Search Engine Optimization (SEO) PDF

Search Engine Optimization IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome How Search (Google) works? How to get my website ranked high for relevant search queries? (SEO, owned media). Is this still important after ChatGPT? What is Google Search Console, and ho...

Search Engine Optimization IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome How Search (Google) works? How to get my website ranked high for relevant search queries? (SEO, owned media). Is this still important after ChatGPT? What is Google Search Console, and how to use it. 2  Why SEO? Organic Search accounts for significant shares of web traffic Pre and Post ChatGPT https://www.conductor.com/academy/organic-website-traffic-industry-benchmarks/ 3  Examples from GA4 With Advertising Without Advertising 4 How Search Works https://www.youtube.com/watch?v= BNHR6IQJGZs 5 6 Google: a Latecomer to Search WebCrawler, 1994 Lycos, 1994 Alta Vista, 1995 Excite, 1995 Yahoo, 1995 Ask Jeeves, 1995 In March 1996, Page (a graduate student) pointed his crawler at just one page – his homepage at Stanford – and let it loose. The crawler worked outward from there. Wired – The Birth of Google 7 Determine “Relevance” Page Rank [Page] theorized that the structure of the Web's graph would Classical Search Engine: reveal not just who was linking to whom, but more critically, Keyword Matches the importance of who linked to whom, based on various attributes of the site that was doing the linking. Inspired by Text Retrieval theories citation analysis, Page realized that a raw count of links to a page would be a useful guide to that page's rank. He also Breakthrough: saw that each link needed its own ranking, based on the link From On-Page à Off-Page metrics count of its originating page. 8 Understanding PageRank Quantity & Quality of Inbound Links Links are analogous to “votes” for a page's importance. The more votes a page has, the more important it is. And votes from important URLs have more weight than votes from unimportant ones. PageRank passes ranking power via links. 9 PageRank: Mathematical Formulation Mathematically PageRank for a simple network are expressed as percentages. (Google uses a logarithmic scale.) Page C has a higher PageRank than Page E, even though there are fewer links to C; the one link to C comes from an important page and hence is of high value. https://en.wikipedia.org/wiki/Pa geRank 10 Search Engine Today WebCrawler, 1994 Lycos, 1994 Alta Vista, 1995 Excite, 1995 Yahoo, 1995 Ask Jeeves, 1995 https://www.reliablesoft.net/top-10-search-engines-in-the-world/ 11 Search Engine Optimization (SEO) Rank high when someone Google keywords relevant to your business 12 SEO SEM Objective: rank high on organic search results SEO is “free”, i.e., you cannot pay Google to increase organic search ranking (but you can pay SEO agencies to help you) SEO B-2 Effect of Organic Search Position Click throughs decrease significantly with position on search 14 SEO: Major Factors SEO: You are competing with other websites for keywords relevant to your business objectives Relevance Your Page Competitor User searches 1. Keyword density (frequency) “apple computer” 2. Adjacency 3. In title, URL, excerpt, headings … apple …. apple …. Competitors computer ….. computer ….. 4. In meta info Lorem Ipsum … Lorem Ipsum … You must have relevant (searchable) content on your website, with relevant keywords inserted at strategic places. Quality https://www.google.com/search/howsearchworks/how-search-works/ranking-results/ 1. PageRank (Authority) 2. Trust 3. Black / white list 4. … Mostly determined by Google Usability 1. Speed (PageSpeed) 2. Mobile Responsive 3. Security (https://) 4. … Can be improved by you 15 SEO: Relevance Keywords to appear in content, headings and meta fields. Example: WordPress plugin 16 SEO: Improve PageRank Hard Way: Doing it Organically Quick Fix: Pay Someone (not Google) Examples: Link Building Create relevant contents & HQ: https://www.linkbuildinghq.com/ update regularly Realactivator: https://www.fiverr.com/realactiva tor/wow-2-months-organic-google-keyword- traffic Gain peer recognition and SerpClix: https://serpclix.com/ Backlinks.com: https://Backlinks.com therefore backlinks Some are legitimate, while other may get you blacklisted for gaming the Google search algorithm. 17 SEO: Usability Factors PageSpeed Mobile Responsive Security 18  Google Search Console How do people find you on Google? 19 Search Console: Performance Over a period Period comparison 20 Search Console: More Reports 21 Search Console Data on GA4 Linkage needs to be done by admin GA4 Demo Account 22 SEO: Digging Deeper 1. Assignment A2: Search Engine (due Sep 9) 2. Project P2: Search Engine a) Create or access Google Search Console of client’s site b) Analyze data and learn c) Link Search Console to GA4 23  25 Class Matters Project Team Formation Status Check 26  P1: Project Brief Submit on Canvas by 2 Sep 27  P1: Project Consultation Book a Zoom slot 28