Online Marketing 2026
Summary
Study material:
Online Marketing 1
Study Notes 1
Online Marketing 2
Study Notes 2
Online Marketing 3
Study Notes 3
Online Marketing 4
Online Marketing 6
Study Notes 4
,LECTURE 1 – Search Engine Optimization
What is SEO:
Search Engine Optimization is the process of refining your website using both on-page and
off page practices so that it will be indexed and ranked successfully by search engines. The
goal is to obtain organic high search rankings. Search engine optimization is often about
making small modifications to parts of your website. When viewed individually, these
changes might seem like incremental improvements, but when combined with other
optimizations, they could have a noticeable impact on your site's user experience and
performance in organic search results.
SERP:
A SERP is the web page that a search engine, such as Google or Yahoo!, returns that lists the
results of a user's search. A SERP is divided into core sections. At the top you'll always find
paid listings. An example is shown below.
There are three main components of SERP: 1. Advertising 2. Organic Results (just below the
ads) 3. Rich Snippets (changes depending on Google’s updates)
Rich Snippets - Apart from the two main sections of the SERP Google provides more
sections called (that keep on changing time to time). Rich snippets are enhanced search results
displayed by search engines on their results page. In opposite to a common organic results
they have more visual appeal. Rich Snippets include Map Pack, Knowledge Graph, Featured
Snippets etc.
Factors contributing to Google Search (de redenen waarom Google/Search Engines zo
belangrijk zijn geworden voor online marketing en om erin te investeren als bedrijf)
1. Volume of searches – hoeveel zoekopdrachten mensen uitvoeren op Google
2. Growth in search volume – het zoekvolume groeit elk jaar
3. Accessibility – steeds meer mensen hebben toeging tot het internet
4. Time spent on Internet – mensen besteden steeds meer tijd online
5. Role of Search in Website Traffic – zoekmachines brengen bezoekers naar website
6. Importance of Search in Shopping Behavior – mensen gebruiken google tijdens
koopproces (bijvoorbeeld voor reviews, prijzen, vergelijkingen of informatie)
,SEO:
Google Search engines have one objective, to provide you with the most relevant results
possible in relation to your search query.
- Crawling – Scanning all the webpages in the network of internet
- Indexing – adding the webpages to a database, similar to creating a dictionary
- Ranking – Google uses its own algorithm to determine the order of the page results
based on about 200 factors
Main ranking factors used by Google:
- PageRank was one of the first algorithms used by Google. It works by counting the
number and quality of links to a page to determine a rough estimate of how important
the website is.
- Other updates, Hummingbird (low quality content), RankBrain (User experience),
Featured Snippets (most relevant content).
- Over the years Google has constantly updated its algorithm for user experience.
Some of the factors are:
- Website Factors
1. Domain Factors - Age, Keywords, Title Tags, Description Tags
2. Technical Mechanics – Page Speed, Mobile Friendliness
3. Content – Google released an update called Caffeine few years ago, Keywords in the
website
- Reputation – Authority status of the website, Visitors, Historical performance of
listing (clicks, bounce rates (hoe snel mensen je website verlaten), etc.)
- Trustworthiness – Back Links/ Outbound links/ Internal links, Social Signaling
- User Profile – Geographic Location, Web History, Language.
Google is constantly evaluating and making changes to Search to meet both the evolution of
the web and people’s expectations.
Search Engine Optimization (SEO): Search engine optimization is essentially the science of
designing your web site to maximize your search engine rankings. This means that all of the
elements of your web site are created with the goal of obtaining high search engine rankings
Steps of SEO:
1. SEO: Goals
Goals will help you create plans, direct your day-to-day tasks, and, of course, motivate you to
rise above your competitors.
- Analyzing 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.
Types of goals include engagement, visibility, and the most common goal, conversions (Een
actie laten overgaan in een andere actie: zoeken naar een broek -> kopen van de broek)
Every business is different in regard to what it classifies as a conversion.
, 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)
2. SEO: On page optimization
On page optimization can be done in two ways:
1) Content Optimization
2) Optimizing the Technical Mechanics of Your Page.
Content optimization:
a. Understanding consumer’s Intent to Search
Figure out the types of words and phrases, called keywords, your consumers use when
looking for your product or service on a search engine.
Save the terms you come up with in a list – this will be a great place to start when beginning
your keyword research. It’ll be super helpful to go ahead and put your keywords into an excel
document or google sheet.
b. Keyword Research
There are a few thinks to look for when researching keywords:
Monthly searches – Monthly search volume of a particular keyword in a given
location
Keyword difficulty – The higher the number, the more difficult it will be to rank on
that keyword. An ideal keyword h as high monthly searches and a relatively low
keyword difficulty.
Competition – What keywords are your competitors using and what are their organic
ranks for those keywords?
c. Content: Integrating keywords in the site content
Now it’s time to figure out which pages of your website you want to optimize for higher
search engine results. A good rule of thumb is to have each keyword you’re trying to rank for
used in your website copy at least 5-7 times per page. Idea is to integrate the keywords in
different parts of the webpage. Maintain up-to-date content while catering to what your
website visitors want is most important.
d. Up-to-Date Content
Maintaining up-to-date content isn't just about text on the page—photos, videos, slides, and
images are all examples of different forms of media you can use to keep your content fresh
and attractive to the reader. You still need text on the page for search engines to understand
your content, but remember that you're writing primarily for your customers, to keep them on
your site. Start analyzing user media habits. If, for example, you discover a high volume of
activity associated with users watching videos, start thinking about embedding videos into
your website to build an extra level of interaction
Summary
Study material:
Online Marketing 1
Study Notes 1
Online Marketing 2
Study Notes 2
Online Marketing 3
Study Notes 3
Online Marketing 4
Online Marketing 6
Study Notes 4
,LECTURE 1 – Search Engine Optimization
What is SEO:
Search Engine Optimization is the process of refining your website using both on-page and
off page practices so that it will be indexed and ranked successfully by search engines. The
goal is to obtain organic high search rankings. Search engine optimization is often about
making small modifications to parts of your website. When viewed individually, these
changes might seem like incremental improvements, but when combined with other
optimizations, they could have a noticeable impact on your site's user experience and
performance in organic search results.
SERP:
A SERP is the web page that a search engine, such as Google or Yahoo!, returns that lists the
results of a user's search. A SERP is divided into core sections. At the top you'll always find
paid listings. An example is shown below.
There are three main components of SERP: 1. Advertising 2. Organic Results (just below the
ads) 3. Rich Snippets (changes depending on Google’s updates)
Rich Snippets - Apart from the two main sections of the SERP Google provides more
sections called (that keep on changing time to time). Rich snippets are enhanced search results
displayed by search engines on their results page. In opposite to a common organic results
they have more visual appeal. Rich Snippets include Map Pack, Knowledge Graph, Featured
Snippets etc.
Factors contributing to Google Search (de redenen waarom Google/Search Engines zo
belangrijk zijn geworden voor online marketing en om erin te investeren als bedrijf)
1. Volume of searches – hoeveel zoekopdrachten mensen uitvoeren op Google
2. Growth in search volume – het zoekvolume groeit elk jaar
3. Accessibility – steeds meer mensen hebben toeging tot het internet
4. Time spent on Internet – mensen besteden steeds meer tijd online
5. Role of Search in Website Traffic – zoekmachines brengen bezoekers naar website
6. Importance of Search in Shopping Behavior – mensen gebruiken google tijdens
koopproces (bijvoorbeeld voor reviews, prijzen, vergelijkingen of informatie)
,SEO:
Google Search engines have one objective, to provide you with the most relevant results
possible in relation to your search query.
- Crawling – Scanning all the webpages in the network of internet
- Indexing – adding the webpages to a database, similar to creating a dictionary
- Ranking – Google uses its own algorithm to determine the order of the page results
based on about 200 factors
Main ranking factors used by Google:
- PageRank was one of the first algorithms used by Google. It works by counting the
number and quality of links to a page to determine a rough estimate of how important
the website is.
- Other updates, Hummingbird (low quality content), RankBrain (User experience),
Featured Snippets (most relevant content).
- Over the years Google has constantly updated its algorithm for user experience.
Some of the factors are:
- Website Factors
1. Domain Factors - Age, Keywords, Title Tags, Description Tags
2. Technical Mechanics – Page Speed, Mobile Friendliness
3. Content – Google released an update called Caffeine few years ago, Keywords in the
website
- Reputation – Authority status of the website, Visitors, Historical performance of
listing (clicks, bounce rates (hoe snel mensen je website verlaten), etc.)
- Trustworthiness – Back Links/ Outbound links/ Internal links, Social Signaling
- User Profile – Geographic Location, Web History, Language.
Google is constantly evaluating and making changes to Search to meet both the evolution of
the web and people’s expectations.
Search Engine Optimization (SEO): Search engine optimization is essentially the science of
designing your web site to maximize your search engine rankings. This means that all of the
elements of your web site are created with the goal of obtaining high search engine rankings
Steps of SEO:
1. SEO: Goals
Goals will help you create plans, direct your day-to-day tasks, and, of course, motivate you to
rise above your competitors.
- Analyzing 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.
Types of goals include engagement, visibility, and the most common goal, conversions (Een
actie laten overgaan in een andere actie: zoeken naar een broek -> kopen van de broek)
Every business is different in regard to what it classifies as a conversion.
, 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)
2. SEO: On page optimization
On page optimization can be done in two ways:
1) Content Optimization
2) Optimizing the Technical Mechanics of Your Page.
Content optimization:
a. Understanding consumer’s Intent to Search
Figure out the types of words and phrases, called keywords, your consumers use when
looking for your product or service on a search engine.
Save the terms you come up with in a list – this will be a great place to start when beginning
your keyword research. It’ll be super helpful to go ahead and put your keywords into an excel
document or google sheet.
b. Keyword Research
There are a few thinks to look for when researching keywords:
Monthly searches – Monthly search volume of a particular keyword in a given
location
Keyword difficulty – The higher the number, the more difficult it will be to rank on
that keyword. An ideal keyword h as high monthly searches and a relatively low
keyword difficulty.
Competition – What keywords are your competitors using and what are their organic
ranks for those keywords?
c. Content: Integrating keywords in the site content
Now it’s time to figure out which pages of your website you want to optimize for higher
search engine results. A good rule of thumb is to have each keyword you’re trying to rank for
used in your website copy at least 5-7 times per page. Idea is to integrate the keywords in
different parts of the webpage. Maintain up-to-date content while catering to what your
website visitors want is most important.
d. Up-to-Date Content
Maintaining up-to-date content isn't just about text on the page—photos, videos, slides, and
images are all examples of different forms of media you can use to keep your content fresh
and attractive to the reader. You still need text on the page for search engines to understand
your content, but remember that you're writing primarily for your customers, to keep them on
your site. Start analyzing user media habits. If, for example, you discover a high volume of
activity associated with users watching videos, start thinking about embedding videos into
your website to build an extra level of interaction
