CHAPTER 4 SEARCH ENGINE OPTIMIZATION 4.1 INTRODUCTION Before delving into the intricacies of search engine optimization, there are several issues to address in order to make that content easier to appreciate. Organic vs paid search What is
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Presentation Transcript
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CHAPTER 4
SEARCH ENGINE OPTIMIZATION<br>
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4.1 INTRODUCTION Before delving into the intricacies of search engine optimization, there are several issues to address in order to make that content easier to appreciate.
Organic vs paid search
What is search engine optimization
Why is SEO so important?<br>
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4.2 HOW SEARCH ENGINES WORK When considering how a search engine performs its expected duties, there are two issues to address. Firstly, how it assesses websites for suitability in matching the search criteria (the algorithm), and secondly, how it presents the results of its assessment (the SERP).
Personalized searches
Intent
The search engine results page (SERP)
Zero-click
Key decisions<br>
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4.3 KEYWORD SELECTION Although I have chosen to differentiate SEO and advertising on search engines, there is one area where they are inextricably linked – keywords. This is because the structure of both organic and paid listings is governed by the keywords that are used by the searcher.
Localization
Key decisions<br>
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4.4 ON-SITE OPTIMIZATION Search engine optimization is based around two distinct categories, those that are concerned with the website itself, and those that are outside the parameters of the site. In this and the following section, the two elements are examined. On-site:
Web page content
Source code
Key decisions<br>
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4.5 OFF-SITE OPTIMIZATION AND The key aspect to the SE’s algorithm is the links that go into it from other sites. Indeed, it is generally accepted that this is the highest weighted factor in Google’s algorithm.
Key decisions
Linking strategies<br>
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4.6 THIRD-PARTY SEARCH ENGINE RANKING This concept considers how the brand, product or organization might appear high in the SERP listings, but not on its own website, that is; on a website owned and/or published by a third party.
Directories
Third-party websites
Social media platforms
Key decision<br>
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4.7 ENTERPRISE SEO Such is the nature and importance of featuring high in the SERPs, for some organizations SEO has moved on from being one of a number of operations and has become a significant element of the marketing strategy. Indeed, for the online-only company, it could be the marketing strategy.
Key decisions<br>
