O QUE É SEO DE UM SITE

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.

We’ve also got a brand new Niches section that deep-dives into the SEO success factors behind three key niches: Local SEO, News/Publishing, and Ecommerce SEO. While our overall SEO Periodic Table will help you with the best practices, knowing the nuances of SEO for each of these Niches can help you succeed in search results for your small business, recipe blog, and/or online store.

In the guide below, we explain these factors in more depth, and highlight tactical tips from experts on search engine optimization that will help your website get more visitors from organic search.

Search Engine Land’s Guide To SEO.

The newly updated SEO Periodic Table also includes a list of Toxins that detract from SEO best practices. These are shortcuts or tricks that may have been sufficient to guarantee a high ranking back in the day when the engines’ methods were much less sophisticated. And, they might even work for a short time now — at least until you’re caught.

Unlike paid search ads, you can’t pay search engines to get higher organic search rankings, which means SEO experts have to put in the work. That’s where we come in.

Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. In our library analogy, the librarian has read every single book in the library and can tell you exactly which one will have the answers to your questions.

Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.

Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and speed are important site architecture factors.

In addition to covering SEO generally, Search Engine Land also has search engine optimization areas specifically for the major search engines:

Subscribe to our daily brief newsletter for a recap of all the latest SEO-related news, tips and tactics from Search Engine Land and other sources all over the Web.

How can I learn SEO?

The Periodic Table of SE O Factors serves as the foundation of this Guide to SEO. Together, these resources will help you learn about SEO and inform your strategy for success.

The table and accompanying report also look at three niches of search:

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.

Hint: Stay tuned for our updated 2021 SEO Periodic Table launching at SMX Advanced on June 15th!

In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), across your website, across your social media properties, and more.

Search Engine Land’s SEO Library.

For a helpful dive into SEO, our Periodic Table Of SEO Factors will introduce you to all the key concepts you need to know, including the elements for successful on-page and off-page SEO, plus the “Toxins” or tactics that can hurt your rankings.

In addition to daily news stories from our editorial staff, Search Engine Land publishes daily articles from expert contributors that cover SEO issues mainly from an in-the-trenches perspective.

Browse the SEO Channel for the most recent SEO news stories and expert columns. Sign up to receive Search Engine Land’s daily email newsletter featuring a roundup of search marketing news and exclusive analysis and insights.

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.

Our SEO success factors can be considered proxies for aspects of the user experience. It’s how search bots estimate exactly how well a website or web page can give the searcher what they’re searching for.

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Think of the index like a giant library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking for at the time.

Since there appears to be no purchase intent behind the query, advertisers are not willing to bid for the keyword, so there are no AdWords results.

SEO means Search Engine Optimization and is the process used to optimize a website’s technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better.

Considering that Google processes billions of search queries daily, organic search results are a very large slice of a very large pie. And while there is some up-front and ongoing investment required to secure and maintain organic rankings, every click that sends traffic to your website is completely free.

The volume of ads on a SERP depends on what users have searched. If you were to search the word “shoes,” for example, you’d likely find a substantial number of the top results are ads. In fact, you’ll probably have to scroll down the page to find the first organic result.

From Google’s perspective, this is a very good search result and a positive user experience, because it’s likely that the user will click the top result and be happy with the outcome.

How Google makes money.

Search engine optimization (SEO) is the practice of orienting your website to rank higher on a search engine results page (SERP) so that you receive more traffic. The aim is typically to rank on the first page of Google results for search terms that mean the most to your target audience. So, SEO is as much about understanding the wants and needs of your audience as it is about the technical nature of how to configure your website.

Other than the small label, these search results look almost indistinguishable from other search results. Of course, this is intentional, as lots of users click on these results without realizing that they’re ads.

Search engines provide results for any search query a user enters. To do so, they survey and “understand” the vast network of websites that make up the web. They run a sophisticated algorithm that determines what results to display for each search query.

The goal of SEO is to raise your ranking in organic search results. There are different practices for optimizing AdWords, shopping, and local results.

On the other hand, if you search for something like “Atlanta Falcons,” your results will be different. Because this search is mostly tied to the professional American football team by that name, the top results relate to that. But it’s still a less clear query. You’ll find news stories, a knowledge graph, and their homepage. These 3 kinds of results at the top indicate that Google doesn’t know the precise intention of your search, but provides quick pathways to learn about the team, read their latest news, or go to their website.

Google profits from people trusting and valuing its search service. It achieves this by delivering useful search results.

To many people, the term “search engine” is synonymous with Google, which has about 92% of the global search engine market. Because Google is the dominant search engine, SEO typically revolves around what works best for Google. It’s useful to have a clear understanding of how Google works and why.

Let’s say you search “Mailchimp guides and tutorials.” This is a clear, unambiguous search. Google understands what you’re asking for, and it delivers a useful page as the top organic result—Mailchimp’s own page with that title.

However, if you change the query to “Atlanta Falcons hat,” which signals to Google that you might be shopping, the SERP results change to feature more sponsored results.

This is what Google counts on. Advertising revenues accounted for more than 80% of the $182.5 billion that Google generated in 2020. So while search functions remain its core product, it depends on its advertising business.

How do search engines work?

The 2 core elements of the search experience are the search term (the user input) and the search results (the output).

Google is designed to deliver the best search experience to its users, or searchers. That means providing the most relevant results, as quickly as possible.

A query like this usually generates so many ads because there’s a strong chance that the searcher is looking to buy shoes online, and there are lots of shoe companies willing to pay for a feature in the AdWords results for this query.

Search engines help people find what they’re looking for online. Whether researching a product, looking for a restaurant, or booking a vacation, search engines are a common starting point when you need information. For business owners, they offer a valuable opportunity to direct relevant traffic to your website.

While it may appear that so many competing elements taking up real estate on SERPs push the organic listings down, SEO can still be a very powerful, lucrative effort.

Google also provides businesses with the opportunity to pay for an advertorial placement at the top of search result pages. The word “Ad” indicates these listings. Google makes money when searchers click on these pay-per-click (PPC) advertisements, which you purchase through AdWords. You’ll see these ads on more generic queries in particular.

Here are the basics.

The anatomy of search results.

SERPs consist of paid search results and “organic” search results, where the organic results don’t contribute to Google’s revenue. Instead, Google delivers organic results based on its assessment of a site’s relevance and quality. Depending on the type of search query, Google will also include different elements on the SERP, like maps, images, or videos.

Search engines recommend SEO efforts that benefit both the user search experience and page’s ranking, by featuring content that fulfills user search needs. This includes the use of relevant keywords in titles, meta descriptions, and headlines (H1), featuring descriptive URLs with keywords rather than strings of numbers, and schema markup to specify the page’s content meaning, among other SEO best practices.

Written by Patrick Hathaway for Mailchimp. Patrick is a co-founder of Sitebulb, a technical SEO auditing tool.

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