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[MUSIC PLAYING] SPEAKER: Welcome back, everyone. Now that you’ve learned
about how Search works and foundational search
engine optimization concepts, you’re ready to learn
about how to apply them. In this video, we’re going
to discuss strategies, tips, and recommendations
that can help the website content you
create perform better in search engines. Applying SEO is an important
skill as a digital marketer. You may be tasked with
creating SEO-friendly content in your new role so that
potential customers find it when they type queries
in a search engine. The information in this
section will really help you with that task. We’ll start this section
with general recommendations on how to optimize
a website’s content. Then, we’ll cover
internal linking and how to optimize
images for a website. You’ll also learn about making
a website mobile friendly. Then, we’ll review strategies
that help search engines better understand your content, such
as crafting effective titles and meta descriptions. You’ll also learn how to
create structured data markups and make your content unique
in the search engines. We’ll wrap up this section with
an SEO tool Google provides called Search Console. It produces several SEO-related
reports and metrics. You’ll also learn
about an SEO tool that the Bing search
engine provides called Bing Webmaster Tools. I’m super excited to help you
further your digital marketing and your SEO knowledge. Are you ready? Great. Let’s get started. [MUSIC PLAYING] While you may believe there
are tips and tricks to search engine optimization,
it really comes down to first creating great content. If the content is well written,
informative, and on topic, it will help satisfy
the searcher’s query. And as a marketing and
e-commerce professional implementing SEO, you should try
to satisfy the searcher’s query better than the competition. In this video, we’re going
to discuss how to optimize your website’s content. These recommendations come
directly from Google’s SEO documentation. While none of these guarantee
that a web page will rank high in a search engine,
they’re great to consider when creating web pages. The first recommendation
is to make the website useful and interesting. Creating compelling
and useful content will likely influence
your website more than any other
factor we discuss. Users find good
content engaging. When users are engaged,
they will likely want to share it and
direct other users to it. Visitors sharing and
talking about the website is what helps build
the site’s reputation with both visitors and Google. The sharing rarely comes
without quality content. The next recommendation is
to know what visitors want and give it to them. This starts with
keyword research. Once you have the right
keywords and topics, then create great content. How to best create great content
is often a matter of opinion. However, the Google
Search guidelines do provide some
suggestions such as, to make sure the content is
well written and easy to follow, and to carefully check your
text for spelling errors and grammatical mistakes. Fresh, unique content also
performs better in searches. Don’t rehash old content. Google tries hard to show pages
with distinct information. If there are pages on a website
that are duplicates or similar in content, those pages
are likely to not be shown in search engine results. A third recommendation
is to act in a way that cultivates user trust. Users feel comfortable
visiting your website if they believe
it’s trustworthy. A site with a good
reputation is trustworthy. Cultivate a reputation for
expertise in your industry or a certain area. Provide information about
who publishes the site, provides the context, and
the organization’s goals. If you have an
e-commerce website, make sure you have clear
and satisfying customer service information. This helps visitors
solve problems. You also want to use
the proper technologies. For example, if your e-commerce
checkout page doesn’t have a secure connection, users
cannot trust the site. The next recommendation
is to make expertise and authoritativeness clear. Be sure that content on the site
is created or edited by people with knowledge in the topic. If you as a digital marketer
are tasked with writing content that you aren’t
knowledgeable in, just make sure someone who is
an expert edits your content, or you can provide expert
or experienced sources. The source helps users
understand the expertise you base the content on. The fifth recommendation is to
provide an appropriate amount of content for your subject. Creating high-quality content
takes a significant amount of at least one
of the following– time, effort, expertise,
and talent or skill. Make sure content is factually
accurate, clearly written, and comprehensive. For example, if you’re
publishing a recipe, provide a complete recipe
that is easy to follow. Don’t just publish
a set of ingredients or a basic description
of the dish. Ensure the instructions
make sense and are correct. Those are the five
content recommendations from Google Search guidelines. Use them to create content that
delivers a great experience to your potential customers. If you deliver a great
experience to searchers, you have a great
start to get the web page to rank in the SERPs. Search engines use images as
a way to visually discover information on the internet. Images are also how customers
can visually understand your products and services. Remember when we discussed image
appearance in the Google SERPs? Well, those images mostly
come from websites. Yes, it’s possible to
get the images you upload to a website to display
in Google Image results. In this video, we’re
going to discuss best practices to get your
images in Google Image results. You’ll find that these
recommendations are for users, not just search engines. When you satisfy your
users, the search engines often recognize
that satisfaction and display your website
images or content. While it may seem like a
simple process to upload images to your website, there
are several factors to consider to make them
friendly to both users and search engines. Let’s get into it. One of the best ways to
boost your visibility in Google Images is to first
create a great user experience with images on the website. Now, how do you do that? Well, first, ensure
that visual content is relevant to the page topic. Display images only where they
add original value to the page. Also, whenever
possible, place images prominently on the page
and near relevant text. Want to make sense? Consider placing the
most important image near the top of the page. To provide a great
user experience, you should also ensure your
images are device friendly. That means they
should load properly on the computer,
tablet, and mobile. Sometimes the image
may resize on mobile. Is it cut off, or does
it look like the same as it is on your computer? A second best
practice with images is to include descriptive
titles, captions, and file names. When pulling an
image from a website to display in Google
Images, Google will automatically
generate a title and snip it to
describe the photo. You can assist in this by
creating a descriptive page title. You should also
consider including a caption with every photo. This helps Google understand
what is going on in the photo. Likewise, the file name
can give Google clues about the subject
matter of the image. For example,
my-new-gray-kitten.jpeg is more descriptive than IMG0023.jpeg. A third image best practice is
to use descriptive alt text. Alt text is text that
describes an image. It improves
accessibility for people who can’t see images
on a web page, including visitors
who use screen readers or have low bandwidth
connections. Google uses alt text along
with computer vision algorithms and the content of the page
to understand the subject matter of the image. When writing alt text,
focus on creating useful, information-rich
content that uses keywords appropriately. The alt text should also be
in the context of the page content. You should also avoid
keyword stuffing in alt text. It results in a
negative user experience and may cause Google Search to
recognize your site as spam. Let’s go over an example
of keyword stuffing alt text for a photo of a puppy. Keyword stuffing alt text would
read like, puppy dog baby dog pups doggies litter retriever
Labrador Dalmatian terrier cheap dog food puppy food. A more clear alt
text example would be Dalmatian puppy playing fetch. A fourth image recommendation
is to optimize for speed. Images are often the
largest contributor to overall page size, which
can make pages slow to load. When uploading
images to a website, you typically don’t
upload the original image. Without losing the
image’s quality, you should resize
the images to a size more appropriate for a website. To determine if images
are slowing the load speed of a website, use
a free-of-charge tool provided by Google called
PageSpeed Insights. This tool analyzes a web
page and provides information about its load time. It also provides suggestions on
how you can decrease the load time, such as what images are
taking a long time to load. Now you know more about how to
get website images to appear in Google Image results. Whether you’re a
digital marketer or a e-commerce analyst working
on a website, social media, online advertising,
or email marketing, visual features such as images
will be an important aspect of your job. Remember, a little SEO knowledge
can have a large impact. Apply these image best
practices to ensure your content gets found in Google Images
and drives even more traffic to your website. [MUSIC PLAYING] Think about the web page results
in the search engine results page. What makes you decide to
click on a certain result? Is it the URL, the name shown,
or a description of the page? Or is it a combination
of all three? You as a digital marketer
creating a new web page have control over what
page name, also called the title link, appears
in the results page. You also have some control
over the description of the page as well. In this video, we’re going to
discuss crafting effective web page titles and descriptions
that connect researchers and potential customers. In general, every web
page has a title element. And most web pages have
a meta description. The web page title element
provides both the user and search engines
with a page’s topic. The meta description
provides the search engines a summary of what
the page is about. A page’s title may be a
few words or a phrase, whereas a page meta description
might be a sentence or two, or even a short paragraph. Let’s discuss a
few recommendations for page titles. When creating a page
title, you should make it accurately describe the
topic of the page’s content. It should read naturally. Avoid writing a title that
has no relation to the page’s content. Also, avoid creating a title
with default text like Untitled or New Page 1. When a searcher reads
a page’s title link and then clicks on the
link, the web page content should closely match
that page title. Now, if it doesn’t, they’re
likely to click back and revisit the
search results page. Another recommendation is
to ensure every page has a unique title element. This helps users to understand
the unique value which this page provides. So avoid using a single title
in all pages across the site or in a large group of pages. An example of this
is if a company had services as the title for
their services-related page. They should change it to a
name– the specific service– the page content discusses. A third recommendation
is to make titles brief but descriptive. If the title is too long
or deemed less relevant, the Google Search engine
may share only a portion of the text in your title. An example of a
less relevant title is one that a
keyword is stuffed. It’s OK to include a
keyword but don’t repeat it. Remember, the
title should always be helpful to the searchers. In general, even when
following the best practices, Google may show title links that
are different from the title elements on a page. This can happen when
our systems determine that it’s valuable to provide
a slightly different context to users or if the given
title element doesn’t fit the available space. Let’s discuss meta descriptions. These are important because
Google Search might use them in the results for your
pages in the SERPs. Note that we say «might.» This is because
Google Search may choose to use a relevant
section of a page’s text if it does a good job
matching the searcher’s query. Here are a few
recommendations when crafting meta descriptions. You’ll want to make sure
there is a meta description for every page of the website. Google will show a snippet from
the meta description or web page in the search results. Writing a clear
meta description may influence the page’s snippet
in the search results. The second recommendation when
writing a meta description is you should accurately
summarize the page content. Write a description that
would both inform and interest searchers if they saw your meta
description in a search result. Now, there is no minimum
or maximum length for a meta description. Make sure it just contains
all the relevant information a searcher would need to
determine whether the page will be useful to them. A third recommendation is
to use unique descriptions for each page. Having a different
description for each page helps both users and Google– for instance, if
a search results displayed multiple pages
of the same website. If you’re working for
an e-commerce company with thousands of web
pages, it’s likely not beneficial to spend time
writing meta descriptions for each page. In this situation, you
could automatically generate descriptions based
on each page’s content. This is a more
advanced technique. However, just remember,
with large website not every single
page’s description must be written manually. You now know how important
page titles and meta descriptions are to both
search engines and users. They help them better understand
what page is all about and they encourage people
to click on the page link. If you create a web
page with great content but the title doesn’t
reflect that content’s topic, it can frustrate searchers. This frustration may be
reflected in Analytics, and Google Search may choose
to show different title links in the SERPs. Always craft effective
titles in addition to excellent page content. [MUSIC PLAYING] Have you ever noticed
that some search results showed different
information than others? Maybe you’ve seen a
result with a star rating or with a price or
a recipe that looks different from
the other results. These unique results in the
SERPs are called rich results. Think of rich results
as enhanced results in Google Search with extra
visual or interactive features. To get rich results
for a web page, you should add structured
data to the page, which is code used to describe
a web page content better to search engines. Structured data markup
is a way of providing additional machine-readable
information within a web page. Search engines use
structured data to display content in useful
ways in search results. That in turn can help
attract just the right kind of customers for a business. For example, if you are
an e-commerce analyst for an online store
and use structured data to mark up an
individual page, this helps the Google Search
engine understand the page features for the
product, such as its price and customer reviews. In addition to a product,
you can markup information for an organization, such as
its location, opening hours, events, videos, or
recipes, and its logo. It’s important to know that just
because you add structured data markup to a web page doesn’t
guarantee it will show up in the search results. Ultimately, the
Google algorithm will determine if the
rich results display and for what type of searches. Schema is the type of code
used for the structured data markups. Now, depending on the type of
platform a website is built on, there may be
third-party software that helps you add the markups
without dealing with the schema code. To make the process
easier, try to determine if the software is
available before trying to learn the code. Additionally, if you work
for a larger company, they may have engineers
that write this code. It may not be the responsibility
of the digital marketer. Once you add the structured
data markup to your content, you can ensure there
are no mistakes with the implementation with
the Google rich results test. To run the test, enter in
the URL for the web page. You’ll have results
within a minute or two. Running this test ensures you
aren’t using invalid markup on the web page. If it’s invalid, it won’t
show up in the search results. After you’ve added
structured data to several pages
of your website, Google Search also
provides information about which pages it detects
have a specific type of markup. You’re going to view this data
in a tool you’ll learn more about called Google
Search Console. One important note to remember– never add fake data to the
structured data markup. For example, you
don’t want to provide fake reviews or any irrelevant
markups that don’t add value to the searcher. Let’s cover some of the
most popular rich results and what they
visually look like. The rich results
for a product may include the price, availability,
and review ratings. These pieces of
structured data are information that a potential
e-commerce customer may be interested in. Having this rich
result may make them more likely to click on your
results over competitors. Rich results for
a review snippet may include the review rating
and the number of ratings. The review is usually an average
of the combined rating scores from reviewers on the website. A review snippet can be about
a book, a recipe, a movie, a product, software
app, or local business. The rich results for an
article are typically for websites that publish
timely information. This rich result isn’t
just for news sites. If your website
publishes any articles with industry
information, you may want to consider the article markup. The last rich results example
review is for a video. The information for a video
may include the option to play the video, specific
video segments, and if it’s livestream content. You now know more about
the different types of enhanced results
in the SERPs. The next time you perform
an internet search, look closely at the results. Rich results have rich results. Do you find the websites
with rich results are more appealing
to those without? Are they providing you
with more information? Becoming aware of
what information is available in
the search results will help you be more
successful in digital marketing e-commerce analyst roles. [MUSIC PLAYING] When working on search engine
optimization for a website, there’s a no-cost
tool that helps you better understand how
the website is performing on Google Search. The tool is called
Google Search Console. Search Console
provides information on a range of different
website metrics and reports. For example, you can learn how
many people visit the website by searching on
Google, or you can confirm Google is
crawling your web pages. You can also learn if there
are any technical errors on the site. In this video, we’re
going to discuss how to get started on
Google Search Console and how a beginner in digital
marketing may use this tool. For several of the following
videos and screenshot examples, we’re using a company
called Happy Clothes. They’re a fictional company we
use to demonstrate SEO and SEM tools. There are a lot of
features on Search Console. Some are more
advanced than others. Let’s discuss first steps
a beginner should do. First, add and verify
website ownership. Verification is a
process of proving that you own the website. And once you finish
the verification, Search Console will
start to collect data. And you’ll gain full
access to the tool. And after a few days,
once the Search Console collects sufficient
website data, the second step
you should take is to ensure Google can
find and read your pages. The Index Coverage report
provides an overview of all the pages Google
indexed or tried to index in the website. Review the list
available and try to fix page errors and warnings. For the third step, you should
review another report called the Mobile Usability report. This report shows
issues that might affect your users’
experience while browsing the site on a mobile device. The report includes information
about specific issues, a sample of the pages affected,
and how to fix an issue. The next step is to consider
submitting a sitemap to Search Console. A sitemap is a
file that provides information about
the pages, video, and other files on the site and
the relationship between them. Search engines like Google read
this file to crawl the site more efficiently. You don’t have to have a
sitemap because Google is still likely to crawl the website. However, it is best practice
to submit the sitemap to improve the crawling. Particularly if your website
is larger and over 500 pages, you should also include a
sitemap in case Google has difficulty crawling your site
and cannot discover important pages. Submitting a sitemap is
slightly technical SEO task. However, many websites,
platforms such as WordPress, Wix, or Blogger, automatically
create and make a sitemap available for search engines. You don’t have to do anything. If your website
is on a platform, confirm it is
doing this for you. The fifth step is to monitor
your site’s performance. The Search Performance report
shows how much traffic you’re getting from Google Search. The report breaks
down the traffic by queries, pages,
and countries. For each of these
breakdowns, you can get trends for impressions,
clicks, and other metrics. We’ll discuss Search Console
reports later in this course. As a digital marketer
using Search Console, let’s discuss what the
general usage is like. The day-to-day usage
will be minimal. You’ll receive an email
when unusual events occur, such as if the website
is hacked or if Google has any issues
crawling the website. Every month or so, review
the Search Console dashboard. Get a quick health check
to check on the website. Make sure there aren’t
any errors on the site. Also, check that there
aren’t any unusual dips in click count to the website. You should also review
Search Console whenever you add new content to websites. If needed, submit a new
sitemap with the recently added content. A few weeks after
adding new pages, confirm that the number of
indexed pages are rising. If you’re ever working
on website content, review the Search Console
metrics and reports to ensure the website
is functioning properly. If it isn’t, that could
affect the performance of your content. Great job. You’re really learning a lot. I hope you’re feeling
more confident in your SEO and Search Console knowledge. [MUSIC PLAYING] One of the most
beneficial features of Google Search Console
is its reports and metrics. In this video, we’ll
discuss popular reports you should be aware of. We’ll also cover terms and
features in those reports. Let’s start with
the Overview page. This is a page you will see
after logging into Search Console. While not a report, this
is still an important page to understand. The Overview page shows a
summary of your site’s health, including any security
issues, graphs of metrics, and summaries of
enhancements for the site, such as structured data. You should check on
this page periodically to ensure that there are no
security issues or enhancement errors. Also, confirm there are
any dips in the click count to the website. If they are found, you
should investigate the cause. The Website Performance
report focuses on several SEO-related metrics. Let’s quickly cover
some of those. Impressions are how many
times your sight has been seen by someone in Google Search. Clicks are how many
times a searcher clicked on your website’s
results in the SERPs. The click-through
rate is the percentage of people who saw your listing
and then clicked on it. The average position
is where your site ranks in the search result.
Position 1 is the top position. See, all these
metrics are connected. For example, if your website
receives a lot of impressions but its average position
in the SERPs is low, it won’t receive many clicks. If the website isn’t
receiving many clicks, then its click-through
rate will be low as well. Another report to review
is the Links report. This shows which
websites link to yours, what the link text is, and
what your top linked pages are. Use this report to
better understand which web pages are
receiving the most links from other websites. Ask yourself, why is this
page receiving more links than other pages? Also, you can use
the Links report to determine if the
website is linked to by spammy or useful sites. If it’s linked by spammy sites,
you can generally ignore them. The Coverage report
shows the index status for all pages in your site. Pages are grouped
according to whether they are or can be indexed. Also included is a description
of why the pages could or could not be indexed. Use the Coverage report
to periodically scan for spikes and errors
or drops in index counts to identify crawling
problems on your site. Another report to review is
the Manual Actions report. A manual action is Google’s
way to demote or remove web pages that are not compliant
with its webmaster quality guidelines. Typically, manual actions
are for websites or web pages that try to
manipulate the search index. An example of why
a manual action is placed against
a website is if it has been keyword stuffing. If you follow Google’s
quality guidelines, it’s likely your website
won’t receive a manual action. Still, it’s important to check
the report in Search Console to confirm. The Security Issues
report lists indications that your site was hacked
or behavior on your site that could potentially harm
a visitor or their computer. An example of this is
installing unwanted software on a visitor’s computer. If you do see a security
issue in this report, Google will provide
details about the issue and how to fix it. While there are several more
reports in Search Console, those are some of the more
popular and important ones. As a beginner in
digital marketing, you’ll use these reports
to better understand how a web page is
performing in Google Search. You’ll also use it to
identify any major issues with the website, such
as if it’s been hacked or its pages are
not being indexed. Google Search Console
is a really helpful tool to learn and implement SEO. Great work. MIRIAM: Congratulations
on finishing this video from the Google Digital
Marketing and E-commerce Certificate. Access the full experience on
Coursera, including job search help, and start earning
the official certificate by clicking the icon or the
link in the description. Watch the next video in the
course by clicking here, and subscribe to our
channel for more lessons
Unlock your website’s potential with top-notch SEO—contact us now!
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