2023
EDITION
SEO
S S THE BEGINNER'S GUIDE FOR THOSE LOST AT SEA
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OFF! GET A 10% DISCOUNT FROM OUR SEO SOS WORKSHOPS 1. Visit PixelHaze.Store and sign up to one of our SEO SOS training workshops.https://squarespace.syuh.net/pixelhaze 2. Add your voucher code during checkout: HELPUSPIXELHAZEelHcaze20
SEO
S S Written by Will Hammond Designed and published by PixelHaze © PixelHaze 2023, All Rights Reserved. PixelHaze is an independent company and is not associated in any way with Squarespace.
Delve In Beyond the Book
The Workshop
HIT YOUR STRIDE... As a seasoned SEO expert, I understand the importance of maximizing efficiency when it comes to optimising websites for search engines. After years of experience in the field, I have found that the key to success is not just relying on hacks and shortcuts. Instead, it's crucial to understand the fundamental principles of SEO and implement them in a strategic manner.
EAT. SLEEP. create high-quality, relevant content that meets the needs of your target audience, while also optimising your website's technical structure and building highquality backlinks to increase visibility and authority.
REPEAT.
That's why I have taken the time to compile a range of our best tips to help you take your SEO skills to the next level. Whether you're working with WordPress, Shopify, or Squarespace, the principles of SEO remain the same. Unfortunately, many website owners get carried away with the latest SEO trends and end up creating a convoluted mess. As an expert in the field, I can help you cut through the noise and focus on what really matters for optimizing your website.
Let's hit your stride with SEO and take your website to the next level! 1
When we master the technical aspects of SEO, we unlock the door to greater visibility and increased organic traffic, turning the challenge of optimising for search engines into a catalyst for website growth and improved user experience.
WILL HAMMOND, PIXELHAZE ACADEMY
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WHAT'S IN THIS BOOK This little handbook is aimed at total SEO beginners, and aims to give you a comprehensive understanding of the fundamentals of SEO. By following the practical tips and shortcuts provided in this guide, you can create high-quality, relevant content that meets the needs of your target audience, optimise your website's technical structure, and build high-quality backlinks to increase visibility and authority, ultimately driving more organic traffic to your site.
I. S-E-OVERVIEW
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II. A BIT ABOUT SEARCH ENGINES
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III. RANKING SIGNALS
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IV. ON-SITE SEO
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Content quality
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Keywords
10 11
How to research keywords
Internal links
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Heading hierarchy
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Accessibility
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Mobile optimisation
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V. OFF-SITE SEO
17 18
Backlinks
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How to research backlinks
Business listing
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PPC, social media and email marketing
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VI. ETHICAL SEO
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VII. MYTHBUSTING
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VIII. AI AND THE FUTURE OF SEO
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VIII. HELPFUL TOOLS
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VIIII. JARGON BUSTER
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X. A LITTLE ABOUT US...
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S-E-OVERVIEW In the nuttiest of nutshells, SEO stands for Search Engine Optimisation. It is the process of optimising a website to improve its visibility and ranking in the organic section of the search engine results pages. SEO is used to increase the quantity and quality of traffic to a website through search engine results. This is typically achieved by using a combination of on-site and off-site optimisation techniques (all the fun stuff that we’ll be covering in this book). The ultimate goal of SEO is to improve the user experience by providing relevant and high-quality content that satisfies the user's search intent, which in turn can lead to increased traffic, engagement, and conversions for a website.
"SEO is used to increase the quantity and quality of traffic to a website through search engine results."
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A BIT ABOUT SEARCH ENGINES A search engine is a tool that helps people find information on the internet. When you enter a query into a search engine, it searches its database for relevant websites and pages and displays them in a list of search results. Some of the most popular search engines are Google, Bing, and Yahoo! Search engines use monstrously complex algorithms (or ranking signals) to rank websites and pages based on various factors such as relevance, authority, and user experience. The goal of a search engine is to provide the most relevant and useful results to the user's query. Now, as I am a frustratingly pedantic man, I need to explain the difference between search engines and browsers, as they are often used interchangeably. A browser is a software application used to access and view web pages on the internet. Some popular browsers are Google Chrome, Mozilla Firefox, and Microsoft Edge. Browsers enable users to navigate to a website by entering its URL or clicking on a link, and they display the content of the website in a visually pleasing way. While search engines and browsers are both tools used to navigate the internet, they serve different functions. A search engine helps users find specific information by scanning and indexing web pages, while a browser simply displays the content of the web pages. To sum it all up, a search engine is used to search for information, while a browser is used to view information that has already been found.
You can think of a search engine as the guy that collects websites and web browsers as the guy that lets you see them.
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Ranking Signals I briefly mentioned ranking signals above, so I’ll cover them in more detail as they are what we’re trying to influence with SEO. Search engine ranking signals are the factors that search engines use to determine the relevance and authority of a web page or website for a particular search query (or keyword). These signals are used to rank the results of a search engine query in order of relevance and usefulness to the user. Now, as you’d expect, search engines don’t want you to know what their ranking factors are. Doing so would allow websites to manipulate their search engine ranking by optimising specifically for those factors. This could result in a decrease in the relevance and quality of search engine results, which would ultimately be harmful to the user experience. However, what is widely accepted as the most important ranking factors (as of writing this) are quality content, keywords and backlinks. That being said, search engines use a variety of ranking signals to determine the relevancy and authority of a web page or website. Some of the most common ranking signals include; these are in no particular order:
Keywords
The presence and relevance of keywords on a web page or website.
Backlinks
The number and quality of external links pointing to a web page or website.
Content
The quality, relevance, and uniqueness of the content on a web page or website.
User experience
The ease of use and accessibility of a web page or website, as well as the user engagement metrics.
Page speed
The speed at which a web page loads, which can affect user experience and engagement.
Mobile-friendliness
The compatibility of a web page or website with mobile devices, which is becoming increasingly important as more people access the internet on mobile devices.
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On-site SEO On-site SEO refers to the optimisation of the content and structure of a website in order to improve its visibility and ranking on search engines. On-site SEO involves making changes to the website itself, as opposed to off-site SEO, which involves external factors such as backlinks and social media engagement, for example. The goal of on-site SEO is to make it easier for search engines to crawl and index a website's content and to help search engines understand the relevance and value of the content for specific search queries. On-site SEO is important as it helps improve the visibility and ranking of a website on search engines, which can lead to increased traffic and conversions. By focusing on optimising the content and structure of a website for both users and search engines, website owners and digital marketers can improve the chances of their website appearing at the top of search engine results pages for relevant search queries. In the next few pages, I'm going to discuss the most important area to optimise when thinking about on-site SEO.
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Quality content "Google only loves you when everyone else loves you first." MATT CUTTS
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Content quality The quality of content is paramount. Search engines ONLY care about their users; if your content answers their questions, then search engines will be happy. I cannot stress its importance enough. Content quality refers to the overall value and relevance of the content on a website, as it relates to the user's search query. In other words, high-quality content is content that provides value to the user and answers their questions or addresses their needs in a clear, informative, and engaging way. From a search engine's perspective, high-quality content is content that is relevant, useful, and authoritative; they use complex algorithms to evaluate the quality of content on a website, taking into account factors such as:
RELEVANCE
The content should be relevant to the user's search query and provide useful information related to the topic.
ACCURACY
The content should be accurate and free of factual errors, providing reliable information to the user.
READABILITY
The content should be easy to read and understand, using clear and concise language and avoiding jargon or technical language.
ENGAGEMENT
The content should be engaging and hold the user's attention, using multimedia elements like images or videos to enhance the user experience.
ORIGINALITY
The content should be original and not copied or plagiarised from other sources.
DEPTH
The content should provide a comprehensive and indepth coverage of the topic, providing the user with all the information they need on the subject.
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GRAB LIFE
BY THE
L O N G
TAIL 9
Keywords
Keywords are words or phrases that are used by people when searching for information or products on search engines like Google or Bing. In the context of SEO, keywords are the terms that website owners and digital marketers use to optimise their content and web pages to rank higher on search engine results pages (SERPs) for those specific search queries. Keywords are often split into 2 types: short tail and long tail. Short tail keywords are usually one or two words and are very general in nature. Long tail keywords, on the other hand, are more specific and usually consist of three or more words. Keywords are a natural starting point for any SEO work, but you should be aware that search engines are ever evolving to understand the meaning and context of content. That’s why you should place more emphasis on the quality and relevance of content and ensure that any keywords you use in your content come across naturally. By researching and identifying the most relevant and high-traffic keywords for your industry or niche, website owners can strategically incorporate those keywords into their website content and other on-site elements in order to increase your visibility and ranking on search engines. Say you are a web design agency in mid-Wales (hint hint PixelHaze), you might want to target keywords like "web design in mid-Wales," "best web designers in mid-Wales," or "Squarespace specialists in mid-Wales." By optimising your website content to include these keywords, you increase the chances of your website appearing at the top of search engine results pages for those specific search queries. You should focus on using keywords in a natural and meaningful way that provides value to the user. By incorporating relevant and high-traffic keywords into your website content in a strategic and authentic way, you can improve your chances of ranking higher on search engine results pages and attracting more targeted traffic to your website.
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How to research keywords
Keyword research is an important aspect of SEO, as it helps website owners and digital marketers identify the most relevant and high-traffic keywords for their industry or niche, and optimise their content and web pages accordingly to rank higher on search engine results pages (SERPs). Here are a few ideas you use to plan your own keyword research.
START THINKING
Start by thinking of a list of potential keywords that are relevant to your business or industry. These can be general keywords, specific product or service keywords, or even longtail keywords (i.e. longer, more specific phrases).
USE TOOLS
There are many keyword research tools available (free and paid) that can help you identify the most relevant and hightraffic keywords for your industry or niche. Some popular keyword research tools include Google Keyword Planner, SEMrush, and Ahrefs. I’ll cover these more later.
ANALYSE METRICS
Once you have identified potential keywords, you should analyse their metrics, such as search volume, competition, and relevance. Look for keywords with high search volume and low competition, as these will generally be easier to rank for and attract more traffic to your website. The same tools above can give you this insight.
CONSIDER USER INTENT
Consider the user's intent when searching for those keywords. Are they looking for information, products, or services? Understanding the user's intent can help you optimise your content and web pages to better meet their needs.
REFINE AND PRIORITISE
Based on your keyword research and analysis, refine your list of potential keywords and prioritise those that are most relevant, high-traffic, and have low competition.
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Internal links Internal linking is the practise of linking to other pages on the same website from within the content of a web page. I'm about to give you an example of what an internal link looks like. Click here to find it. I wonder how many of you I got with that? Annoying jokes aside, that example is what I'm talking about when I say "internal links". Internal linking is an important factor in improving a website's search engine ranking and visibility, as it helps search engines understand the hierarchy and structure of a website, as well as the relevance and value of individual pages. There are a few key considerations to keep in mind for internal links. First, the anchor text (the visible and clickable text of a link) should accurately describe the content of the page it is linking to. This helps search engines understand the relevance and context of the content, and can also help improve the user experience by providing additional information and resources.
PRO TIP While internal linking can be a boon to your SEO strategy, it's important to avoid over-linking as it can be seen as spammy or manipulative, and can actually have a negative impact on search engine rankings. I'll cover this in more detail later, but I want to reiterate that website that the quality of content is paramount.
It's also important to link to other pages on your website that are relevant to the content of the page. This helps search engines understand the context and relevance of the content, and can also improve the user experience by providing additional information and resources on related topics. It's worth noting that internal links can also be used to improve the user experience by providing additional information and resources on related topics. This can help keep users on your website longer and increase engagement and conversion rates.
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Heading hierarchy Heading hierarchy is the organisation of headings and subheadings on a web page in a hierarchical structure. The primary heading on a page, known as the H1 tag, should be used for the main title or headline of the page, and should accurately reflect the content of the page. Subsequent headings, such as H2, H3, and so on, should be used to organise the content on the page into clear and concise sections. Let's have an example.
H1: Introduction to web design H2: Design fundamentals H3: Typography H3: Creating Graphics H3: Illustration
H2: Web development fundamentals H3: HTML H3: CSS H3: JavaScript This is a very basic example, and by no means the only topics involved in web design, but hopefully you can understand why heading hierarchy is important. It provides hierarchy and overview and helps quickly communicate what a web page is about in a very clear manner.
Using keywords in headings can help to improve the relevance of the content for specific search queries, but it is important to use keywords in a natural and meaningful way that accurately reflects the content of the page, and avoid "keyword stuffing".
Overall, a well-structured heading hierarchy can improve a website's search engine ranking and visibility, as well as improve the user experience by making content more organised, easier to read, and more accessible. 13
Web accessibility "Accessibility is a right, not a privilege." VINT CERF
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Accessibility Accessibility refers to the ability of a website to be used and accessed by people with disabilities, including those who are visually impaired, hearing impaired, or have other physical or cognitive disabilities. In the context of SEO, accessibility is important for several reasons.
Compliance with regulations is a key factor in web accessibility. Websites are required by law to be accessible to people with disabilities; non-compliance can result in legal penalties and damage to a website's reputation. The W3C (World Wide Web Consortium) created guidelines for making web content more accessible to people with disabilities known as the WCAG (Web Content Accessibility Guidelines). You can find them on the w3.org website. Improving accessibility can improve user engagement. By ensuring that all users, regardless of their abilities, can access and use the website's content and features, website owners can improve the user experience and keep users on the site for longer. Search engines value accessibility and use it as a factor in their ranking algorithms. Websites that are more accessible are more likely to rank higher in search engine results pages, which can drive more traffic to the site and improve its visibility.
To sum it all up, by prioritising accessibility on a website, website owners and digital marketers can improve their search engine ranking and visibility, as well as provide a better user experience for all users, including those with disabilities. This can result in increased engagement, improved conversion rates, and a stronger overall online presence.
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Mobile optimisation Mobile optimisation refers to the practice of optimising a website for viewing and use on mobile devices such as smartphones and tablets. Mobile usage has increased significantly, with many people using their mobile devices more frequently than their desktop computers to access the internet. If a website is not optimised for mobile devices, it can miss out on a significant portion of potential traffic and customers. Google and other search engines prioritise mobile optimisation when ranking websites in search engine results pages. Websites that are not optimised for mobile devices may not rank as well in search results, leading to lower visibility and less traffic. Mobile optimisation can improve the user experience by making it easier for users to navigate and use a website on their mobile devices. This can lead to increased engagement, longer time on site, and higher conversion rates. Websites that are not optimised for mobile devices may have higher bounce rates, as users are more likely to leave a website that is difficult to use on their mobile devices. By optimising a website for mobile devices, website owners can reduce bounce rates and improve engagement and conversion rates.
Mobile optimisation is crucial for improving a website's search engine ranking and visibility, as well as providing a better user experience for mobile users. By prioritising mobile optimisation, website owners can ensure that their websites are accessible and user-friendly for all users, regardless of the device they are using to access the internet.
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Off-site SEO Off-site SEO refers to the optimisation of a website's external factors, such as backlinks, business listings, and other external signals that indicate the relevance and authority of a website to search engines. In other words, off-site SEO is about improving a website's reputation and visibility across the web, rather than optimising the website itself. Off-site SEO is an important factor in improving a website's search engine ranking and visibility as by optimising a website's external factors, such as backlinks, social media mentions, and brand mentions, website owners and digital marketers can improve a website's reputation and authority, and increase its visibility and traffic.
In the next few pages, I'm going to discuss the most important area to optimise when thinking about off-site SEO, such as backlinks, business listings and various digital marketing channels.
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Backlinks Simply put, backlinks are links from one website to another. They are one of the most important ranking factors and signal to search engines that other websites consider your content to be valuable and relevant. Therefore, the more high-quality backlinks a website has, the higher its search engine ranking is likely to be. A website with a large number of high-quality backlinks from reputable sources is viewed as a reliable source of information by search engines and may be rewarded with a higher search engine ranking.
How to research backlinks Researching backlinks can be a complex process, but here are some steps you can take to get started. IDENTIFY YOUR WEBSITE'S CURRENT BACKLINK PROFILE
Backlink analysis tools, such as Ahrefs or SEMrush, are used to see which websites are linking to your website. This will give you a baseline of your website's current backlink profile.
IDENTIFY COMPETITORS' BACKLINK PROFILES
Use the same backlink analysis tool to analyse the backlink profiles of your competitors. This will give you an idea of which websites are linking to your competitors and may provide opportunities for you to acquire similar backlinks.
IDENTIFY RELEVANT WEBSITES
You can find relevant websites by searching for keywords related to your niche and looking at the websites that appear in the search results.
OUTREACH TO RELEVANT WEBSITES
Once you have identified relevant websites, you can reach out to them and ask if they would be willing to link to your website. This can be done through email, social media, or other channels.
CREATE VALUABLE CONTENT
Creating valuable content that other websites want to link to is a great way to earn backlinks naturally. Make sure your content is highquality, informative, and relevant to your target audience.
MONITOR AND ANALYSE YOUR BACKLINK PROFILE
Finally, it's important to regularly monitor and analyse your backlink profile to ensure that you are acquiring high-quality, relevant backlinks.
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Business listing Business listings refer to the creation and optimisation of business listings on local search directories, such as Google My Business. By including relevant information such as the business name, address, phone number, and website URL, business listings can help a business to appear in local search results, increasing its visibility and attracting more customers. Optimising business listings with relevant keywords and photos can also establish trust and credibility with potential customers, improving engagement and conversion rates. Business listings can also help to manage a business's online reputation by providing a platform for customers to leave reviews and feedback, and by responding to reviews and addressing customer concerns, businesses can improve their reputation and build customer loyalty. In addition to improving local search visibility and reputation management, business listings can also drive traffic to a business's website by including a link to their website in the listing.
Business listings are an important factor in improving a business's local search visibility, attracting more customers, and improving its online reputation.
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PPC, Social media and Email marketing
I’ve grouped these headings together as we’re stepping into broader digital marketing and straying away from SEO specifically, which is not what I want to do with this handbook. That being said, Google Ads, social media, and email marketing can all be beneficial to SEO in different ways. PPC advertising, also known as pay-per-click advertising, can be an effective strategy to drive targeted traffic to a website. While PPC does not directly impact a website's search engine ranking, it can increase visibility, engagement, and conversion rates. By targeting specific keywords and demographics, businesses can attract high-quality traffic to their website and potentially earn backlinks from other websites. Social media allows you to share high-quality content on social media platforms and engage with followers, businesses can increase their brand visibility and attract more traffic to their website. Social media can also help to build a strong backlink profile, as high-quality content that is shared on social media can attract links from other websites. Email marketing allows you to send regular newsletters or promotional emails to subscribers, businesses can keep their audience engaged and informed, driving more traffic to their website. Email marketing can also help to build brand awareness and loyalty, as well as attract backlinks from other websites that may share your content with their own audience. While each of these marketing channels has its own unique benefits, they all have the potential to improve SEO by driving targeted traffic to a website, building brand visibility and awareness, and attracting backlinks from other websites.
By leveraging these channels in a coordinated way, businesses can improve their overall online presence and drive more traffic and engagement to their website.
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Ethical SEO Ethical SEO refers to the use of SEO techniques that are in compliance with search engine guidelines and are designed to improve a website's search engine ranking in an honest, transparent, and sustainable way. Ethical SEO aims to create high-quality, user-friendly websites that provide value to users and satisfy their search queries, rather than manipulating search engine algorithms through spammy or deceptive practices. I’ll briefly cover the two “hats” of SEO. White hat SEO refers to the use of ethical, sustainable, and transparent SEO techniques that are designed to improve a website's search engine ranking in a way that is compliant with search engine guidelines. White hat SEO techniques include creating high-quality, relevant content, optimising website structure and HTML code, and building high-quality backlinks from reputable sources. Black hat SEO refers to the use of unethical and deceptive SEO techniques that are designed to manipulate search engine algorithms to achieve higher rankings, often at the expense of the user experience. I’ll cover some of the most common Black hat SEO techniques on the jargon buster page so that you can avoid them when carrying your own SEO campaigns, but here are some of the most common: Buying backlinks, keyword stuffing, cloaking, article spinning, hidden text and link schemes. To sum it up, ethical SEO involves the use of transparent, sustainable, and compliant SEO techniques that are designed to improve a website's search engine ranking in a way that provides value to users and satisfies their search queries.
White hat SEO techniques are the most ethical and sustainable, while black hat SEO techniques carry greater risks and may result in penalties or other negative consequences.
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Mythbusting In this section, I’m going to cover some common myths when it comes to carrying out SEO campaigns. SEO IS ALL ABOUT GETTING HIGH SEARCH ENGINE RANKINGS I understand that for almost all of you reading this, that your primary goal is getting to the top of search engines for your desired keywords, and while improving search engine rankings is an important goal of SEO, it shouldn’t be your only goal. SEO is about creating a high-quality website that provides value to users and satisfies their search queries. A website that focuses solely on search engine rankings may not provide a good user experience, which can harm its reputation and ultimately hurt its search engine rankings.
SEO IS DEAD The belief that SEO is dead is a common myth that has been around for several years. Some people think that SEO is no longer relevant because of changes in search engine algorithms, the rise of social media and other online marketing channels, or simply because they have not seen immediate results from their SEO efforts. However, SEO is still a critical component of online marketing and can help businesses to attract targeted traffic, generate leads, and increase conversions.
SEO IS A ONE-TIME PROJECT SEO is an ongoing process that requires regular attention and effort. Search engine algorithms are constantly changing, and new competitors and technologies are always emerging. Successful SEO requires ongoing monitoring, analysis, and adjustment to keep up with these changes and ensure that a website remains relevant and competitive over time.
WEBSITE BUILDERS ARE BAD FOR SEO This is a common myth, but it is not necessarily true. While some web builders may generate code that is less than ideal for SEO, many modern web builders are designed with SEO in mind and can produce high-quality, SEO-friendly websites. It is important to choose a web builder that is optimised for SEO and to follow best practices when designing and optimising a website.
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Artificial intelligence "Artificial intelligence would be the ultimate version of Google. The ultimate search engine that would understand everything on the web. It would understand exactly what you wanted, and it would give you the right thing." LARRY PAGE
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AI and the future of SEO content The world of search engine optimization (SEO) and content writing is rapidly evolving, and one of the most exciting developments is the use of artificial intelligence (AI) tools like ChatGPT. These tools have the ability to generate high-quality content that is optimised for search engines, making it easier for businesses to attract targeted traffic and improve their search engine rankings. So, what is AI, and how does it affect SEO and content writing? Simply put, AI refers to the ability of machines to perform tasks that would normally require human intelligence, such as natural language processing and pattern recognition. In the context of SEO and content writing, AI tools like ChatGPT use these abilities to generate high-quality content that is optimised for search engines and tailored to the needs of the target audience. One way that AI is affecting SEO and content writing is through the use of natural language processing (NLP) algorithms. These algorithms allow AI tools like ChatGPT to understand and analyse human language, making it easier for them to create high-quality content that is both informative and engaging for readers. This content is then optimised for search engines, using techniques like keyword research, on-page optimisation, and backlink building to improve its visibility and relevance in search engine rankings. Another way that AI is affecting SEO and content writing is through the use of data analytics and machine learning. These technologies allow AI tools to analyse large amounts of data and identify patterns and trends that can be used to improve SEO and content writing strategies. For example, AI tools can analyse user behaviour on a website and identify which pages are most popular or which keywords are driving the most traffic, allowing businesses to optimise their content and website structure accordingly.
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AI and the future of SEO Overall, AI is having a significant impact on SEO and content writing, making it easier for businesses to attract targeted traffic and improve their search engine rankings. With the ability to generate high-quality content that is optimised for search engines and tailored to the needs of the target audience, AI tools like ChatGPT are revolutionising the way that businesses approach SEO and content writing. As AI technology continues to evolve, it will be exciting to see how it continues to shape the world of online marketing and content creation.
The kicker? ChatGPT wrote the entire section up to this point.
As monstrously impressive as AI has become, it does beg the question as to how search engines will treat AI written content. As it stands, there’s two schools of thought. The first is that search engines will penalise content they detect as being artificially created. The second is that search engines will not care if content is artificially created, as long as the content is of high quality. Only time will tell.
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Helpful tools
I’ve mentioned a few different SEO tools throughout this book, so I’m going to recommend some of them that I use when I’m carrying out my own SEO campaigns. There are several tools that can help businesses improve their search engine rankings and attract targeted traffic to their websites. Some of the most popular tools are Google Analytics, Google Tag Manager, Google Keyword Planner, Ubersuggest, Semrush, and Ahrefs. Let's explore how each of these tools can be beneficial to SEO.
Google Analytics Google Analytics is a free web analytics service that tracks and reports website traffic. By analysing user behaviour on a website, you can gain insights into what content is most popular, which pages are driving the most traffic, and how users are interacting with the website. This information can be used to optimise website content, structure, and user experience to improve SEO and attract more targeted traffic.
Google Tag Manager Google Tag Manager is a tag management system that allows businesses to easily add and manage tracking tags on their website (a tag being a piece of code that collects data for specific actions on your website). This includes tags for Google Analytics, as well as other marketing and analytics tools. By using Google Tag Manager, businesses can streamline the process of tracking user behaviour and collecting data for SEO analysis.
Google Keyword Planner Google Keyword Planner is a free tool that helps businesses find relevant keywords for their SEO strategy. By entering a keyword or phrase, businesses can see search volume data, competition levels, and suggested bid amounts for paid search advertising. This information can be used to identify high-value keywords for SEO optimization and content creation.
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Helpful tools
Semrush Semrush is an all-in-one SEO and marketing tool that provides data on keyword rankings, backlink profiles, and competitor analysis. By using Semrush, businesses can identify high-value keywords and backlink opportunities, optimise website content, and track their progress over time.
Ahrefs Ahrefs is another all-in-one SEO and marketing tool that provides data on keyword rankings, backlink profiles, and competitor analysis. Ahrefs is particularly useful for identifying high-value backlink opportunities and analysing competitor backlink profiles to improve a business's own backlink strategy.
Ubersuggest Ubersuggest is a keyword research tool that provides data on search volume, keyword difficulty, and related keywords. By analysing this data, businesses can dentify high-value keywords for their SEO strategy and optimise website content accordingly. Ubersuggest also provides insights into competitor rankings and backlink profiles, which can be used to improve a business's own SEO strategy. Tools like Google Analytics, Google Tag Manager, Google Keyword Planner, Ubersuggest, Semrush, and Ahrefs can be incredibly beneficial to SEO.
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PRO TIP By providing valuable data on website traffic, user behaviour, keyword rankings, and backlink profiles, businesses can optimise their website content, structure, and user experience to attract targeted traffic and improve their search engine rankings.
Jargon buster PHRASE
DEFINITION
Browser
A software application used to access and view web pages on the internet.
SERP
Search Engine Results Page, the page displayed by a search engine in response to a user's query.
Local Listings
Online business directories that display information about businesses, including their location and services.
PPC
Pay-Per-Click, a type of online advertising where advertisers pay each time a user clicks on their ad.
SEM
Search Engine Marketing, the practice of using paid and organic tactics to improve a website's visibility.
SEO
Search Engine Optimisation, the process of optimising a website to improve its visibility and ranking.
Keywords
Words or phrases that users enter into search engines when looking for information or products.
Black Hat
Unethical or illegal SEO tactics used to manipulate search engine rankings.
White Hat
Ethical SEO tactics that comply with search engine guidelines and best practices.
Backlinks
Links from other websites that point to a website, used to improve a website's authority and ranking.
Anchor Text
The clickable text that appears as a hyperlink, usually a relevant keyword or phrase.
Algorithm
The mathematical formula used by search engines to determine the relevance and ranking of web pages.
Alt Text
Descriptive text used to describe an image or media file, used by search engines to understand its content.
Authority
The perceived expertise or trustworthiness of a website or online platform, used to determine ranking.
Bounce Rate
The percentage of website visitors who leave a website after viewing only one page.
Canonical Tag
A tag used to indicate the original source of content, used to avoid duplicate content penalties.
Click-Through Rate (CTR)
The percentage of users who click on an ad or link compared to the total number of users who saw it.
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Jargon buster PHRASE
DEFINITION
Content Marketing
Creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Conversion
A desired action taken by a website visitor, such as making a purchase or filling out a form.
Crawling
The process by which search engine bots scan and index web pages.
Duplicate Content
Content that appears in more than one place on the internet, can result in search engine penalties.
External Link
A hyperlink that points to a page on another website.
H1, H2, H3
Header tags used to organise and structure content on a web page.
Internal Link
A hyperlink that points to another page on the same website.
Keyword Density
The percentage of times a keyword appears in relation to the total word count of a web page.
Keyword Research
The process of identifying and analysing the keywords and phrases used by potential customers.
Landing Page
The web page a user lands on after clicking on an ad or link.
Link Building
The practice of acquiring backlinks from other websites to improve a website's ranking.
Meta Description
A brief summary of a web page's content, used to describe the page in search engine results.
Meta Tags
HTML tags used to provide information about a web page, such as title, description, and keywords.
Organic Search
Unpaid or natural search results displayed by search engines based on their relevance to the user's query.
Engagement
The level of interaction and involvement users have with a website or online platform.
Conversion Rate
The percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.
Mobile Responsiveness
The ability of a website or content to adapt and display properly on mobile devices, including smartphones and tablets.
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Blacklist
A list of websites or IP addresses that are blocked or banned by search engines due to spam or other violations.
SERP Features
Additional features displayed on a SERP, such as featured snippets, local packs, and knowledge panels.
Schema.org
A collaborative community that develops and promotes a structured data markup language for web pages.
Social Signals
Indicators of a website's popularity and authority based on its social media activity and engagement.
Title Tag
HTML tags used to specify the title of a web page, displayed in search engine results and web browsers.
User Experience
The overall experience and satisfaction of users interacting with a website or online platform.
XML Sitemap
A file that lists all the pages of a website, used by search engines to index the site.
Alt Attribute
An HTML attribute used to provide alternative text for an image or media file.
Canonical URL
The preferred URL of a web page, used to avoid duplicate content penalties and consolidate ranking signals.
Domain Authority
A metric used to measure the authority and credibility of a website based on its age, popularity, and backlinks.
Google My Business
A free online listing service provided by Google for local businesses to manage their online presence.
Impressions
The number of times an ad or search result is displayed on a user's device.
Long-Tail Keywords
Longer, more specific keywords or phrases that target a niche audience and have lower search volume but higher conversion rates.
Mobile Optimisation
The process of optimising a website or content for mobile devices, including smartphones and tablets.
Robots Meta Tag
An HTML tag used to provide more detailed instructions to search engines on how to crawl and index a website.
Schema Markup
A structured data markup language used to provide additional context and information about a web page or content.
Session Duration
The amount of time a user spends on a website during a single visit or session.
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SSL Certificate
A digital certificate that encrypts data exchanged between a website and its users, providing security and privacy.
User Intent
The underlying motivation or purpose behind a user's search query or online activity.
Voice Search
A search method that uses voice recognition technology to interpret and process user queries, often used on mobile devices and smart home assistants.
Buying backlinks
This is the practice of purchasing links from other websites with the intention of boosting a website's search engine ranking. This practice is considered spammy and can result in a penalty from search engines.
Keyword stuffing
This involves using excessive and irrelevant keywords in a webpage's content, meta tags, and other elements to manipulate search engine rankings. Keyword stuffing results in low-quality content and a poor user experience.
Cloaking
Cloaking is a technique where a website presents different content to search engines than it does to users. This is done to deceive search engines into thinking that a website is more relevant than it actually is for certain keywords or phrases.
Article spinning
Article spinning is the process of using software to generate new articles by rewording existing content. This often results in low-quality and unreadable content that is designed solely for the purpose of generating backlinks.
Hidden text
This involves hiding text within a webpage in order to manipulate search engine rankings. For example, some webmasters might use the same colour for the text as the background of the page, making it invisible to users but still visible to search engine crawlers.
Link schemes
This involves the use of manipulative tactics to acquire backlinks, such as buying links, participating in link exchanges, or creating link farms. These practices are considered spammy and can result in a penalty from search engines.
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