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Showing posts with label search engine result page. Show all posts
Showing posts with label search engine result page. Show all posts

Sunday, May 16, 2021

How SEO affects your business

If you're a business, there are some very real and specific benefits to having a consistent, ongoing search engine optimization strategy.

How SEO affects your business?

If you're a business, there are some very real and specific benefits to having a consistent, ongoing search engine optimization strategy.




For the first time in the history of marketing, users are offering up their actual intent through the words that they type and speak into search engines.  And more than ever before, you can measure the results of your SEO efforts as a marketing channel.
Users leading SEO:

For the first time in the history of marketing, users are offering up their actual intent through the words that they type and speak into search engines.

And more than ever before, you can measure the results of your SEO efforts as a marketing channel.





SEO Free or Paid?
While search engines don't charge you for listing your web pages, planning and implementing SEO in your organization is certainly not free.  You'll need to spend the time, the money, and the resources to do this the right way.  The good news is that this can help you reach a tremendously large audience, attract more targeted visitors, and measure the impact of your efforts in terms of a return on your investment.    More and more content appears on the web every second of every day. And your customers need search engines to help make sense of it all.

While search engines don't charge you for listing your web pages, planning and implementing SEO in your organization is certainly not free.

You'll need to spend the time, the money, and the resources to do this the right way.

The good news is that this can help you reach a tremendously large audience, attract more targeted visitors, and measure the impact of your efforts in terms of a return on your investment.


More and more content appears on the web every second of every day. And your customers need search engines to help make sense of it all.



Why SEO good for people?

People search to find answers to their questions, to buy products, to find a place to eat, to book travel, to get news. Just about everything we do online starts with a search. We call the motivation behind a given search intent. And it's not just done around the family PC anymore. The explosion of connected mobile devices and voice assistants means that we have access to search just about anywhere in the world with just a few keystrokes or voice commands.
People search to find answers to their questions, to buy products, to find a place to eat, to book travel, to get news. Just about everything we do online starts with a search. We call the motivation behind a given search intent. And it's not just done around the family PC anymore. The explosion of connected mobile devices and voice assistants means that we have access to search just about anywhere in the world with just a few keystrokes or voice commands. 


What people search for and the words they choose when making their query says a lot about their intent, or what actions they want to take at a specific moment in time. And this has traditionally been the Holy Grail of marketing research.


If somebody searches for Diving in Dahab or where to buy a digital camera, it's very easy, as a marketer, to understand what they're looking for. The role of search engines is to match those user search queries to pages that match that topic. And if you sell cameras, well, what that means to you is that you can create relevant content that meets the needs of the searcher at exactly the right moment.


Good SEO can essentially provide you a stream of some of the most targeted, intent-driven traffic that you could possibly ask for. But more than that, one of the biggest benefits of search engine optimization is the ability to actually measure your results. You can use your website analytics data to find out exactly how successful you are in acquiring search engine users. And you can see if those users' actions are in line with your business goals.

 


You can evaluate the effectiveness of your content in attracting and advancing the user through your sales file. And you can measure what they do and what they don't do on your website and beyond. By attaching real dollars and cents to those actions that began with a simple search, you'll be able to truly measure return on investment from your SEO channel.
Evaluate your business:

You can evaluate the effectiveness of your content in attracting and advancing the user through your sales file. And you can measure what they do and what they don't do on your website and beyond. By attaching real dollars and cents to those actions that began with a simple search, you'll be able to truly measure return on investment from your SEO channel.







Visit Our Website: Hospitality Career Academy

Full course available at Linkedin SEO

Follow the writer Yasser Afify


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Saturday, May 1, 2021

Research the SERPs

Formulating a keyword strategy is one of the most important activities in marketing. Properly optimizing a website and strategically using keywords can yield visitors for years. Digital marketing expert Matt Bailey begins with the basics, covering what keywords are and what they do. Next, learn about how to find and analyze the right keywords for your business and implement them into different channels. Matt covers all the important components of choosing keywords including how to determine customer intent, identify trends, develop analytics, utilize negative keywords, and focus on what works. Finally, learn about how to measure the results, understand rankings, and establish priorities.

The search engine results pages or SERPS are the proving ground for a successful keyword strategy. 

It is estimated that the number one website in the results will get a 35% share of clicks. This also shows you important areas to consider in your optimization and content tactics. 


Many times it's not just a webpage that you need to optimize for rankings. It can be a product page, a file, a video, or a podcast. Most times you might be up against local results, which takes up a lot of real estate on the page. 


Other times your competition may be Google itself. One of my keywords from my seed list produces a result that looks like this. This is called the knowledge graph. The search engine will attempt to answer your query with content from another source, and present it on the search results page. 


Now, there are two sides to this. For the search engine, especially Google, it gives answers to the searcher immediately. And without clicking the result, the searcher sees the information they need. 

For the site owner, it's a bit more complex. You see, Google can answer the searcher's question without the searcher ever going to my website. So while my content may have answered the searcher's question, I probably didn't get a visit and will have no way of knowing how many people saw. Plus, I didn't get a chance to present my content to the searcher in the context of my website. 


Next, I want to make note of any results that have ads on the page. When businesses are actively bidding on a term that provides ads, it shows you that there is significant competition for that term. 


Additionally, because most searchers are using a mobile device, the first ad will take up most of the screen. They will have to scroll through the ads to get to the organic results, the ones based on the search engine's algorithm. As you can see in this example, my keyword, Dubai visit, has a results page with four ads at the top of the page, and then the organic results. 


This is critical. If someone's on a smartphone, 

they're not going to see my organic result. They're going to see the ads. So make a note in your keyword list of which of your terms results in ads, and which do not. Highlight those that have ads or the Google knowledge graph, as you may have to change tactics in order to gain visibility.


Full course available at Linkedin SEO: Link Building

Follow the writer Yasser Afify

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Keywords provide context

Keyword strategy

I travel a lot for business, and search results keep me connected. Many times all I have to do is search for seafood restaurant and I'll immediately see restaurants that are nearby, with ratings, recommendations, maps, pictures, and menus. It makes travel easier when you have all of this information at your fingertips. 

Now, from a business standpoint, it also shows the competition you might have. Since making a seed list, now you check the results to see what shows up for your keywords. It's not the same for everybody. In fact, it could be different for every business, industry, or keyword. A local dry cleaning business, a laser printer, how to tie a tie, how much does an elephant weigh? All of these searches produce very different types of results. 

The search engine results page, or SERP, is your primary focus for rankings. If you're a local business, you'll see local results, listings, pictures, and maps. If you're selling products, you'll see product listings. If someone searches for how to do something, they'll see videos. Or informational searches can show entirely different mixed results. 

As you can see, the results change based on the type of search. This has to be taken into account 

as part of your keyword optimization and marketing plan. It's not just about getting rankings anymore. It's about the visibility in the search results through whatever media may be shown. In this result for hiking in California, I have to compete with the map of California on the right, and other travel companies and destinations offering travel packages. 

If the searcher is using their smartphone, I have to compete in a smaller space that heavily favors the top of the page. That now has to be part of my strategy. So take your seed list and do searches at different destinations. Google, Bing for search. Maybe Amazon or eBay if you compete there as well. 

Take notes of how different words and phrases will change the results. For this, I create a spreadsheet and list the key words I used to search. Then I create columns to note the information that appears on the search results page, knowledge graphs, product listings, maps, images, videos, or ads, anything beyond the typical search results page. 

Then make notes of how you will need to optimize your content and any multimedia or page search campaigns you may need to implement in order to compete and have visibility on the results page.

Full course available at Linkedin SEO: Link Building

Follow the writer Yasser Afify

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Wednesday, April 21, 2021

Reading search engine result pages (SERP)

Reading search engine result pages (SERP)

Before we dive into working on getting your website to show up in the search results, it's important to understand what those search results actually look like. Although there are a lot of search engines around the world, and they all have some distinct differences, there are some common characteristics that their search engine results pages, or SERPs, may have.


One thing that we're probably going to find are some paid listings. Paid listings are very different than

the traditional organic or natural listings that we'll be focusing on for our SEO efforts. These paid listings are actually advertisements, and programs like Google Ads or Microsoft's Bing Ads, allow advertisers to bid on and place these ads in the search results page.

Search engines are always changing how ads appear in the SERPs, as they try to better their business and please their advertisers. And these changes can have surprising and unpredictable impacts on how organic search performs. But for now, we'll talk about what a typical SERP looks like.


A typical search engine results page will have 10 organic results that link out to different web pages,



sometimes referred to as the 10 blue links. Each result might look a little different, but they'll all have at least a headline, a description, and a visible URL.

It's important to know what these components look like because later in this course, we'll be modifying and optimizing these particular elements that may appear for an individual result. One important thing to point out is that the internet has changed a lot since search engines first appeared. And there's a lot of content on the web, beyond just text and web pages.

Search engines have done a really good job of keeping pace, and while we still view web page results, they also return things like videos, images, news, products, and maps. All of these can appear on a search engine results page. A common way of describing this would be that we now have blended search results, which include all kinds of different content.

Sometimes the blended results will have a group of video clips that match a user's search query. Or it might show a list of local businesses, accompanied by a map. It could be a group of images and prices for a particular product that you can buy.

Social results will often feature prominently when you search for a company. And if that company has made the news, chances are there will be a block of recent news items too. Search results can show up in a variety of different ways, based on what the search engines think is relevant and appropriate to the user's search query. In some search results, you might see a visual carousel of results. Others may include enhanced results, like Google's Knowledge Graph. These results are generated from a variety of sources, like Wikipedia and review sites, as well as information that you can provide search engines from the code of your pages using schema.

The important thing to remember is that you have a lot of opportunities to have your content show up in the search engine results pages. And the more you understand how search engines decide to show results to users, the more you'll understand how to get the search engines to show your content above the rest.


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