place ads. For example, Listing, Affiliate, display ads. Purpose of SEO is to increase traffic from owned media. *Traffic is number of users. 3 Type of Media Paid Media Owned media is any web property that we can control and is unique to our brand. For example, Website and service site. Earned Media Social networking and other media to gain consumer trust and reputation. For example, Facebook, Twitter, Instagram. Owned Media 6
to see this ads. Too much ads make me feel disgusting. I want to know this info. Thank you Sun*. I’ll buy your product someday. Search Ads ①The quality of the incoming users is high. Facebook Ads Twitter Ads 8
As soon as you pay the rent (advertising costs), you get a home (effects). SEO Facebook Ads Twitter Ads Monthly rent (advertising costs) required. If you stop paying rent (advertising costs), you lose your home (effectiveness). You'll need rent all the time to keep going. Pay the monthly rent (SEO fees) and build a strong home (Website). However, it takes time (about 6 months to a year). Once the house (Website) is built, there's no need for rent and the home (effect) remains as an asset forever. 9
look for some books and get these books. 2. The next step is to index the information which Googlebot got in first step. The librarian puts the books on the shelf 3. Googlebot returns pages that meet user’s search needs. The librarian lend books to people who want to borrow books *Googlebot is the generic name for Google's web crawler. It goes to any pages and evaluates how much good this page or site is. How Google search engine works 11
exactly what you mean and giving you back exactly what you want. Let’s think about SEO form Google’s philosophy Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents Google’s philosophy What to do in SEO 16
be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 17
be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 19
son is now 17 years old. I want him to study something which is useful and high demand in the future. Recentry, I often search “programming school for high school students”. × I’m 18 years old. I’m really interested in programming and started to learn it from last Wednesday. I want to learn English as well. Recentry, I often search “programming english learning”. I’m 24 years old. I’m a still college student. My dream is to be a basketball player. So I belong to basketball club in my university. Recentry, I often search “Which professional basketball club easy to pass exam”. 20
be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 21
our target users are likely to search for 2. Create an article structure that meets the needs of users. 3. Write article according to the article structure. 22
are likely to search for. https://goodkeyword.net/ We choose “Programmin g” because our business is closely related to programming. Know the volume being searched for on a monthly basis. Choose main keyword https://ads.google.com/intl/ja_jp/ho me/tools/keyword-planner/ 23
meets the needs of users. Organize user’s needs and put original info. Search keyword What is programming? Pros and Cons of each languages Best programming languages to learn? Language type (machine, assembly) Most popular programming language Which is better for beginners, learning high-level programming languages or low-level? What is programming? Pros and Cons of each languages Best programming languages to learn? Language type (machine, assembly) Most popular programming language Which is better for beginners, learning high-level programming languages or low-level? Sun*‘s recommended programming languages 24
each languages Best programming languages to learn? Language type (machine, assembly) Most popular programming language Which is better for beginners, learning high-level programming languages or low-level? Sun*‘s recommended programming languages What is programming? What is programming language? What is programming? Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae. Language type Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae. Which is better for beginners, learning high-level programming languages or low-level? Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae . . . Sun*‘s recommended programming languages Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae 25
make it easier for those contents to be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 26
search works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. We assess the importance of every web page using more than 200 signals and a variety of techniques, including our patented PageRank™ algorithm, which analyzes which sites have been “voted” to be the best sources of information by other pages across the web. As the web gets bigger, this approach actually improves, as each new site is another point of information and another vote to be counted. In the same vein, we are active in open source software development, where innovation takes place through the collective effort of many programmers. https://www.google.com/about/philosophy.html?hl=en 31
Googlebot crawls pages by following links. If the internal links are one-way, the page is a dead end. 2. Each page has to be linked to a relevant page. Users are more likely to go to relevant pages, and Googlebot also uses internal links as a clue as to how relevant the pages are to each other. 3. Each page has to always have links to the toppage and top category. It eliminates the hassle of users staying on the detail page if they want to search for another product. Also Googlebot can get to the page in fewer steps by going to the top page. ②Design of internal links 33
page has to be linked to a relevant page. ③Each page has to always have links to the toppage and top category. Page 2 ②Design of internal links TOP CatB CatE CatF CatG CatD Page 3 Page 4 Page 6 Page 7 Page 5 Page 1 CatA CatC 34 Page 8
Parka Tshirt Polo shirt > It’s evaluated by Googlebot as a collection of related pages. => Easier to rank higher. It’s rated as one page by Googlebot. 35
because the search engines may not fully understand site's content. 1. The site is very large. 2. Few internal links or not properly linked 3. Few external links. (An external link is a link from an external web page to our web page.) ③Set up of sitemap 38
web page allows us to display rich results on the search results screen. 2. It’s possible to increase search traffic with rich results because it looks flashy on the search results screen. 3. Structured data allows us to clearly communicate information to search engines
much I was able to get users to my website. When I was 20, I created this website to experience SEO. Until now, I haven’t posted any articles for a year. But the amount of users are still increasing. This is outcome of another website. This website once changed its domain, so the amount of users suddenly dropped. But it’s recovering by keeping on posting articles. This website can get 300 users per one day. 43
about the search engines. Think about users”. Due to Google's business model and philosophy, Google ranks websites that have useful information for users. So, what we need to do is to understand what users want and give them that information. 45
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