Search Marketing - Course

SEO Setup

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Digital Marketing - Study Notes:

Link building

A backlink is a hyperlink from an external page on a website that links back to your own website.

Link building is the process of acquiring hyperlinks from external websites that link back to your own site. The number and quality of external links can be a huge factor in SEO. In recent Google algorithm changes, there has been a shift toward quality of external links rather than the quantity.

Previously, there were black hat SEO methods whereby you could pay to get your site hyperlinked on numerous websites across the web. A lot of these sites, however, were of poor quality. So recent algorithm changes have sought to reward high quality backlinks from reputable sites, rather than multiple links from spam sites.

Poor quality or deceptive backlinking strategies may harm a page’s rank.

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Shane Lyons

Shane Lyons is head of Search & Analytics at Mediaworks, an award-winning media and communications agency. He has been working in Digital both in Ireland and abroad for the last 8 years and now specializes in SEO and Analytics.

Shane Lyons

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

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.

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

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

SEO Setup
Shane Lyons Shane Lyons
Skills Expert

This module introduces the key concepts for setting up SEO and the elements to consider before beginning an SEO project. It outlines the key technical elements you need to consider when implementing SEO, how to implement on-page SEO, and how to implement SEO in a mobile environment. It explains how a business can improve its SEO strategy and local SEO. It also demonstrates how to measure and report on the effectiveness of your SEO campaign and the key SEO metrics to measure.

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