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Search Engine Optimization: An introduction

Search Engine Optimization: An introduction

The basics of SEO condensed into 12 Slides. What you will find in this presentation:

- What is SEO?
- How does the Google search engine work?
- Which ranking factors are important? (s of April 2021)
- Where can you nerd out? (a.k.a literature and blog recommendation)
- Which free tools will help you do SEO?

Corina Burri

October 13, 2023
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Transcript

  1. Search Engine Optimization
    an introduction
    April 2021, Corina Burri

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  2. Agenda
    - What is SEO?
    - How does Google search engine work ?
    - Which ranking factors are important?
    - Where can you nerd out? (a.k.a iterature and blog
    recommendation)
    - Free tools

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  3. What is SEO?
    «The art of being found organically through a search engine»

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  4. Paid
    Organic*
    *Exception: Google My Business also allows paid entries.
    It is labeled as «Ad».

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  5. How does Google* find you?
    - Googlebot (also known as spider) crawls the web. Follows a link
    from a known page to a new page.
    - Mobile first since 2020: Googlebot crawls new websites in
    smartphone view
    - You can speed up the crawling process if you submit crawl
    request to Google Search Console and add Sitemap.
    *Focusing on Google here. As per March 2021 its search market share is 86%.

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  6. How does Google know what is on your
    website?
    - Google analyses the content of the page, catalogues, images
    and video files embedded on the page. To help the bot:
    - Create short, meaningful page titles
    - Use page headings that convey the subject of the page
    - Use alternative text for images and subtitle for videos

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  7. How does Google know what is on your
    website?
    Search Engine
    Bot
    Best page for query
    “What is SEO Strategy”
    Just what I was
    looking for!
    What is a SEO Strategy?
    I want to know more
    about SEO Strategy

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  8. How to affect ranking positively?
    - Google is not publishing the ranking factors. However, on their
    Google Search Central Blog, on Twitter and in SEO hangouts
    they are giving a handful of recommendations.
    - SEO Experts pulled together extensive lists of ranking factors.
    For instance: Google’s 200 Ranking Factors by Backlinko or a
    weighted approach by First Page Sage.

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  9. What are important ranking factors?
    Onpage Offpage
    - Mobile friendliness
    - Niche expertise (aka EAT: expert, authoritative,
    and trustworthy)
    - Keywords in Meta Title Tag / Meta Description
    / URL / H1, H2, H3
    - Image optimization
    - Consistency of publication / engaging content
    (UX and Time on page)
    - Internal Links
    - Page speed (even more important from
    June/July 2021)
    - Match the search intent
    - Backlinks
    - Offsite mentions
    - Contribute actively with meaningful insights
    on blogs and forums
    - Guest posting
    - Site Security (SSL certificate)

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  10. It is important to match the search intent
    of the user.
    - Content matches the search intent of the user.
    - Types of search intent:
    Informational Commercial
    investigation
    Transactional Navigational
    Queries typically
    include How, What,
    Who, Where, Why, etc.
    Queries typically
    include best, A vs B,
    review, comparision
    Queries typically
    include buy, coupon,
    order, purchas, price
    Name of a product
    e.g. How to set up
    Facebook Business
    profile?
    e.g. Hootsuite vs.
    Buffer
    e.g. Pricing Hootsuite
    Profesional
    Facebook

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  11. Want to know more?
    - Must read: Beginners Guide to SEO from Moz
    - Want to nerd out? Newsletter from Brian Dean (Founder of
    Backlinko), Ahrefs Blog, Seokratie Class (in German), SEO
    Starter Guide from Google, Hola Seo Podcast (in Spanish)

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  12. Free tools worth knowing
    - To find keywords and much more: Google Search Console
    - To measure success: Google Analytics
    - To measure page speed: Developers Page Speed Insight
    - To see Domain Authority, Title Tag, Meta Description at a
    glance: Moz bar
    - To discover backlinks: Moz Explorer (Freemium)

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  13. Liked the presentation? Buy me a coffee.
    https://www.buymeacoffee.com/corinaburri

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  14. Got feedback? Write me.
    https://www.linkedin.com/in/corina-burri/
    https://twitter.com/corinaburri

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