4. How search engines work
1. Search engines crawl the web via links
2. Search engines decipher and store the
code in massive hard drives
(datacenters)
3. When we enter a search query, engines
return results based on their unique
sorting systems (algorithm)
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9. Why ranking matters
Higher rankings in the first few results are
critical to visibility.
A #1 position in Google's search results
receives a majority of all click-through
traffic.
The #2 position receives 10-15% %, the
third 5-10%, the fourth less than 5%,
and all others are under 2%.
Highly ranked sites build trust.
Consumers view sites as worthy and
relatively important.
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11. What is SEO
Promoting a web site to increase the number of visitors the site receives from search engines.
1. ON SITE optimization (Relevant and useful)
2. OFF SITE optimization (Popularity)
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12. ON SITE optimization
1. Structure websites for engines and readers
2. Create engaging, relevant content
3. Know your keywords
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13. ON SITE optimization for engines
Content = indexed
Ensure crawable link structure/site architecture
Submission required forms
JavaScript, Frames, -frames. or links in Flash, Java, or plugins
Blocked pages
Pages with 100’s of links
Write important content in HTML text format
Cross-link content with keyword variations
Content = relevant
Use keywords prominently in titles, text, URL, and meta data
Use title tags that are an accurate, concise description of a page's content
Identify content using structured data (rich snippets)
Content = unique
Avoid duplicate content (which version to show to users?)
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14. ON SITE optimization for readers
Content = positive experience
Provide direct, actionable information relevant
to the query
Deliver high quality, legitimate, credible content
Use articles, images, and multi-media
User engagement metrics = Time on page,
number of comments, number of shares,
bounce rate, etc.
Site = usable
Easy to use, navigate, and understand
Professionally designed and accessible to
modern browsers
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15. ON SITE optimization for keywords
Keywords = direction
Keyword research should be your #1
priority
With keywords, you can produce the
products, services, and content that
web searchers are already actively
seeking
Keyword research can predict shifts in
demand so you can respond to
changing market conditions
Keyword analysis requires testing
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17. My personal recommendations
Create 50 landing pages
that are keyword optimized
Cross-link pages with varied
text
Share across your social
networks
Expand into video, graphics,
and audio
My site has 1,200 landing
pages that are keyword
optimized
They are cross-linked with
varied text
I share across my social
network
I am expanding my content
based
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20. OFF SITE optimization
The “marketing” part
Requires time, energy, and a budget
Quality inbound links
Trustworthy
Global popularity
Niche
Anchor text
Social sharing
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21. OFF SITE optimization
Link Building 101
Natural links
Are the result of quality content
Outreach links
Emails
Directory listings
Website award programs
Self created
Forum signatures
Blog comments
User profiles
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