Complete Summary Online Marketing (incl. practice questions)
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Course
Online Marketing (6314M0268Y)
Institution
Universiteit Van Amsterdam (UvA)
Complete summary of the Online Marketing course (study notes, lecture notes, articles, tutorials), including practice multiple choice questions. This course was given in the 2nd semester (April-May) of 2024.
6. Analyzing user generated contents – Sentiment Analysis (Lecture 6 & Study Notes 4) ......................... 57
Part 2 – Articles ........................................................................................................................................... 66
Article – Haans et al. 2013 ...................................................................................................................... 66
All the slides, learnings in lectures and tutorials, and the articles (main learnings: objectives, approach,
and main findings) covered in the reading list are included in this summary.
1. Search Engine Optimization (Lecture 1 and Study Notes 1)
1.1 | What is SEO?
1.1.1 | SEO
Search Engine Optimization (SEO) involves optimizing your website through on-page and off-page
techniques to improve its indexing and ranking on search engines. The aim is to achieve high organic
search rankings. SEO entails making small adjustments to various parts of your website, which may seem
minor individually but can collectively enhance user experience and boost performance in organic search
results.
1.2 | Steps for SEO
1.2.1 | Goals of SEO
Setting clear and measurable goals is crucial in digital marketing. These goals serve as the foundation for
planning, task direction, and motivation to outperform competitors. Key steps in goal setting include:
▪ Analysing the underlying needs of your business
▪ Converting these needs into well-defined goals
▪ Assigning key performance indicators (KPIs) to these goals—to assess if you're on the right track
to achieving them.
Goals vary depending on the nature of the business. Types of goals include engagement, visibility, and
the most common goal, conversions. Every business is different in regard to what it classifies as a
conversion. On one web page a user watching a video might be considered a conversion, on another it
could be an online inquiry.
Once goals are established, you can track your progress towards achieving your goals by creating KPIs.
You need to identify the business objective, view this objective as a goal, create a strategy to achieve the
goal, and assign KPIs to the strategy to monitor. Example:
▪ Business Objective: Increase sales through website
▪ Goal: Conversion (Micro or Macro)
▪ Strategy: Increase website visitors through on-page optimization (keywords, blog, etc.)
▪ KPIs: Website Sales (Macro), online inquiries (Micro)
1.2.2 | On-page optimization
There are two ways to do SEO, which are on-page and off-page SEO. By on-page optimization, one
means all the changes/ optimizations that you can make on your website. They can mainly be of two
types, 1) Content Optimization, 2) Optimizing the technical mechanics of the page.
Content optimization (1)
▪ Understanding the customer search intent: Prioritize optimizing for your website visitors rather
than solely focusing on search engine rankings. Understanding user search intent is key, so
identify relevant keywords your audience uses. Keep track of these keywords in an organized
manner, such as in a spreadsheet, for efficient keyword research. Consider various terms related
to your services and analyse related searches on Google for more insights into user behaviour.
▪ Keyword research: When conducting keyword research, consider factors like monthly search
volume, keyword difficulty, and competition. Tools like Google Keyword can help gather this data.
High search volume keywords are desirable, but they may also have higher difficulty and
competition. Keyword difficulty indicates how hard it is to rank for a keyword. Ideally, aim for
keywords with high search volume and low difficulty.
▪ Inserting keywords in your on-site copy: each keyword you are trying to rank should be used on
your website copy at least 5-7 times per page.
▪ Up-to-date content: search engines and users are similar in the sense that both favour websites
with unique, relevant, and up-to-date content. Here it is important to analyse media habits, for
example, if you see that users often watch videos, it can be interesting to embed videos in your
website to build extra level of interaction.
Technical mechanics optimization (2)
▪ Style and structure of website: structure of website is important meaning that you should make
sure there is a hierarchy among web pages and that the structure flows throughout your website.
For instance: university –> programs –> research groups –> lecturers.
Maintaining a shallow website structure with no more than three or four levels is ideal for
accessibility by both users and search engines. A user-friendly site not only pleases customers
but also improves search engine rankings. Even if you have a top listing, if your page is hard to
read, users may bounce back to search results quickly, impacting your ranking negatively. Google
considers bounce rates, so website structure is crucial. High bounce rates suggest poor relevance,
potentially lowering your ranking. It's essential to not only attract visitors but also retain them by
creating a visually appealing site with varied media content.
▪ Breadcrumb Navigation: allows users to easily navigate back to previous sections of a website
without using the main navigation bar. As users move through each page, a trail of breadcrumbs
is displayed at the top of the page, facilitating easy navigation. Incorporating breadcrumb
navigation is recommended for improved user experience.
▪ URLs: It's crucial to incorporate chosen keywords into the URLs of each webpage for better
search engine visibility. This involves making the URL descriptive, which means replacing
numbers and symbols with readable keywords, separated by hyphens.
o Example:
1.digitalmarketinginstitute.ie/courses/type/postgraduate-diploma-in-digital-marketing/
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