Join Brad Batesole for an in-depth discussion in this video SEO goals, part of Marketing Tools: SEO (2017).
- [Instructor] Search engine optimization is all about impacting how visible your website is in a search engine's organic results. You'll be making changes to your site's technical setup as well as the content on the page in an effort to improve rank. You'll also explore off-site factors such as sites that link to yours, and how they've chosen to structure those links. If you're just getting your feet wet with SEO, I'm going to take a minute to explore the process from a high-level overview. If you're familiar with what SEO is, well feel free to skip this movie, and dive right into the overview on the tools we'll be looking at.
Okay, let's talk about how search engines work. A company like Google will have a bot. Basically a software program that crawls the web. It does this by following links, links from your site to other pages on your site, and links from one site to another. The crawler arrives at a page, reads the code, and stores the information. That stored information is called the index. Your initial goal is to be indexed by Google. If you're indexed, you'll rank.
You might not rank well, but you have the potential for ranking. When I talk about rank, I'm referring to which position you appear in for a particular search query. When you enter a search term, Google will do its best to provide the most important and relevant answers, and rank them from best to worst. The better Google is at their job, the more likely you are to use them and the more money they make, so it's in Google's best interest to deliver the best content, and because Google drives a mind-boggling amount of traffic each day, it's in your best interest to rank well for relevant terms.
Rank is determined by importance and relevance. A complex algorithm churns through hundreds of variables to decide where your page lands. Many of those variables are what you're aiming to optimize. Those variables might include the topics you're writing about, who is linking to your page, how your website is programmed, and even if you're mobile-friendly. Google even evaluates the quality of the pages that are linking to you. If they're on-brand, relevant, and popular, it's going to assume you're more credible than if off-topic, unpopular pages are linking to your content.
Variables that you can't control might include where a user is searching from, trending topics, and any current events that could skew results. SEO done well can provide an impressive ROI. Done poorly, and it'll negatively impact your organic search efforts. In the next movie, we'll take a look at how we can leverage a variety of tools to identify problems with our site, and evaluate our current SEO performance.
- Setting SEO goals
- Configuring Google Search Console
- Evaluating the Google index
- Using PageSpeed Insights
- Interpreting results and leveraging reports
- Using the Screaming Frog SEO Spider
- Generating a site map
- Getting started with Keyword Planner
- Multiplying keyword lists
- Structuring data
- Using SEMrush
- Conducting keyword research