating? One easy ways to check in when you are making other changes to your business, like introducing a new product or redesigning your website. Also remember that search engine released new features and improve their algorithms. For example, many have made adjustments because so many people now search on mobiles. Finally, adjust your plan when something isn't working. Is stereo webpage that's not getting much organic traffic. It may need a refresher. Are you attracting visitors to your site but not making sales? Perhaps you need a strong or calls to action, revealing your results regularly and shift focus to areas that need help. And that's how you build an SEO plan. Let's recap. Start with keyword research to understand what your customers are looking for. Then use that Info two axis. So your success and failures, brainstorm solutions to improve your weak spots and prioritize them. And never be afraid to radio us your plan based on changes in your world and the world of search engines. Be sure to check out our videos explaining the SEO process that has more helpful information to catch your plan in motion. 28. The SEO process: Hi there. In this video, we'll explain why search engine optimization is an ongoing process and steps you will need to take to reach your goals, such as discovering what words and phrases people use to search for your products or services and improving the content on your site. There is no shortcut for search engine optimization, SEO, which helps you improve your websites with ability to people who are searching for products or services like yours. The first step is called keyword research. Discovering what words or phrases people are looking for when they are searching for products and services related to your business. Let's say you have a small farm and have begun a fresh fruit and weck delivery service. Once you know what people are searching for, maybe vegetarian receives or sustainable products, you can optimize your content and offering to do better match what they are looking for. That might mean posting a weekly received or writing a blog about the life on the farm. The work of SEO is never done because trends come and go. Uses can change their behavior and search engines evolved over time. Your job is to consider how changes will impact your site and what you need to do to continue to attract unpaid organic traffic. Here are four quick tips on how to stay up to date on search. First, learn how search engines work. Many have blogs that offer updates and new features, algorithm changes and suggestions on how to better optimize your website. To keep an eye on changes and monitor how they affect your website. For instance, you might read that the major search engines made a change to improve users experience on mobile search results. If your website isn't optimized for mobile devices, you probably want to update your website to be more mobile-friendly. Three, find inspiration from other websites. Do they offer free shipping? Odd a active on social networks? Do they regularly update their website with photos? Adopt these practice that will work for your own business. And finally for talk to your customers. They have the best insights on what content your site is missing. Features that are needed or products they are looking for. Even the way your customers describe your product can be a form of keyword research. They likely use those search terms to search. And there you have it. The ongoing SEO process. It's simply understanding what visitors want, creating and sharing the content they are searching for and being willing to change tactics when necessary. 29. Making your web pages search friendly: Hello. In this video, we'll talk about the simple things you can do to optimize the pages of your website. So search engines can find you more easily. Because if they can, so potential customers. Let's hear from Adrian about the impact it's had on his business. All speech is great and small. Somebody gave me a very, very basic tip When I first started out, teacher said make every page as good as it possibly can be. So if you're writing about something will have as much information as you can. Customers believed in my site because they could see that I believed in what I was talking about. And the more I added, the more they came, the more conversions or my when I first started out, I just had a page best man speech, which literally said, best man's face is great. If you want a best man speech written, contact me. And once I added more to it. But how to deliver, what to look out for, what not to do, what to avoid WHO to mention. Then lots of people clicked on, on the, on the contact been on-page optimization or changes you can make on your websites, individual pages can quickly help search engines better understand your content. Let's say you run a small form called Blake products and are looking to optimize a page about your fruits and vegetable section. There are several elements on your page that can tell the search engine that the page is about fresh fruits and vegetables. These include meta tags and title headings and the page copy itself. Let's start with meta tags and title. These orange, something you would see on a webpage unless you were looking at the code. There, embedded messages that help the search engine determined was underpaid. In particular, there's the title and the meta description. The title and meta description are important because they both are used by the search engine to generate the actual search results for the specific page. The title is used to generate the first line shown. The meta description is used to generate the few short sentences that follows. For a page about fruits and vegetables, you want to make sure that the phrase fruits and vegetables is in both the title and the meta description. A good title would be Blake products, fresh fruits and vegetables. That describes the page is about and also highlighting your company name. A good meta description is usually two short sentences. It should also reinforce the title by using the keyword or phrase. Again. A good description could be Blake's produce delivery organic, fresh fruit, and WACC to your home as often as you need it. Order your customizable box online. At title should be short and sweet. Description should match what the page is about. You should also consider what's on the page itself. But people who visit your site, not just search engines actually see. There are two things you can optimize help to help search engines categorize your content correctly. Headings and page copy. Like meta tags, headings are embedded in the HTML code of your page, but they are also visible to people. Often they're displayed at the top of a page. A great heading would be fresh fruits and vegetables, which clearly tells the person what the page is about, but works well for the search engines too. Finally, if you're writing a piece of content about fresh fruits and vegetables, you will naturally want to use that phrase in the copy. Don't go overboard or repeat a phrase over and over, because search engines may see that as spam. Remember that you're writing primarily for people. So be sure your message is clear. So let's recap what you've done to optimize the farms webpages. You've looked at each other of the major elements used by search engines and in each instance told them, this page is about fresh fruits and vegetables. No matter where search engines look, they'll see consistent and clear information about what's on the page. And that might help improve his search engine rankings. 30. How other websites can work for you: Hey, in this video, we'll show you how to improve your websites was ability on search across the web by encouraging links to your site, engaging with your customers through good content, and promoting your site with social media. Your search engine optimization or SEO results are inflected by things you do on your site and things that happened off your site. The letter involves what other sites are saying about yours. Two of your best chances to control these are backlinks and social media. Let's start with backlinks. This is the term for a link from another website to your site. Think of links like boats. If you have a lot of links to your site, it means many different people on the web belief your site has good content. It's a vote of confidence. Search engines might see these links as a sign that you have high-quality site and are perhaps a good option to show searches. So we've established that links to your site are important, but how do you get them? The key is to think quality, not quantity. In the past, people creating websites focused on getting large numbers of links to promote their precision in search engine results. In some cases, these links were irrelevant to their products and services or came from low quality sites. Low quality, we mean website with minimal content that exists only to link to other sites. Search engines caught onto this and respond by giving less value to sites that try to manipulate the search results, which resulted in a drop in their search ranking. What does this mean for you? Links to your site are great, as long as they are real links from good sides. So how can you get more of these good links? The best way is to create great content on your own side, then artists may link to you because they think their audience should see your content. You can also encourage others to write about you and share links to your website. In the SEO industry, this is called content marketing. So what's good content? If you have a small firm that sells fresh fruit and vegetables, it could be a list of top ten summer fruits and are the five best dishes with brocolli. To create good content, you have to understand who your potential customers are, what they are looking for, and how you can provide it. Okay, let's touch quickly. On the other way, you can optimize offsite. Social media. Search engines will troll any page that can access, including social media sites. But they're getting really don't play specific significance on your popularity with a social media site. For example, you won't get more credit for having more likes or followers. But using social media is still a great way to reach a bigger audience. It promotes your site and your business because it helps people discover your content and encourage them to interact with you. By the way, if you want to learn more about using social media for your business, we have an entire lesson about it. To sum up, off-site optimization is a valuable way to potentially increase your search engine rankings. The best way to support off-site optimization is by creating good counting it. Establish your site as a quality resource, attracting visitors who then share it across social media. 31. Cross borders with SEO: Hi there. In this lesson, we'll explain how search engine optimization, SEO strategy can help your business reach international prospects and customers. If your potential customers are in different countries or speak multiple languages, there are many aspects to consider. We'll go over the most important ones, language, localization and country targeting. First things first, you need to speak your customer's language. Literally. There are some SEO guidelines for websites that can offer content in multiple languages. The first is to make sure that each page in different language has its own unique webpage. Why is this important? Let's say you grow avocados in the UK and you want to sell your product to other countries. Web design technology makes it possible to have English language content on a webpage, say slash advocate 0.8c html. But allows visitors to click a button to view the same page written in French. Sounds great, right? The problem is that humans can click that button, but search engines count. A better approach is to separate each translated version on it's own webpage. In this example, it will be much better to place the French version of its own page with a separate URL. slash advocate dot HTML. The second thing to keep in mind, mixing languages on the same page. This is a big no-no. For example, when half your continents in French and the other half is in English, search engines can't decide what language content is in. It's better to use different pages for different languages. Next, avoid using automated services to translate your content. Have a piece of content about organic produce that needs to be in French, get real life person to translate it for you. Why is this necessary? Search engines don't value content generated from automated translation tools. Even worse, the page might consider it spam. Translation service may cost you a bit more upfront, but you'll likely have higher quality content that can drive better results for your business. If you have taken the time to translate content, some search engines allow you to add Language Association to your webpages. Annotations help search engines served the right content to the right person based on his or her country or language. Let's imagine you are a farmer whose ships delicious fruits and vegetables across borders. You have created some great content for your UK clientele. But you have also had the same content carefully translated into chairman for you Margaret in Germany. One such page is about your avocados. As a farmer, you expect your German educator pet show up in search results page for your prospects in Germany and UK patch for customers in the UK to help search engines discovered this alternate content. In this case, you'd be able to add an edge to each English and German page. These tax will mark you pages, so search engines can serve up the right version of your content to the US in their respective countries. When you explore a negotiation, a bit further, you'll see that they can be a great tool for more advanced multilingual and multinational setups that covers some of the structural consideration for adding different languages to your website. But even if you don't add multiple languages, there are other considerations for customers in different countries and markets. Start by thinking about what information will be useful to them. Do you need to provide products, prices in different currencies? Do they use a different system of measurement, metric versus imperial, for example, will customers wait, you advocate those in kilos or pounds? Did you include local addresses and phone numbers so they can contact you? Do you need to list your business hours in different time zones? These are all small things you can do. Make sure your website remains useful to potential customers in different countries. There are also signals to help search engines understand your content is relevant to international markets. Beyond language and localization, you can help search engines understand the country or countries you are targeting. For instance, if your website has a country code, top-level domain name, ccTLD, for short, is a strong indication that you cite targets a specific country. And example of a UK site with a ccTLD will be www dot whatever keto form dot coded UK for Germany, that side might be www dot avocado Farm dot d. And if it doesn't, what if you have a generic domain such as Search engines may use a number of factors, including where your website is hosted, it has its IP address and information on your web pages. You can still help you cite in its content be more visible to international prospects by using country targeting tools such as those found in Google Search Console. And there you have it. As you start promoting your website in other countries, keep three things in mind, language, localization, and country targeting. If you do, you can adjust your website and SEO strategy to make your website and international success. One to learn more, be sure to check our readers about international marketing and export. 32. Introduction to search engine marketing (SEM): Hi there and welcome to our introduction to search engine marketing or SAM. In this video, we're going to be talking about how SEM works. And more importantly, what makes you unique in marketing in white, so effective. Let's hear about the effect it had on Rachel's kitchen. Paid search is transformed. Rachel's kicked in. If I take a calendar event like Mother's Day or Valentine's Day, I could spend a vast map marketing budget building months in advance for those teeth 100 events. But with AdWords, we can focus budgets near the time. Therefore, we capture all those customers are searching faced particular key words a for us with Mother's Day, the fascia we launched outward campaign that would alternate on a previous. Yeah. You're probably already familiar with search engine marketing, even if you don't know how it works. Let's say you do a search for something like wedding photos, lots of options on the search engine results. Now we are going to take a closer look at those results. These links you've seen the main part of the page called organic results. It costs nothing to appear here. This is where search engines shows sites. They think they have the most relevant content. Now look at the right column and across the top of the page, see those results. These listings are paid advertisement. Sam, let's use the space to advertise to potential customers when they search for certain words and phrases relevant to your business. These are known as keywords. Another really unique thing to know about SAM is the advertiser only pays when someone clicks on their ad. So if you add appears, but no one clicks on it, you won't be charged. Yes. You heard that, right? That's what it's called, pay per click advertising. Let's say you were a wedding photographer. You may want your ads to show when someone searches for wedding photographs for Cardiff, but you'll only pay if the searcher clicks on your Edward. That's the big difference when comparing SEM to traditional forms of advertising. Like ads in newspapers and magazines or billboards, posters. If you advertise wedding photographs using dose, the ad is shown to a bunch of people, whether or not D12 adding photos and you pay no matter what. With SAM, it's very likely that people will collect your ads, are interested in what you have to offer because they told you so, or rather, they told the search engine when they search for wedding photographs or Cardiff, saw your ad and clicked on it. Unlike traditional marketing, SEM targets peak pull actively looking for products and services. This is different from broadcasting a message to people that they may or may not have an interest in. Make sense right? Now you know why SAM works so well, let's sum up. Search engine marketing is a uniquely powerful option for your business. It's simple but effective. People search for things they want and advertisers target specific searches, but only pay if someone clicks to learn more. That search engine marketing. If you stay tuned, we'll cover lots more about SAM will explain how it works, how to identify effective keywords, how to write ads, people will click on and much more. 33. The SEM auction: Pay. By now, you probably know the search engine marketing is a great way to advertise to people at just the right moment when they are looking for your products or services. But do you know how it actually works? Search engine marketing is based on an auction system. So in this video, we'll discuss how the auction works and look at the example to help you figure out how to use SAM in the best way for your business. Let's start with the search for a common service, say wedding photography. Take a look at the results page. In the center, you seal organic listing, listings that weren't paid for. At the top and down the right column, you see paid ads. Search engines limit the number of slots Edward can appear on an individual page. Advertisers den compete in an auction for those slots. So after you search for wedding photography, you see the outcome of the auction, the advert that when appear in more desirable slots on the results page, usually that means near the top, the runners up appears in lowest slots. Alright? You probably wondering, how does the auction work? Well, like most auctions, you place a bit with influences your performance in the auction, but it's not all about your bid. In this auction. The relevance of your AdWords is crucial as well. So success in the auction means having a competitive bid as well as a strong relevance. Getting both of these right in the receipt for success in SAM. Let's look at both of these factors. Starting with the bits in the auction. Say you're willing to pay up to $2 when people click on your ad after searching for wedding photography, price is often called your maximum cost-per-click or Max CPC. If you competitors only got a max CPC of, let's say $1, you'll have a pyre bit, meaning you'll be ahead in the auction. Keep in mind, businesses can change their Max CPC at any time. So all you need to keep an eye on your bits regularly to ensure you're getting the most performance you want. But as I said earlier, there's more to the oxygen than just the bits. The other big factor is relevance. Does a measure normally rated from one to ten of how closely you are at relates to what the person searches for. Search engines such as Google and Bing referred to this as your quality score. For example, if someone searches for wedding photography and US headline is wedding photographs in Cardiff, the search engine probably consider your ad highly relevant. That means you'd likely to get a high-quality school. But what if your AdWords headline is wedding services Cardiff? Both Edwards referred to weddings, but this one is less relevant because it's talking about wedding services instead of wedding photography. In this case, your relevance wouldn't be as good. So you probably have a lower quality score. Think of it this way. When two competing business have equal bid prices, the business with a higher quality score will appear higher on the search results page. One of the best ways you can improve your performance in SAM is to consistently reviewing your campaigns to find ways to become more relevant with us so far. The price you're willing to pay for a click there, Max, CPC, and you can quality score are the main things that determine your performance on the auction. Now let's push your example scenario one step further. Let's say two different businesses compete on the same keyword. Wedding photography. Richard bits $4, but his Edward is deemed not very relevant. At three out of ten, Clare bits, $3 into irrelevance is a full ten. If we look closely, we can take all this info and figure out what will happen in the auction. Multiple out Richard's oxygen score called ad rank is 12. Clare scores, an impressive 30, A1 with a lower mach CPC. So what does that mean? All through habit was a LB less than Richards, Claire's Edward wins the auction and she gets a higher precision on the page than Richard. And that pretty much covers as am auctions. As you can see, you can't simply buy your way to the top. This is to ensure the most relevant AdWords win the auction, not simply the ones with the highest bits. If you lack irrelevance and get a low quality score, it will be difficult to compete. In fact, if relevance is too low, the search engines may not display your ads at all. To improve your performance, stay focused on improving the relevance of all your adverts. Makes sure that your AdWords always closely match the terms that people have just search for. By doing this, you can win better position for you ads without having to pay more money. 34. Make your ads stand out: Hey, have you ever noticed when you search for something online, most of the AdWords that you see in the search results looks similar in this video will help you business stand out by showing you how to write eye-catching adds compelling headlines and clear calls to action. Let's start by doing a search for higher wedding photographer and having a look through the ads that appear. The first thing you might notice is there are lot of wedding photographers online and the ads all seemed to get a bit lost in the fray. That's because they aren't particularly relevant to our search and don't seem to be offering anything unique. There are also lots of organic search engine results. The results in the center of the page, competing. Your attention. You can imagine how easy it is for you add to get lost here. Which is why it's really important to create something unique that sent out from the competition. So how can you take your ads to the next level and make it jump of the page. There are few simple guidelines you can follow to turn a plane Edward into something attention-grabbing. Let's start with the relevance. Relevance is the name of the game. In search engine marketing, try and write your AdWords headline to match the searches words as closely as possible. Remember our example, search for higher reading photographer. If you want to be sure to show up in search results for that search, just use it for the ads headline, higher wedding photographer. Now, when someone searched for this keyword, you Edward, will perfectly match what they're searching for. So what are the ways can you make your editor sent out from the crowd? How about some kind of unique, timely offer or promotion? If you're running a sale or half a specific benefit to customer can take advantage of. That is a really easy way to attract attention. Let's take your first description lane, which said photos for all weddings and update it with a special offer. How about this? Gets 25% of your photo collage. This already looks a lot more exciting and gives the customer a clear reason to visit your website. Similarity. You could try something like free shipping on purchases over $25. The last thing you want is a strong clear call to action in your AdWord. In other words, tell visitors what you want them to do when they get to your site. You could say, browse our portfolio or buy, or make a reservation. Research shows that people respond when you direct them to do something specific. It's a good idea to include this as the second line of code word. So the searches knows exactly what to do after they click on your ad. Let's say you had bird call to action is book online today. That's alright, but it's not very exciting. Let's try something a bit more compelling. How about view our wedding photo gallery? This is much better. It tells the customer what they should do when they visit your website. And it's also reinforces the fact that your business is highly relevant to the customers need. Because you've got a wide selection of wedding photographs you right? Now let's go back to our original advert to compare the before and after. Looks better, doesn't it? The Edward new headline is far more relevant to the search. We have an exciting special offer and a clear call to action. This new Edward is much more likely to attract customers to your website. So what have we learned? Using a few simple guidelines can help you Edward stand out from the competition. First, you want to customize your edward headline to the search, then include the special or timely offer and finally, give a compelling call-to-action. These techniques can help improve your ads across the board. Just remember that writing great AdWords is an ongoing process. Just like researching keywords or monitoring your bid prices. Focus on these tips over the long run and you're likely to see the success. 35. Achieve relevance with good structure: Hi there. In this video, you'll learn why relevance is so important for SEM campaigns. We are also going to look at the structure of SAM campaigns and show you how to build your campaign in a way that helps you achieve that relevance. Ready to be one step closer to SAM success? Alright, let's get started. Relevance Sounds like a Trixie sort of word, but it's easy to understand if you think about it as someone who uses a search engine. For example, let's do a search for wedding photographer and take a look at some of the AdWords that appear here. We have three. The first headline says wedding photographer, followed by information about pricing and selection. This ad is extremely relevant because the headline matches our search. Plus it has plenty of useful information. The second headline says candid wedding photo shoot. It includes some information about the types of wedding photo packages does business offers. This ad is fairly relevant, but less than the first because the headline doesn't reflect the search as a whole, search engines might consider this advert less relevant. The third headline says wedding photographs, but appears to be an ad for a site that sells posters. That's not relevant to what we're searching for. When it comes to relevance, search engines also considered a first webpage people see after they click on an ad. This is called the landing page. So what does this mean for you? Well, just as your AdWords should be relevant to the words, as a person, just search for your landing page should be relevant to the advert a person clicks on. Makes sense, right? Great, let's move on. Relevance is important to search engines. After all, it's their job to find relevant results for searches, and this includes finding relevant adverts. Relevance is also really important to businesses who advertise on search engines. For starters, search engines revert relevant adverts with higher precision on the search results page. What's more? If your AdWords are more relevant to your competitors, you might be able to get the same amount of traffic for a lower price. So it makes a lot of sense to pay attention to relevance. Now let's look at the ways you can structure your SCM campaigns to achieve greater relevance. Think of your SCM plan as an upside down three, as the top is your account, which you create with Google ads being ads or another search engine. Within the account our campaigns. Each campaign controls important decisions like the daily budget, the areas or countries where the ads can appear at the advertising networks you want to use. Within each campaign, you can create multiple ad groups. These are collection of keywords and the ads that go with them. Structuring your account is this organized way helps ensure that you showed the most relevant ads. Let's go through another example with a photograph or to bring this to life. Imagine you're the photographer and he specialized in various types of photography. Let's say weddings, baby photos, and family portraits. He teaches these speciality, contain different products. So you decide to split them into separate campaigns. Within, within each campaign, your next move is to create groups for each type of product. For example, within your wedding photographer campaign, you might might create at Griggs for location with photos, dried-up portrays, wedding photos, and more. Within your within your baby photos. At grades, you add keywords that someone would search. For example, for example, keywords like baby photography or new foodborne Fi tes. Now, now you can write an ad that corresponds to those keywords like Lady photography. We take beautiful newborn photos, affordable rates that now if someone searches for your keyword, baby photographic, this will be a relevant ad. To sum up, no matter what type of business you have, your SAM campaigns should have a solid, well-thought out structure by diverting your products or services into separate campaigns, an ad groups. You can show ads that help customers find exactly what they are searching for. Which is win, win for everyone. 36. Get the most from your keywords: Hello. By now, you should have a pretty good idea of how people use lot of keywords to search for your products or services. Now let's talk about making your keywords as effective as possible. In this video, we'll be looking at research tools like the ones provided by search engines like Google and Bing, will see how using these tools can take some of the guesswork out of chosen keywords and help more potential customers find you online. Let's put this into practice. Imagine you already have one as am campaign promoting a wedding photography business. The clients are coming in. But now let's say you want to build a new campaign advertising your pet portraits. A tool-like Google's Keyword Planner or beings keyword research tool can help you find out which keywords are most relevant and will work best for your new campaign. For example, if you type in PET portraits, the tool will show you other related searches. Let's look at which of these keywords might also be a good fit for you new campaign. We can see that people search for terms like pictures of dogs, animal artists, or dot portraits. The results also show how many searches each terms tends to get. And useful information like suggested bid prices and competition levels. Knowing this, you can create several droops called ad groups. 14 terms related to pet portraits. One for pictures of dogs, 1-4 dot portraits, and one for animal artists. By organizing these terms into ad groups, you can write relevant ads for each group. Keywords that takes care of the relevant keywords. But what about the ones that didn't seem so relevant? For example, we can see lots of people are also searching for PET portraits pencil, which suggests they're looking for something else. There are also many who are searching for what the color PET portraits and horse portraits, neither of which you offer. In situation like this, you should use negative keywords to prevent your ads from appearing when people search for things that aren't relevant to your business. For example, minus pencil, minus Postel, minus horse. These negative keywords will block you at anytime as searched contains one or all of them. This is useful because preventing Edwards from appearing for irrelevant searches is going to save you money and makes sure that only your ideal customer sees your ads. So to recap, keyword research tools can help you find keywords that attract customers, but they also help you discover keywords to avoid. It is also a good idea to try and revisit these tools regularly. People's search behavior tends to change over time. And if you let your campaigns sit untouched for too long, their performance could start to dip. 37. Fine tune with keyword match types: Hi, I want to make your search engine marketing efforts even more successful. Of course you do. In this video, we'll be exploring a feature called keywords, match types. And learning about how using different match types can increase your control over which search triggers your ads. But first, Let's hear from Adrian on his experience with keyword match types. I had a few key challenges and I started been in paid search and that was managing a budget and understanding the very basics of how it worked. I was very worried about budget and I have my keywords on a, on a broad match. So when you've got them on the ads, you can do exact match, broad match, phrase match. I had them on broad match, which pretty much anyone could type in anything to do with. Best man. I got rinsed straightaway and I know my budget went now is having to top up the daily budget because I could see that, you know, I was getting inquiries, but my budget was spent. So I learned very quickly just very simply to keep things conservative. Start with, I made all my keywords on an exact match and that's known as disastrous as it sounds because it sounds like a limiting my options. But if you've got best man speech and you keep that on an exact match, you've still got 22 thousand people searching for it. It just means that you can be a lot more effective with your daily budget. Did you know that search engines might also show you ads when people search for terms, terms you didn't specifically choose. That's because search engines can show your ads, but people search for variation of your keywords. This is called broad matching. Most of the time, brought match is useful. It means that you don't have to add every variation of the keywords you'd like to target, like singulars, plurals, and misspellings. But this flexibility also means that sometimes search engines show you ads for keywords that aren't relevant to your business. Using keyword match types can help. Let's say you're a portrait photographer. As you brainstorm keywords for your ad campaign, you might consider London photography. If you include this keyword as searched for London photographer, could trigger one of your ads even to the person making the search might not be looking for exactly what you are offering. What if they are actually looking to buy prints of photographs of the city of London, or someone to photograph and event in London or do a commercial magazine shoot Elon. Any of these search could potentially trigger your ad, but the searches are not likely customers. One way to prevent us from appearing on these searches is to choose more specific keywords. Since your target customers probably searching for things like London portrait photographer or London family portraits. One top of that, you can add match type to further refine the results. How do you do that? Let's take a look. Keywords are broad match by its default. Aside from broad match, the other primary match types are phrases match an exact match to change broad match to phrase, simply place quotation around the keyword. So the keyword London portrait photographer becomes London portrait photograph. Her. Phrase match tells Google ads or being ads, that AdWords can't be displayed unless the research includes the entire phrase. So if someone searches for a London portrait photographer, that's great. You add can show up. Minor variations like plurals are included. This means that the search for long portrait photograph offers can also trigger your ad. But if someone searches for the more generic London photographer, you add one show up because the word portrait is missing. With phrase match, the searcher can include words before and after the phrase. So East London portrait photographer could also trigger an ad to get even more specific exact match keywords are distinguished should by enclosing the words or phrase in square brackets. So the keyword, London portrait photographer, becomes London portrait photographer. Now, if someone searches for portrait photograph her, you can't appear because it doesn't match the keyword exactly. Along the same lines as searched for London photographer also won't trigger your HAT. Unlike phrase match, the ad can't display if the searcher includes additional words. But minor variation like plurals can still trigger the ad. As you change keywords from broad match to phrase to exact, it restricts the opportunities for ads to display. Your best bet is to try to find a match type balance and allowing us to show to likely prospect. But blocking ads when you think successes unlikely. As you add restrict match types of keywords, you'll probably notice that your traffic quantity goes down, but traffic quality should improve. And that what matters here. 38. What makes a good keyword: Hi. Today we're here to talk about search engine marketing. This video will explain what exactly makes a keyword good. Are also going to touch on three important factors to consider when choosing keywords. These are relevance, traffic, and competition. In search engine marketing, SAM, you pay every time someone clicks on your ad. So naturally, you want to make sure you're getting your money's worth. Let's go back to our wedding photographer in Cardiff. And we're going to imagine your business owner. You have just updated your website and now you want to attract new visitors. You find that on average, the keyword wedding photographer carrot if costs you about $2 per click. Oh, by the way, a keyword doesn't have to be just one word. It can be a phrase as well. Now, without knowing more about what these clicks are worth to you business, you can't really know whether this is a good keyword or not. For example, if you discovered that the average value of these clicks to your businesses $40, it's safe to say that this is a good keyword. On the other hand, if the average value is $1, then you might want to make some adjustment. Measuring the value of your ad clicks will help you know if a keywords are good or not. But before you start a campaign, you won't be able to measure the well your, your keywords are generating. So how can you research keywords before adding them to your campaign? Well, you have a few different options here. The first thing you ask yourself is, is to keyword relevant. Or in other words, does this keyword closely describe your products or services? Keywords that indicate a person looking to hire a wedding photographer in Cardiff are clearly relevant. However, keywords that suggest a person looking to do their own wedding photography or that sucrose digital photograph event you only should in fil