Why Keyword Research and Search Engine Optimization Are Important
There are two constituencies for your information: humans ( the most important ) and search engines.
Humans are the end game for your content. You want them to learn something, take action, relate in some way to your web page.
In order for people to find your web page, search engines have to crawl it, index it ( put it in a database) and then match it to a human query using a keyword or keyword phrase from a database.
In order to do that, the search engine looks for certain markers for indications of what your page is about.
That is done by looking for “tags”: title tags, meta description tags, urls with keywords in them, headers…in other words, certain places in the code that will tell the crawler where to pull the keywords to put in its database.
It’s your job to make sure you have all these markers covered to make sure the search engines get what they need.
That is what this chapter of the SEOmoz beginners guide to SEO explains. How keywords work and what you need to know to make them work for you.
Take a look at the video and see how you can make the most of Search Engine Optimization.
If you find the video helpful, give it a “tweet”, a “like” or a “google +1” and maybe we can help someone else. Many thanks for your support.
For those of you who like to read, there is a transcript so read on.
Hey, Claude Pelanne here, Affiliate Starting Line, welcome. This is a video
in the series of the SEOmoz Beginner’s Guide to SEO and this is chapter 3.
The first 3 chapters are kind of broad in their reach and they explain
basic concepts and it’s important to understand them and in chapter 3 there
is the question, why search engine marketing is necessary and the reason
it’s necessary is that even though search engines are sophisticated they
still can’t see and understand a web page the same way a human does and so
SEO is there to lay out information, basically in a title tag, some of the
meta-tags that they have, to tell that search engine what that page is
Even though they can do it very easily visually for humans, it takes a
little more work to get the search engine to understand what that page is
about. Upfront here there’s a little dialectic here between why search
engine optimization is important and the argument against it that a lot of
people might have, saying that it’s really gaming the system. The point of
this chapter is to say, no it’s not gaming the system, it’s helping search
engines and people who are presenting pages to the search engines to
organize their information so that they can be understood both by search
engines and by humans.
So what it does here is there are 3 limitations to the way search engines
work and that they have to deal with, and that you have to be aware of. The
first is spidering and indexing problems, so search engines aren’t good at
completing online forms, so if you have an online form for people to sign
in for things it has a hard time reading and understanding what that is
about. It has a very difficult time with duplicate content.
A lot of content management systems, WordPress, Joomla, etc. If you’re not
careful you’d be creating duplicate versions of the same page, it doesn’t
like that. Different URLs with the same information it has problems with.
You can manage that with robots.txt, which is a means of telling search
engines which pages you want them to crawl and which pages you don’t want
them to crawl.
The other thing a search engine has difficulty with is poor link structure,
so if you set up a website and you’re not linking your pages logically it
may find your homepage, it may find the second level pages, it may not find
the third level pages if they’re not linked somewhere to your secondary
pages. So it has a problem with that. You can solve that by designing the
link structure on your site properly.
Interpreting non-text content. Search engines, when you have a video or an
image or an audio file like a podcast, it can’t read what’s in those files.
It doesn’t know what’s in the image. It doesn’t know what’s in the photo or
the video or the audio. You have to either get a transcription or use the
alt tags, use the tags that are provided for that particular piece of
information to tell the search engine what that is about.
Now, the second limitation of search engines is content to query matching.
It’s not easy for them always to match what somebody types in and is
looking for with the results, especially when they use language that may
have double meanings, metaphoric language. So you have to try to make sure
that what you present to the search engine is in such a way that it will
understand what you mean and you do that by making sure that your title
tags, your meta-tags are very specific about what that language means.
That’s very important.
So the on-page optimization comes in and takes care of a lot of that
relevance and importance of language issue. The third part is the tree
falls in the forest. If you don’t use search engine optimization your
website is going to be sitting there in the middle of the desert. It may
look pretty, it may have wonderful information, but there’s no way for the
search engines to find it, to tell people about it, that’s why you need
search engine optimization.
You do the right thing with the right tags and tell it what to do. It will
put that information into its index and when somebody types in a term it
will pull that information back out to present it. If you don’t have the
title tags, the meta-tags properly done it will never find you. You will be
sitting in the forest, you’ll be a pretty tree, but nobody will know
anything about you.
Then it comes down here and presents some search results to explain that
the top 3 positions of the search results get the majority of the clicks,
so you should already be aware of that. Position number 1 gets anywhere
between 18-30% of the clicks depending on who you want to believe and
position number 2 gets about 11%, position number 3 gets about 6-8
depending on who you want to believe, and so on down the line.
The top 9 and 10 positions get the majority of the clicks. That said, at
the end here it says constantly changing SEO. Not only is SEO changing but
the presentation of search results are changing and you get a lot more
advertising now on your search results page than you used to get so organic
results are not always on the page.
Sometimes you might get the first result at the bottom of the page and then
you have to crawl down and find all the others, so things are changing and
it tries to make you aware of that, but it’s still very important to use
SEO to tell the search engines what’s going on.
So that’s it. That’s the jist of chapter 3. You should read it, get a good
understanding of what limitations search engines work under. And that will
help you in the long run to design a webpage and a website that they can
handle. So that’s it. I hope this video has been helpful. This is Claude
Pelanne of Affiliate Starting Line. Stay with it, stay well and we’ll talk
to you soon.