Search Engine

Marketing
Important Terms
• Crawling: the process in which search engines scan all the internet
webpages continuously.
• Indexing: The search engine index is basically a gigantic library of all
the crawled websites with a single purpose – to understand them
and have them available to be used as a search result.
Ranking Factors
• Well-targeted content – you need to identify what people search for and create quality content tailored to their needs
• Crawlable website – this is a no brainer – if you want to rank, your website must be easy to find by search engines
• Quality and quantity of links – the more quality pages link to your website, the more authority you’ll have in the eyes of
Google
• Content oriented at user intent – SEO is not only about what words you use, but also about the type of content and its
comprehensiveness – make your visitor happy and Google will be happy too
• Unique content – be very careful about using duplicate content on your websites
• EAT: Expertise, Authority, Trust – the E-A-T signals are evaluated by Google’s Quality Raters – never forget to build and
prove your expertise and trustworthiness and write only about topics you are qualified for
• Fresh content – some topics require more freshness than the others, but nonetheless, you should regularly update your
content to keep it up to date
• Click-through rate – optimize your title tags and meta descriptions to improve the CTR of your pages
• Website speed – make sure your visitors don’t have to wait too long to load the page, otherwise, there’s a high chance
they’ll leave before actually visiting it
• Works on any device – your website must work perfectly on any device and screen size (remember that the majority of
internet users come through mobile devices!
What is a long tail keyword?
Long-tail keywords tend to have lower difficulty and higher
conversion rates. It’s because the query is more specific, so there’s a
higher chance the user is further down the buyer’s journey.