Chapter 8: SEM SEO SEA Flashcards
(30 cards)
Search Engine Optimisation (SEO)
The practice of optimising a website in organic (non-paid) search results
Search Engine Results Page (SERP)
The page that a search engine displays in response to a users search query
Keywords
Words & phrases that people type into search engines
Search Volume
Number of times a particular keyword is entered into a search engine per month
Head Terms / Fat Head
Broad, single-word keywords with lots of search volume and competition
Long-tail keywords
Specific phrases that don’t get as much search volume but tend to be less competitive
What type of keyword has high cost & competition and a low probability of conversion
Head Terms / Fat Heads
What type of keyword has low cost & risk and a high probability of conversion
Long-tail keywords
Types of keywords according to search intent
- Informational
- Navigational
- Commercial
- Transactional
What type of micromoment is at play when using Informational Keywords
- I-want-to-know moments
- I-want-to-do moments
What type of micromoment is at play when using Navigational Keywords
- I-want-to-go moments
What type of micromoment is at play when using Commercial Keywords
- I-want-to-buy moments
What type of micromoment is at play when using Transactional Keywords
- I-want-to-buy moments
4 Steps of Keyword Research
1) Write a list of content topics people search for related to your business
2) Write a dump of keywords per topic
3) Prioritise keywords relevant to your business and have high search volume and low competition / difficulty
4) Research the competitors websites
Actors in Search Algorithm
- Crawling
- Indexing
- Ranking
Search Algorithm: Crawling
A bot / spider / crawler that searches the internet to discover new & updated content
Search Algorithm: Indexing
The process of storing & organising data found during crawling
Search Algorithm: Ranking
The Process of deciding which results are placed on the SERP
Ranking factors for SERP
- Content
- Technology
- Authority
Ranking factors for SERP: Technology
- Crawlability & Indexability: Ease of navigation
- Rankability: How high it is ranked based search terms
- Clickability: How often searchers click-through
Websites: Responsive Design
Optimisation of website for different devices
Websites: Breadcrumbs
A type of navigational tool used to help users understand their current location within a website and navigate it easier
Websites: Schema Markup
Provides detailed information of website to help search engines understand your website more
Ranking factors for SERP: Content
- Relevance: Important to use keywords in titles, subtitles with use of heading tag (H1-H6 in HTML)
- Quality of Content: EEAT-principle
- Title tags: Tells search engines and visitors what any given page on your website is about
- 1 Subject per page
- Meta description tag: Short paragraph of text placed in HTML that describes the content of a webpage
