Chap 4 Flashcards
goal of search engines
provide good results to search queries
a good search result is one that is
- relevant to the search queries
- high quality
goal of search engine optimization
- to be a result of many different search queries
- to be the top result on many different search queries
on-site SEO
formatting of content on the website to maximize its chances of ranking for all desired searches
off site SEO
the creation of dissemination of content on a website to build quality backlinks to the siteba
backlink
a link on any other website that links back to your site
why are backlinks important
search engines use a sites backlinks to iner the quality of the website
first task in search engine optimization
to formate our website so the search engine can accurately assess the topics our website is relevant to
what should be in the URL and why
Target key words
URLS receive heavy weighting in the calculation of relevance
title page
shows up at the top of a browser when one navigats to that page
what should be in the title tag
target keyword phrases
header tag
surround the word or phrase that gives a title or label to sections of the web page
benefit of user header tags
makes a websites content more easilt browsed by users & give search engines stronger clues as to the topic of its content
Should keywords be used multiple times
phrases should only be used when it makes sense.
overuse of keyword phrases can negatively affect the user experience
keyword stuffing
inseting keyword phrases too often
not effective tactic because search engines guard against it
alternative text
label or tag that indicates the content of the image
Communicates info to web browsers for the visually impaired or to browsers that have images deactivated
ranking
position the website shows up in the SERP within the organic search results
choicse of target search phrases should be based on:
- relevance of search intent
- traffic
- competition
- current ranking
websites should target seach phrases with…
a higher level of search traffic
a good way to estimate competition is to search for a keyword phrase and see…
- which website show up
- whether the links to those websites are optimized perfectly for the keyword
long tail keywords
multi-word phrase that are extended or more specific versions of core flat head term
long tail keywords have lower search volume but…
are more relevant and easier to rank for than generic terms
mapping individual keyword phrases to individual pages is important for:
- encourages the page to recieve a high relevance score for that keyword phrase
- ensures the right web page is displayed for the right search
- ensures a site isnt accidentally optimizing multiple pages for the same keyword
bounce rate
percente of sessions beginning on that page that consists of only one page view
