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In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.
To understand the different kinds of content that users in search engines can interact with on the Web, we're going to be taking a look at the Explore California website. One of the most common forms of content on web pages is text content. We see some text here on the Explore California homepage that helps let us know what kind of information we would expect to find on this site. When we click into the Resources section we find more text content presented in a few different ways. There are some organized headings and subheadings along with the paragraphs of body text.
There's even a checklist at the bottom organized by bullet points, and when we click on the FAQ link it takes us to a page of content organized by a series of questions and answers. All of this different content is formatted in different ways so that it's easier for both users and search engines to understand the content. Another form of content found on web pages is imagery. Images can often be more effective than text in conveying a powerful message. For example, on the Mission page we are immediately drawn to this image of a person standing on the beach, and it helps me understand the experience of standing on a pristine California beach watching the waves crashing. While the text of this page says the same thing, The feelings and emotions of this message are much better communicated through imagery.
Video is another form of content we find on the pages of the Web. If we head back to the homepage and scroll down a bit, we see a Featured section about the Ojai Olive Oil Company, as well as a video clip. The rich sights and sound of video can do what images and text alone cannot. Here, we get to see and hear from people that are actually there. We can see the motion of the branches against the wind, and we see a real person sampling a taste of the olive oil. It makes this content really tangible, and allows us to almost experience it.
There are other creative forms of content out there as well. Audio clips, interactive animations, games, and more abound across the Internet. The key is to think about what kind of content will be effective, useful, and helpful for your specific audience. While the search engines are what may bring visitors to your website, once they get there you'll need to engage them and ultimately convert them on your business goals. And using a mix of the most effective content types is sure to help the user experience.
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