Search Engine Optimization

RankBrain

Google's name for a machine-learning artificial intelligence system that's used to help process its search results

Clicks

Visit from search

Search Engine Result Page (SERP)

filled with both advertising and dynamic organic result formats

Paid Search (PPC)

firms bid on keywords to obtain lucrative ad randing

On Page content

how well the content on your page matches the query's intent •The first task in SEO is to format our website so the search engine can accurately assess whether the topic (content) of our website is relevant to search query

Backlinks

incoming links that direct web users to a web page from another web page

Types of Links

- Natural Outbound links -Paid Links -Natural Links -No follow links

Long-tail keywords

- low search volume -easier to rank -opportunity for niche ranking -means more specific, fewer results

Engagement Metrics

-Clicks -Time on page -Bounce Rate -Pogo Sticking

Editorial Links

-Pure endorsements -create high-quality, linkable content

Manufactured Links

-manufactured without third-party approval

3 Primary functions of Search engines

1. Crawl 2. Index 3. rank

How do search engines rank URLs

1. Links 2. On-page content 3. RankBrain

Types of Earned Links

Editorial Manual Manufactured

Search Engine Marketing (SEM)

Marketers pay for ads or better positioning SEO + Paid Search

Manual Links

links one earns through direct effort, but still require a third party to sign off on them

Internal Links

links to web pages within the same website

Indexing

process if collecting, parsing, and storing data for use by search engine Search engine index provides results for search queries and pages stored within Search index

Goal of Search Engine

provide good results to search queries

Time on page

the amount of time the user spent on a page before leaving it

Ranking

the ordering of search results by most relevant to least relevant to a particular query

Bounce Rate

the percent of all website sessions where users viewed only one page

Search Engine Optimization (SEO)

the practice of increasing both the quality and quantity of website traffic as well as exposure to your brand, through non-paid (organic) search engine results

Crawling

the process used by search engine web crawlers (bots or spiders) to visit and download a page and extract its links in order to discover additional pages.

Keyword Research

•What are people searching for? •How many people are searching for it? •In what format do they want that information?

Goal of SEO

•be the result of many different search queries + to be the top result on many different results

pogo-sticking

•clicking on an organic results and quickly return to the SERP to choose another result