MOZ Academy SEO Certification Flashcards

SEO Methodology Overview

• Five-step process for implementing SEO: Research, Audit, Optimize, Amplify, Iterate.

Step 1: Research

• Calculate current search visibility and define clear goals.
• Evaluate and identify target keywords relevant to the business.
• Assess competition within the industry.
• Develop and communicate a strategy based on research findings.

Step 2: Audit

• Address crawlability issues to ensure search engines can index site content.
• Resolve indexation problems that may hinder visibility.
• Improve overall site accessibility for users and search engines.
• Conduct technical and content audits to identify strengths and weaknesses.

Step 3: Optimization

• Identify and prioritize site issues for enhanced performance.
• Create and optimize content to align with SEO goals.
• Enhance various content elements for better user engagement.
• Optimize for local business visibility in search results.

Step 4: Amplify

• Analyze the existing backlink profile to understand link strength.
• Research new backlink opportunities to enhance authority.
• Carry out outreach strategies to build relationships and acquire links.
• Manage social profiles to amplify online presence and engagement.

Step 5: Iterate

• Measure performance increases and decreases post-implementation.
• Create scheduled reports to document progress and results.
• Revise strategies based on analytical reports to ensure continued improvement.

SEO Methodology Process Division

• Breaks down into three parts:
  • Define the competitive landscape (Research).
  • Determine the technical state of the website (Audit).
  • Implement the strategy (Optimize, Amplify, Iterate).

SEO and the Sales Funnel

• Guides customers toward purchasing decisions through various stages of understanding and comparison.
• Emphasizes the importance of aligning SEO strategies with customer journey phases.

Keyword Dynamics in the Sales Process

• Top-level keywords tend to be vague and lack industry specificity.
• Middle-level keywords involve specific products and comparisons.
• Final-level keywords focus on competition and direct brands, guiding users towards a purchase.

Search Intent Types

• Informational: Users seek specific information, comprising 50-80% of searches.
• Transactional: Indicates intent to purchase, found in the middle or lower part of the funnel.
• Navigational: Focused on reaching a specific site or location, typically at the bottom of the funnel.

SERP Features

• Refers to all elements displayed on Search Engine Results Pages that aren’t traditional organic results (e.g., maps, excerpts).
• Local Teaser Pack: A specific SERP feature displaying local SEO results.

Local SEO Goals

• Aims to enhance visibility for businesses serving local communities.
• Requires a physical address and direct customer interaction to optimize search presence.

Branded Search Intent

• Involves adding company names to searches, resulting in higher natural rankings.
• Important to recognize that optimizing for branded terms may not reach new customers since brand-aware searches indicate high purchase intent.

Nontraditional Search Intent

• Involves search queries that focus on brand awareness, yielding high-intent leads at the bottom of the sales funnel.