Topic 3 Flashcards
how many pages does the internet consist of
hundreds of billions
how many search queries are processed per day?
more than 8 billion
search engine marketing importance
search engines are the main referrers
Search engine optimisation
natural or organic search results
search engine advertising
paid
featured snippets provide
a short direct answer to a given question, pulled from top 10 search results
often referred to as
position zero as they appear above the first search results on page 1
Seo focuses on optimising your content to rank higher in search engine but AEO
focuses on being instantly visible with your answers in google and AI tools
best thing to do is
combine seo and aeo, they go hand in hand and help eachother.
what is seo
all methods you can use to ensure the visibility of your website and its content on search engine results pages
organic results
refer to those that appear naturally on their page, rather than in the paid for sections
visibility
how high up the search engine result pages (SERP) your website appears for certain search terms in the organic results
visibility depth
top of mind
unknown is unloved
quality
what are keywords?
the words and phrases that people type into search engines
keyword researc helps you answer questions like
what are people searching for? how many people are searching for it? what format do they want to receive information in? how difficult will it be to rank for that search query
what is search volume
the number of times a particular keyword is entered into a search engine per month
short tail key words
usually broad, single word keywords with lots of search volume and competition
long tail keywords
are more specific phrases that dont get as much search volume but tend to be less competitive
4 types of keywords
informational intent
navigational intent
commercial intent
transactional intent
keyword research in 4 steps
Research
seed keywords
prioritise your keywords
analyse the competition
keyword: research
research your target audience, the products and services you offer with its USP, needs for or questions about product…
keyword: seed keywords
start building a list of keywords using the tools available to you
the lists will be narrowed down later in the process
seed keywords cover your websites most important topics and are the starting point for the keyword research that will shape SEO strategy, Short tail, not modified
prioritise your keywords
relevant to your business
high search volume
low competition/difficulty
consider intent behind each keyword
analyse the competition
understand what keywords the competition is trying to rank for, helps evaluate your list of keywords
research the competitors websites with a paid keyword research tool
Keyword research is the first step towards
true inbound marketing
effective copywriting
smart social media content
search engine marketing
crawling
a bot that searches the internet for content
indexing
the data found by the bot is compiled into a massive index
ranking
once a keyword is entered into a search box, search engines will check for pages within their index that are the closest match, a score will be assigned to these pages based on an algorithm consisting of hundreds of different ranking signals
content
relevance
quality of content
1 subject per page
title tags
meta description tag
SEO technical elements: crawlability/indexability
site speed
mobile friendliness
make your error page a 404 with hyperlink enabling to go back
HTTPS and not HTTP: secure
internal linking (easily navigable, relevant internal linking
images, titles … correctly coded, properly tagged images
avoid duplicate content and pop ups
SEO technical elements rankability
how high in the SERP is your website
elements influencing
competition
content - keywords - niche relevance: be precise
give an exact answer via
visual search
voice search
e commerce
local presence
long tail keywords
Seo technical elements: advantages
lead to more relevant traffic
cheaper
less competition
seo
higher chance for conversion
clickability
attract attention
visual search
schema markup
turn search results into a rich media playground, adding star ratings, customer ratings..
provide proof of quality
customer reviews and recommendations
authority/reputation
spread expertise through content used by others
publish content on social media with a link to your webpage
avoid high bounce rates
link building
content creation and promotion
reviews and mentions
links from friends and partners
google ads
search
display
video
shopping
app
discovery
local
performance max
google search ads
target people by means of the search keywords they are using (check when searches are made, to advertise in the right moment)
google search ads how does it work?
advertisers create ads based on keywords
someone searches them on google (query)
google looks for matches
auction begins
how does google choose which ad to show?
how does google choose which ad to show?
quality score based on
user experience
relevance
expected click through rate
ad rank
cost per click
seo summary
slow
results take time
long term
free (time invested)
ROI harder to measure
no guarantees for results
depends on
content
technical aspects
authority
average CTR
40 - 20 - 10
Sea summary
Fast
short term
ROI is easy to measure
pay per click / cost per click
depends on
quality score
auction / budget
average CTR: 2-6%
