Search Engine Optimization (SEO): A Comprehensive Guide, Cheat Sheet of Marketing

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Search Engine Optimisation

(SEO)

SEO - Search Engine Optimisation

Is it free?

SEM – Search Engine Marketing

Is it free?

Is it Instant?

Network Format Bidding Where Devices Search Campaign Text CPC (Cost per Click) SERP ALL Display Campaign Image/Banner CPM (Cost Per Mile) Web/Apps/youtube ALL Video Campaign Video CPV (Cost per Video) Web/Apps/youtube ALL Universal app Campaign Text/Image/video (CPI)Cost per Installation Web/Apps/youtube/ SERP M/T Shopping Campaign Text/Image/video CPC (Cost per Click), CPA (Cost per Acquisistion) SERP ALL

1. Crawling

The actual discovery of new webpages on the internet starts with the process called crawling. Search engines use small programs called web crawlers (sometimes called bots or spiderbots) that follow links from already known pages to the new ones that need to be discovered. Every time a web crawler finds a new webpage through a link, it scans and passes its content for further processing (called indexing) and continues in the discovery of new webpages.

3. Ranking

The last step includes picking the best results and creating a list of

pages that will appear on the result page.

Every search engine uses dozens of ranking signals and most of them

are kept as a secret, unavailable to the public.

What is a search engine algorithm?

The search engine algorithm is a term used to define a complex system of several algorithms that evaluates all the indexed pages and determines which of them should appear in the search results for a given query. For example, the Google algorithm uses dozens of factors (many of them are well-known, while some of them are kept a secret) in several areas such as: Meaning of the query (understanding what the user means by using the exact words they used, what is the search intent, etc.) Page relevance (the search engine needs to find out whether the page answers the search query) Content quality (the algorithms determine whether the webpages are an excellent source of information based on internal and external factors; number and quality of backlinks are important factors here) Page usability (considers the quality of webpage from the technical standpoint – responsiveness, page speed, security, etc.)

Types of SEO

On-page SEO

On-page SEO, or on-site SEO, is the process of optimizing various front-

end and back-end components of your website so that it ranks in

search engines and brings in new traffic. On-page SEO components

include content elements, site architecture elements, and HTML

elements.

Technical SEO

Technical search engine optimization (SEO) refers to the tactics involved

in creating and optimizing a website so that search engines can readily

crawl, index, and render it. Technical SEO is just one piece of the whole

SEO puzzle

All on-page SEO elements fall into three main categories:

1. Content elements

2. HTML elements

3. Site architecture elements

On-Page SEO Elements

1. High-Quality Page Content
2. Page Titles
3. Headers
4. Meta Descriptions
5. Image Alt-text
6. Structured Markup
7. Page URLs
8. Internal Linking
9. Mobile Responsiveness
10. Site Speed