Introduction to SEO Week 1 PDF

Introduction to SEO Week 1 Bit Of SEO History Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloguing the early Web. Initially, all webmasters only needed to submit the address of a page, or URL, to the...

Introduction to SEO Week 1 Bit Of SEO History Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloguing the early Web. Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed. The process involves a search engine spider downloading a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date. What is search? What Types of Customers Do You Serve? - Lookers. Some visitors are “just looking.” They are not after anything in particular.... - Bargain Hunters. Some shoppers have heard you are having a sale... - Buyers. Some people are there on a mission.... - Researchers. Some are researching... - New Customers.... - Dissatisfied Customers.... - Loyal Customers… It all starts with a customer typing his/her query/wants into a search engine. A search term, otherwise known as a search query, is the word or phrase someone enters into a search engine, such as Google/Bing/Yahoo. A search term often contains (or is itself) a keyword: a word or phrase search marketers bid on in their search campaigns and try to rank for in the organic search results. The Science Behind Intent: A user is specifically looking to find information relating to the keyword(s) they have used. A user is looking for more general information about a topic. A further generalization can be made, and intentions can be split into how specific the searcher is and how exhaustive the searcher is. Specific users have a narrow search intent and do not deviate from this, whereas an exhaustive user may have a wider scope around a specific topic or topics. The search engines are also making strides in understanding both search intent. Search Behaviour Model (SBM) Each keyword phrase has a unique and complete history of consumer behaviour associated with it A consumer search behaviour model (SBM) is a data-driven process (Advanced Keyword Research) for classifying consumer behaviour for each search query to a specific source, type or subject. It is a reflection of the total consumer buying behaviour experience for products and services in any single market segment, and should be one of the very first task executed during a product development cycle. What Does a SBM do? Consumer Search Behaviour models helps you define your information architecture, focus your content strategy and identify landing page opportunities. This advanced keyword research helps you to better understand the factors and influences of consumer buying behaviour. The ability for consumers to quickly find high-quality sites positively influences their shopping behaviour. Consumer Behaviour Models are important! Statistically Valid Complete Experience Identify Important Traffic Micro-site Opportunities Normalize Website with Consumer Intent Content Strategies Editorial Focus Identify Preferred Terminology What are search Engines? A search engine is a software system that is designed to carry out web searches. They search the World Wide Web in a systematic way for particular information specified in a textual web search query. The search results are generally presented in a line of results, often referred to as search engine results pages (SERPs) The information may be a mix of links to web pages, images, videos, infographics, articles, research papers, and other types of files. How Search Engine Works How Search Works - YouTube https://www.youtube.com/watc h?v=BNHR6IQJGZs Crawling, Indexing & Ranking How Search Engine Works  Crawling: Google searches the web with automated programs called crawlers, looking for pages that are new or updated. Google stores those page addresses (or page URLs) in a big list to look at later. We find pages by many different methods, but the main method is following links from pages that we already know about. Indexing: Google visits the pages that it has learned about by crawling, and tries to analyze what each page is about. Google analyzes the content, images, and video files in the page, trying to understand what the page is about. This information is stored in the Google index, a huge database that is stored on many computers. Serving search results: When a user searches on Google, Google tries to determine the highest quality results. The "best" results have many factors, including things such as the user's location, language, device (desktop or phone), and previous queries. For example, searching for "bicycle repair shops" would show different answers to a user in Kolkata than it would to a user in Hyderabad. Google does not accept payment to rank pages higher, and ranking is done algorithmically. Optimizing Crawl Budget What is Crawl Budget ? The number of times a search engine spider crawls your website in a given time allotment is what we call your “crawl budget.” Strategies to Optimize crawl budget Avoid using Rich Media files (Flash) Build Internal & External Links Fix Broken Links Make use of Social Channels to spread content Make sure pages are crawlable Avoid Rich Media Files Internal Links External Links Make use of Social Channel Make sure pages are crawlable Optimizing for Bots Vs. Optimizing for Users Optimizing for Search Engine Bots Like Googlebot, Bingbot is optimizing crawl budget. It falls under regular technical site maintenance. Optimizing your website for users is SEO (Search Engine Optimization) and takes into consideration UI, UX of your website. Organic VS Paid Two Types of Search Results Organic Search Paid Search WHAT IS SEO ? The art and science of “optimizing” your website (both internally and externally) so that it ranks higher in the natural/organic listings of a search engine. SEO helps you to be found via Search Engines Anatomy of a Search Result Title Description Rich Snippet https://www.youtube.com/watch?v=vS1Mw1Adrk0 Keyword Research Agenda 1. Finding Seed Keywords - Buyer Persona - Wikipedia - Forums 2. Keyword Research Process - Identify Seed Keywords - Collect Metrics - Map keywords to Website, Off-page Content Without Keywords, there is no SEO. Type Of Keywords 1. Short-tail Keywords 2. Long-tail keywords 3. Product defining keywords 4. Buying Persona Keywords 5. Geo-Targeting keywords 6. Seed Keywords The Keyword Research Process Find Niche Topics using Buyer Personas, Wikipedia, Prioritize Keywords Forums, Reddit based on metrics 01 02 03 04 Collect Keyword Metrics Determine Keyword using Tools such as Google Targeting & New Content Keyword Planner, Creation Priority ubersuggest Finding Seed Keywords What are niche topics A Niche Topic is a topic that your target customer is interested in. For e.g. For a website that has content related to Tennis, niche topics would be: - Nutrition for Tennis players - How to hit a forehand - How to be a professional Tennis player - Best Tennis coaches in India - Tennis shoes Buyer Persona Gender Age Approximate Income Hobbies & Interests Things that they struggle with (challenges) What they want to accomplish Buyer Persona: Parent of school tennis player Age: 35 – 54 Gender: Male or Female Approximate Income: 10 Lac – 75 Lac per annum Hobbies & Interests: Roger Federer fan, playing tennis with friends, spending time with son or daughter Things they struggle with: Having more time to exercise & stay fit, spend time with kids Goals: Son or daughter to play Tennis for school team, district or state level. What would a father / mother search for? “How to teach kids tennis” “tennis racquet for 8 year old kid” “tennis shoes for kids” “tennis coaching facilities in ” “schools with tennis coaching” Create Mind Map of Topics Finding New Keywords with Ahref How To Find Out What Keywords Your Website Already Appears For Competitor Research before choosing right keywords How To Use Google Auto- suggest To Come Up With Keyword Ideas How To Use Google related search to Come Up With Keyword Ideas Collect Keyword Metrics An example – Decathlon India Domain Name: https://www.decathlon.in/ Focus: Sports equipment, sports wear & accessories Business Objectives of www.decathlon.in To increase visibility on Search Engines for business relevant keywords – tennis rackets, men’s tennis clothing, tennis shoes for kids etc. To increase traffic to the website (a result of increased visibility on organic search results) Why we should choose long tail Popular Search Terms Long-tail Keywords Consist of 30% of daily searches Consist of 70% of daily searches Highly competitive Less competitive Searcher is probably browsing, Searcher is almost ready to buy not ready to buy. Assessing Keyword Value Is the keyword relevant to your website's content? Will searchers find what they are looking for on your site when they search using these keywords? Will they be happy with what they find? Will this traffic result in financial rewards or other organizational goals? Thanks