We’ll mention what SEO is, why it’s important and how Google works.
SEO stands for search engine optimization. And it is the process of optimizing content to be discovered through a search engine’s organic search results.
Now, let’s talk a bit about how they work.
If you’re completely new SEO, then it’s easiest to consider search engines as libraries. But rather than storing books, they store copies of internet sites and sites. So, once you look for a question, the search engine will then look around all pages in its index and check out to return the most relevant results. And SEO helps demonstrate to look engines that your page is that result.
Now, you would possibly be thinking: why should I target SEO when there are numerous other marketing mediums?
Well, there are three major things that attract marketers to search engine optimization and, in my opinion, these three things make SEO the simplest traffic source.
1. Unlike paying for ads, search traffic is free.
2. Organic traffic is usually consistent once you’re ranking high.
Whereas other mediums like social media and email marketing often end in traffic spikes that sometimes end up fading to nothing. And it is sensible because social media networks are designed to surface fresh content.
Emails often get marked as read, forgotten, or land within the spam box. Whereas search traffic may be a result of users actively checking out information. and therefore, the number of searches for a given topic is typically consistent month to month.
And 3. you’ve got the chance to succeed in massive audiences you would not have access to otherwise.
In fact, as of October 2019 there have been nearly 4.39 billion internet users round the world. And almost 4 billion of these people are Google users. this is often why search engine optimization is an 80-billion-dollar industry and why marketers from all walks of life are adopting and pursuing it today. Everyone wants their business to urge discovered and SEO is that the perfect way to do this.
Now, let’s briefly mention how Google works.
And there are two parts to the present. the primary is crawling and indexation. And these two things are what actually allows Google to get sites and make their search index. So, to truly attain information, Google uses crawlers, also referred to as spiders, which gather publicly available information from everywhere the online. The spiders will start crawling from a list of known URLs called seeds. They then follow the hyperlinks on those pages and crawl those newly discovered pages. And this process goes on and on, allowing them to gather plenty of data. They then take all of this data back to Google’s servers to be added to their “search index” and that is what people such as you and that i are rummaging through once we key in a query in Google.
Now, if you were to look for something and Google returned every result that mentioned your words on the page, then you’d find yourself with really bad results. This brings us to the second part, which is Google’s ranking algorithm.
Google has many ranking signals and that they make tweaks to their algorithm 500 to 600 times per year. So, to be frank, nobody knows exactly how their algorithm works. But they’ve given us clues and a few guidelines to raised understand the factors that are most significant.
In addition, third-party companies like ours have done studies to check and better understand these factors.
Now, I won’t bore you with over 200 ranking signals, many which are just speculation at best, but I do want to cover a couple of the most important factors that you’re going to got to understand from a fundamental standpoint.
First are backlinks.
Backlinks are links from a page on one website to another. And Google has said on their How Search Works page that if other prominent websites link to a page, that’s proof to be an honest sign that information is well trusted. the simplest way to understand the worth of a backlink is to consider them as votes.
When a page receives a backlink, it’s essentially another website vouching for the content on the page. and therefore, the more “votes” you get from credible sources, the higher the trust. and that we also studied the effect of backlinks on search traffic and located a transparent direct correlation between backlinks from unique websites and a page’s organic traffic.
Second is search intent.
which represents the rationale behind a searcher’s query? And if you think that of Google’s goal for search, their job is to return the foremost relevant results for any given query. So thereupon said, you’ll discover search intent just by watching the highest-ranking pages for the query you would like to rank for.
For example, if you look for “slow cooker recipes” you will see that the search results are mostly blog posts with a list of slow cooker recipes. So, if you are trying and rank a product page were you’re selling a slow cooker, you will not be matching search intent and therefore, you will not rank.
Now, if we modify the query to only “slow cooker” you will see that the dominant sorts of pages are eCommerce category pages. So, if you are trying and rank your blog post of slow cooker recipes, then you almost certainly won’t rank because you are not matching search intent.
This is a critical concept to know and I’ll share an easy 3-step checklist you’ll use to work out search intent for any query within the next module.
And third is content depth.
Search engines are made from computer programs. in order that they can’t actually read and understand text such as you and that i would. Nevertheless, Google has poured billions of dollars into creating sophisticated technology that understands content to a certain degree. But it is your job as a content creator to provide context about the topic. for example, if you check out the top-ranking pages for the query “how to drive a car” you will find that they mention things like fastening your seatbelt, familiarizing yourself with the gas and brake pedals, adjusting your seat and mirrors, and other things that a first-time driver might not know. Basically, you would like to be ready to answer the searcher’s query the simplest that you simply possibly can.
And naturally, it should cause content that has depth.
Now, it’s important to notice that depth doesn’t always translate to length. for example, a subject like “how to show off iphone 12” doesn’t got to and should not be long. In fact, the top-ranking page is merely 185 words. But the content itself solves the user’s query from start to end.