SEO 101: How to Make a Website on Google's Front Page 1.

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SEO 101: How to Make a Website on Google's Front Page 1. 

Understanding SEO

● SEO & SEM differences:

○ SEM: has the label "Ads" or "Ads" in front of the listings on search engines or search engines;

○ SEO: is below the SEM results and without the label "Ads" or "Ads".

● SEO is important for every digital marketer to master, because:

○ Highest RoI, free traffic;

○ Advertising costs through SEM continues to increase.

● SEO is a digital marketing channel, so before mastering SEO, it is important to know the general concept of digital marketing.

● Important mindset to be mastered by every digital marketers:

○ problem solving,

○ data analysis & critical thinking,

○ fast learning.

● General digital marketing campaign steps / workflows:

○ plan & hypothesis,

○ execution,

○ data gathering,

○ data analysis,

○ insight.

● General SEO process:

○ keyword research;

○ on-page optimization;

○ off-page optimization;

○ measurement & analysis.

2. Research Keyword Research

● The output of keyword research is a list of keywords that are relevant to our business, along with their average monthly search volume.

● Some concepts related to keywords:

○ Type of keywords based on the purchase intent:

■ informational,

Transactional,

■ navigational.

○ Long tail vs short tail:

■ short tail (1-2 words, sometimes up to 3 words): high traffic, high competition, but lack of purchase intent (because it is too broad);

■ long tail (3+ words): low traffic, low competition, more purchase intent (because it is more specific).

● Criteria for keywords that are used as target keywords:

○ is relevant to what our business has to offer.

● Steps to do keyword research:

○ specify "seed keywords", from our business / website offerings and from asking target users what keywords they are looking for on Google;

○ validate by typing in Google;

○ Use tools to get search volume and related keywords. One of them is Uber Suggest from NeilPatel.com. Apart from keyword research, this tool can also be used for competitor research;

○ enter the keywords from the previous step one by one into this tool;

○ download the result, along with the related keywords from the initial keyword;

○ compile the results and do the analysis until we get the keywords according to the criteria;

○ The final result is a list of keywords. Each of these keywords will have its own page.

Competitive Research

● The ultimate goal of competitor research is to find out the competitors' SEO strategies.

● Results / outcomes of competitor research:

○ list of our competitors,

○ keywords that drive traffic to competitors' websites,

○ competitor content strategy,

○ backlinks that competitors get.

● Process that needs to be passed in competitor research:

○ enter the target keywords into search engines;

○ note the top 3 to 5 of each keyword;

○ open one by one, see what competitors are offering on their website: such as the title, description, URL, content, special features, special offers, and so on;

○ open Uber Suggest, enter the url of the competitor. The menus on Uber Suggest show a variety of things from the competitors:

■ "Keywords" - to see the keywords entered on their website. From here, we can get an idea of what keywords to add to our target keyword list,

■ "Top Pages" - to see which pages are getting the most traffic,

■ "Backlinks" - to see where their backlinks are from.

3. On-Page Optimization

● There are two parts that need to be done in on-page optimization: content and technical.

Creating EAT-able, High Quality and Unique Content

● Content on-page optimization means making our website pages the best in the eyes of search engines. Good criteria based on Google's search engine evaluator guidelines, can be abbreviated as EAT, namely:

○ Expert: for the topic / target keyword that we are looking for, our page contains comprehensive, detailed, and easy to understand content;

○ Authoritative: for the topic / target keyword that we are looking for, our website has the authority to discuss that topic, for example a health website written by a doctor;

○ Trusted: our website can be trusted, for example by using a professional template, using HTTPS, there is a 24-hour Customer Service, and so on.

● How to create an EAT-able content design:

○ Identify the top 3-5 competitors for the keywords we are looking for;

○ Open each website one by one, then see what the content looks like: outline / sub-topic of the content, website features, services / offerings, and so on;

○ Compare the content of competitors' websites. For example competitor x has content A-B-C-D (where A, B, C, etc. are sub-topics or features or services owned by the competitor), competitor y has content A-B-C-E, and competitor z has content A-B-D-E;

○ From here at least we can see that A-B-C-D-E content is the minimum requirement for the content we have. However, we must be creative in making content plans, for example by designing A-B-C-D-E-F-G-H-I content to be more complete and comprehensive.

Technical Part of SEO

● Some of the most important technical on-page optimization sections:

○ Meta title. Is a ranking factor. The first thing a user sees before deciding to click.

Each page must be unique, there cannot be two pages with the same title;

Contain the target keyword in front;

Maximum of 50-60 characters, including space and brand name at the end;

Click-baity (get people to click).

○ Meta description. The meta title is limited in length, so the meta description is complementary.

Contains target keywords (later bolded by search engines);

Have a reason why users should click on that one compared to competitors;

Maximum 150 characters.

○ URL. www.domain.com/articles/foto-pre-wedding is better than www.domain.com/post/12345, because it makes users and search engines understand the contents of the page just by looking at the URL.

Must contain target keywords;

Use a dash / "-" instead of a space;

Don't be too long, just try 3-5 words.

○ Internal linking. Notifying search engines that there are other pages on your website, reduces the bounce rate. Use the target keywords of the destination page as anchor text.

○ Heading structure. There needs to be heading 1, heading 2, heading 3, and so on.

○ Mobile friendly. 70-80% of users access the website from a mobile phone. Mobile first indexing.

○ Fast loading. Users & search engines like fast websites. There is a website to test loading speed & give improvement suggestions such as pages speed insight.

4. Off-Page Optimization

● Not all links are the same in the eyes of search engines. There are backlinks that can increase our website ranking or even make our website disappear.

● There are several important concepts about links:

○ Links from popular websites are more valuable than websites in the middle of nowhere;

○ Links from new domains are more valuable than links from new pages from existing domains;

○ Links that bring user traffic (meaning that a user clicks, not just a link from a website that has no visitors) is more valuable;

○ The link in the body content (where the user reads the content) is more valuable than the link in the footer or sidebar (because it is rarely clicked);

○ Links that are easy to get, are usually less valuable. For example, 1,000 links using SEO software are far less valuable than 1 link from Detik.com.

● Black hat SEO: prohibited by search engines, the backlink is intended to trick search engines, not to help users.

● White hat SEO: The link is not obtained by buying / giving money / monetary value directly to another website.

● Gray hat SEO: no clear black or white. Not really outsmarting like a black hat, but also not completely without money like a white hat. Many SEO practitioners still use these methods, because their impact is also proven.

● Some of the most common white hat SEO strategies:

○ Our own social media accounts. Create a profile on various social media (Twitter, Instagram, Pinterest, LinkedIn, etc.), provide a link on his profile, and regularly share our website content there;

○ Blog commenting on the community that is relevant to our website content;

○ Guest posting. Contribute posts to other blogs;

○ User generated content websites: kompasiana, indonesiana, medium;

○ Online forums / groups / QA sites, according to the niche of our website;

○ Become an expert, through interviews. Becoming the face of your business;

○ Public Relations (PR) and other positive publications;

○ Create resource content that can be a reference;

○ From our own stakeholders / business partners.

5. Measurement & Analysis

● There are 3 metrics to monitor:

○ Ranking. at least our ranking there must be a track up from time to time;

○ Traffic. The number of visitors entering should increase over time;

○ Conversion (if our website has transactions) must also increase;

● How to monitor these metrics:

○ Ranking: using the "keyword ranking tracker" tool. Tools that will automatically check the search engines what our keyword ranking is;

○ Traffic: what's the meaning of a ranking if no real people access our website. There are 2 ways to track our traffic: Google Analytics (Acquisition menu - Channel Overview - Organic Search) and Google Search Console (Performance menu);

○ Conversion: most commonly via Google Analytics which has goal tracking enabled.


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