What is Google SEO?
Search Engine Optimization (SEO) is the practice of obtaining targeted traffic to a website from the organic rankings of search engines. Common tasks related to SEO include creating high-quality content, optimizing content around specific keywords, and building backlinks.
This article mainly talks about Google SEO. IT023 is an important blog for me to learn SEO. After learning my foreign trade website building tutorial and building the website, the next step is to learn SEO, I hope it will be useful to you~
In other words: SEO is about improving a website’s ranking in the organic (non-paid) section of search results.
The main benefit of ranking for specific keywords is that you can get “free” traffic to your site, month after month.
Here are the topics we’ll cover in this complete SEO guide.
How search engines work
How SEO Works
Natural vs Paid Results
Why is SEO important?
customers and keywords
Examples of high-quality content
On-page SEO Fundamentals
Introduction to Technical SEO
Link Building Basics
Emerging SEO Trends
How search engines work
It’s time to understand how search engines like Google actually work.
When you search for something on Google (or any other search engine), an algorithm works in real time to bring you what that search engine thinks is the “best” result.
Specifically, Google scans its index of “hundreds of billions” of web pages to find a set of results that best answers your search.
How does Google determine the “best” result?
Although Google doesn’t disclose the inner workings of its algorithms, based on filed patents and Google’s statements, we know that websites and pages are ranked by — relevance.
If you search for “chocolate biscuit recipe,” you don’t want to see pages about truck tires.
This is why Google first looks for pages that are closely related to your keywords.
However, Google doesn’t simply rank “the most relevant pages first”. This is because there are thousands (or even millions) of relevant web pages for each search term.
For example, the keyword “cookie recipes” would have 349 million results in Google.
So, to put the results in order, with the best first, they rely on the other three elements of their algorithm.
Authority is exactly what it sounds like: it’s Google’s way of determining whether content is accurate and trustworthy.
The question is: how does Google know if a page is authoritative? What they’re looking at is the number of other pages linking to that page.
(Links from other web pages are called “backlinks”)
Generally speaking, the more links a page has, the higher it will rank.
In fact, Google’s ability to measure authority through links is what sets it apart from previous search engines like Yahoo.
Content can be relevant and authoritative. But if it didn’t work, Google wouldn’t want to put this at the top of its search results.
In fact, Google has publicly stated that there is a difference between “quality content” and “useful” content.
The first result you click on (“Result A”) was written by the world’s foremost expert on paleontology. Because there is a lot of high-quality content on this page, many people link to it.
However, the content is completely unorganized. And it’s full of jargon that most people don’t understand.
Contrast with another result (“Result B”).
It was written by someone relatively new to the paleo diet, and their website doesn’t have that many links to it.
However, their content is organized into different sections. And it’s written in a way that anyone can understand.
Well, this page will rank high on the “Usefulness Scale”. Even if result B doesn’t have as much trust or authority as result A, it will still perform well on Google.
(In fact, it might even rank higher than Result A).
Google’s primary measure of usefulness is “user experience signals”.
In other words: how users interact with search results. If Google sees that people actually like a particular search result, its rankings will improve significantly.
My number one SEO tip is to improve rankings
Create a site people love! Search engines are designed to measure different signals across the web so they can find the sites people love the most. By making these signals real and not artificial, they play their part.
Now is the time to put these things into practice with a step-by-step SEO tutorial.
How SEO Works
SEO works by optimizing your website for the search engine you want to rank for, be it Google, Bing, Amazon or YouTube.
Specifically, your job is to ensure that search engines see your site as the overall best result for a person’s search.
How they determine the “best” result is based on an algorithm that takes into account factors such as authoritativeness, relevance to that query, loading speed, and more.
(For example, Google has over 200 ranking factors in its algorithm).
For the most part, when people think of “Search Engine Optimization”, they think of “Google SEO”. That’s why we’re going to focus on optimizing your website for Google in this guide.
Organic vs Paid Search Results
The search engine results page is divided into two distinct sections: organic search results and paid search results.
organic search results
Organic search results (sometimes referred to as “natural” results) are organic results that are ranked 100% based on content value.
In other words, there is no way to pay Google or other search engines to rank higher in organic search results.
Search engines rank organic search results based on hundreds of different ranking factors. But in general, organic search results are considered by Google to be the most relevant, trustworthy, and authoritative site or page on the topic.
Paid advertising is completely independent of organic search results. Advertisers in the paid search results section are “ranked” by how much they are willing to pay for a single visitor from a particular search result (called “pay-per-click advertising”).
Why is SEO important?
In short: Search is a huge source of traffic.
In fact, here’s a breakdown of where most website traffic comes from.
As you can see, nearly 60% of all traffic on the web starts with a Google search. If you add up traffic from other popular search engines like Bing, Yahoo, and YouTube, 70.6% of all traffic comes from search engines.
Let’s use an example to illustrate the importance of SEO…
Let’s say you run a party supply company. According to Google Keyword Planner, 110,000 people search for “lucky steel” every month.
Considering that Google’s first search result gets about 20% of all clicks, if you appear at the top, that means 22,000 visitors to your site every month.
But let’s quantify – how much are these visitors worth?
The average advertiser spends about $1 per click for this search phrase. This means that web traffic for 22,000 visitors is worth about $22,000 per month.
And that’s just for that search phrase. If your website is SEO friendly, then you can rank for hundreds (sometimes thousands) of different keywords.
In other industries, such as real estate or insurance, the value of search engine traffic is much higher.
For example, advertisers pay more than $45 per click for the search phrase “wholesale clothing supplier.”
customers and keywords
Before you start diving into the minutiae of title tags and HTML, it’s important not to skip an important step.
Customer and keyword research.
Here, you’ll figure out what your customers are searching for…and the exact words and phrases they’re using to search. This way, you can rank your site for what your customers search for every day.
Search engine friendly content
It’s no secret that SEO and content go hand in hand.
Generally speaking, the better the content you put out, the higher your ranking will be. It’s (obviously) not that simple. But it’s a good rule of thumb to follow when you’re writing content for SEO.
With that out of the way, here are more details on how to create SEO friendly content.
Create content for product and service pages
Content on product and service pages should still be of high quality. But that doesn’t mean you want your product pages to read like blog posts.
In fact, the main goal of your product pages should be to convert views into inquiries and customers. This is why you want your product page to focus on the features and benefits it offers.
Web SEO Basics
On-page SEO is making sure Google can find your pages so they can show up in search results. It also involves having detailed and useful content that is relevant to the search phrase you are trying to display.
Specifically, Google scans your pages looking for specific words and phrases.
And when it sees the same word repeatedly, Google says, “This page must be about this keyword!”.
Unlike text-based articles, it is difficult for search engines to understand what is in images.
So they rely on your image’s filename, alt text, and title to figure out what an image actually is.
Image SEO is super important if you run a website with lots of images. Otherwise, Google will have a hard time understanding what’s on your page.
Here’s how to optimize your images.
First, give your image a descriptive filename. For example, take a look at this screenshot of the number of comments one of our guides got.
You can have a perfect web page optimized for search engines.
But what if it looked like this?
You may have heard that “quality content” is important, and it is.
But the problem is, like I talked about earlier, just having high-quality content is not enough.
For your content to rank in 2021, your content has to be amazing.
It also needs to satisfy the needs of people searching for your target keywords.
Introduction to Technical SEO
Technical SEO is a huge topic. The main goal of technical SEO is to make sure that search engines can easily find and crawl all the pages on your site.
But in recent years, technical SEO has expanded to include topics like website loading speed, mobile optimization, and more.
Truth be told, most website owners don’t need to worry that much about technical SEO.
GSC Google Search Console
Authenticate your website with Google Search Console
Google Search Console is a dashboard of your website’s health and performance in Google.
Fun fact: Bing has their own version of this tool called Bing Webmaster Tools).
To use GSC, you need to confirm that you are the owner of your website.
When you do, you’ll get an awesome tool that shows you how many people see and click on your site in Google’s search results.
Use an SEO-friendly URL structure
Most people don’t put a lot of thought into their URLs.
And it results in weird URLs like this.
Measure and optimize page speed
A slow-loading website doesn’t just annoy users. It can also hurt your search engines.
Set up HTTPS
Google gives sites that use HTTPS secure a little advantage in search results.
In fact, according to Mozcast, 93.6% of first page results are secured with HTTPS encryption.
Site Architecture and Internal Linking
When your website is brand new and only has 5 pages, the website architecture is not so important.
However, when your site grows to hundreds or even thousands of pages, how your site architecture is set up can make a big difference.
First, you’ll create an organized structure (also known as a “hierarchy”) that organizes your web pages into categories.
Optimized for mobile devices
Mobile optimization has gone from a “good option” to an “absolute must”.
That’s because Google’s algorithm is now mobile-first. This means that the mobile version of your website is the “main” version that Google sees.
So if your website loads fast on desktop but slow on mobile, Google will think your website is slow.
If you verify your site in Search Console, you can see if your site has any mobile usability issues.
Track Results in Google Analytics
How do you know if your SEO efforts are actually working?
Believe it or not, but you can basically answer this question with one tool: Google Analytics.
Here’s how Google Analytics can help your SEO campaign run smoothly.
Link Building Basics
The goal of link building is to get other sites to mention (and link to) your site. This is also known as “offsite SEO”.
Although backlinks are the backbone of Google’s algorithm from day one, they are still super important.
In fact, Stone Temple Consulting has been analyzing the same set of search results since 2016.
And they found that links were still strongly correlated with first-page Google rankings.
Not all links are created equal.
Specifically, links from trusted, authoritative sites will pass more PageRank for your site than links from small, low-authority sites.
White Hat vs Black Hat SEO Techniques
In fact, when I first started doing SEO in 2009, black hat SEO was SEO. Shady link building tactics are all the rage because they work.
What about today? These shady link building tactics aren’t as effective as they used to be. Also, they can get your site completely removed from Google’s search results.