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Preview copy
Online Marketing Workbook
Task 8 - The effect of keywords for a website in practice ................................................................. 37
Chapter 9 - The keyword research in practice .............................................................................. 38
Task 1 - Basic knowledge for keyword research ............................................................................... 38
Task 2 - Keyword voting .................................................................................................................... 38
Task 3 - Online tools for keyword research ....................................................................................... 39
Task 4 - Get keyword ideas with online tools.................................................................................... 39
Task 5 - Analyse keyword use with various tools .............................................................................. 40
Chapter 10 - High Quality Pages .................................................................................................. 42
Task 1 - Quality on a web page.......................................................................................................... 42
Task 2 - Panda algorithm ................................................................................................................... 42
Task 3 - Human raters ....................................................................................................................... 42
Task 4 - AIDA as a tool ....................................................................................................................... 43
Task 5 - Content profiles .................................................................................................................... 43
Task 6 - User profiles and micro-segmentation ................................................................................ 44
Task 7 - A friendly webshop .............................................................................................................. 44
Task 8 - Structure of the website - three important parts for Google .............................................. 45
Task 9 - Application of online marketing ........................................................................................... 45
Task 10 - Security and privacy protection ......................................................................................... 46
Chapter 11 - E-commerce ............................................................................................................ 47
Task 1 - Starting a web shop .............................................................................................................. 47
Task 2 - The PSP ................................................................................................................................. 47
Task 3 - Consumer rights ................................................................................................................... 47
Task 4 - Dropshipping ........................................................................................................................ 48
Task 5 - Affiliate marketing ................................................................................................................ 48
Task 6 - Personalization ..................................................................................................................... 48
Task 7 - Marketing automation ......................................................................................................... 48
Task 8 - Lead nurturing ...................................................................................................................... 49
Chapter 12 - Texts and pictures ................................................................................................... 50
Task 1 - Writing texts ......................................................................................................................... 50
Task 2 - Applying photos to your site ................................................................................................ 51
Task 3 - Use of colour ........................................................................................................................ 51
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