- Search engine optimization is a process that requires a lot of work, a lot of time, and a lot of patience. Throughout this course we'll dive in to more about how to do SEO, but before that it's important to set some expectations. SEO is a bit different than other marketing strategies and understanding these differences will help us to stay on course for running and measuring a successful SEO campaign. Patience is a virtue and that couldn't be more true than with SEO. Approach SEO as a long term process that builds long term value.
There's a reason that all of those ranked number one in Google tomorrow scams are called scams. It takes time to develop and execute on your strategy. Research your keywords and understand their intent. Create valuable, useful content. Attract relevant links and authority signals and resolve any technical issues with your site. It's a never ending process. There's always work to be done. SEO is not a one time project. It's a process that you'll continue doing for the long haul.
Search engine algorithms frequently change and your SEO work needs to keep up with them. You also want to keep in mind that search engines don't necessarily interact with your website immediately. It takes them time to discover changes to your content and new links to your pages and to understand the overall structure and performance of your website. It will take them more time to put all those factors into their index to run against their algorithms in order to reassess your quality, relevance, and authority before those changes are reflected in the search results.
Being patient and true to your strategy will help you stay focused on the SEO process that you will have laid out. Another thing to expect with SEO is change within the search engines and the search results pages. It's important to realize and accept that these things are outside your control. Search engines are always trying to improve their product to help deliver results that people want and they're always trying new things. Sometimes these changes are algorithmic. Other changes are more about features or different ways of presenting different kinds of content to users in the search results pages.
Search engines will keep making changes to enhance the experience for their users. It's within our best interest to work with these changes as best we can. But, one of the biggest expectations for a successful SEO campaign is to realize that you're really optimizing for two audiences, the search engine but also for real human beings. It's really easy to focus in on what we think a search engine will like about our site, but the real audience that generates business on your website is people.
While they may never find us if we don't show up on a search engine results page, it's people that drive the bottom line and the fortunate thing is the search engines know that. Search engines have the ultimate goal of generating results that people will find useful and helpful. If you build your authority and create quality content that's useful and interesting to people and if you do it in a way that's friendly to the computerized audience as well, the long term and consistent goal of the search engines is to reward that.
- Define search engine optimization.
- Explore the fundamentals of reading search engine results pages.
- Examine the essentials of understanding keyword attributes.
- Break down the steps for optimizing the non-text components of a webpage.
- Recognize how search engines index context.
- Explore an overview of long-term content planning strategies and how they can help keep content on your site fresh.
- Define your website’s audience, topics, angle, and style when mapping out your long-term content.
- Identify the steps to take when building internal links within your website.
- Recognize how to analyze links in order to measure SEO effectiveness.
- Break down the necessary components for understanding local SEO.