Day 3: Search Engine Optimization (SEO)

So this blog post will mostly be youtube videos by other people, because enough has been said on the topic and we just wanted to give you a feel of whats going on their in the search engine world and we really wanted to start with this video by Google itself, because it really explains well how search engines work:

So in a few minutes we hope you got the concept of searching the web. In short the search engine providers send out little automated programs which gather information, along with analytics (how many and who is linking to that page, how many people go to that page, do people find that page useful (are they staying on that page)) and many other factors like page speed – check the page speed of your site here: https://developers.google.com/speed/pagespeed/insights/ – and many other factors (most are unknown) search engines rank your page.

So what every page should have is a robots.txt and a sitemap.xml file – these files tell the web crawlers the content of your site and give a summary of whats on their. This is kind of technical (https://www.youtube.com/watch?v=xNH8NENh5zs), website builders like Jimdo.com or Wix.com will create this file for you however as mentioned in our video you have to register with the Google and Bing Webmaster Tools. If you use WordPress this is how it’s done otherwise just search for “how to register jimdo/wix/etc. with Google/Bing Webmaster Tools:

This might all look really scary and complicated to you now, but it actually isn’t – there is a step by step guide for almost anything and every level of experience. I once repaired my Samsung TV when 4 little electronics parts failed inside. All it took was a 15 Minute Video tutorial to fix it. So this is really my advice to you – as most people once they hit a technical problem just call someone – google the problem, use a whole sentence like “my TV does this weird clicking noise and doesn’t turn on” even when this might sound stupid know, but you will get results, try then to fix the problems yourself, this is what I like to call “digital problem solving competence”. Bear in mind 10 years ago most people in charge of IT (might be even the case today) are just better at googling problems and then fixing it using a step by step guide than other people 😉

Now here is another story for you – I know this artist (despite of having an ugly page) really uses SEO well to drive traffic from companies to his page. The secret is that you don’t optimize just for on page (like the start page), but you can optimize every single subpage differently. So while your contact detail page might be best to rank for your name and location, if you do something like workshops, your workshop page could be optimized for something like “paint workshop for kids in Bristol”. No back to our little example this artist I was talking about is doing mandated art. He get’s jobs from companies like Michelin tyres who need a large sculpture for an exhibition stand. People who work at these companies are not art experts. They simply go to google and type “large scale mandated sculpture in Munich” so if you want this kind of traffic you could optimize your site for something like “mandated art Munich”. Just check how you are searching for stuff on the web and dissect your learnings from it.

We really want to end here, because there is so much to this topic and you will find, that almost everything has been said on SEO by someone else. Here is just a quick overview of some links you might find useful – there are also tons of groups on Facebook etc. who help beginners basically in any language.

What you should bear in mind if you are just getting started is, that SEO never ends it’s an ongoing process and weather you use it for your marketing or not what is really important is that you rank with your site for your name, location and profession.

Links:

Google Webmaster Academy: https://www.youtube.com/channel/UCWf2ZlNsCGDS89VBF_awNvA
Google Marketing Academy: https://www.google.com/onlinechallenge/dmc
Google Analytics Academy: https://analytics.google.com/analytics/academy

Yoast SEO for WordPress: https://yoast.com/wordpress-seo/

Onpage.org: https://en.onpage.org/

Smart Marketer: https://smartmarketer.com/

 


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