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Mathematics with Business Applications6th EditionMcGraw-Hill Education 3,760 solutions Business Math17th EditionMary Hansen 3,734 solutions Mathematics with Business Applications6th EditionMcGraw-Hill Education 3,760 solutions Business Math17th EditionMary Hansen 3,734 solutions Google Ads runs an auction every time it has an ad space to fill -- whether that's on a search results page, blog, news site, etc. Each auction decides which ads will show, at that moment, and in that space. Your bid puts you in the auction. Without a proper bid, you won't be placed in the auction. Without being placed in the auction, your ad will not show. Google Ads gives you several ways to bid for your ads. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, or conversions, you can determine which strategy is best for you. Upgrade to remove ads Only ₩37,125/year
Keyword Research & On-page SEO Terms in this set (55)Why do keywords matter? The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products. Before keyword research, ask QUESTIONS. The answer is that what you want to rank for and what your audience actually wants are often two wildly different things. Focusing on your audience and then using keyword data to hone those insights will make for much more successful campaigns than focusing on arbitrary keywords. What is a seed list? The best place to start keyword research is with a seed list. A seed list is the baseline keywords and phrases most relevant to your business. This list of keywords provides the foundation for all of your expanded keyword research. Effective keyword research starts by building a thorough seed list to ensure no core opportunities are missed moving forward. Primary sources to identify your seed keywords: Terms directly associated with your products or
services. Websites don't rank for keywords... It's important to note that entire websites don't rank for keywords — pages do. With big brands, we often see the homepage ranking for many keywords, but for most websites this isn't usually the case. Many websites receive more organic traffic to pages other than the homepage, which is why it's so important to diversify your website's pages by optimizing each for uniquely valuable keywords. How does search volume impact keyword strategy? Typically, the higher the search volume, the greater the competition and effort required to achieve organic ranking success. Keyword difficulty The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. This is often referred to as keyword difficulty and occasionally incorporates SERP features; for example, if many SERP features (like featured snippets, knowledge graph, carousels, etc) are clogging up a keyword's result page, difficulty will increase. Long-tail keywords Long-tail keywords are keywords or key phrases that are more specific - and usually longer - than more commonly used keywords. Long-tail keywords are phrases that visitors are more likely to use when they're closer to a point-of-purchase or when they're using voice search. Why are long-tail keywords a great SEO tactic? Long-tail keywords with lower search volume often convert better, because searchers are more specific and intentional in their searches. For example, a person searching for "shoes" is probably just browsing. On the other hand, someone searching for "best price red womens size 7 running shoe" practically has their wallet out! Short tail keywords Short tail keywords are search terms that are made up of no more than three words. They refer to very broad topics rather than specific ones. Keyword Compilation Ideas: Keyword by competitor Keywords by season example: For example, if you know that "christmas box" starts to spike in October through December in the United Kingdom, you can prepare content months in advance and give it a big push around those months. Keywords by region strategy You can more strategically target a specific location by narrowing down your keyword research to specific towns, counties, or states in the Google Keyword Planner, or evaluate "interest by subregion" in Google Trends. Geo-specific research can help make your content more relevant to your target audience. For example, you might find out that in Texas, the preferred term for a large truck is "big rig," while in New York, "tractor trailer" is the preferred terminology. Keywords by competitor A: It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for. Google Intent via Quality Rater Guidelines Google describes these intents in their Quality Rater Guidelines as either "know" (find information), "do" (accomplish a goal), "website" (find a specific website), or "visit-in-person" (visit a local business). 5 Major Categories of intent Informational queries Informational queries Informational queries: The searcher needs information, such as the name of a band or the height of the Empire State Building. Navigational queries Navigational queries: The searcher wants to go to a particular place on the Internet, such as Facebook or the homepage of the NFL. Transactional queries Transactional queries: The searcher wants to do something, such as buy a plane ticket or listen to a song. Commercial investigation Commercial investigation: The searcher wants to compare products and find the best one for their specific needs. Local queries Local queries: The searcher wants to find something locally, such as a nearby coffee shop, doctor, or music venue. How to survey SERP landscape for keywords: you want to know what type of content your target audience wants, look to the SERPs! Take the search "dresses," for example: By the shopping carousel, you can infer that Google has determined many people who search for "dresses" want to shop for dresses online. There is also a Local Pack feature for this keyword, indicating Google's desire to help searchers who may be looking for local dress retailers. Google's "refine by" feature If the query is ambiguous, Google will also sometimes include the "refine by" feature to help searchers specify what they're looking for further. By doing so, the search engine can provide results that better help the searcher accomplish their task. What is on-page SEO? The practice of crafting web pages that answer searcher's questions. On-page SEO allows you to turn your research into content your audience will love. Just make sure to avoid falling into the trap of low-value tactics that could hurt more than help! Here is a simple outline to follow for applying your keyword research: 1. Survey your keywords and group those with similar topics and intent. Low-value tactics you should avoid when crafting search engine optimized content. Thin content Thin Content Practice While it's common for a website to have unique pages on different topics, an older content strategy was to create a page for every single iteration of your keywords in order to rank on page 1 for those highly specific queries. < THIN CONTENT Google is clear that you should have a comprehensive page on a topic instead of multiple, weaker pages for each variation of a keyword. Google Panda Update Google's 2011 update known as Panda. This algorithm update penalized low-quality pages, which resulted in more quality pages taking the top spots of the SERPs. Duplicate Content Like it sounds, "duplicate content" refers to content that is shared between domains or between multiple pages of a single domain. Is there a duplicate content google penalty? There is no Google penalty for duplicate content. If two or more pieces of content are substantially similar, Google will choose a canonical (source) URL to display in its search results and hide the duplicate versions. That's not a penalty. That's Google filtering to show only one version of a piece of content to improve the searcher's experience. Cloaking A basic tenet of search engine guidelines is to show the same content to the engine's crawlers that you'd show to a human visitor. This means that you should never hide text in the HTML code of your website that a normal visitor can't see. When this guideline is broken, search engines call it "cloaking" and take action to prevent these pages from ranking in search results. Here's a simple formula for 10x content creation: Search the keyword(s) you want your page to rank for 10x Content If you create a page on a keyword that is 10x better than the pages being shown in search results (for that keyword), Google will reward you for it, and better yet, you'll naturally get people linking to it! Creating 10x content is hard work, but will pay dividends in organic traffic. SEO - Local/National/ International Just remember that not all businesses operate at the local level and perform what we call "local SEO." Some businesses want to attract customers on a national level (ex: the entire United States) and others want to attract customers from multiple countries ("international SEO"). Beyond content: Other optimizations your pages need Header Tags What are Header Tags Header tags are an HTML element used to designate headings on your page. The main header tag, called an H1, is typically reserved for the title of the page. It looks like this: <h2>Page Title</h2> There are also sub-headings that go from H2 to H6 tags How to use H1's effectively Each page should have a unique H1 that describes the main topic of the page, this
is often automatically created from the title of a page. H1's impact (Balance) Although what you choose to put in your header tags can be used by search engines to evaluate and rank your page, it's important to avoid inflating their importance. Header tags are one among many on-page SEO factors, and typically would not move the needle like quality backlinks and content would, so focus on your site visitors when crafting your headings. Internal links Part of a website's crawlability lies in its internal linking structure. When you link to other pages on your website, you ensure that search engine crawlers can find all your site's pages, you pass link equity (ranking power) to other pages on your site, and you help visitors navigate your site. Link Accessibility Links that require a click (like a navigation drop-down to view) are often hidden from search engine crawlers, so if the only links to internal pages on your website are through these types of links, you may have trouble getting those pages indexed. Opt instead for links that are directly accessible on the page. Anchor text Anchor text is the text with which you link to pages. Link Volume The more links on a page, the less equity each link can pass to its destination page. A page only has so much equity to go around. BEWAREEE Image Optimization Images are the biggest culprits of slow web pages! The best way to solve for this is to compress your images. While there is no one-size-fits-all when it comes to image compression, testing various options like "save for web," image sizing, and compression tools Alt Text - don't knock it. Alt text (alternative text) within images is a principle of web accessibility, and is used to describe images to the visually impaired via screen
readers. Image Site Map To ensure that Google can crawl and index your images, submit an image sitemap in your Google Search Console account. This helps Google discover images they may have otherwise missed. Text Size Avoid fonts that are too tiny. Google recommends 16-point font and above to minimize the need for "pinching and zooming" on mobile. The text color in relation to the page's background color should also promote readability Bold and italics for emphasis Putting words in bold or italics can add emphasis, so they should be the exception, not the rule. How to get into a featured snippet Formatting can also affect your page's ability to show up in featured snippets. Taking note of the query intent can help you better structure your content for featured snippets. For example, if you're trying to rank for "cake vs. pie," it might make sense to include a table in your content, with the benefits of cake in one column and the benefits of pie in the other. Or if you're trying to rank for "best restaurants to try in Portland," that could indicate Google wants a list, so formatting your content in bullets could help. Title tags A page's title tag is a descriptive, HTML element that specifies the title of a particular web page. They are nested within the head tag of each page and look like this: Each page on your website should have a unique, descriptive title tag. What you input into your title tag field will show up here in search results, although in some cases Google may adjust how your title tag appears in search results. Why does your title tag matter? Your title tag has a big role to play in people's first impression of your website, and it's an incredibly effective tool for drawing searchers to your page over any other result on the SERP. The more compelling your title tag, combined with high rankings in search results, the more visitors you'll attract to your website. This underscores that SEO is not only about search engines, but rather the entire user experience. What makes an effective title tag? Keyword usage: Having your target keyword in the title can help both users and search engines understand what your page is about. Also, the closer to the front of the title tag your keywords are, the more likely a user will be to read them (and hopefully click) and the more helpful they can be for ranking. What makes an effective title tag? Length: On average, search engines display the first 50-60 characters (~512 pixels) of a title tag in search results. If your title tag exceeds the characters allowed on that SERP, an ellipsis "..." will appear where the title was cut off. While sticking to 50-60 characters is safe, never sacrifice quality for strict character counts. If you can't get your title tag down to 60 characters without harming its readability, go longer (within reason). What makes an effective title tag? Branding: End title tags with a brand name mention because it promotes brand awareness and creates a higher click-through rate among people who are familiar. Sometimes it makes sense to place your brand at the beginning of the title tag, such as on your homepage, but be mindful of what you're trying to rank for and place those words closer toward the beginning of your title tag. Meta descriptions Like title tags, meta descriptions are HTML elements that describe the contents of the page that they're on. They are also nested in the
head tag, and look like this: What makes an effective meta description? Relevance (should summarize your key concept in some form.) + Length (It's best to write meta descriptions between 150-300 characters in length.) Students also viewedCdO 7.1 - Vocabulaire de Classe 118 terms HrWyssTeacher CdO 7.1 - Vocabulaire de Classe 125 terms SchulverlagPlusAG History 221 Carl Richard Test 2182 terms alexgclementPlus Months of the year12 terms HrWyssTeacher Other sets by this creatorChapter 5 & 632 terms meeradear Clearlink KPI Terms41 terms meeradear SI44 terms meeradear Verified questions
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If a keyword has low search volume in a campaign the best strategy is to Quizlet
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