SEO Review Series
I have always read as much as I can about SEO and one of the best primers I had the good experience to find was the SEOmoz Beginners Guide to SEO.
I first heard about it listening to a podcast on my daily power walk. The podcast was Marketing Over Coffee with John Wall and Christopher Penn.
So I made a point of getting it and since I’m not the most focused reader, I decided to make a video of each chapter as I made my way through the guide.
I am a visual learner so the videos are a great way for me to learn and reference for future use.
At first I didn’t think of showing these videos to anyone, I simply had them on my machine for my own use.
Then a friend of mine saw one and suggested I put it up on YouTube. I did and guess what, I got a few views.
Long story short, I have a YouTube channel with over 240 videos about a whole bunch of stuff. So you can check it out.
You’ll find there a whole series of videos on the SEOmoz Beginners guide from a couple of years ago.
In todays post, you find the first of a series of videos on the 2012 updated guide.
This one is about Chapter One and covers how search engines work , namely how they crawl, index, look for importance and relevance in answering search queries.
It lays out the guidelines for webmasters as Google and Bing outline them.
It’s basic and general information for the beginner but it is important to get the basics before venturing into the details of SEO.
So take in the video and as always don’t forget to “tweet”,”like” or “Google+1” if you find the information helpful. Many thanks.
PS. For you transcript lovers, there is one on the way. I’ll post it as soon as I get it.
Here is the transcript of the video. Enjoy.
Hey, Claude Pelanne here, Affiliate Starting Line, welcome. This is going to be a series of videos. A couple years back I did some about the Beginner’s Guide to SEO by SEOmoz. It just came out, and I got a copy of it. It’s free, so you can get a copy of it. I’m going to quickly go through some of these chapters and see what they have in them. I’m a visual learner, so I always use video as a referral source.
Chapter One is about how search engines operate. Here they explain that a search engine has two major functions. Crawling and indexing is function number one. Providing answers by calculating relevancy and serving is function number two.
Under crawling and indexing, it explains that search engines will look for, go to a page. They get to pages by following links, by the way, but we’ll get to that. Then, on that page, it will look for key markers, meta tags that will tell her what that page is about using keywords. It will take those words and put them in an index that it will use, so that if somebody uses those keywords in a query, it will pull up the results out of that index for that keyword and order those results in a certain way, and serve those up as the answer to that query.
Now, link structure is the second part of this crawling and indexing. Links are the veins through which these crawlers flow, and that’s how they find web-pages, and that’s how they find all the webpages all over the web. It’s very important that you understand you have links coming into your webpage and links going out of your web-page. It’s also very important to understand how you organize your website so that each page, the link structure of the website, is logical and easy to follow and all your pages can be found.
The second function, providing answers. What the search engine will try to do is provide an answer that is relevant and important to the user who has just typed in a query. They want to make sure that the information that is served up is satisfactory to the searcher. It determines how to serve up search results by using 200 different signals, different ranking factors. There’s a link here that explains what some of those ranking factors are. Those ranking factors keep changing. We’ll get into some of that later in the book.
Important thing that it tells you to do, in both Google and Bing, is to go read the webmaster guidelines, because that’s straight from the horse’s mouth. The search engine is telling you what you should be doing. In the case of Google, they tell you to write for humans, not for search engines. Make sure that your site hierarchy is clear and the text links are clearly organized. They want you to create useful content, information rich web- pages, unique and all your own, they don’t want you copying. You want to make sure that any other material that’s visual has tags attached to it, that will explain in writing what that visual is about. Same holds true for video. They tell you to use human friendly URLs so that what’s in the address bar isn’t a bunch of letters and numbers, but, hopefully, has keywords explaining what that particular page is about.
When it comes to Bing, same, same. Bing wants keyword rich URLs. It doesn’t want content buried inside rich media, that means video and photographs. It wants you to explain what they are. It wants you to create keyword rich, unique contents, so, very similar to what Google was doing. The latter part of the chapter explains an experiment that SEOmoz did. They determined that the higher up on the page your keywords that define the page are, the better. The search engines give higher priority to keywords found early in the content, rather than later in the content. That’s kind of simplifying it, but that’s what that explains.
There is another resource here. Chapter One is about search engines and its two functions. If you really want to find out how a search engine indexes, there is a seven minute video by Matt Cutts, How Does Google Search Work? I typed in Matt Cutts, How Does Google Index? There is the URL, right up here. If you watch this video in seven minutes, I think he really did a brilliant job, and he explains how Google indexes. It will give you a much better idea of how this whole system works.
That’s it. SEOmoz, Beginner’s Guide to SEO, Chapter One. I hope this video has been helpful. This is Claude Pelanne at Affiliate Starting Line. Stay with it, stay well, and we’ll talk to you soon.