0 1 00:00:00,950 --> 00:00:02,230 SEO 1 2 00:00:02,270 --> 00:00:07,880 It's critically important to your online marketing success as nearly 60 percent of all traffic 2 3 00:00:07,940 --> 00:00:09,700 on the Web starts with the Google search. 3 4 00:00:10,070 --> 00:00:15,740 If you add in the traffic originating from other major search engines like YouTube, Facebook being 4 5 00:00:15,770 --> 00:00:16,490 and Yahoo! 5 6 00:00:16,760 --> 00:00:21,770 This figure is even higher with 71 percent of all traffic coming from search. 6 7 00:00:24,950 --> 00:00:31,640 Search engine optimization SEO is the art of getting targeted traffic to a Web site or page from a search 7 8 00:00:31,640 --> 00:00:38,090 engines organic rankings, SEO includes creating high value content, optimizing that content around 8 9 00:00:38,090 --> 00:00:41,420 specific keywords and building high authority backed links. 9 10 00:00:44,490 --> 00:00:49,620 The trick to winning with SEO is to optimize your site for the search engine, you want to rank highly 10 11 00:00:49,620 --> 00:00:53,310 on whether that's Google being Amazon or YouTube. 11 12 00:00:53,760 --> 00:00:58,200 You must make sure search engine sees your site as the best answer to a person set. 12 13 00:00:58,500 --> 00:01:03,990 How the different search engines determine the best result is based on a unique algorithm that evaluates 13 14 00:01:03,990 --> 00:01:10,560 several different factors, including quality of content, back length uptime, traffic and speed. 14 15 00:01:13,380 --> 00:01:18,150 The most important factor is your content quality and the amount of traffic your website gets. 15 16 00:01:18,750 --> 00:01:24,810 If you had to boil a great SEO strategy down to one simple sentence, it would be this you should aim 16 17 00:01:24,810 --> 00:01:25,790 to create a Web site. 17 18 00:01:25,830 --> 00:01:26,820 People love. 18 19 00:01:29,160 --> 00:01:34,470 Search engines are set up to measure several different signals across the Web so they can crawl it and 19 20 00:01:34,470 --> 00:01:36,440 find the most popular Web sites. 20 21 00:01:36,810 --> 00:01:41,940 You can't cheat this, but you can gain search by making sure you send up all the right signals and 21 22 00:01:41,940 --> 00:01:45,090 ensuring their signals are authentic and not artificial. 22 23 00:01:48,530 --> 00:01:52,100 Modern SEO goes far beyond meta tags and back links. 23 24 00:01:53,080 --> 00:01:58,870 You also need to get up to speed with featured snippet, rich snippets, video snippet, voice set and 24 25 00:01:58,870 --> 00:02:01,660 video SEO as well as Google rank brain. 25 26 00:02:02,230 --> 00:02:07,360 We'll take a deep dive into all these areas and how you can use them to turbo charge your marketing 26 27 00:02:07,360 --> 00:02:09,190 results later in this course. 27 28 00:02:10,850 --> 00:02:16,490 Before you do anything else SEO related, you need to focus on your content to assess whether the search 28 29 00:02:16,490 --> 00:02:18,520 engines will like and score it highly. 29 30 00:02:20,030 --> 00:02:25,010 If you're publishing text based content, for example, then you should know Google hates your articles. 30 31 00:02:25,310 --> 00:02:30,530 Google's highest ranking articles all have a word count between nineteen hundred to twenty two hundred 31 32 00:02:30,530 --> 00:02:31,010 words. 32 33 00:02:31,760 --> 00:02:37,220 This is a search to get comprehensive information from a helpful article that addresses the exact issue. 33 34 00:02:37,370 --> 00:02:39,020 The searchers querying about. 34 35 00:02:41,070 --> 00:02:45,210 Evergreen content is best, an article on the top four best smartphones. 35 36 00:02:45,240 --> 00:02:49,160 It's going to go out of date as fast as new models are released near constantly. 36 37 00:02:49,950 --> 00:02:54,990 An article like that is only good for a short period of time and won't generate continuous hits over 37 38 00:02:54,990 --> 00:02:55,980 a longer period. 38 39 00:02:57,290 --> 00:03:01,430 If you're creating tech space content, the most important factor is how unique it is. 39 40 00:03:01,760 --> 00:03:06,740 If you haven't taken the trouble to ensure your content is fresh and original and it just Lezley using 40 41 00:03:06,740 --> 00:03:12,350 the same phrases and keywords as everyone else, then you're not going to score highly in this course. 41 42 00:03:12,410 --> 00:03:17,840 You will learn smart trick that will help you cleverly choose your words so you rank above your competition. 42 43 00:03:18,230 --> 00:03:24,170 The trick is to use certain words and place them in specific spots and you'll discover exactly how to 43 44 00:03:24,170 --> 00:03:25,760 do this in later lessons. 44 45 00:03:26,690 --> 00:03:32,240 If you apply our tactics, you'll boost the search engine ranking your text based content get even if 45 46 00:03:32,240 --> 00:03:33,230 you already rate well. 46 47 00:03:33,440 --> 00:03:36,860 And even if your content isn't a popular or overcrowded niche. 47 48 00:03:38,650 --> 00:03:43,120 If you want to keep people reading, it's also important to include visuals in your text. 48 49 00:03:43,420 --> 00:03:48,850 Although the switch off use clean layouts with plenty of subheadings to break up blocks of text and 49 50 00:03:48,850 --> 00:03:55,450 incorporate pictures, charts, infographics and video to annotate your copy. Video is especially effective 50 51 00:03:55,750 --> 00:03:56,430 Studies have found. 51 52 00:03:56,500 --> 00:04:01,000 Visitors will spend much more time on pages that have this type of content embedded. 52 53 00:04:02,200 --> 00:04:08,050 Layout is important, too, as misplaced or awkwardly positioned, multimedia will only confuse your readers. 53 54 00:04:08,620 --> 00:04:13,090 In this course, you'll learn how to create great layouts that encourage people to stay engaged with 54 55 00:04:13,090 --> 00:04:13,860 your content. 55 56 00:04:15,450 --> 00:04:20,040 Getting good reviews from your professional peers or recognition from people in your industry sector 56 57 00:04:20,100 --> 00:04:22,270 is another way to boost your position and search. 57 58 00:04:22,680 --> 00:04:28,470 Google uses the eco system, which looks at the expertise, authority and trustworthiness of your site 58 59 00:04:28,470 --> 00:04:32,310 to assess the legitimacy of your content and will rank you accordingly. 59 60 00:04:33,030 --> 00:04:37,800 It's helpful to think of the system as a kind of Internet credit check, which you can build up and 60 61 00:04:37,800 --> 00:04:39,870 strengthen by taking certain actions. 61 62 00:04:41,340 --> 00:04:46,620 Backlinks are a great way to improve your score as Google tracks these to see how many people are linking 62 63 00:04:46,620 --> 00:04:47,550 back to your page. 63 64 00:04:47,970 --> 00:04:52,920 Lesser known sites give you a smaller score, while more popular Web sites give you a better boost. 64 65 00:04:53,130 --> 00:04:55,980 So it's wise to try and get props from the bigger players. 65 66 00:04:56,370 --> 00:05:01,590 It's also much better to have relevant links from sites within your niche rather than general links from 66 67 00:05:01,590 --> 00:05:02,370 random sites. 67 68 00:05:02,520 --> 00:05:05,460 So focus on targeting those sector specific sites. 68 69 00:05:07,140 --> 00:05:08,670 Authors are also crucial. 69 70 00:05:08,730 --> 00:05:14,600 And if you can always attribute your content to recognize expert or people who have high schools, this 70 71 00:05:14,610 --> 00:05:19,620 factories ultra important when it comes to building your brand's authority and protecting its reputation 71 72 00:05:20,130 --> 00:05:24,990 as both people and search engines will look to see if the information you're putting out there comes 72 73 00:05:24,990 --> 00:05:26,220 from credible sources. 73 74 00:05:28,090 --> 00:05:32,110 Google also looks at your mentions to see what others are saying about you on other sites. 74 75 00:05:32,230 --> 00:05:36,970 If a lot of people are trashing your brand on high authority sites, this will negatively affect your 75 76 00:05:36,970 --> 00:05:37,400 school. 76 77 00:05:37,660 --> 00:05:43,270 On the other hand, if your content had lots of likes and positivity, this will give you a big boost. 77 78 00:05:47,240 --> 00:05:52,010 To ensure your content meshes well with search engine algorithms, you need to make sure your website 78 79 00:05:52,040 --> 00:05:53,360 is laid out clearly. 79 80 00:05:53,510 --> 00:05:56,090 So Google can easily call it for keywords. 80 81 00:05:56,480 --> 00:06:01,610 You should aim to even need to bide up your page intersections instead of just posting everything as 81 82 00:06:01,610 --> 00:06:02,480 one big blob. 82 83 00:06:03,170 --> 00:06:04,670 This will not be a Google. 83 84 00:06:04,700 --> 00:06:08,210 It will also help your readers and encourage them to stick around. 84 85 00:06:10,340 --> 00:06:15,530 Finally, don't forget Google ranking factors, you don't have to master all 200 to succeed. 85 86 00:06:15,830 --> 00:06:20,450 Instead, you focus on the smaller set of factors that will make the biggest difference to your search 86 87 00:06:20,450 --> 00:06:21,080 position. 87 88 00:06:21,950 --> 00:06:26,090 Top six SEO success tips you can follow to boost to discoverability. 88 89 00:06:27,760 --> 00:06:29,450 Place your main key word early. 89 90 00:06:30,370 --> 00:06:36,390 Use your primary keyword as high up in your content as possible, preferably in the first 25 words at 90 91 00:06:36,400 --> 00:06:40,050 Google places more relevant on ten that appear at the top of the Web page. 91 92 00:06:41,790 --> 00:06:42,630 Be original. 92 93 00:06:42,960 --> 00:06:49,080 Use unique titles alongside fresh descriptions, content, meta description tags and image old text 93 94 00:06:49,230 --> 00:06:51,240 because Google will score you much higher. 94 95 00:06:51,330 --> 00:06:56,220 In fact, they've even stated that to rank well, you must avoid having duplicate or need duplicate 95 96 00:06:56,220 --> 00:06:58,260 versions of your content across your site. 96 97 00:06:59,980 --> 00:07:01,060 Tweak your title tag. 97 98 00:07:02,170 --> 00:07:07,440 Use one keyword pair title and front date or keyword by using it as early as possible in your tag. 98 99 00:07:07,710 --> 00:07:12,510 Spend some time thinking up and creating engaging in compelling titles that will make people stop, 99 100 00:07:12,690 --> 00:07:18,840 click through and then share the more click 3s and shares you receive, the higher your SEO ranking 100 101 00:07:18,840 --> 00:07:19,530 will climb. 101 102 00:07:20,430 --> 00:07:21,990 Optimize your site loading speed. 102 103 00:07:22,440 --> 00:07:23,940 This is an important back trick. 103 104 00:07:23,970 --> 00:07:25,020 You want to rank highly. 104 105 00:07:25,320 --> 00:07:26,220 So much so. 105 106 00:07:26,340 --> 00:07:30,990 Google explicitly say so in their policy, despite not typically mentioning ranking factors. 106 107 00:07:31,310 --> 00:07:36,450 Compress your images, use lightweight themes and consider using lazy loading, which can boost your 107 108 00:07:36,450 --> 00:07:38,810 site speed by up to 50 percent. 108 109 00:07:40,110 --> 00:07:41,160 Monitor your ranking. 109 110 00:07:41,550 --> 00:07:47,160 Use a Google search console to track to progress, particularly the performance coverage and enhancements 110 111 00:07:47,160 --> 00:07:47,700 reports. 111 112 00:07:48,180 --> 00:07:50,650 The performance report will allow you to track your keywords. 112 113 00:07:50,850 --> 00:07:55,740 Discoverability and click through rate, allowing you to see what works and what doesn't. 113 114 00:07:56,100 --> 00:07:58,530 This will help you refine your approach over time. 114 115 00:07:59,750 --> 00:08:05,450 Use coverage to check for any indexing errors and fix these as soon as possible, indexing errors may 115 116 00:08:05,480 --> 00:08:07,040 mean Google can't scrawl your site. 116 117 00:08:07,190 --> 00:08:10,370 So it's important to get rid of them to ensure your page can be found. 117 118 00:08:11,230 --> 00:08:16,010 Enhancements will let you assess your mobile usability, a vital factor considering how many people 118 119 00:08:16,070 --> 00:08:17,780 access content through their smartphones. 119 120 00:08:18,260 --> 00:08:24,020 Google's index is now mobile first making it even more important to ensure this area is optimized. 120 121 00:08:25,240 --> 00:08:26,590 Use intenal linking 121 122 00:08:28,060 --> 00:08:33,670 Ad links from one place to another on your site and use keyword rich anchor text to tell Google what 122 123 00:08:33,670 --> 00:08:34,690 your page is about. 123 124 00:08:35,050 --> 00:08:36,100 Make sure detect and 124 125 00:08:36,400 --> 00:08:40,030 Always include your main keyword to maximize the effect. 125 126 00:08:42,410 --> 00:08:44,630 Don't just link random pages, though. 126 127 00:08:44,840 --> 00:08:49,280 Make sure the pages you link are relevant to each other to ensure an optimum score. 127 128 00:08:51,630 --> 00:08:57,570 You can use internal linking to boost pages that have a low link authority helping to boost their Google 128 129 00:08:57,570 --> 00:08:57,980 score. 129 130 00:08:58,380 --> 00:09:03,680 A great way to do this is to link older pages, which tend to have a higher link authority to newer 130 131 00:09:03,690 --> 00:09:04,390 content.