Download - Introduction to SEO (
Points
- What is SEO
- differences SEO vs SEM
- Search Engines
- Crawlers /Accessibilityy
- Algorithms
- Keywords
- what are keywords, how to choose kws, longtail
vs…
- not provided
- SEO on page / SEO off page
- SEO On page
- content / shops / basics (images, headlines, titles)
- Robots & Sitemaps
SEO
Search engine optimization (SEO) is
the process of affecting the visibility
of a website or a web page in a
search engine's "natural" or un-paid
("organic") search results.
- Wikipedia
SEO vs SEM
SEO SEM / PPC
PROFITABILITY MORE PROFITABLE LESS PROFITABLE
RESULTS MEDIUM / LONG TERM IMMEDIATELY
COSTS MEDIUM HIGH
KEYWORDS HARD TO RANK EVERY
KW
EASY TO RANK ALL KWs
LANDING PAGE GOOGLE CHOICE WE CAN CHOOSE
MESSAGE GOOGLE CHOICE WE CAN CHOOSE
SEO Ranking FactorsON-SiteContent
Accessibility
Web Performance
Provides good UX
Multi device ready
Keyword targeted
OFF-SiteSocial Networks
Link building
PR
ALGORITHMS
● formula that determines the importance of each web
● can change over the time
● each search engine has his own
● the formulas are secret
Roll Out: February 2011
Measures the quality of the content
Penalization to websites:
● low quality text
● short text
● duplicate / copied content
● keyword stuffing
● bad user experience (UX)
● cloaking
Roll Out: April 2012
Measures the quality of the backlinks
Penalization to websites:
● low quality backlinks
● link farms
● anchor text over optimization
● hidden links
● low quality directories
● paid links
Roll Out: September 2013
Google provided more comprehension to the search
engine. Websites as entities.
Biggest changes:
● semantic search
● semantic comprehension
● knowledge graph
● exact kw matching
● schema.org
KEYWORDS
● terms that we choose to acquire traffic to our website
○ organically or paid traffic
● each keyword have
○ Competition
○ Search Volume
○ Value (user intention)
TYPE OF KEYWORDSUser intention
Informational KWslooking for information
Transactional KWsbuy / download something
Navigational KWslooking for an specific
website
Search volume
Head KWsgeneral terms / huge competition
Middle tail KWs2-3 kws / big competition
Long tail KWsvery specific terms / less
competition
LONG TAIL VS SHORT TAIL
KWsWe <3 longtail KWs
+ buying intention
+ targeted
+ conversion rate
- competition
70% of searches
LONG TAIL vs SHORT TAIL
Short tail Keywords Long tail Keywords
High search volume Low search volume
Extreme high competition Less competition
Low conversion rate High conversion rate
Cars Second hand cars in Hamburg
Tools recommended:- Semrush
- Ubersuggest
- Keyword planner
- Google trends
- Moz KW difficulty tool and SERP analysis
NOT PROVIDED❏ Not Provided is reaching 100%
❏ No more information about through which
KWs are we getting traffic
❏ Why?
❏ Privacy
❏ Safe search SSL
❏ Measure landing pages
instead KWs
INDEXATION
○ Act of getting your website and desired
pages visible for search engines
○ We can control the content that we want to
index
○ Only HQ content should be
indexed
HOW GOOGLE INDEX
SITES○ Google crawlers / Spiders
○ They follow each single link
■ if we allow them!
○ Content scan -> index
○ We can help Google
■ robots
■ sitemap
■ add-url
Content optimization● URL: contains primary keyword
● title: contains primary keyword & < 70 chars
● meta description: contains keywords, < 70 chars & it’s
not a ranking factor
● h1: contains primary keyword, not more than 1 per page
& short as possible
● h2: contains secondary & related keywords
● welcome text: small introduction. Contains primary
keyword
● body text: standard / long description (competition)
○ primary, secondary and niche kws
○ images: resized, weight, alt text & title
○ video: containing kws
○ external links: social media sites