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
