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- View the Talks
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64 min
1. Digital strategy- Dr. Annmarie Hanlon
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42 min
2. Online marketplace analysis- Dr. Dave Chaffey
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31 min
3. Managing marketing in a crisis- Dr. Annmarie Hanlon
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35 min
4. Getting started in affiliate marketing- Mrs. Red Barrington
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43 min
5. Conversion rate optimisation- Mr. John Newton
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24 min
6. Creating retail websites- Ms. Emma Davies
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24 min
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59 min
8. Digital impact on the marketing mix- Mr. PR Smith
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53 min
9. Social media marketing- Mr. Richard Sedley
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17 min
10. Online community management- Dr. David W. Peck
- Archived Lectures *These may not cover the latest advances in the field
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47 min
11. Improving results from digital channels- Mr. Matthew Tod
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56 min
12. Web 2.0/social media: 'the times they are a changing'- Dr. Jim Hamill
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41 min
13. Customer experience and web design- Ms. Catriona Campbell
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39 min
14. E-marketing strategy- Dr. Fiona Ellis-Chadwick
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33 min
15. Online branding- Dr. George Christodoulides
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28 min
16. Consumer behavior- Dr. Ruth Rettie
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63 min
17. Email marketing and E-CRM- Mr. David Hughes
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80 min
18. Integrated digital marketing communications- Dr. Beverly Barker
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40 min
19. How search engine optimization works- Mr. Danny Meadows-Klue
Printable Handouts
Navigable Slide Index
- Introduction
- Why is optimising your site so critical?
- Outline
- Similar principles for all engines
- How search engines read web pages
- Designing web pages for search engines
- How you see a web page
- How search engines see a web page
- The importance of understanding HTML
- HTML: hyper-text mark-up language
- Web page display in your browser
- The HTML content of the page
- What search engines pick out
- Important elements for the search engine
- Starting out in search
- Implications
- The first tasks for search engine marketers
- Search engine optimisation
- How does your website perform?
- First step - Google "info:"
- How many pages of your site has Google read
- How many websites link back to you
- Finding out your market position today
- Key steps in monitoring and evaluation
- Understanding on-page factors
- Barriers and spiders
- Road blocks: Flash
- Road blocks now opening up to search
- Road blocks now more open to search
- Design vs. indexing
- Design trade-off
- Making content readable by search engines
- Must-know on-page factors
- On-page factors: optimising content
- Checking your own page content tags
- Keywords and key phrases
- How to choose keywords
- Keywords example - burger guide
- Issues to tackle when selecting keywords
- Find out which keywords matter most
- Important keywords - scuba diving example
- Keywords development tools - Google example
- Keywords development tools - MSN example
- Checklist: on-page factors
- Off-page factors
- New challenge - your status in the web
- What else do you need to consider
- Checklist: off-page factors
- Boosting discoverability
- Link building strategies
- The importance of link strategy to SEO success
- Summary
- Closing remarks
Topics Covered
- Why is optimizing your site to be read by the search engines so critical?
- How search engines work
- How to get listed
- Factors determining position of a website in the listings
- Can the spiders access your site?
- Keyphrase research
- On-page factors: writing optimized text
- Off-page factors: link building and link equity
- How to monitor your position
Links
Series:
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Talk Citation
Meadows-Klue, D. (2009, September 30). How search engine optimization works [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved February 5, 2025, from https://doi.org/10.69645/BIGZ4682.Export Citation (RIS)
