Search Engine Optimization (SEO)

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Search Engine Optimization (SEO) by Mind Map: Search Engine Optimization (SEO)

1. What is SEO?

1.1. SEO is the art and science of helping websites increase their visibility in major Search Engines

2. Why SEO?

2.1. Achieve top ranking

2.2. Increase web traffic

2.3. Increase revenue

3. Type of SEO?

3.1. Organic SE (free)

3.1.1. How SEO operates?

3.1.1.1. Indexer

3.1.1.1.1. processes your pages based on SE specific algorithms for indexing into large database.

3.1.1.2. Spiders

3.1.1.2.1. known as a crawler or robot, to find and crawl web pages.

3.1.1.3. Query Processor

3.1.1.3.1. using complex weighting algorithms, it matches and retrieves search results based on the keywords entered by users.

3.2. Paid SE

4. How SEO return search result from keyword search?

4.1. Search engines has large databases (indices) that web users query to find websites.

4.2. When you visit Google and type in a keyword, you are simply performing a database query.

4.3. Each search engine has its own algorithm of ranking websites within its database.

4.4. The higher the website ranking for a particular keyword search, the better its search result.

5. Factor affecting SEO?

5.1. Keyword selection

5.2. Keyword Density

5.3. Inbound links

5.4. Inbound links anchor text

5.5. HTML Page Title

5.6. Age of Domain name

5.7. Site Authority

5.8. Page URL & Meta Tags

5.9. Image ALT tags

6. What are the don'ts in SEO?

6.1. Cloaking

6.2. Duplicate Content

6.3. Keyword stuffing

6.4. Invisible text

7. How to check page ranking?

7.1. Higher page ranking does not guarantee high Google rank

8. How SEO is related to WA?

8.1. It is an actionable strategy in response to the result of WA.

8.2. It increases PageViews, New Visitors count, Search traffic count, keywords bounce rates, etc.

8.3. Use WA to identify new keywords landing page opportunities.

8.4. Add those keywords into your top priority list and create landing pages for them to bring in the traffic.

9. How to track SEO success?

9.1. Increase in traffic coming from various SEs.

9.2. Increase number of pages traffic coming from SEs

9.3. Increase keyword search popularity and volume

9.4. Increase number of inbound links

10. What is keyword research?

10.1. identifying which phrases are used on search engines when people are looking for information

10.2. finding both the search volume and relative competitiveness of the terms

11. why keyword research?

11.1. Helps you understand visitors’ intentions.

11.2. Enables you to reach not just any visitors but the right kind of visitors

11.3. Enables you to predict shift in demand and respond to changing market conditions

12. Type of strategies used by keyword research?

12.1. Optimizing for Traffic

12.2. Optimizing for Conversion

13. How to choose the right keywords?

13.1. Go for long-tailed keywords with High popularity / Lower Competition / High Relevance

13.2. Heavily searched by visitors (Popularity

13.3. Closely related to your conversion goals (Relevance)

13.4. Reasonable targeted by competitors (Competition)

13.5. Use terms like buy, prices, compare in the keyword phrase.

13.6. Eg. 'buy casio watch' should get better quality traffic than 'casio watch magazine’

13.7. Lower traffic but more targeted to visitor looking to buy

13.8. Match keywords and landing pages content

13.8.1. how?

13.8.1.1. Need to first understand visitors’ search intent

14. type of search intent

14.1. Transactional Searches

14.2. Creating a Gmail account

14.3. Finding the best local cuisine in hungrygowhere.com

14.4. Navigational Searches

14.5. Informational Searches

15. Factors affecting page ranking

15.1. Inbound links

15.1.1. Links from a home pages of external sites

15.1.2. Links from non-reciprocal sites

15.1.3. Links from authority pages in the topical community

16. What kind of link matters to SE?

16.1. External links matters more than internal links

16.2. Links from more important, popular, trusted sites get more value

16.3. Anchor Text

16.4. If your website is linked to a spam site, SE will treat your website as a likely spam site too.

16.5. Be careful and selective which sites you link to

16.6. Sites that earns additional links over time score well with SE

16.7. A sign of Freshness of website

17. How to build links?

17.1. Create good original content and people will want to link to you.

17.2. Personally request for link exchanges to relevant sites or submit sites to directories.

17.3. Create Facebook page to market your site

17.4. Manual request for link exchange

17.5. Submit sites to directories

17.6. Post twitter, tumbler, instalgram

17.7. Participate actively in discussion forums with backlinks in forum signatures

17.8. Create blogs that provide valuable information

17.9. Post videos in youtube with backlinks

17.10. Examine & study competitors’ backlinks

18. A/B Testing

18.1. What is A/B Testing

18.1.1. you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use

18.2. What to Test?

18.2.1. The call to action’s (i.e. the button’s) wording, size, color and placement

18.2.2. Headline or product description

18.2.3. Form’s length and types of fields

18.2.4. Layout and style of website

18.2.5. Product pricing and promotional offers

18.2.6. Images on landing and product pages

18.2.7. Amount of text on the page (short vs. long)

18.3. How to create first A/B Testing

18.3.1. Replace the element to be tested before the page loads

18.3.2. Redirect to another page

18.4. Dos/Don's?

18.4.1. Do

18.4.1.1. Know how long to run a test before giving up.

18.4.1.2. Show repeat visitors the same variations.

18.4.1.3. Make your A/B test consistent across the whole website.

18.4.1.4. Do many A/B tests.

18.4.2. Don'ts

18.4.2.1. never ever wait to test the variation until after you’ve tested the control. Always test both versions simultaneously.

18.4.2.2. Don’t conclude too early

18.4.2.3. Don’t surprise regular visitors

18.4.2.4. Don’t let your gut feeling overrule test results

18.5. Tools for A/B Testing

18.5.1. Google Website Optimizer

18.5.2. A/Bingo and Vanity

18.5.3. Visual Website Optimizer

18.5.4. Unbounce and Performable

18.5.5. Vertster, SiteSpect, Webtrends Optimize and Omniture’s Test&Target

18.6. Pro's & Cons

18.6.1. Pros

18.6.1.1. Fast Of all the test types, A/B is way, way fast.

18.6.1.2. Tests reality, not theory

18.6.1.3. Quantifiable

18.6.1.4. Accurate

18.6.2. Cons

18.6.2.1. Can Hurt Web Site Results

18.6.2.2. Missing the “Why”

18.6.2.3. Not Predictive