Video Transcript: Search Marketing - Part 3

So welcome back to part three of search marketing, and we're going to follow up and kind of close out this whole lecture on this module about search marketing  with and we'll talk about and we'll define some of the terms that are unique to  the search marketing function. People will talk about something called technical  SEO search engine optimization, and that is a practice that really optimizes the  structure or the code of a website, the design of a website, so that search  engines find they understand the intent, the context of the content that's on that  website, that web page, and they are able to easily understand and send the  appropriate traffic to that website. That's what technical SEO is all about, or  more commonly referred to, as SEO or Search Engine Marketing intent, the  relevant goals of your ideal customer that lead to relevant queries from the web  or the internet, the intent of a hungry New Yorker that might be typing into  Google, such As Thai food near Central Park, that is a an intent asset is  generally content that's produced to satisfy the intent of a customer or a  prospect, including blog posts, product pages, social media profiles, podcasts,  videos, all that stuff is is our assets that search engines can find and deliver to  the appropriate people. channel, and that is the digital homes of an asset. So  example, for example, like a Facebook post that you might have done, or a  video on how to tile a bathroom floor that was done or put together by Home  Depot and it currently resides on YouTube. These are examples of the digital  homes of an asset that's designed to meet the intent of a customer or a  prospect, assets that live on a website or a blog, but also on the larger hubs, like Amazon, Pinterest, iTunes or TripAdvisor, metrics that will track for search  engine marketing or search marketing. You measure traffic by channel, and  we're talking top channels like paid search, organic search and again, this is  what you're looking at. Here is actually a screenshot out of Google Analytics,  organic search email marketing. They can tell if traffic is coming in response to  an email or direct somebody types the URL for your website directly into their  browser or social media websites. They measure the quantity and the quality of  the back links. And again, you see a screenshot here where they're looking at  the different websites who have a link to your website. And they're saying, are  those particular websites that link to you. Are they relevant to are they posting  content that's relevant to your website, or not measuring keyword rankings? So  for example, you're going to pay attention to optimizing each page of your  website or each blog post, or each piece of asset, or each asset, like a blog  post, podcast, video, whatever. You're going to optimize that around specific  keywords. You want to be intentional without overdoing it, about making those  keywords very obvious in those particular assets. And you're going to want to  measure how, how well that content of yours is ranking on websites such as  Google. Are you on page one, for example, or are you buried somewhere below  page 10? You're going to measure conversions from search. So for example,  you can see how many people are searching for your product, how many of 

those people actually converted into customers, and what kind of revenue did  you achieve from them? So those are that kind of brings us to the close of our  search marketing campaign, our lectures here, and I hope that you've learned a  lot. Thanks.