March 28, 2020
What is SEO? Complete Tutorial For Beginners – Learn SEO (Training For 2019) Fast!

What is SEO? Complete Tutorial For Beginners – Learn SEO (Training For 2019) Fast!

So today, we’re going to go ahead and answer
the super high level question what is SEO, search engine optimization? You’re brand new to SEO or if you’ve done
a little bit of it before in the past, but you might be missing a few pieces here and
there, then this is the video for you. So stay till the end because we’re going to
go through the exact step-by-step process that you need to understand what search engine
optimization fundamentally is. I’ve been doing SEO for almost 10 years. I’m excited to take you through the entire
process. My name’s Tommy Griffith with Let’s get going. All right, so let’s dig in. What is SEO, search engine optimization? Let’s answer that question today. So search engine optimization is very simply
just the act of acquiring traffic from search engines to any of the digital assets that
we own. Most commonly this is your website, but we’re
going to talk about a couple of other digital assets that you can drive traffic to as well. What is SEO not? Right, so what are the things that don’t define
SEO? SEO is not paying for traffic. It’s not a scam. It’s not shady or against terms of service. Right, SEO is completely acceptable and normal,
white hat. Lots of companies rely on it, depend on it. It’s not that fast. A lot of people jump into this the wrong way. They expect to see SEO results right away
and that’s usually not the case. It’s not just for Google anymore. There’s a number of different platforms that
you should be doing search engine optimization on depending on your business. And most importantly, it’s not that hard. My favorite aspect of search engine optimization
is that once you understand it, it’s really not that difficult. If I only had 30 seconds to tell you what
SEO is, I would tell you it’s these three things: document relevancy. That’s all the stuff we do on our pages to
make them more relevant for users and search engines. Increasing authority, so that’s all the things
we do kind of off our page in order to let search engines know we’re trustworthy and
useful to users. Things like links, views, sales, favorites. We’ll talk a little bit more about those. They’re kind of dependent on the platform. The third one is technical optimization. That’s just all the behind the scenes engineering
things that we do to make it easier for search engines to find us. Right? So within document relevancy, the easy way
to think about this is that it’s the search engine’s job to give users exactly what they’re
looking for and then eventually monetize that behavior, right? It’s our job as SEOs to understand what our
customers are searching for and then create awesome relevant content for them, right? So the search engines try and deliver the
right answer to their user and it’s our job as SEOs to understand what that user is looking
for and deliver that answer for them. That’s the document relevancy piece. Increasing authority, very broadly this means
popularity, right? So again, it depends on the platform, but
if you’re a regular search engine, that usually means links or clicks or any type of engagement. If you’re a video platform like YouTube, it
might be video views or length of video view. If you’re an eCommerce platform like Amazon,
it might be sales, right? Favorites or likes, right? It might be a different platform like Pinterest,
right, and so it really depends on the platform, but in general search engines have to understand
what kind of what the most popular documents are and then show those at the top. The last piece is technical optimization. There are more than a billion websites out
there. This is an incredibly comprehensive technically
difficult problem for Google and other search engines. Technical optimization is just all the stuff
that we do to make it easier for search engines to find us. Search is no longer just Google on your desktop
anymore. There’s a ton of different places where search
exists. YouTube, Amazon, Pinterest. There’s mobile search, Google Places, The
App Store. Yelp, Core, LinkedIn, eBay, [inaudible 00:03:47],
anything with search engines. Anything that has a search engine, that has
a number of documents, it has to sort and rank those documents, this is a problem, right? Airbnb has this problem. Yelp has this problem. LinkedIn and eBay have this problem. When someone types in used VCR or vacation
rental Miami, or coffee shop San Francisco, how do all of these web applications decide
what documents should go on the top? It’s actually a very similar problem that
Google has. Google’s obviously much more comprehensive,
it has many more tanking symbols, it has a much more difficult kind of task at hand,
but in general the problem is document relevancy. What do you show at the top for your users? Now, the best way to think about this is this,
every platform with a search engine has to solve this document relevancy problem, right? So in general to do this they like to ask
themselves two questions. The first is what’s best for our users and
the second is what’s best for our business? If your content, if the thing you are doing
on that platform is the answer to one or both of these questions, it is a relevant document,
right? Keep that in mind when you’re doing this. In general what you want to be doing is being
helpful and useful to the end user and also helpful and useful to that platform’s business. If you do both of these, you’re going to do
very, very well in search engine optimization. The last piece I want to talk about here before
we move on are click through rates, and this is why SEO is so important. If you think back to kind of the pre-Google
era, Google was search engine 11 or 13 or something like that in the late ’90s. There were many, many other search engines
prior to Google, right? The reason why Google went out is because
of their ability to find more relevant documents than other search engines. Back in the late ’90s, kind of pre-Google,
it was very, very common to do a search, not find what you were looking for, go to page
two, go to page three, go to page four, maybe change search engines. Go to page two, go to page three, go to page
four and generally be very disappointed in not finding what you were looking for. AltaVista, HotBot, Lycos, MetaCrawler, going
a little nostalgic for you here, right? There were a lot of search engines that kind
of sucked. Google fundamentally changed a lot of user
behavior here. So what happened was because Google became
so good at finding the most relevant documents, our behavior as users changed with it. This is a click through rate chart from Advanced
Web Ranking. We have a link down below. You can go ahead and grab this. But what we found is that users stopped going
to page two and page three and page four. What they’re broadly doing now is sifting
through the top five results and if they don’t find what they’re looking for, they’re doing
what’s called query refinement, which means they go back to Google and they change their
search, right? They add a word, they remove a word, they
pluralize it, whatever it is. In general, about 75% of clicks go to the
top five results. What this means is is if you’re not in the
top five results, you are effectively invisible. Users are really only sifting through the
top five results and then they’re doing another search. This is why SEO is so important, because it’s
not good enough to be in the top 10. It’s not good enough to be in the top 20. You need to be in the top five and there’s
a power law distribution through this, the spoils go to the victor. Whoever’s number one is going to get the vast
majority of clicks, right? This is why it’s so important. In general the rule of thumb here is in order
to win SEO, you want to rank number one for all of your keywords. In general, this usually isn’t possible. It is almost impossible no matter what your
business is to rank number one for everything. If you’ve done it, please email me. I’d love to take a look at what you’re doing,
but this is why SEO is so important is because 75% of clicks go to the top five results. If we’re not in the top five, we are effectively
invisible. Okay, so I want to take you through a quick
search framework before we get going that kind of compartmentalizes a lot of these thoughts
and makes it very easy to go through this entire process. So here’s the search framework. We have this as a downloadable for you. If you’d like, go ahead and click that link
down below int eh description to grab this on your own. So this framework, this SEO framework is applied
to every step of your sales funnel, so do keep that in mind as we go through. So let’s look at the top, the very first persona
and the funnel, right? So before you kind of dig into this, if you
don’t have any familiarity with what the sales funnel is, we have a video for you down below. You can go ahead and grab that, but the basic
idea here is you want to figure out who you’re targeting and where they are in the funnel. General sales funnel, you have people who
are kind of least interested first experiencing your business at the top, most interested
closer to the bottom and any users that have converted have passed through your funnel
and they’re in the retention kind of reactivation phase of the entire funnel, right? So before you use this SEO framework to identify
and optimize your site, you want to figure out who your customer avatar is, what their
wants and desires are and where in the funnel are they. So let’s do an example and let’s look at a
local real estate website in order to do that. So let’s say we had a site, it’s
is a website dedicated to selling real estate in New Hampshire, right? Let’s identify our persona and our funnel
as well. My little sister was recently married, we’re
going to go ahead and use her as an example. So we have Johnny and Liz, my brother-in-law
and my sister. They’re 26-years-old, recently married. They want to buy a home. They’ve just started looking. They’re looking for a place in New Hampshire
so they’re in the top of the funnel. We know who they are. They’re 26, they have a certain level of income,
they’re recently married, they’re looking for a home. There they are. Look at those clowns. Look at those two dummies. Aren’t they adorable? So we’d go ahead and do our search, our keyword
research and get that process going, right? So there’s a bunch of different tools you
can use here. We have a number of keywords and the monthly
search volume for them and we can actually break these down in terms of where they are
in the funnel, right? So best cities for newlyweds, best millennial
cities in 2017-2018. Those might be top of the funnel queries. As they start to do some research they might
move closer to the middle and the bottom of the funnel, kind of ready to convert, right? So best cities, newlyweds, New Hampshire,
newlyweds, NH cities might be middle, and then real estate agents, Portsmouth, New Hampshire
or realtors New Hampshire, November 2017 or June 2018, something like that. So it’s kind of an example of how different
queries can represent different phases of the funnel. So we’ve identified our persona in our funnel. Right? It’s Johnny and Liz. They’re 26-years-old, they’re recently married,
they’re at the very top of the funnel. They’re just kind of starting their search
for a home. Now let’s talk about the digital asset that
will help capture them, right? So the digital asset is just a fancy way to
say the content that the user will consume. The vast majority of the time this could probably
just going to be a post on your site or a page on your site. But it doesn’t have to be, and that’s kind
of the point here is that the digital asset that you use to capture users could be a bunch
of different things. It could be a form response. It could be a product review, a social media
post, a video image or a podcast. Maybe it’s a digital tool that you create
or a product demo that you could create as well. In this particular example, we’re just going
to do a blog post, right? So it’s going to be a blog post and it’s going
to be called Newlywed Advice: The Best Cities To Build A Love Nest. So this is kind of our post that’s designed
to capture a 26-year-old recently married who is looking for a home in New Hampshire. Next is the medium and the channel. So this is going to be where the content lives
and how it will be distributed. There’s a bunch of different mediums. In general the most common one will be your
own website, but it doesn’t have to be. Right now we’re using YouTube as a medium
for this type of content, right? So this is video content optimized for what
is SEO. This is very meta talking about this, right? This optimized, what is SEO? It’s going to live on YouTube. It could be on other places as well. Google Places, Yelp, Amazon, Core, Pinterest,
maybe The App Store, right? So that’s the medium and then the channel
could be a bunch of different things, SEO, paid search, email marketing, content marketing. Today it’s going to be SEO, right? So as a reminder, search isn’t just Google,
right? Depending on your website there are many search
engines that you could be optimizing for, YouTube, Amazon, Pinterest, mobile search. There’s a bunch of different options out there
for you. For this particular example our medium is
going to be our own site and our channel is going to be Google. That’s what we’ll do today. Cool. So we’ve done the persona and the funnel. We’ve done the digital asset and the digital
medium and the channel that we go ahead and optimize for. Next it’s going to be optimization. Optimization very simply is just doing everything
you need to do to maximize the number of users that get to that next step in the funnel,
right? So because this is top of funnel, because
our primary asset is a post on our site and because the medium and the channel will be
our own site and Google, we’re going to do all the things we need to do from a search
engine optimization perspective, right? So make sure the title’s there, make sure
the meta description’s there. Do you have the keyword in the copy a couple
of times? Is it fast? Do you have your keyword in a couple of images? Are you using latent semantic indexing? All the things you do for SEO to kind of maximize
the total number of users that gets to the next step in the funnel. Finally, it’s the nudge. This is the most important aspect of the framework. The nudge is understand… … it’s an important aspect of the framework. The nudge is understanding where the user
is in the buyers journey, and then taking them to the next logical step down the funnel,
right. In our example, our users at the top of the
funnel, right. A 26 year-old looking for a home. We’ve created this post. It’s an asset on our own site, it’s called
newlywed advice, right, the best cities to build a love nest. We’re optimizing for Google. We’re suddenly ranking, we’re getting all
this traffic. Our nudge is the next step in the funnel where
we want them to go. When we’ve optimized our site and we’re generating
traffic and we’re getting all this traffic, we have not yet committed the nudge. Getting the traffic is not the nudge. Moving the user to the middle of the funnel
is the nudge. If we get a bunch of traffic and then all
that traffic bounces, we actually have not yet succeeded, right. Just getting traffic is not enough, we want
to take the user to the next logical step. In this particular case our next logical step
is getting their email. When my sister does a search for best newlywed
homes New Hampshire, or best places to live, right, best cities for millennials, whatever
it is, she’s not yet converted until she enters her email address. The minute she enters her email address, she
moves to the middle of the funnel. Once she moves to the middle of the funnel,
we go back through the search framework and do the whole thing over again. Right? The framework is applied to every step of
the funnel. This is the framework. Now, she’s in the middle of the funnel, we
would do the same thing. What’s the persona and the funnel. Okay, it’s still a 26 year-old, she’s a little
bit closer to buying. What’s the asset, what’s the medium, what’s
the optimization? You do this for each step of the funnel until
you have converted your user. That’s the high level stuff in the search
framework and kind of everything that you do and where you apply it in each step of
the funnel. Now, let’s talk about those pillars we talked
a little bit about earlier. The first up is document relevancy. It’s a quick reminder. It’s the search engine’s job to show users
relevant content based on what they’re searching for, and it’s our job as SEO’s to understand
what those users are looking for and create awesome, relevant content for them, right. A couple things before we get started. First, and a lot of people kind of mess this
up, is pages verse domains. Google ranks pages, not domains. You want to use this document relevancy concept
before we dig into it on a page basis. What a lot of people do is they mess this
up. They kind of just optimize their homepage. They do a bunch of keyword research, they
say, “Okay, I have 50 keywords I want to optimize for.” They jam all 50 keywords in their homepage. That’s not the way to think about it. The way to think about this is on a page basis. Yes, the domain you’re on is important. Yes, you want a high quality domain. Yes, the total number of kind of links and
authority to your domain can be helpful, but in general all these concepts we’re about
to talk about are at a URL by URL or a page-by-page basis. Do keep that in mind. Just optimizing your homepage generally doesn’t
help your deeper pages get ranked. The other too to think about is that in general
we’re going to be doing all this on a one keyword, one page basis. My rule of thumb is you only want to pick
one primary keyword that you’re optimizing a URL for. Of course, URL’s can rank for many, many,
many different keywords, but when you’re first getting started the best way to think about
this is you take a core keyword that you want to optimize for, and you kind of do that one
keyword for one URL. It makes things much cleaner and easier when
you’re just getting started. A couple things to think about when you’re
getting going. Keyword research is one of the most important
aspects of search engine optimization. We use third party tools to figure out what
people are searching for, how users are looking for things, and we want to optimize our content
in a similar fashion. Rule of thumb here, you’re going to want to
do your keyword research, figure out your primary keywords, but once you know your primary
keyword you only want to use that exact match, exactly that keyword, to a point. You don’t want this to sound too spammy, right. Rule of thumb here is read it out loud. Google really understand synonyms. They understand sort of all these word relations,
like word relationships, different keyword relationships. You want to be writing this for humans, not
for robots. I messed this up a lot when I was first getting
into search engine optimization. I just kind of overdo it. I would look up my core keyword, and I would
just jam it into the copy as much as possible, and it’s not the best way to do this, right. Use exact match keywords to a point. Don’t let it sound too spammy. Google really understands synonyms. Just read it out loud, right. If it sounds terrible when you read it out
loud, rework it until it’s great. Another great way to do this is have a friend
read it out loud. Open it up, open up your site on your phone,
you hand it to a friend and say it, “Read it out loud.” If you’re both cringing and it sounds gross,
you’re doing it wrong. Do keep that mind. Let’s look at an example, right. Let’s say we were optimizing an e-commerce
shoe store. We wanted to rank number one for the term,
“Discount Nike Shoes.” It’s searched for 4400 times a month. Some different synonyms right that might be
kind of thematically related to Nike shoes might be sneakers, running shoes, or footwear. You can use or a number of
other resources to find synonyms. Just Googling whatever your keyword is synonym
is a great way to do that as well. The rule of thumb here is that Google’s understanding
a lot of these synonym relationships. Getting some synonym’s into your copy is a
fantastic thing to do. Kind of one additional piece of the whole
optimization equation. On top of this, kind of synonym’s plus or
synonym’s advanced is this concept of latent semantic indexing. This is very, very important for kind of the
post-Google hummingbird world, which is a Google update. It’s very, very important nowadays. LSI, or latent semantic indexing, it’s just
a fancy way to say related keywords. What’s important here is how Google and other
search engines are doing this. If you think about the entire web and all
of the different relationships that are happening on the web, you want a lot of those kind of
relationships that are naturally happening out in the wild to be also happening on your
site. An example of this is this. I was trying to optimize a page for the term
Empire State Building, right. I wanted to rank number one for the term Empire
State Building. Some synonym’s for Empire State Building might
be building, tower, skyscraper, right. That’s great. Go ahead and get those in there, that’s fine,
but latent semantic indexing keywords are things that are constantly showing up on documents
that mention the Empire State Building, but they might not be synonym’s, right. Of every website that’s out there that mentions
the Empire State Building, how maybe Google finds a pattern, it turns out many of them
are also mentioning New York City. Guinness Book of World Records, sightseeing. These are things that are kind of thematically
related, even though they’re not synonym’s. This is very, very important in terms of the
document relevancy equation now. Do keep this in mind. My favorite resource for this is All you have to do is input your primary keyword
and it will spit out a ton of the latent sematic indexing keywords for you. It’s a very helpful tool. Alright, so next up are title tags and your
meta descriptions. Title tags are the most important aspect of
search engine optimization. Not only are they a huge ranking factor, they’re
massively important to your click-through rate. In general, you are going to want to keep
your title tags within the truncation limits. It’s about 65 characters on Google, there’s
a little bit of variation there based on the pixel length. In general, you want to keep them so that
they’re not truncated in Google search results. There’s a couple of situations if you’re working
on a large enterprise where maybe it’s worth it to you to get more keywords in there even
though there’s truncation, but in general, most people you’re going to be wanting to
keep it within 65 characters maximum limit. Do keep click-through rate in mind, this is
massively important as well. You don’t want to just stuff your title tags
with keywords. They need to be attractive and interesting,
and drive users to click them. Keeping your keyword closer to the front is
the rule of thumb here. In general you do want to do that, and they
should be unique for every page as well. Make sure that your titles are not kind of
duplicated and sort of the same thing across all your pages. This is often a problem with some content
management systems, they duplicate a lot of their titles over a lot of different pages. Category titles can do this as well. Do make sure all of your title tags are unique. Alright. Meta description’s in a similar boat. Meta description should be about 160 characters
long. You usually want to use your primary keyword
in here because it gets bolded, in general. Meta description’s don’t impact your rankings,
but they will impact your click-through rates. Sometimes, and this is what’s really annoying
about this, is that you spend a lot of time writing your meta description, you want it
to be really good, you put a lot of marketing work into it, but sometimes, you know, Google
reserves the right to not use it. If Google things that there’s a snippet of
text on your site that’s better, they’ll actually replace that. They won’t use your meta description, they’ll
just take a snippet that they’ve kind of crawled on your site and use that. Write them, make sure they’re great, read
them out loud. Make sure they’re compelling and interesting
and worthy of a click in Google search results, but unfortunately sometimes Google just won’t
even use it, which sucks, but you can’t really do a lot about that. Just an example, right, if we were trying
to optimize this for the term SEO checklist, we have here kind of an old screenshot. “The insanely powerful SEO checklist.” You see the primary keyword is in the title,
and we have SEO checklist in the meta description as well. In the actual code, the way this would look,
in the title tag, “The insanely powerful SEO checklist.” Then, the meta name equals description. We have SEO checklist in the code as well. Okay, so next up is URL’s. Getting your keyword in your URL is helpful,
but changing URL’s can have severe consequences, so keep this in mind. Page migrations can be tricky, when in doubt
don’t do it. If you’re starting a new page, yes, get your
primary keyword in the URL, but if you have an old site, if you’re getting a lot of traffic
from SEO. If you’re getting a lot of kind of traffic
from all different kinds of places, in general this riskier and riskier the larger you are. The rule of thumb here is like, yes, if you’re
doing your primary keyword research and you’re starting a brand new site from scratch, yes,
try and get your primary keyword in the URL. If you have an old site, you just started
to figure out SEO, you just did a bunch of keyword research and now you’re like, “Oh
my God, none of our keywords are in our URL’s.” The larger you are, and the more traffic you’re
getting, both direct and referral traffic and SEO traffic, the riskier it is to change
URL’s. There are things you can do to mitigate this,
right. You can use a three-to-one redirect from the
old URL to the new URL, but in general you often see a small traffic loss for a little
bit of time when you do this. Don’t worry about this too much. I know a lot of you get really stressed about
this and you’re like, “Oh, my perfectly optimized keyword is not in my URL, but my site is 10
years old, and I’m getting, you know, 10, 20, 30 thousand unique visitors a month.” In general, the URL of thumb is don’t change
your URL’s, right. Going forward, sure, try and get your primary
keyword in there, but this is riskier and riskier the larger you are, so do keep that
in mind. Finally, the other rule of thumb here is that
the closer to the root domain in general the better, right. in general is better than Again, this is probably not worth re-architecting
your entire site over, but if you’re starting from scratch, in general it can be helpful. Some people say, “Hey, I actually, I had,
you know, a bunch of blog post categories and they’re one sub-folder level deep.” Right, so Should I re-architect everything and kind
of put it one folder closer to the domain? In general, I would say no. This is not kind of worth it. The rule of thumb, broadly, is that the closer
to the root domain the better, but if I already had a site and a system and a way of doing
things, I would put this very low on my priority list. There’s too many ways to mess it up. That’s why it’s kind of a small potatoes sort
of thing in my opinion, is the downside generally outweighs the upside, so do keep that in mind. Right, so we’re talking about URL’s. Here’s an example of PayPal’s. PayPal’s optimizing this page for send money
online. Now, in general, it probably be closer to
the root domain would be a little bit better, but there’s a lot of very difficult problems
around enterprise stuff and office politics. A lot of very difficult technical decisions
were made to get this URL structured the way it was. The larger the company the harder this is. In general, this URL has the primary keyword
in it, so that’s fine. If we were closer to the root domain it might
be a little bit better, but what’s the headache. At a large company like PayPal this might
take months, quarters, years, to do. Probably not worth it, but in general apples
to apples, if ones easier than the other, sure, go ahead, try and get it closer to the
root domain. Next up are headers, right. Headers are what we do to logically lay out
a webpage. In general these are the H1, H2, H3 tags. In general, you want to make sure to only
have one H1 tag. There’s lots of debate about whether or not
you should put your primary keywords in your kind of sub-header tags. Right, H2, H3, H4. I think this is- … have sub-subheader tags, like H2, H3,
H4. I think this is, again, a very sort of small,
upside sort of thing. My rule of thumb here is, get your primary
keyword in the H1 tag and just move on. If you can get some synonyms or LSI keywords
in your H2 or 23 or H4, that’s fine, that’s nice. Rule of thumb here, get your primary keyword
in your H1 tag and you should be good to go. All right, so here’s an example. We have this WordPress site, and you’re kind
of posting it here, 15 of the best email marketing campaign examples you’ve ever seen, and email
marketing campaign examples was our primary keyword. You can see in the actual code, it’s wrapped
in the H1 tag. All right. The next step is body copy. Body copy is just a fancy way to say, “the
rest of the text on your page.” There’s no real minimum magic number, but
my rule of thumb is about 100 words a page, and using that main keyword at least two to
three times. Very broadly, the more text you have on the
page, the better off you are, but you don’t want to hurt user experience. This really depends a lot on what your business
is. If you’re a very text-heavy site, this is
easy to do. If your site is very image-heavy, and you
don’t want to have a lot of text, it’s going to be much more difficult. You do want to get synonyms and Latent Semantic
keywords in there if you can, and again, the rule of thumb that we talked about a little
bit earlier, read it out loud before you publish. If you follow these rules, you should be fine. All right, so you see we’re optimizing this
page for Coffee Shop San Francisco. We have the word coffee in there a couple
of different times, and we are good to go. Next up are images, right? Image Alt and Filename. As a reminder, search engines aren’t humans,
right, so they can’t see images the way that we can. We help search engines see images by naming
them correctly, and by populating what’s called the Alt tag, all right? The Alt tag is a way to describe to search
engines and other tools what an image is. This is also used for accessibility, so visually
impaired and blind users will use these special browsers that read images to them. This is very prone to over-optimization, so
watch out. What a lot of people do is they get really
excited about SEO, and then they kind of name their images, and they’ll put, like, “Nike
Shoes-Buy Nike Shoes online-Discount Nike Shoes online for sale.jpg,” right? Don’t do that, but then the other side of
the equation is very un-optimized, right, so “Home Page Graphic 6.png.” That’s terrible, right? A good one might be, “Red Nike Shoes.jpg,”
all right? Just be descriptive about it. Think about your primary keyword. Think about synonyms or Latent Semantic Indexing
keywords. Get it in there and move on. This is one more piece of the entire equation. This is another kind of thing where some people
are like, “Oh, do I really have to rename all of my images? It’s going to take months, and we have to
do this, and we have to ask for this engineering support.” In general, I put this pretty low on my priority
list. If you can do it, great, it’s helpful in general,
but everything else we’ve talked about prior to this would definitely be more helpful than
image renaming and image optimization. To give you an example, from Zappos, and so
they have a picture of a shoe on their site, and it’s called “mens boat shoe.jpg” and the
Alt tag is “Mens Boat Shoe”. That is fine. Next up, our Internal Links and Anchor Text. Links from other pages on our site are important,
and the text used in those links are important as well, right? Linking to other documents on our site and
the text that we use in those links is an important signal, so, “click here,” “learn
more,” “this website,” are all examples of terrible anchor text, right, but “men’s boat
shoes,” “brown shoes,” “black Reebok shoes,” would be great examples of good descriptive
anchor text. In general, it’s helpful for users and search
engines to understand what a document is if you name it properly, so do keep this in mind
when you’re linking to all of your other documents. Finally, the location of the link is very
important here as well. Google’s getting a better understanding of
what top navigation is, what the sidebar blog roll navigation is, what your footer navigation
is. The location of the link is important, right? If Google has a really good understanding
of layout, right, they should have a good understanding when an editor or
an author is writing a piece, and they have a link in the first paragraph, that’s much
more valuable than the 75th blog comment linking out to a page, right? Google’s getting a better idea of understanding
the value of links based on where they are in the document. Rule of thumb here is, get that link up at
the top, as close to the top as you can, where it’s also still useful for users. Make sure it’s in the actual content, not
in the top navigation, not in the footer, not on the sidebar. Example of this? A really good example of internal linking
is Wikipedia. Wikipedia does fantastic, phenomenal internal
linking, but not necessarily for SEO. It’s just kind of the way it was engineered
and structured. Every word seems to … or, every other word
seems to be linked. It’s just being descriptive. They have so much content. Sort of think like Wikipedia when you’re linking
out to all of your documents. Okay, so next up are Link Neighborhoods. You’re optimizing your page. You’re going through the motions, right? You’re getting everything you can, right? Is your primary keyword in URL? Is it in the header? Is it in the title? Do you have it mentioned a couple times in
the copy? Have you added your primary keyword or some
LSI keywords into the copy and in your images? Have you internally linked other pages pointing
back to this page? Are you using the right anchor text? One other thing you do want to think about
are link neighborhoods, right? Creating a great resource for users is important,
but you can also signal to Google and other search engines that you’re doing that by linking
up to stuff that they already trust. This is very controversial, but I love doing
this. I love linking out to competitors, so I’ll
look at my primary keyword. I’ll Google it. I’ll look at the top five or top 10 results,
and I’ll often find reasonable ways to link to my competitors. You’re signaling to Google that you are this
high-quality resource, and that you want to be embedded along with this high-quality neighborhood. This lets Google know kind of who you’re associated
with, and I love doing this. It generally seems to help. Next up is Freshness and Recency. In 2011, Google announced that fresh content
would generally rank higher than stale content. What I find is a great way to get a sudden
boost in traffic is going through and updating old content that’s performed well in the past,
and it’ll often give you a nice boost in results. So, fix broken links. Change dates. Go ahead and clean it up a little bit. Add to it. Fix it up. Remember, when you do this, don’t change the
URL, but in general, a really nice … You’re taking over a new site. Let’s say you have a new client, or you start
a new job, where you kind of just want to reboot your entire business, going through
your content, sorting it by search engine traffic, starting at the top, and just refreshing
everything from there, you can often see a really nice boost in traffic. Okay, so that’s a lot of the document relevancy
stuff, right? All the things that we want to do to make
sure our documents are optimized for Google and other search engines. Now, I want to briefly touch on the authority
piece, link building and authority, all right? The funniest way to think about this, when
I first got into SEO, it was because of something I heard on the news. George Bush was running for re-election, and
I heard on NPR that a bunch of activist bloggers started linking to George Bush’s
site with the term, “miserable failure,” and it got him ranking number one for the term
miserable failure. In response, a very conservative blogger started
doing the same thing to Michael Moore’s website and got him ranking number two for the term,
“miserable failure.” I was fascinated by this, but I didn’t understand
it, but it’s interesting, right? George Bush’s site and Micheal Moore’s site
weren’t trying to rank for the term, “miserable failure,” but other people were able to do
that. How does that work? That’s a really interesting way to think about
link building. This is called Google bombing. Google has updated their algorithm since,
so it’s much more difficult to do this now, but it’s a very interesting way to teach this
concept of link building, which is, the idea that links from other websites are like votes
from other websites, and we’ll explain this a little bit. We can use an example, as a cookie recipe
site. Let’s say we have a cookie recipe site, right? We have two kind of different concurrent examples
going on here, right? We have, and we have a
competitor site. In general, right, you want to go out into
the universe and get links from other websites and point them back to you. It’s an authority signal that tells Google
and other search engines that you’re popular. In general, these two pages are exactly the
same. They have a bunch of links, and the links
are exactly the same. The one with the most links will win, right? Quantity is the first aspect of this. The quantity of links is important, but don’t
write that down, because there’s a massive caveat here, right? The next is the quality, or the authority,
right? In general, if I have a site, two pages that
are exactly the same, a site that has a ton of links, but the links are all from garbage,
low-quality, spammy sites, right? and LOLMemes.Info, completely
unrelated stuff, right? And then I have another site that’s exactly
the same, but it has two links. One’s from, and the other’s from In general, right, this one with these really
high-quality links is going to move up massively. But the last piece of this that’s really,
really important is relevance, all right? So, if I have a ton of links, right? Maybe they’re from low to medium-quality sites,
but they’re incredibly relevant, all right?, and, and That’s extremely, extremely relevant, right? That may actually be more valuable than links
from and The idea here is the quantity, the authority
of the site, and the relevance are all very important pieces of this. So that’s it. Just a super high level brief overview on
what search engine optimization fundamentally is. I hope that was useful. If it was helpful, and if you learned something
today, go ahead and click Subscribe down below to get even more digital marketing tactics
and tips from us. If you’re on YouTube, I’d love a comment,
all right? What did you think? Was this helpful? Is this how you view search engine optimization? What are you focusing on for SEO? What are you worried about? I’d love to hear from you. I read every single comment. Finally, we have a massive number of search
engine optimization SOPs and more introductory tutorials on our website. We have a link for you down below. Go ahead and click that link, then grab all
the resources we talked about today, and even more and more advanced SEO stuff now. Thanks a lot.

20 thoughts on “What is SEO? Complete Tutorial For Beginners – Learn SEO (Training For 2019) Fast!

  1. Loved it! 🙂 miss having you as our teacher. Thanks to you I did my first website and I checked now, 3 years later, and it's at the top of the list! 😀 makes me want to continue!! 🙂 Thanks Tommy

  2. This was great info. I was really struggling with SEO but after watching your video I realized I was just assuming it was harder than it really is. This video was a very simple to follow breakdown. Thanks!

  3. Thank you so much for this video, you helped me so much. Giving more third party links would have been the cherry on top. But either way, you were great. Thanks again

  4. Hello i want to ask you about how many suggested characters for writting body copy especially for article content? Should be 100 chracters or can be more than 100 char? Thanks

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