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WHAT IS SEO OPTIMIZATION FOR NON-TECHNICAL?

GOOGLE is an indexed search engine. In other words, everything goes on the World Wide Web has to be indexed so it can be found, similar to a library. If it's not indexed, it probably goes under Dark Web (unindexed Web).

That's the logic of indexing. Make it easily findable when searched.

The tool Google provides us to better our indexing is called Search Engine Optimization (SEO).

Think SEO like this, you might have a great news or a new product but what is the use if the customer cannot find the information about you?

SEO -makes effective containers for people to find the information.

LET`S WRAP IT UP:

SEO is not built to search for customers on the web, it's for making it easy for customers to find you.

It's not a surprise most visited websites in 2018 in Canada ranks google.com as first.Your average Canadian spends around 6-7 minutes browsing it, whereas Facebook comes as third. In FB, a visitor spends 10 minutes checking out the page.

However, there is an important difference in people using both platforms in terms of unique visits. A Facebook user can go 10 times, and that will count as one unique visit. Compared to Facebook, Google has more unique visits because there are more people that are using it with a different IP address and different identifier.

You don’t want to miss the opportunity to Search Engine Optimize your website before you start getting active on Social Media. Particularly, someone searching Google is further down the sales funnel than someone who is just communicating and hanging out, wasting time on Facebook with no real presence on the internet.

OPTIMIZATION VS MARKETING:

This two term often misunderstood by the general public. When you say your website is SEO’d, you only mean it is well indexed for Google Algorithms. It does not mean your website is getting marketing.

If you want marketing, it is called Search Engine Marketing (SEM). You have to pay Google AdWords a fee every time a user clicks on your ad. That’s because Google AdWords charges advertisers based on a pay per click or PPC model.

Depending on your budget, running SEM campaigns is not a bad idea. It has efficient results, you can do targeting and branding in a small period of time.

However, if you are seeking for a rather long-term and cost-effective way to increase your website ranking and improve your website traffic, SEO still carries the Cup.

In other words as Eric Schwartzman said,

SEM is equivalent of online advertising, SEO is equivalent of online PR. SEM is paid, SEO is earned.

UNDERSTANDING SEO DYNAMICS

There is a common misunderstanding that I would like to clarify here as well. If someone looks up your name and Google shows up your name , that’s not being SEO’d. Google gives that for free.

But if I write “organic food” and your name shows up in the first page that’s due to SEO.

So, when a generic , unbranded keywords indicative of category which you are in is part of a Google search and your company shows up on the first page, that's due to SEO.

IMPORTANT !

SEO IS WHAT PEOPLE THINK ABOUT US NOT WHAT WE THINK ABOUT OURSELVES. SO, EMBRACING POPULAR LANGUAGE IS VITAL. IF PEOPLE LOOK UP CHEAP WINDOWS, WE NEED TO SEO THE KEYWORD "CHEAP" INSTEAD OF "ECONOMIC" OR WHOEVER SEO'D CHEAP WILL GET THE CUSTOMER.


Connection between Search and Reputation

If you search a broad unbranded phrases and your name didn’t show, many will argue you have no reputation. People perceive the results they get.



Content and Context Matters

People want to see the information they seek. If the potential customer goes to your website and cannot see the basic information they are needing to shortlist you, your reputation gets a hit. This will unwillingly create a perception of unprofessional branding in cases as such.



Information Needs to be Fast and Furious

People are used to the pampering of technology in terms of accessibility of information.

Google also nurtures it, by providing advanced algorithms and filtering for a faster and better quality information.

The patience threshold for looking for information shortens with every new technology introduced. Canadians spend an average of 7 mins browsing in Google in 2018 statistics.

This all you need to shortlist the websites, gather the information you are looking for and find it.

This is something you need to consider when designing a search strategy while making your Website SEO Optimized.


Anticipating the Arrival Of Your Customer

in other words, we can say SEO is basically anticipating the arrival of your customer. However, there is a thin, delicate line in receiving our customers.

When it's too much?

You know those websites as soon as you go their landing page right away, with pop up windows about subscribing to our newsletter, a mailing list get or receive a free ebook.

Now, that’s a wrong way of using it. I close them almost every single time, and I feel almost harassed by these constant pop-ups. It feels like I am at a store to screen shop and an annoying seller is following my every step, constantly asking me if I want to buy this or that, almost pressuring me into buying it.

When it's done right?

If you are a software developer and renting your software for example; and your customer rented software from the website, one important thing will be technical support. Does the client have live chat option, does the software provider have a toll-free number, how fast are calls for tickets returned, etc. When I see that live chat sign, I almost always feel happy and feel safe. It creates a positive reputation for me.

It feels like they expected something with my experience to go wrong and they are there to make sure that is a pleasant one.

White Hat SEO vs Black Hat SEO

White Hat refers to ethical usage of SEO where as Black hat refers to unethical usage of SEO.

There are companies out that chooses to inflate their rankings by not following Google’s guidelines and regulations. Google put these rules in place to protect the quality of information distributed on the web. When these unethical practices find out, Google can/will directly demote their Google rankings, remove the offended section or page or even ban you from Google Search Engine.

Some Common Black Hat practices are:

Link farming: A link farm usually is a web page, but the majority of the content is hyperlinks-- often random and unrelated -- to other websites. A famous example would be the pharma SERP case study

Doorway Page : A doorway page will affect the index of a search engine by inserting results for particular phrases while sending visitors to a different page. A perfect example is the Wordpress case study.

Paying others to get a backlink: Google does not allow buying backlinks or giving discounts tradeoff for a backlink. It doesn’t allow it because that would artificially inflate the rankings. Google likes when back link creates a meaningful network rather than random information. One example is the Overstock Case Study

Hidden Text: This is a favourite of Web developers who offer basic SEO as part of their package favour this practice. In the meta tag part of the code they simply create input type= ”hidden” (Defines a hidden field) and insert repeating keywords within.These keywords won’t be seen by the user but will affect Google algorithms.A good example will be the manual demotion of Home Depot in 2012

Cloaking: This is mostly used in Spamming. It shows the content to different to google search spiders and different browsers. Websites practicing black hat SEO will do this in order to make content rank for a variety of terms irrelevant to their content. InJuly 2010, Google Adwords were de demoted. This was done just to show the seriousness of Google SEO Practices.

The most important rule of SEO

Have the best CONTENT.

USEFUL TIPS TO MAKE YOUR WEBSITE SEO’D.

  • 1.Not every keyword will be available to compete. There are bigger, older and smarter companies already SEO’d their website for that particular keyword with better, unique content so that using that keyword almost means nothing for a smaller scale company for their immediate situation. it is often a better practice to introduce a keyword modifier as a solution. Rather than competing for “travel”, a smarter approach would be to modify the keywords as “cheap travel” or “ unique locations”.
  • 2.Keep track of your competitors and their keywords. This way you will know what you are up against. It will help you to analyze the best keyword suitable for you.
  • 3.Do you remember using yahoo search engines? Back then, Yahoo used density indexing as an algorithm SEO to find the information, which basically means that the amount of the same keyword being used in a website will help rank the page higher. Of course, black hat marketers found this algorithm as an opportunity to rank their websites without paying any attention to content itself. One common practice used that I remember was that they will use a white text with white background (totally unreadable to human eye) and they will key these words over and over. Deceiving the search engine scanners. Google however, introduced citation indexing. Basically, it means how many links are linked to your website now matters. The amount of inbound links makes you preferable for Google spiders, and the quality of your inbound links also affects your ranking. Authority sites like, military, gov, and edu brings you a sustainable organic high ranking.
  • 4.Constantly check your links better understand of your SEO ranking. A great site for this is the MOZ Link Explorer
How to lure Inbound links? (link baiting)

There are many strategies you can follow to lure inbound links. The 3 from content marketing system are:

  1. 1. Giving grands to universities, government agencies are a great way of luring backlinks.You can simply make a page where you house that grand at your domain where these establishments can backlink, thus boosting your Google Ranking.
  2. 2. If you have a glossary of terms which has its own url that people can link to, that would be a link building strategy.
  3. 3. Making educational or funny videos. Linking those videos to the related pages will higher your ranking.

ON PAGE AND OFF PAGE SEO

On page optimization means that the words used on the web were used to SEO to rank the page and the rank was boosted with high quality inbound links.

How to find a metadata of a website ?

In Chrome, go to any url you desire, right click your mouse on the website and choose view Page Source. This will open the actual HTML of the page and search for metadata ,sandwich between tag.

  1. 1- This is an example of on-page SEO on metadata

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  1. 2- This is an example of off-page SEO report for inbound links (backlinks)

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  1. 3- Have a good sitemap for on-page SEO

Think of it as giving your the wireframe of your house sketch to Google so when it's spiders roam around they don’t get lost and find exactly what they are looking for.

Check if your website has a sitemap with XML-Sitemaps

Three important tags (Metadata) must have for SEO:

1- Browser Page Titles (title tag) : The Title Tag, appears in the browser right above the website url. It changes in each page. Go through the Distinct Graphics and Software Solutions navigation bar to see an example.

Now remember, Google is basically designed to index the web. The more efficient and effective (user friendly) you make the access of the information, the more likely,Google promote it. One simple way of doing that is using proper “Title tag”. Every page needs to have its unique Title Tag, which will tell Google what that page content is about so Google can index it accordingly.

How to write a good Title Page?

A recommended way is to go from specific to general.

People when they scan information, they do not pay attention to title as much as the snippet (the description below the clickable link). So snippets -meta description- carries a vital importance for making your website clickable.

2. Meta Description: Google will use this as a snippet below the search engine link, and SEO will also look into phrases within the description while indexing.

Meta Keyword:These are the keywords, when a customer look for the word on the net, you want Google to index you as one of the providers if not “the provider”.

Keyword Discovery:There are several methods to finding the best suitable keywords. Marketers, are trying daily to find a better way to get the results they are looking for their clients. One of the ways to do this is to use is third-parties such as MOZ.com to try to analyze the words from their reports.Another powerful tool is Google Trends. This tool was launched 13 years ago as a free service for marketers and people who wants to utilize it. This powerful tool brings you an insight regionally and globally, the most searched words from a certain period of time.

Keyword Modifiers:Sometimes some keywords are used by everyone and some websites have so many inbound links that using that keyword doesn't create the edge or differentiation you are looking for. At that point, it is often recommended to introduce keyword modifiers. A “home renovation” can be modified as “affordable home renovation” or “cheap home renovation”. Some commonly used keyword modifiers are, affordable, cheap, surrounding, offers, deals, leading, online, services, best, top etc.

Spy on your competitors :Check the metadata of your competitors to create new unique keywords and-or to create modifiers.

Density Analyses:Google doesn't support a term or phrase being used over and over again. Rather, it promotes saying the same information with different terms.There are several tools out there to check your density analyses, it is good to consider for content editing.Check your density analyses , which you can also find in chrome extension

In short, we all agree SEO is such a vital tool to marketing our websites that we cannot turn a blind eye to it. It is quite complex. It builds gradually and requires constant monitoring, so in many cases its better to be done by experts if organic ranking is the goal.