Search engine optimization
22 important questions on Search engine optimization
What is a search engine optimization (SEO)?
Why is SEO a misnomer?
The marketer can pay to be top of the ad section, but it is the search engine that decides who is top of the organic (natural) listings
How does Search Engines (SEs) work in order to optimize your website?
• The algorithms by which the search engines determine their listings are complex
• However, it is no longer a secret art known only to a few experts (e.g., Google has free guides online)
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How important is it to stay on top of the Search engine result page (SERP)?
• So if you want to sell anything you need to have a high ranking on the search engine results page (SERP)
• However, users do not always rely on search engines
• They might have identified favorite sellers and go directly to them through their browser
• They might use social media for searches
• Or they might use third-party websites (like booking.com)
What are Navigational searches? En why do people do that?
Why?
• Domain names must be typed into browsers exactly, which sometimes might be tricky to remember
• The use of search engines is rather automatic–has become a habit
• People want to save time and effort
What is a very important principle of search engines (SEs)?
if you want to be found, make sure to understand how the game is played.
How do SEs work?
• Then, the SEs store this information in their vast indexes
• It is from these indexes that search results are gleaned
• But what determines the match between the search (query) and the available information?
- The specific factors and their weighting in the algorithm used to calculate the rankings are unknown (Google is said to have around 200).
- Although there is some agreement among experts about the most important elements.
- Moreover, algorithms change frequently!
- Search results are also personalized based on searchers’ search history.
What are the 5 roles of SE optimizers?
- SEO is necessary, otherwise even web pages with good content might not be found by searchers.
- However, the SEs do not want their indexed influenced by SE optimizers.
- SEs might even penalize sites that have been optimized in non-legitimate ways.
- No magic bullet solution to SEO.
Why are keywords the core of all SE marketing? And why is that so important?
important: Because the keywords that the searcher types into the search box form the basis of how the SE makes that match.
The SEs are striving to match the searcher with websites that address their needs.
How do you get into the head of searchers?
- Problems keywords (flooded bathroom).
- Symptoms keywords (leaking pipe joint).
- Product names.
- Reason for a purchase (Christmas gift ideas).
In general: ask yourself, ask your customers, use technology!
What are the three types of searches?
2. Navigational: seeking to locate a specific website (10%)
3. Transactional: searching for information related to buying a particular product or service (10%)
What are three problems with keywords?
2. Words for which foreigners and locals use different names
3. Products known by different names in different regions
What are recent trends and why?
Voice searches: they are expected to out-number typed searches soon, they give search engines more information to work with.
What is on-site optimization and give two factors.
1. The web page content (visible to the human visitor).
2. The source code (visibly only to the search engines).
What is the webpage content?
- It is the most important aspect of SEO, shows that the keywords are an inherent, organic aspect of the site’s textual content.
- But not list just a bunch of keywords without coherence, the spider will recognize this as SE spam (nonsensical content designed to appeal to the SE).
What is the source code?
- Meta-tags describe the contents of a web page.
- Alt attribute (textual description that appear as an alternative) for an image.
- H1 tag, the source code instruction that is used for headers which makes the text bigger and bold.
- Hyperlink texts: especially when they are informative (not just ‘click here’).
- Outgoing links to external sites, quality and relevance.
What is off-site optimization?
1. Website’s history.
2. Inbound links, the links that go into it from other sites.
What is the website's history?
- How long the site has existed, age.
- The age of each page in relation to the overall age of the site.
- Frequently updated pages might be considered more valid in a dynamic environment.
- The SE’s own metrics (e.g. clickthrough rates).
What is link spamming?
- Visit websites where visitors can leave comments (e.g. blogs) and leave messages that include a link to your website.
- Pay for links (borderline legitimate).
- Partake in reciprocal linking (like 4 like).
The SEs look for and penalize spamming!!
What are Indications of quality of inbound links.
- The suffix of the linking site’s domain name (e.g. .edu in the USA).
- The relevance of inbound links to both the linking and linked-to sites.
- The frequency and timing of new inbound links to the site.
What is link baiting and give 4 examples?
Writing articles for inclusion in third-party newsletters or websites.
submitting articles to article directories or to social media sites.
issuing online press releases.
What is meant by strategic SEO?
- For online-only companies, it could be the marketing strategy.
- Instead of SEO being carried out by a dedicated person or team, everyone involved in the online presence takes a role in the SEO of that web presence (e.g. including PR or HR departments).
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