How Search Engines See the Web

Now we’re going to look at how search engines see Web pages. Let’s go over how search engines understand what’s on a Web page, which parts of the Web page specifically help them and how you can make your pages more visible to search engines. In simple terms, when you ask a search engine to find something, it looks through a huge list of previously indexed pages called the index and pulls out relevant results based on what you’re looking for.

Pages make it into the index only after the search engine has determined what they’re about. That way, it can file them in exactly the right place, among other pages, and find them the next time a search relates to their contents. By knowing how a search engine decides what a page is about, you can optimize your pages to make sure they show up in search results of the people looking for websites just like yours. Let’s say you own a coffee shop and you’ve got a website to promote it. But when a search engine looks at the same page, in addition to seeing what you see on your screen, it also sees the code behind it called HTML. Specific parts of this code help the search engine understand what the Web page is all about, and knowing which parts are important can help you optimize your site. First part is the title of the page in the code. In this example, you can see the title in the top of the top Cotswold coffee shop. The search engine seized the title enclosed in a piece of code, this is called the title tag. Many websites can be edited using tools that handle all of the HTML coding for you. That’s called a content management system. Or seems if you use a CMS to make changes to your website, there’s probably a place you can add this title to. You can help the search engine index your page properly by making sure your page title accurately describes its contents. That way it can show up in relevant searches. The next thing you want to think about is the pages text, think about who you want to visit your page and what words they’re using to describe your products and services. Do they talk about fair trade, coffee? Maybe they use the term cappuccino instead of macchiato. These are probably the terms they’re also using to search.

Try to speak the language of your customers when you’re writing your content, because this can help ensure that they’ll find your pages when they search. Finally, let’s talk about the pages, images, search engines won’t see those enticing photos of your coffee creations in the same way we do, which is a shame. But what they will see is the code behind it to help search engines identify the image, give it a descriptive name. For example, image JPEG is not a great file name for search engines. So you could try something that describes exactly what’s in the picture, like ice, peppermint, mocha dot jpeg. You can even take it one step further by adding alternative text in the code with your image. This is known as an adult tag and it describes the image which is useful for people using Web browsers that don’t display images or for people with visual impairments who use software to listen to the content of the Web pages. Again, if you use a content management system to update your website, there’s probably a place you can add an old tag to.

So remember, use descriptive, unique titles for each page on your site, right, for your customers, but remember to include important words and phrases that can help search engines understand what your pages are all about and don’t forget to name image files with descriptive words and include alternative text together. All of these tips can help search engines understand your pages and put them in front of people that matter, your potential customers.

What Makes a Good Keyword

These are relevant traffic and competition in search engine marketing or CRM. You pay every time someone clicks on your ad. So naturally, you want to make sure you’re getting your money’s worth. You’ve just updated your website, and now you want to attract new visitors.

Oh, by the way, a keyword doesn’t have to just be one word. It can be a phrase as well. Now, without knowing more about what these clicks are worth to your business, you can’t really know whether this is a good keyword or not. For example, if you discover that the average value of these clicks to your business is forty pounds, it’s safe to say that this is a good keyword. On the other hand, if the average value is one pound, then you might want to make some adjustments. Measuring the value of your ad clicks will help, you know, if the keywords are good or not. But before you start a campaign, you won’t be able to measure the value your keywords are generating. So how can you research keywords before adding them to your campaign? Well, you have a few different options here. The first thing to ask yourself is, is this keyword relevant? Or in other words, does this keyword closely describe your products or services? Keywords that indicate a person looking to hire a wedding photographer are clearly relevant. However, keywords that suggest a person looking to do their own wedding photography or that suggest digital photography when you only shoot in film are far less relevant. Try to focus on keywords that are relevant to your business and you’ll have more success going forward. Another factor to consider is how much traffic a given keyword is likely to get. In other words, you might compile a list of highly relevant keywords. But what if nobody searches for them? Well, in this case, we’ll have to go back to the drawing board. Take, for example, the keyword
“wedding photographer” specializes in photography for outdoor weddings. Now, this might describe your business exactly, but with so much specific detail, it’s unlikely that people are going to search for it. So bidding on this keyword probably won’t result in many people finding your business. On the other hand, the shorter keyword wedding photography is still relevant to your business and may result in more exposure. Keyword research tools can provide traffic estimates to help you get a handle on this, but in reality, you’ll probably have to use a bit of trial and error to figure out which keywords are relevant and get sufficient traffic. Now you know how important relevance and traffic are in finding good keywords. Let’s move on to one more important factor to consider when determining if keywords are good.

Quite simply, you’re going to want to consider what your competitors are up to. Think about it. If a keyword is relevant and gets quite a bit of traffic, your competitors are more likely to be using it, too. For instance, when it comes to the keyword Cardiff wedding photography, there’s a good chance that every photographer in Cardiff is bidding on that keyword. This doesn’t mean that you shouldn’t include it, but you should look for keywords where the relevance and traffic is high and the competition relatively low. Perhaps a keyword like Cardiff film wedding photography would be less competitive because it’s more unique to your business. So when you’re thinking about which keywords you want to include in your ad campaigns, you’re going to want to remember relevance, traffic, potential and competition. It’s a bit of a balancing act, but weighing these three factors can set your ad campaign off to the right start.

Be sure to monitor your keywords closely. If you do, you’ll quickly learn about what’s working and then you can make adjustments as you move forward.

Setting Realistic SEO Goals

Well, one way to tackle SEO is to set clear goals, then measure your progress each step of the way. In this video, we’ll talk about why it’s important to set SEO goals.

We’ll look at how you should define success, how to decide what to measure and what tools can help. When you set aside goals, you can measure, track and report on the results, you’ll know which efforts are succeeding and which aren’t, and then you can adjust things to make it work better. Let’s start by identifying your goals. What are you trying to achieve online? How would you define success? Imagine you own a small farm. You probably want to sell fruit and vegetables to as many new customers as possible, and you’d like to build relationships with existing customers through good content and hope they eventually return to buy more fruit and vegetables. You’ve just identified three business goals conversions, turning website visitors into paying customers engagement, persuading people to interact with the content on your site and acquisition, getting new customers. Setting SEO goals gives you something to measure to help you better understand how your site is or isn’t performing. So how do you find out if you’re hitting the mark? Well, some measurements matter more than others.

For example, it’s exciting to be number one in search engine rankings, but it’s not a guarantee of success. Here’s why. Let’s say your farm website is the first result. When someone searches vegetable gardens, you’re getting a lot of visitors to your site, but not an increase in sales. Well, maybe that’s because people searching for vegetable gardens want to plant a garden and not buy your fruit and veg. The lesson don’t waste effort on keywords that aren’t relevant to what you do. So if being number one isn’t your goal, what is? Let’s come up with a few other ways that you might measure success. Remember those goals you set above? Let’s have a look at those. You can measure conversions by tracking the number of visitors who come to your website and buy fruit and vegetables or tracking a smaller action that can lead to a sale like signing up for your email newsletter. You can measure acquisitions and reach by tracking the number of times your business appears in search results, your impressions and how often people click through to visit your site. And you can measure engagement by tracking what content your visitors read and interact with, such as leaving comments or how many visitors become your fans on social media networks. How do you track all these things?

Analytics tools and webmaster tools provided by search engines can give you this information, often for free. Most major search engines like Bing, Google or Yandex offer tools like these. They’re basically a collection of reports and services that help you track and monitor your website’s visibility in search. Tools like these tell you which keywords. Bring up your website in search results, which Web pages they link to, and how many visitors click the links to visit your site. This is valuable information. If your goal is to attract customers searching for certain terms, analytics tools can also be used to better understand visitor behavior. They can answer questions like how many organic visitors become customers, which web pages or content on your site turn visitors into paying customers? Which content isn’t performing well? Armed with this information, you can adjust your strategy to do better or evaluate the performance of an agency if you’ve hired one to help you to sum up to understand how your site is performing in organic search results and how it benefits your business set goals.

To measure the success or see where you need improvement, track your performance in various areas. Once your goals are clear and you have tracking tools in place, you’re well on your way to success with SEO.

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