SEO

Ivan So 擁有 15 年的經驗關於 SEO，WordPress 網站，電子商務方面，Ivan 建造了 50 個網站來測試 SEO 性能，一些網站的表現非常好，最後賣給了不同的公司。

並且處理了 350 多個 WordPress 及電子商務網站的設計和開發，香港、新加坡及馬來西亞 WordCamp 的演講者，香港 WordCamp 主要組織者，香港 WordPress 聚會聯合組織者及香港 Elementor 聚會聯合組織者。

5 本暢銷 Amazon電子書關於數碼營銷及香港 Mailchimp 唯一合作夥伴及官方認證。

還獲得了多個有關 IT 的獎項，擔任創業和商業比賽的評審，還有多個研討會，大學的演講嘉賓及超過 11,000 個 Udemy 學生。

https://www.hdcourse.com/seo-course/

Transcript

1. SEO Training #1 By Ivan So
10. Cases (3 months comparison)
13. Overall topics • Keyword (understand what your targets are searching for) • Content (what kind, how much, etc) • Optimization (how and where to get keywords into the content) • Submission (how to get search engines to find your pages) • Links (how they are important, what’s good link, where to find them) • Time (start now)
14. Today’s topics • How SEO works? • Picking keywords • Site preparation • Creating content
15. What you should know before this course • Editing tool • Publishing skill • Page creation tool • Understanding meta
16. 3 questions.
17. SEO VS SEM
19. Local SEO
20. How SEO works?
21. SEO in simple term Relevancy (keywords) and Popularity (Links)
22. Ranking signal 200+ ranking signal (year: 2010)
24. SERP Search engine result page
25. Desktop SERP • Title • Link • Description • Sitelink
26. Mobile SERP • Favicon • Link • Title • Description • Sitelink
27. User browsing device: 75% Mobile VS 25% Desktop / Tablet
28. Meta keyword
29. Meta keywords Google Google saw the meta keywords tag being abused. They officially confirmed in 2009 that they didn’t use them. In that blog, they also stated they already started disregarding the meta keywords many years before 2009. Yahoo In October of that same year, 2009, at SMX East, Yahoo! announced they no longer use the meta keywords tag anymore either. This turned out to be not entirely true, as they do index them, but they won’t help you one bit.
30. Meta keywords Bing Bing also stated in 2014: “Today, it’s pretty clear the meta keyword tag is dead in terms of SEO value. Sure, it might have value for contextual ad systems or serve as a signal to bots plying the web looking for topics to target, but as far as search goes, that tag flat lined years ago as a booster.” Earlier, they even implied that using them – the wrong way – could work against you, because it’s rather seen as a spam signal than a ranking signal. Sample: http://www.nikon.com.hk , https://hk.canon/ , https://www8.hp.com/hk/zh/home.html
31. Google core algorithm updates 5. Mobile Launch date: April 21, 2015 6. RankBrain Launch date: October 26, 2015 7. Possum (local listing) Launch date: September 1, 2016 8. BERT (NLP) Launch date: October 22, 2019 1. Panda (low content farm) Launch date: February 24, 2011 2. Penguin (black-hat SEO) Launch date: April 24, 2012 3. Hummingbird (queries base) Launch date: August 22, 2013 4. Pigeon (local listing) Launch date: July 24, 2014 (US); December 22, 2014 (UK, Canada, Australia)
32. BERT Google upgraded their algorithm and underlying hardware to support the BERT natural language processing (NLP) model. BERT helps Google better interpret natural language searches and understand context.
33. BERT If there’s one thing Google learned over the 15 years working on Google Search, it’s that people’s curiosity is endless. Google see billions of searches every day, and 15 percent of those queries are ones Google haven’t seen before -- so Google built ways to return results for queries we can’t anticipate.
34. How frequency does google update their algorithm?
35. Update frequency Each year, Google makes hundreds of changes to search. In 2018, they reported an incredible 3,234 updates — an average of almost 9 per day, and more than 8 times the number of updates in 2009. While most of these changes are minor, Google occasionally rolls out a major algorithmic update (such as Panda and Penguin) that affects search results in significant ways.
36. Google Algorithm Change History (MOZ)
38. How do I know Google can find my website yet?
41. Do you know how quick Google index?
43. Can it be quicker?
45. Top 3 ranking signal out of 200 ranking signal
46. Top 3 • Keyword (content) • Backlink • UX (rankbrain)
47. What’s backlink? Audience example
48. Handsome or ugly?
49. Handsome or ugly?
50. Example 1.
51. Anchor text + dofollow
52. Nofollow / dofollow
53. Backlink understanding
54. Demo of mozbar
55. UX Which do you click?
56. Try to understand the SEARCH INTENTION
57. Local seo: Lots of players, how to out rank others and become outstanding from the top 10 players? My guess to their intention is • Price • Location • Brand • Access
58. Youtube seo: people want youtube video from this video. That’s part of the search intent.
59. How to get real buyers (not idle searchers)
60. Do you know what users search? What is their search intention?
61. Search intent • Informational • Commercial • Navigational • Transactional
62. Informational Navigational Transactional Storage Sc storage Storage fee Storage space Storage friendly storage rental prices Storage hk boxful buy storage space Storage chai wan Cube self storage Storage discount code
64. 什麼是甚麼? 甚麼是什麼?
65. 十萬個為什麼 / 為甚麼 Case (Google web search)
68. 十萬個為什麼 / 為甚麼 Case (Google image search)
70. 十萬個為什麼 / 為甚麼 Case (YouTube search)
73. Keyword research
74. How do we perform a keyword research exercise?
78. Meta title (70) & description (156) length
79. 1 question.
80. (1) Picking up keywords
81. Picking up keywords • You must know your prospect’s keywords • Don’t guess • Use the keywords in your site
82. Brainstorming keywords • Write down obvious keywords • Look at competing sites • Ask colleagues • Spelling mistakes (發型屋) • Synonyms (髮型屋, 髮廊 salon) • Split/merged words (carrielam, carrie lam) • Singular/plural (car, cars) • Geo terms • Company name • Competitng terms
83. Things happen • You’ve missed some words • You have some terms that are not important • You don’t know the relative importance
84. Analyse a website
88. Analyse a keywords
89. Google Suggest, LSI & competitor keyword
91. 新聞
98. Keywords trend & social trend
101. Planning keyword strategies
102. Keyword strategy Long-tail keywords = numerous less popular keywords Board keywords = highly competitive keywords
103. Where to use keywords • URLs • Title tag • Heading tag (“H” tags) • Description tags • Links pointing to the page within your site • Links pointing to the page from other sites • IMG tag • Body text • Bolded <b></b> <strong></strong> • Italicised
104. <h1>, 1st paragraph and url - use chrome inspection.
105. Which title do you think rank best for ‘youtube seo’? 1. 七個不可不知的排名因素 2. 7 個不可不知的排名因素 3. 7 個不可不知的 YouTube SEO 排名因素 (2020 年) 4. YouTube SEO 教學：7 個不可不知的排名因素 (2020 年) 5. YouTube SEO：7 個不可不知的排名因素 (2020 年)
106. (2) Site preparation
108. Optimisation On-page optimization = changes you make to your own web pages Off-page optimization = links from other sites to yours
109. Decision you make today affect site ranking tomorrow • TLS (SSL) • Mobile friendly (responsive) • H tags • Structured data markup
110. Host • Uptime (www.pingdom.com ) • Page delivery speed • https://developers.google.com/speed/pagespeed/ins ights/
111. Speed test tool • https://developers.google.com/speed/pagespeed/insights/?hl=zh-TW • https://gtmetrix.com/ • https://www.webpagetest.org/ • https://chrome.google.com/webstore/detail/page-load-time/fploionmj geclbkemipmkogoaohcdbig
115. Development tool (support mobile, h tag) • By hand • HTML editor • WYSIWYG editor • CMS • Site builder
116. HTTPS • SSL • https://webmasters.googleblog.com/2014/08/https-as-ranking-signal. html • For these reasons, over the past few months we’ve been running tests taking into account whether sites use secure, encrypted connections as a signal in our search ranking algorithms. We've seen positive results, so we're starting to use HTTPS as a ranking signal.
117. SSL
118. Jan 2017, no SSL will be warning in chrome https://security.googleblog.com/2016/09/moving-towards-more-secure-web.html
119. Mobile friendly site • Responsive? • Dynamic? • Separate URL? https://search.google.com/test/mobile-friendly
121. AMP Accelerated Mobile Pages (Google AMP Project) makes your website faster for Mobile visitors. Since its inception in 2015, AMP has come a long way. When it first hit the scene, AMP was laser-focused on media sites. The reason those types of publishers wanted to participate in AMP was clear: It would make their mobile sites much faster, AND Google was offering a great deal of incremental exposure in Google Search through the “Top Stories news carousel.”
124. Rolling out mobile-first indexing Monday, March 26, 2018 To understand more about how we determine the mobile content from a site, see our developer documentation. It covers how sites using responsive web design or dynamic serving are generally set for mobile-first indexing. For sites that have AMP and non-AMP pages, Google will prefer to index the mobile version of the non-AMP page. https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
125. Avoiding things that hurt SEO
126. Site built with mainly image, not much text
127. Flash website
128. Frameset / iframe “Frame can cause problems ...because they don’t correspond to the conceptual model of the web… one page displays one URL… frame display several URLs ...within a single page. Google tries to associate framed content with the page containing the frames, but we don’t guarantee that we will.” Google
129. PDF Convert to HTML
130. URL https://hk.canon/zh_HK/consumer/papersaving/event OR https://hk.canon/zh_HK/consumer/papersaving/event.htm
131. URL https://store.canon.com.hk/osp/eos-90d.html OR https://store.canon.com.hk/osp/eos_90d.html
132. WP CMS
133. (3) Creating content
134. Content creators need to understand keyword • Which keyword for which piece of content • What related keywords should be ‘Scattered’
135. Content is NOT King! • Is content important? • Is more content better than less content? • Can a site with great content rank well without links? • Can a site with little content rank well with sufficient links? • Does every site need great content in order to compete in SEO?
136. What should to be done other than content • Page optimization • Linking from other website
137. You need high quality content (competitive arena) • It’s text, no matter image, video • More content = more pages = more keywords
138. How long do you need for long form content? Study by backlinko
139. How to keep people stay with long content? Add a bucket Brigade each time you feel the reader will get bored or lose interest and no longer want to read your article and leave. • Now • What’s the bottom line? • You might be wondering: • This is crazy: • It gets better/worse: • But here’s the kicker: • Want to know the best part?
140. 2 important content strategies • Content to carry keywords • Link bait (could be video)
141. So.. • How much content? • How long is a piece of string?
142. Content issue • You need some content • Look for content opportunity (on existing content) • Highly competitive arenas likely need more content. SEO Strategy associate with current article quality, timely which could pilot small topic. Eg www.beautytalk.com.hk most viewed post • How far can you get with the basics?
143. Finding content • Create it yourself • Community creation (UGC) • Find existing content
144. Content strategy for SEO
145. Are more articles & more frequent content updates better for SEO?
146. Google analytics
147. Content length and SEO rank correlation
148. How to write a long form content? • Table of content (it is useful as sitelink in google) • Same keyword set content should write / amend on the same post instead of new page • Google mostly is showing 1 of your web page as search result rather than multiple web page
149. FAQ schema.
150. Featured snippet
151. Case
152. Experiment • Publish by 15th Sep 2019 • Long form content • Google search console impression • Article link: https://www.hdcourse.com/seo-bb/
153. Result in days • Google search console data • Data is past 3 months
154. Difference • Data is from 14th and 16th • Data received from google search console • The long form content published on the 15th google search console take time to reflect)
155. What is CTR?
156. Advanced web ranking tool
157. CTR is essential. So how?
158. What are the elements for higher CTR title?
159. Use Brackets In Your Title Tag (study by Hubspot)
160. What numbers are good?
161. URL length
162. Date or no date
163. Emotional hook
164. Benefit driven
165. Duplicated content
166. What is duplicated content? • Content duplicated (repeated) multiple times in your site • Content in your site appearing on other sites
167. Same content, many sites • Press release • News articles • Production information. Eg lemon tea
168. Google is not stupid “In the rare cases in which we perceive that duplicate content may be shown with intent to manipulate our rankings and deceive our users, we’ll also make appropriate adjustments in the indexing and ranking of sites involved. However, we prefer to focus on filtering rather than ranking adjustments… in the vast majority of cases, the worst thing that’ll befall webmasters is to see the ‘less desired’ version of a page shown in our index.” Google webmaster help
169. Canonical <link ref=”canonical” href=”http://www.hk.canon” /> “While we encourage you to use any of these methods, none of them are required. If you don’t indicate a canonical URL, we’ll identify what we think is the best version of URL.” Google
170. Same content, many sites: • Unique content is best.. • ..but duplicated content is often fine • Especially if you modify it
171. Duplicate Content = SEO penalty? Short answer: NO While not technically a penalty, duplicate content can still sometimes impact search engine rankings. When there are multiple pieces of, as Google calls it, "appreciably similar" content in more than one location on the Internet, it can be difficult for search engines to decide which version is more relevant to a given search query. https://moz.com/learn/seo/duplicate-content
172. Thanks for listening Question? www.hdcourse.com ivan@hdcourse.com fb.com/ivansopage