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Online Marketing Workbook
Task 3 - Search engine optimization .................................................................................................. 24
Task 4 - Conversion............................................................................................................................ 24
Task 5 - Measurable results ............................................................................................................... 24
Task 6 - Micro conversion and macro conversion ............................................................................. 25
Task 7 - DNS server ............................................................................................................................ 25
Chapter 5 - How to optimize your website .................................................................................. 26
Task 1 - Knowledge of SEO ................................................................................................................ 26
Task 2 - The SEO factors and signals in practice ................................................................................ 26
Task 3 - The layout and design of a website ...................................................................................... 26
Task 4 - CMS ..................................................................................................................................... 27
Task 5 - Viewing the source code of the website .............................................................................. 27
Chapter 6 - The search engine results page .................................................................................. 28
Task 1 - 'Results within the SERP'. ..................................................................................................... 28
Task 2 - SERP features ....................................................................................................................... 29
Task 3 - Components of the search result ......................................................................................... 29
Task 4 - CTR ..................................................................................................................................... 29
Task 5 - SERP position ........................................................................................................................ 30
Task 6 - Click Through Ratio (CTR) ..................................................................................................... 30
Chapter 7 - The web page ........................................................................................................... 31
Task 1 - Components of the website ................................................................................................. 31
Task 2 - The difference between HTML, CSS and CMS ...................................................................... 31
Task 3 - Call to action ......................................................................................................................... 31
Task 4 - Creating an XML sitemap ..................................................................................................... 32
Chapter 8 - Keywords ................................................................................................................. 33
Task 1 - Where do I place my keywords? .......................................................................................... 33
Task 2 - Short-tail and long-tail keywords ......................................................................................... 33
Task 3 - Keyword density ................................................................................................................... 34
Task 4 - Analysing text for keyword density ...................................................................................... 34
Task 5 - Trends in keywords .............................................................................................................. 35
Task 6 - Trends and related searches ................................................................................................ 36
Task 7 - Comparing search terms ...................................................................................................... 36
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