SEO Measurement 101
INTRO: SEO 101
I you live in search marketing on a daily basis, you can probably skip this initialsection. You could probably recite much o this in your sleep. (I you do, seek help).Otherwise, to set the stage or the rest o this workbook here is a brie primer tobasic concepts o online search marketing.It’s worth starting out talking about the two types o search marketing.First is natural search.Natural search is any o the eorts youmake on your Web site to optimize it or those who are likely to be looking or your site, or those you want to attract to your site; oten, these groups are onein the same. As or paid search, this is the processo bidding auction-style or keywords that you eel are prominent and key inbringing people to your site.In either case, what you’re trying todo is make your site more attractive toboth those consumers who you want on your site, as well as the search engines(e.g. Google, Yahoo!, Bing) that your consumers are using search or you.Search engines use “crawlers” whichscan all Web sites to nd sites or pages that match the searcher’s keywords.