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SEO (Search Engine Optimization)

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Digital Marketing - Study Notes:

Monitor the sources of traffic to your website

What traffic sources are there that we need to know about for SEO? Well, we'll want to distinguish between direct traffic and traffic that can help SEO.

Direct traffic

So direct traffic is when people type in a URL to a website, maybe they bookmarked a URL, it could even be an untagged email.

So, when you open an email in Microsoft Outlook, there's not a way for Google Analytics to track that usually, or it could be links from PDFs. That's direct traffic, which is actually separate to organic traffic, or SEO traffic.

Referral traffic

Referral traffic is very related to SEO traffic. So, when you get traffic from another website, it could be from a blogger, it could be from a journalist, could even be social media, quite often this is through backlinks. So the more referral traffic you get, particularly from sites that follow their links, the better you're probably going to be doing for SEO. So that's something that we look at.

Organic traffic

More specifically, what we're really interested in is organic traffic. This is visitors from search engines that are unpaid sources of traffic.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Joe Williams

Managing Director and SEO Trainer at Zen Optimise

  • Founder and SEO Trainer at Zen Optimise with 10 years’ experience in Search Engine Optimization
  • Zen Optimise is a London-based digital marketing training company
  • SEO consultant and trainer for hundreds of small, medium, and blue chip companies including Qantas Airlines, Sky, Eurostar, EasyCruise, and Anti-Slavery
Joe Williams

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

SEO (Search Engine Optimization)
Joe Williams Joe Williams
Skills Expert

This module begins with the fundamentals of SEO and how search engines work. It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website. It also covers how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI.

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