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Search Engine Optimization an introduction April 2021, Corina Burri

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

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

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

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