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SEO Fundamentals
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Understanding content optimization


From:

SEO Fundamentals

with David Booth

Video: Understanding content optimization

Content optimization is the process of improving the quality and relevancy of your site's content. We'll discuss a number of things about how both users and search engines interpret what makes good content. But first, let's go through a few examples of how you and I, as human beings, might read a piece of content and figure out what it's all about. Let's take a look at the example of backpacking in California. Let's pretend that someone gave us a one- page document, and they told us that the document was about backpacking in California.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

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.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
SEO Marketing
Software:
Google Analytics
Author:
David Booth

Understanding content optimization

Content optimization is the process of improving the quality and relevancy of your site's content. We'll discuss a number of things about how both users and search engines interpret what makes good content. But first, let's go through a few examples of how you and I, as human beings, might read a piece of content and figure out what it's all about. Let's take a look at the example of backpacking in California. Let's pretend that someone gave us a one- page document, and they told us that the document was about backpacking in California.

We read some text describing some landmarks along the West Coast of the United States, we see some pictures of oceans and beaches, and we read about parking regulations along the sides of highways. Now this might be about backpacking in California, but reading the document, it's not very clear. You put the page down and you're probably disappointed. Even if the exact phrase "backpacking in California" was used in the text here and there, the narrative was all over the place, and there's really no central theme to focus on. Both people and search engines expect clarity and quality from your web pages.

They want to know without any hesitation what your content is all about. And even more importantly, they want content they can trust. If I ask you to find me a resource on backpacking in California, and you come back with a piece of paper with a few mentions of the term and some text that's loosely related to landmarks and things about the State of California, I'm not going to ask you next time. Or if I do, I'm not going to trust you quite as much. On the other hand, if you give me content that's truly remarkable, discussing how to backpack through all of those California landmarks with maps and hiking guides, descriptions of California flora and fauna that you might see while backpacking, and reviews of California backpacking trips from other hikers, I'm going to come back to you with more questions in the future, and I'm going to trust your answers.

And in the online world, when people find content that they like, they share it. Search engines can see a lot of this sharing, and they view it as a sign of trust, and they'll reward you with more search engine visibility. When we think about content optimization, keep in mind that we're optimizing our content so that it benefits both users and search engines, and we're focusing on both themes and building trust.

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