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SEO or Search Engine Optimization, refers to all the techniques used to increase rankings in organic search results.
The Acquisition report that sits within Google Analytics breaks down all the different channels that are driving traffic to a given website. So you can see the traffic that’s coming through organic search, paid search, direct, referral, social, and so on. For most websites across all industry verticals, organic search drives the highest percentage of sessions (visits) to the site. This demonstrates the importance of organic rankings and organic traffic in overall SEO.
SEO offers many benefits:
Search engine results pages are constantly evolving. Typically, paid ads appear at the top of a search results page, and organic listings appear beneath them. Previously, there were three ads at the top of a search results page and seven ads along the right-hand side. However, Google have now removed all right-hand side ads, so now you can have up to four ads appearing at the top of the page. Organic listings appear below the paid ads and there are ten organic listings displayed on each results page.
What are the main differences between SEO and PPC?
Many advertisers engage in both SEO and PPC campaigns at the same time to ensure they have maximum presence and visibility on the search results pages.Back to Top
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.
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:
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ABOUT THIS DIGITAL MARKETING MODULE
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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