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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.
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.
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.
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.
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As a companion to our Periodic Table of SEO Factors, Search Engine Land’s Guide To SEO walks you through the fundamentals of optimizing for search so you can develop a solid strategy to drive organic traffic to your site.
In addition to covering SEO generally, Search Engine Land also has search engine optimization areas specifically for the major search engines:
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.
Hint: Stay tuned for our updated 2021 SEO Periodic Table launching at SMX Advanced on June 15th!
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.
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.
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.
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 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.
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.
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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.
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.
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.
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.
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.
The table and accompanying report also look at three niches of search:
How can I learn SEO?
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue. Stay tuned for 2022 event details!
Your website also needs to have external links, meaning links leading to websites outside of your own. You also need to include internal links (exactly like this one here). Link the pages of your website together. Optimizing these links will make give your website a boost in search engines. If your pages are linked to each other and you also support your text with relevant information from other sites, there is more chance that Google will promote your site. An SEO expert works on this aspect to provide qualitative links that are well-positioned.
For example: You sell tennis equipment on your website. Thanks to SEO, you appear in the search results for people who want to buy tennis equipment online (“buy tennis racket”, “cheap tennis shoes” etc.). Considering that 93% of online experiences begin with a search engine query, ranking well on search engines is essential!
You also need to make sure to improve your online reputation . Much of this is done through social media . These platforms will make your business shine online. You can share news about your company.
How exactly does SEO work? SEO may seem very vague to you so far, so let’s take a closer look at how to improve your SEO .
Using tags for good SEO rankings.
An organized and structured website.
Having quality content will improve your SEO. Each of your pages needs to be optimized and offer interesting content. Having a page with some keywords and a few lines is not enough. All your pages must add value for visitors. In fact, pages with more than 3000 words are more noticed by Google, although it is not simply about quantity! This general data must also be adapted according to your field of activity and your competitors’ published content on the query you are targeting.
common SEO errors or the total lack of a strategy can have an increasing number of negative effects. With over 29,000 gigabytes of data published every second around the world, “getting found ” has become crucial.
Contact us at +1(514) 572 7758 or using our contact form to speak with an expert who will be able to answer any of your questions.
ALT tags, which are used to describe image content. Google cannot read images yet, so these tags can help it understand what the images are showing.
Note that in SEO, there is a difference between SEO actions done on-page and off-page.
The goal here is to improve the visitor’s experience on your site. There are various tools to improve user experience. To do this, your site needs to adapt to different devices, which is referred to as responsive web design. Since 60% of Google searches are done on a cell phone, you should make sure that your website’s visual content is responsive for mobile devices. You also need to optimize the loading speed of your web pages, visuals and design.
For example, it can take into account your backlinks , i.e. links to your website from another site. Having quality links will let search engines evaluate your online visibility. If you are mentioned by pages relevant to your activity, search engines will take your site seriously and suggest it more to internet users.
On-Page SEO refers to the set of optimization actions to be applied on your website so that search engines can better rank you .
Therefore, it was necessary to define rules for search engines to understand the theme(s) of your site and to display the content that best meets the intent of internet users .
By definition, SEO involves using a set of tools and techniques to improve your ranking on search engines. SEO should not be confused with SEA, which is search engine advertising.
What do backlinks do?
title tags and meta descriptions, which will be the first visible elements for internet users when they perform a search. The title tag and the meta description are very important to clearly define the subject of your page. On the one hand, they help Google to understand your page topic. On the other hand, they encourage the user to click on your result over your competitor’s.
Here we are referring to search engines such as Google, Yahoo, Bing, etc. but they are not the only ones. If you think about all the sites where you need to search to find a result, many will come to mind. If you cannot think of any, here are some examples: YouTube (second search engine), Amazon, Facebook Search, App Store, etc.
In addition to these factors, On-Page SEO involves the improving web page load time, your website’s navigation, internal linking, URL structure, no 404 errors, and more. This set of optimizations will facilitate the work of search engines and help you organize your site in a coherent way for your visitors.
If you read the definition of On-Page SEO, you probably understand that Off-Page SEO is the set of techniques to be applied outside your website . Well-organized content isn’t enough to guarantee a good ranking in search results (that would be too easy). To help users quickly find the content they are looking for, Google (to name just one) will prioritize websites that already have a good reputation on the topic they are looking for. Off-Page SEO is almost more complex to optimize since we have no control over these optimizations.
That is basically what SEO is: improving your website with qualitative content both in terms of visuals and text.
Choosing the right keywords is crucial . These must be highlighted on your website across tags or “hotspots” .
What is link building?
Your website’s architecture is a key factor in your SEO strategy. It can improve user experience while also helping search engines analyze your website. We suggest thinking carefully about your website outline, especially if you are in the process of creating your website.
The goal of SEO is to help search engines understand your website . And search engines are bots, so give them a hand! Google needs to understand that your site best responds to the user’s query. There are various types of tags. For example, you can structure your website’s pages using heading tags following the hierarchy H1, H2, H3… This is where your keywords should be highlighted!
robots.txt are notions that may seem rather vague to you. Simply put, there are technical codes that allow Google to analyze your pages in different ways. For example, if you have an online clothing shop with a sweater offered in 50 different colours, give Google the option to list only one of the colours to avoid duplicate content. You can do this by inserting a “noindex” tag on some of the pages. Specifically, there is a set of tags and files to adapt your site for search engines. An SEO specialist will help you find the most relevant ones!
If you are reading this article, you may have heard about SEO (Search Engine Optimization) or already have a vague idea of what it is without being entirely sure of the specifics.
Considering that 91% of clicks on Google are on the first page, appearing in the first few search results is a common goal. Optimizing your site improves your PageRank, or your ranking on search engines.
This will make it easier for you to optimize your internal linking. The other advantage is that Google’s indexation will be quicker and easier. In other words, Google will read, analyze, and reference your site more quickly and easily.
There is a set of practices that can help you make your site known to internet users and show Google that you are a recognized expert in your field . Google rates you (PageRank) and improves your search engine rankings by comparing it to your “competitors”. For more information on PageRank, click HERE.
SEO therefore gives us guidelines to simplify the work of search engines.