Building your website | Peter Richards


My name is Peter Richards. I am a CA senior SEO manager and I'm based in the UK and I work for jellyfish. What I'll be covering today, recognizing key features in Google SERPs, understanding how search engines work, and spotlighting the fundamentals of on site SEO to assist your website.

Why is SEO important? 80% of all internet sessions involve a user visiting a search engine. So what is SEO anyway? Search Engine Optimization, or SEO is the process of improving the visibility of your web pages in search engines, organic, natural or unpaid results. So we're all familiar with search engines, particularly Google and Bing. But what are we actually seeing here on this Google search page? Increasing real estate is being dominated by Google paid areas, such as paid ads, those are the top four that you see. And also, down to the right, the Google Merchant Center shopping feed, which is part of Google's aggressive monetization strategy. As part of this strategy, the organic results are pushed further down below the fold, or what we refer to as the visible area of the user screen, making it much much harder to find. If your site ranks on page two for Google for your keywords, then forget it, there's not much chance that anyone is actually going to visit your site.

Indeed, 75% of users do not actually go past the first page of a search result. So how do search engines actually work? Google uses three steps to display a page in its search results. The first one, the crawler, or search bot, as it's sometimes known, is a highly sophisticated piece of software designed to discover billions of pages across the internet.

The indexer.
The indexer receives pages from a crawler, analyzes and indexes the content, considers links and renders the page rendering is the process of reading the source code, and then building the page. This is what Google does, it builds the page in a browser, very similar to the browser that everybody uses.

And the query engine,
This interprets the intention of the user search query, retrieves the best matching document from the index and ranks the page accordingly. Developing an SEO strategy within the build. What are the SEO success factors for a website? Basically, the elements that you have are either on page or off page. These elements are either direct, or indirect. On page, you have direct control with the experience that you offer, the content that you create, and how it's displayed visibly off page, you have indirect influence. This is readers sharing content across social networks commenting on blogs, or within forums, or publishers referencing content on their own blog, or perhaps, maybe linking back to your site. Google uses 1000s of signals to rank web pages. And nobody actually knows what they all are. Anyone who claims that they do is actually fibbing. In fact, since the rise of machine learning, not even the people that work at Google can tell you all the elements that influence ranking.

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