SEO

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SEO Module

Day 1:

SEO comprises:

technical

content manager

PR /link builder

SEO analyst / CRO

Definitions

Relevancy = The extent to which a web page content matches the searcher's query.

Authority = no. of relevant backlinks(off-page optimisation)

Prospect= potential customer

Traffic = no. of visitors who arrive at the website by clicking search results leading to that particular website

Conversion = when a visitor to a website completes the desired goal

Competitors = refers to any website that can be found by using the same search terms as yours

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Lingos:

Crawlers/Spiders - to find new content

Indexing

Content of page

Google's algorithm

SERP - Search engine results page

Impressions : counted each time website content is shown on search results page or other site on a google network

Keyword:

Fathead keyword (single keyword)

Keyword phrase

longtail keyword

Single vs longtail: longtail has lesser no. of search results

URL = Uniform resource locator

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SEO Meta Tags: snippets of text that describe a page's content

Includes:

title tag: most important, real impact on search engines (H1)

Heading tags (H1 - H6)

Image alt text: help users understand image when it cannot be viewed

Choosing Keywords: finding and analyzing search terms

relevance

traffic

competition

current ranking

*google trends (trends.google.com)

*google keyword planner (ads.google.com)

motivation

Google Ad ranks (Bid x Ad Quality Score)

Google Ads Auction

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CTR = Click through rate

PPC Ads will always be above organic search results on search engines