Introduction to SEO (

Introduction

to SEO

Points

- What is SEO

- differences SEO vs SEM

- Search Engines

- Crawlers /Accessibilityy

- Algorithms

- Keywords

- what are keywords, how to choose kws, longtail

vs…

- not provided

- SEO on page / SEO off page

- SEO On page

- content / shops / basics (images, headlines, titles)

- Robots & Sitemaps

SEO

Search engine optimization (SEO) is

the process of affecting the visibility

of a website or a web page in a

search engine's "natural" or un-paid

("organic") search results.

- Wikipedia

SEO vs SEM

SEO vs SEM

SEO SEM / PPC

PROFITABILITY MORE PROFITABLE LESS PROFITABLE

RESULTS MEDIUM / LONG TERM IMMEDIATELY

COSTS MEDIUM HIGH

KEYWORDS HARD TO RANK EVERY

KW

EASY TO RANK ALL KWs

LANDING PAGE GOOGLE CHOICE WE CAN CHOOSE

MESSAGE GOOGLE CHOICE WE CAN CHOOSE

SEO Ranking FactorsON-SiteContent

Accessibility

Web Performance

Provides good UX

Multi device ready

Keyword targeted

OFF-SiteSocial Networks

Link building

PR

ALGORITHMS

● formula that determines the importance of each web

● can change over the time

● each search engine has his own

● the formulas are secret

Roll Out: February 2011

Measures the quality of the content

Penalization to websites:

● low quality text

● short text

● duplicate / copied content

● keyword stuffing

● bad user experience (UX)

● cloaking

Roll Out: April 2012

Measures the quality of the backlinks

Penalization to websites:

● low quality backlinks

● link farms

● anchor text over optimization

● hidden links

● low quality directories

● paid links

Roll Out: September 2013

Google provided more comprehension to the search

engine. Websites as entities.

Biggest changes:

● semantic search

● semantic comprehension

● knowledge graph

● exact kw matching

● schema.org

KEYWORDS

● terms that we choose to acquire traffic to our website

○ organically or paid traffic

● each keyword have

○ Competition

○ Search Volume

○ Value (user intention)

TYPE OF KEYWORDSUser intention

Informational KWslooking for information

Transactional KWsbuy / download something

Navigational KWslooking for an specific

website

Search volume

Head KWsgeneral terms / huge competition

Middle tail KWs2-3 kws / big competition

Long tail KWsvery specific terms / less

competition

LONG TAIL VS SHORT TAIL

KWsWe <3 longtail KWs

+ buying intention

+ targeted

+ conversion rate

- competition

70% of searches

LONG TAIL vs SHORT TAIL

Short tail Keywords Long tail Keywords

High search volume Low search volume

Extreme high competition Less competition

Low conversion rate High conversion rate

Cars Second hand cars in Hamburg

Tools recommended:- Semrush

- Ubersuggest

- Keyword planner

- Google trends

- Moz KW difficulty tool and SERP analysis

NOT PROVIDED❏ Not Provided is reaching 100%

❏ No more information about through which

KWs are we getting traffic

❏ Why?

❏ Privacy

❏ Safe search SSL

❏ Measure landing pages

instead KWs

INDEXATION

○ Act of getting your website and desired

pages visible for search engines

○ We can control the content that we want to

index

○ Only HQ content should be

indexed

HOW GOOGLE INDEX

SITES○ Google crawlers / Spiders

○ They follow each single link

■ if we allow them!

○ Content scan -> index

○ We can help Google

■ robots

■ sitemap

■ add-url

CONTENT & SEO

● Content is King

○ how can we optimize content for Google?

Content optimization● URL: contains primary keyword

● title: contains primary keyword & < 70 chars

● meta description: contains keywords, < 70 chars & it’s

not a ranking factor

● h1: contains primary keyword, not more than 1 per page

& short as possible

● h2: contains secondary & related keywords

● welcome text: small introduction. Contains primary

keyword

● body text: standard / long description (competition)

○ primary, secondary and niche kws

○ images: resized, weight, alt text & title

○ video: containing kws

○ external links: social media sites