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Organic Search

Lesson 20 from: Digital Marketing Fundamentals

Salim Holder

Organic Search

Lesson 20 from: Digital Marketing Fundamentals

Salim Holder

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Lesson Info

20. Organic Search

Lesson Info

Organic Search

search engine optimization or SEO is the process of increasing the number of non paid visitors to your website. Organic search listings make up the highest percent of clicks on the search engine results page As nearly 85% of searchers prefer to click on organic listings instead of the paid listing. Well paid is great for getting your results on top quickly. Organic results are more sustaining. We identify which keywords we want to pay, google for our ads to show up when being searched with S. C. O. We integrate keywords into our content in a way that naturally answers the consumers question. In this section, I will talk to three key tactics for significantly increasing traffic to your site through organic search. Keep in mind this is a very high level overview. There are plenty of other courses, especially on fiber that will go much more in depth if you're looking to become an expert. three key things that you need to do one optimized site structure. This is how you should structure yo...

ur site and integrate keywords into page titles and meta descriptions and headlines. Number two develop killer content. I will provide an offer tips on creating killer content that keeps people coming back using the keywords as inspiration. And finally, we'll learn to establish back links, will understand what they are. How do you get more and also understand what this whole idea of domain authority means. So there are bots or artificial intelligence that will crawl every single website on the internet and it looks at what the page is about and how it's structured. We need to set up our site. So the bots can easily determine what our site is about and therefore make sure our site is listed first for those most relevant searches on page. SeO is mostly about setting up our site to make the work easier for the bots. We do this through site structure. Site structure needs to be organized in a way that helps the bots understand the umbrella theme of the site while creating unique and differentiated silos for different products on the site. The site needs to be easy to follow and be as shallow as possible, shallow meaning not to create unnecessary links that go deeper into the site. When you can simply have all of the information on one page and have a consumer scroll down notice there are many more one page websites today and all you need to do is scroll down on those sites versus how it worked just a few years ago. Also a part of setting up the site is having the right tags on the site. The title tag tells google what the page is all about. This is also called a page title. You should use the primary keyword, that's the most important keyword that you're interested in capturing for a search as the page title or the title tag for each page. Check out this example from an online vintage fashion retailer. Your meta description plays an indirect role in organic search ranking as the copy helps to get people to click on your link. Using a strong call to action with verbs will actually get people to click on that particular link. You can see this example here as well with the online fashion designer header tags almost as important as the title tag, they usually represent the call to action. Article names or section headers on your website, the spiders or the bots look at these tags to understand what the rest of the page is all about. Header Tags are evaluated by numerical importance. In other words, the H1 is the most important header on the page While age too will complement that header and age three will complement the H two header. All will be built based on a different priority. You should use your main keyword in your H1 And use your secondary or tertiary keywords in your H2 and your age three or your other head attack site content. 40% of visitors leave the site if it does not load within three seconds. A slow site means low quality experience and therefore a lower ranking by google and search results. So use a diagnostic tool to understand your page load times by device and identify opportunities to improve that load time. Not only will it help your search results but it will also improve your customer experience, killer content content. Marketing is perhaps one of the most often talked about topics in marketing. Today. Content is about pulling consumers into your brand, your product or service by giving them information that they want to spend their time on. We use keywords and our own knowledge of our business to understand better what information related to our product or category consumers are looking for. We can then use this information to give them high value content which is content that consumers want to spend time on, that they want to share or even come back to this content can take many different forms, videos, written, blogs, images, reviews or testimonials. It could also include games, quizzes or even surveys among a host of other options. Content marketing can be especially effective if you have a product or service that people tend to do a lot of research on Prior to making a purchase such as technology, healthcare, B2B services events and even some products. So here are some tips for developing your own content marketing strategy. Number one identify why you are creating the content and understand how it will be used. I think just as much about how you will create the content as you do how it will be distributed or seen as a second tip. Number three use keyword research to inspire your thoughts on content or use a tool like buzz sumo. Think about what topics should you cover or discuss that are relevant to your customer and then develop an editorial calendar and establish a cadence for coming up with new content and finally use analytics to optimize your content over time? Some things are gonna work and some things won't don't guess and don't let your emotions guide you use facts and now here are some tips. You were looking for a freelancer to help you develop your own content. Number one clearly define your objective, know what specifically you are looking for. Do you want an article? Do you want a video, a game and event and then identify a few potential content producers from a platform like fiber. Look at their work, read and listen to reviews from previous clients, investigate credentials and accessibility to deliver the type of content that you're actually looking for. # two, Write A Brief. Your brief will help you clearly and concisely articulate what you want your content producer to develop for you. Also, it helps you to align on a timeline and a budget for completion. Now when you're reviewing work, never review work without going back to the original brief. The brief is written for a reason done properly. You have taken the time to develop and articulate your thoughts. Do not start rethinking it after you get the creative back stay disciplined and stick to the brief. Another tip would be to test their work with a small portion of your budget at first. Perhaps you can have a small project that they can work on, that you can begin to evaluate your relationship, check the results and make the optimizations were necessary. Always check results based on your predetermined KPI what is it that the content was supposed to accomplish? Did you want return visits? Did you want people to spend more time on your site to share information? To log on to subscribe. Be sure to measure your results and use that data to assess and improve overall performance. Back links are links to your site from another site. Google likes it because it says you have relevant information on your site that many different sites view as credible and desirable. However, it's important to understand that all links are not created equal. Google gives greater credit for sites with back links that come from sites that have high domain authority. High domain authority simply means that the domain is highly credible and trusted by many. Consider the number of people who visit a site like web MD. For information on health related questions. If you go to web MD for information on a fever and web MD provides a link to another site with informative content. That page that is being linked to will get a boost in ranking because a highly credible site is essentially indicating that this particular site being linked to is also highly credible and informative. How do we make it work? Getting back links to your site, you need to get more. The total number of links to your site should increase over time and the speed at which you establish those links should also be increasing over time. So you should get more links and you should get them at a faster rate over time. It's also best to identify links from domains with high authority. And finally after understanding what links are here are some tactics for using back links, influencers and social media can push links out on their different pages. Being a guest blogger on another blog could also be a great place to establish back links. Press releases and pr public relations are also amazing opportunities to get back links and then also having amazing content articles, quizzes, games and questionnaires that people want to link to is another tool that you can use for using back links. So here's some tips to actually get people to link to your site. Number one, ask small to medium businesses, they are much more likely to participate and and want to share with. You go to conferences, industry events, meet people in the industries, create amazing content that people want to share and engage with. And finally asked any and everyone social media and pR both contribute to S. C. O. By creating inbound links and increasing online authority. Both volume and quality of links will impact if and how a page ranks. Note that google ranks pages individual pages, not whole websites. So generating shares and mentions of a particular product, page or unique content will increase the likelihood for those pages ability to rank results generated from social channels are prioritized in search engine results pages which is a compelling reason to consider social influencers in your marketing plan. Now, while back Lincoln can be an extremely effective tool to boost S. C. O. There are a few watch outs that must be followed otherwise the impact can be opposite and actually hurt your site ranking here are five back link watch outs, number one content that is not relevant to the page that it's linking to as we learned before google's a business. They want to make sure the content being received from a consumer is valuable to back links from websites with only advertisements, spammy domains will absolutely hurt your rankings, back links to missing pages or missing content, keep your site updated. Also watch out for slow loading web pages or sites back links generated by bots or a. I actually get penalized by google. So as another warning. Do not buy back links. Even with the base level understanding of S. C. O. You may want to reach out and find a partner who could do the work for you naturally, fiber has some phenomenal freelancers to select here are a few things to consider when selecting a freelancer to implement some of your s SEO tactics. First category. Knowledge for a copywriter is great to use someone that has knowledge of your category so they can use some of their own intuition in creating content that will resonate. It's certainly not a must but very helpful. Look for freelancers with S. C. O. Specific skills on their resume or profile such as SEO copyrighting keyword research experience, even google analytics experience to study site traffic and conversion or having knowledge or experience working with the platform your site is built on for example Wordpress 3rd. You may want to request a free or low cost site audit by the freelancer, prioritize your focus and budget on the areas that can experience significant results right away. And finally you might just want to start with a small project. Starting small can help you assess the working relationship. It can help you achieve quick results and understand the freelancers knowledge and also you can do it at a lower budget. For example ask them to review your blog and offer content topic suggestions based on high value keywords. Another example have them review your site and offer suggestions for improving organic ranking for one particular page.

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