SEO for Digital Marketing | Google Career Certificates

Search engine optimization (SEO) is an important and often underappreciated aspect of digital marketing and e-commerce. In this …

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[MUSIC PLAYING] DANIEL: Hi, my name’s Daniel. I’m a product marketing manager. And I work for Google Store. SEO stands for Search
Engine Optimization. When someone has a curiosity
about anything in the world, they go to Google and
they’ll search that question. Essentially, what an SEO
specialist or professional does is understand what
people are searching for in their respective market,
in their respective business, and how do they answer that
question that allows them to be at the top of the page. And Google has created
this algorithm that allows businesses to compete
for that space in the most organic fashion that
doesn’t get overridden by paid advertisements
and sponsored posts. So the purpose
for search engines is to provide an answer
to a certain question. It delivers either a product,
an answer, information, or a service that
people are curious about and want to have more
information about. If you rank highly on a certain
topic, or keyword query, or search query,
then you’re more likely to get those traffic
visitors to your page, which then you can optimize
your page even further to convert those people to
sales if you are selling a product, or a service. Or you can increase the
engagement on your page if you’re just providing
information that you want people to take a part of. So if you’re optimizing
your page for SEO, you will get more visitors
and traffic to your page. One of the most common
issues that people find with a page
that isn’t optimized is that they’re not getting
traffic to their page. If they’re a business that
relies on selling products online, that means
that they’re not going to make sales because
no one is finding their pages, unless they want to
put marketing dollars and spend money to
push their page up on top of search results. They can do that but that
also has a lot of capital. And a lot of small businesses
can’t afford to do that. So a free, organic
way to do that is SEO. So if you optimize for
SEO, you can organically and in a free way push
your content higher and get that traffic
flowing into your website. Hopefully, those
people will convert and you will make more sales. So there are two types of SEO. There’s the user-facing
SEO component, which is about
content and keywords, and what people actually
see on the page. And then there’s
the backend SEO, which is more on the technical
side, which is about site speed and site performance. Some low hanging fruit for SEO
optimization for your own page is to really look
at keywords that are really relevant to your
page, to your business, to your industry. Build content around
those keywords and around those search queries
that you know that people are interested in about. If you can provide an
answer, such as a blog page or informational
page on your site, then that can be used to
funnel traffic into your site. You can also look at
keywords that are relevant. There are a lot of
free tools out there that you can search
certain industries. And those industries will have
the top keywords per industry, or per market, or per business. And if you haven’t
already incorporated that, then you can start building
content around those topics. So if you want to understand how
your website is doing in terms of SEO, there are a lot
of free tools out there that provides a free audit that
showcases how fast your page loads, what steps
and actions you can take to decrease the
size of the page, which means your page can load faster. If you can increase the speed
for the page when it loads, then you’ll have a
better user experience. So one piece of
advice I would give for people really
interested in SEO or seeing if they
want to pursue SEO is to understand that
SEO is always changing. But the bottom line
still stays the same. It’s trying to understand
the customer, what they’re organically interested in,
what they’re organically curious about. And if you can focus
on that, then you’ll have a successful career in SEO.

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