create content with seo in mind: part 1 | rbm
DESCRIPTION
Writers and SEO analysts are often on opposite ends of the spectrum. Whereas writers embrace creativity and the freedom to discuss a topic, those familiar with SEO best practices know how to optimize a piece of content to ensure the highest number of viewers. This presentation is the first in a series of lessons for writers and other content creators to understand SEO principles and how to apply them to their writing to maximize discoverability.TRANSCRIPT
Create Content With SEO in MindDaniel Eng | Sr. SEO Strategist | [email protected] Cantor | SEO & Data Analyst | [email protected]
What is search?
Search can be broken into three different buckets:
1 2 3Organic Search
Paid Search
Internal Search
1Organic Search
2Paid
Search
3Internal Search
What is SEO?
While some concepts may be universal, search
engine optimization (SEO) primarily
relates to Organic Search
Matt is Google's search guru, and he will take us through this presentation
often likes to ask questions such as...
How Do I Rank #1?
How does page A outrank page B in search results?
and comes up with answers such as...
Because Page A has more "authority" and "relevance" compared to Page B
Authority deals with how the rest of the world wide web has signified that Page A is a source of reliable
information
Relevance deals with how well the content
living on Page A answers the question submitted through a
search
Relevance deals with how well the content
living on Page A answers the question submitted through a
search
To illustrate it...
Forbes is more Authoritative and Relevant than the
Pawnee Republican
So what does this have to do with YOU?
Consider the three major search engines
They work with complicated algorithms that determine the relevance and importance of a web
page for a certain search query
They look for web pages, documents, images, videos, and other multimedia elements by "crawling"
the internet
But even though there are many elements on the web, they can only index a few
and what's this "crawling" I read about?
Search engines use automated scripts, commonly known as crawlers, that browse the world wide web
providing particular data about pages and sites
There are two audiences for
SEO:Users (humans) and Crawlers
We see images, videos, listen to
music, read, comprehend and
understand content, and enjoy
the experience
Image:http://www.metatags.org/images/spider.jpg
Crawlers read HTML tags, text
links, and surrounding
content, but they don't understand most elements
So, just to make it simple...
This is what crawlers see
This is what we see
And this is what the
crawler shows us
So... you might be wondering
What does it take to rank high? What
does it take to be #1?
Up until now you've learned a bit about:
1. Search2. SEO
3. Crawlers
but there's a lot more ground to cover, and it's impossible to go over it in one single
presentation, so I'll divide it in 4 parts...
1. Introduction2. HTML Elements
3. Keywords4. Content and
Links
1. Introduction2. HTML Elements
3. Keywords4. Content and
Links
So come back next week to learn about the most important HTML elements in SEO
Thanks! send us your questions
Daniel Eng | Sr. SEO Strategist | [email protected] Cantor | SEO & Data Analyst | [email protected]