Podcast
Questions and Answers
What is an important factor in determining the weight of a link in Google's algorithm?
What is an important factor in determining the weight of a link in Google's algorithm?
What happens to the power of links from the same website as you get more links from it?
What happens to the power of links from the same website as you get more links from it?
Which type of traffic is from unpaid sources and comes from search engines?
Which type of traffic is from unpaid sources and comes from search engines?
What is the main difference between paid and organic search?
What is the main difference between paid and organic search?
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What is the term for the amount you pay when someone clicks on your paid ad?
What is the term for the amount you pay when someone clicks on your paid ad?
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What is a benefit of paid search advertising?
What is a benefit of paid search advertising?
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What is the term for the process of bidding on a specific keyword to show your ad in search results?
What is the term for the process of bidding on a specific keyword to show your ad in search results?
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What is the main difference between SEO and paid search?
What is the main difference between SEO and paid search?
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What is the term for the sources of traffic to your website?
What is the term for the sources of traffic to your website?
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Why is it important to monitor the sources of traffic to your website?
Why is it important to monitor the sources of traffic to your website?
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Study Notes
Search Engine Marketing (SEM)
- Google's search results are divided into two main categories: paid search results and organic search results.
How Search Engines Work
- Google algorithms use RankBrain, which employs artificial intelligence to understand unfamiliar words or phrases.
- RankBrain rewards websites that provide user satisfaction and returns results that users expect.
- RankBrain converts keywords into known topics and concepts to provide better search engine results.
Search Engine Results Page (SERP)
- A SERP is a web page served to users when they search for something online using a search engine, such as Google.
- SERPs are unique, even for the same search queries, due to customization based on factors like user location, browsing history, and social settings.
- Search rankings constantly change as new content appears and search engines update their algorithms.
Google SERP Features
- Featured Snippets: concise, direct answers to user questions, often displayed above regular organic results.
- Image Pack: visual content results that appear when Google thinks they will serve a more comprehensive results page.
- Video: video SERP features appear among organic results, related to a search query.
- Top Stories: highlights significant events or breaking news.
- People Also Ask (PAA): auto-generated questions related to the user's initial query, with answers that users can click to read on Google SERPs.
- Sitelinks: special links that help users navigate to a particular part of a website.
- Related Searches: prompts other search queries related to the initial search, displayed at the bottom of the SERPs.
- Shopping Results: a carousel of products available for purchase in shopping ads from various ecommerce sites.
- Reviews: review snippets with a yellow star rating and sometimes an image.
- Local Pack: results that include businesses close to the user's location, often including a geographical name.
Backlink Traits
- Links from domains that haven't linked to you before have more power than repeated links from the same website.
Measuring SEO Performance
- Traffic sources to monitor:
- Direct Traffic
- Referral Traffic
- Organic Traffic
- Measuring success walkthrough: Google Analytics and Search Console Measurement
Paid Search with Google Ads
Fundamentals of Paid Search
- Paid search advertising: advertising within search results and paying only when the user clicks an ad.
- Benefits of paid search:
- Campaign elements:
- Keywords
- Ad copy
- Bidding
- Landing pages
- Campaign elements:
- Bidding: bidding on a specific keyword, with ad rankings proportional to the bid amount.
- Cost per click (CPC): the amount paid when someone clicks on an ad.
Differences between Paid and Organic Search
- Speed: SEO takes time, while paid search has faster results.
- Bidding: paid search involves bidding, while organic search does not.
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Description
Learn about the basics of Search Engine Marketing, including how Google's search results are divided and how Google's algorithms work to provide relevant search results.
