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Search Engine Optimization Getting Started (2010)

The future of SEO


From:

Search Engine Optimization Getting Started (2010)

with Jill Whalen

Video: The future of SEO

SEO is changing all the time. The relevancy formulas are especially changing as the search engines get more sophisticated. Let's look at where they're headed now and how it may affect how you execute your SEO strategy. While I expect the search engines will continue to get better and better and be able to find everyone's web sites' important information, it will never hurt to keep their jobs simple by ensuring your web site is created with good, valid HTML code that's easy to crawl through. Search engine spiders are designed to be somewhat dumb creatures.
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  1. 1m 33s
    1. Welcome
      1m 4s
    2. Using the exercise files
      29s
  2. 6m 20s
    1. Understanding how search engines work
      3m 50s
    2. What is SEO?
      2m 30s
  3. 25m 3s
    1. Introducing keyword phrases
      1m 21s
    2. The keyword research process
      4m 42s
    3. Performing keyword research
      4m 43s
    4. Winnowing out ineffective keyword phrases
      1m 58s
    5. Performing additional keyword research
      2m 44s
    6. Determining competitiveness of keyword phrases
      5m 42s
    7. Finding keyword gems
      3m 53s
  4. 12m 49s
    1. What site architecture means to SEO
      2m 1s
    2. Brainstorming main categories and subcategories for the web site
      4m 4s
    3. Creating a keyword phrase-to-page map
      3m 33s
    4. Using keywords in domain names and URLs
      3m 11s
  5. 18m 10s
    1. SEO in HTML tags
      1m 57s
    2. Title tags
      1m 56s
    3. Meta descriptions
      1m 33s
    4. Header tags
      1m 12s
    5. Anchor text
      1m 43s
    6. Alt tags
      1m 36s
    7. Writing effective title tags
      4m 42s
    8. Writing meta-description tags
      3m 31s
  6. 11m 44s
    1. What good content is and why it's needed
      1m 27s
    2. The different types of content pages
      3m 47s
    3. Using keywords in existing content
      1m 53s
    4. Writing new content for users and search engines
      4m 37s
  7. 16m 37s
    1. Understanding link popularity and why it's important
      2m 43s
    2. Introducing Google's PageRank
      2m 38s
    3. Knowing the best way to get links
      3m 12s
    4. Content creation and promotion as "link bait"
      3m 34s
    5. Real-world link bait ideas
      4m 30s
  8. 12m 7s
    1. Introducing social media marketing
      4m 3s
    2. Getting started with social media marketing
      2m 25s
    3. Participating in social media communities
      5m 39s
  9. 26m 31s
    1. Why rankings are a poor measure of success
      3m 13s
    2. Determining conversions and setting up goals in Google Analytics
      5m 37s
    3. Measuring search engine traffic
      11m 5s
    4. Measuring success beyond the search engines
      6m 36s
  10. 9m 19s
    1. Reviewing top techniques for SEO success
      1m 58s
    2. Additional resources
      4m 19s
    3. The future of SEO
      3m 2s

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Search Engine Optimization Getting Started (2010)
2h 20m Beginner Mar 31, 2010

Viewers: in countries Watching now:

In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.

Topics include:
  • Understanding how search engines work
  • Researching and selecting keywords
  • Adding keywords to web pages, URLs, and HTML markup
  • Writing web page content based on selected keywords
  • Link building
  • Social media marketing without spamming
  • Setting up Google Analytics to track conversions
  • Measuring search engine traffic
Subjects:
Business Online Marketing Web SEO
Author:
Jill Whalen

The future of SEO

SEO is changing all the time. The relevancy formulas are especially changing as the search engines get more sophisticated. Let's look at where they're headed now and how it may affect how you execute your SEO strategy. While I expect the search engines will continue to get better and better and be able to find everyone's web sites' important information, it will never hurt to keep their jobs simple by ensuring your web site is created with good, valid HTML code that's easy to crawl through. Search engine spiders are designed to be somewhat dumb creatures.

So while they will evolve in the next few years, I would still not recommend creating all Flash sites or sites that are completely image-based, if you want to be sure to be found for the keyword phrases that relate to what you offer. The search engines are now showing news results, video results, shopping results and even real-time social media results right in their search results pages for many search queries. They plan to do a lot more of this type of thing in the future. This means that in order to compete, the more ways you drive people to your content, the more ways you'll have of being found through search.

If you're participating in social media, your tweets and other updates may be seen in the first page of Google, right alongside some industry news. If you have videos embedded on your site, they can show up right there in the search results as well. Creating all different types of content on a regular basis will keep your site front and center for all types of searches. Let's face it. The search engines want you to click on the sponsored ads, not the free search results, as that's how they get paid. While they don't mind providing you with lots of great informational content in the free listings, they would prefer to show you product and service types of results in the sponsored links.

This is a key element to think about, because it means more than ever you'll need to go above and beyond just having product and services pages if you want to show up in search. All that great link-worthy content you create may at some point be the only thing showing up for many search queries. So you'll need to continue to create it and promote it and use it to drive people to your paid offerings. While that's true that SEO changes a lot all the time, what's interesting to note is that in all the time that I've been doing SEO, since 1995, one thing has never changed.

And that is the fact that having outstanding relevant content will always be the number one key to search engine success. I recently went through my SEO articles for the past ten years and that was the one consistent theme throughout all of them. That aspect of SEO will never change. As long as you keep the search engine's goal in mind, finding the best content for their users, and use that as your SEO mantra, your site will be resistant to whatever the algorithm changes of the day might be.

This was true in 1995 and it's still true today.

Find answers to the most frequently asked questions about Search Engine Optimization Getting Started (2010).


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Q: In the “Determining competitiveness of keyword phrases” tutorial in the SEO: Search Engine Optimization Getting Started course, the author details the use of the “allintitle” advanced search operator in Google.  While the operator works in the example given in the tutorial, Google will not allow usage of the “allintitle” operator for more than two keywords at a time.  Is there any workaround to this problem?
A: Google’s policy on the “allintitle” operator has become a major problem in trying to do some competitive keyword research. There is a workaround, although it makes searching slower. Follow these steps:
1) Click on Google's Advanced Search link, then add the desired keyword phrase to the Find web pages that have... "this exact wording or phrase." Then click the "+Date, usage rights, numeric range, and more" link.
2) In the "Where your keywords show up:" dropdown menu, change "anywhere on page" to "in the title of the page."
This should allow the use of the “allintitle” search without Google thinking the user is a robot. To do the next one more quickly, just hit the back button of the browser and change to the next keyword phrase.


Q: Allintitle searches on Google seem to yield wildly inconsistent results. How does the author handle such inconsistent data when looking for good keywords? Are these results a recent phenomenon? Can can allintitle searches still be used reliably?
A: Unfortunately, Google has recently made it difficult to do the allintitle searches. It is still useful to a certain extent, but only because there currently isn’t anything better out there to judge the competition of a site.
Q: As a result of Google changing the "select previous interface" function, the methods in used for the Keyword Tool in the tutorials no longer work. Is there a method that can be used with the new keyword search tool that will produce the same results as shown in the training course?
A: Unfortunately, Google switched to the new Keyword Tool and also removed many keywords that aren't "commercially viable" from the database, so the methods in this title will not work exactly as described. You can still change from broad match to exact, but it is, unfortunately, harder to find. Right now, there does not appear to be a more effective way to do keyword research. Unfortunately, the other vendors that provide keyword research tools for a monthly fee are no better than Google's free one. The best advice for now would be to not focus too much on the keywords and just pick those that seem to be the most relevant for your site.
Q: Google AdWords looks different on my Mac than it does in these tutorials. Can you help me find the option for "How would you like to generate keyword ideas" (either  "descriptive words or phrases" vs. "website content") that you show in the video on using the Keyword Tool?
A: The Keyword Tool has changed slightly in appearance since this course was published, but the functionality is essentially the same. Under the "Find keywords, Based on one or more of the following", you can choose to enter keywords, have them restricted to suggestions based on a certain website, or even based on a category, such as Apparel. You can use one or more of these options.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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