Название: How to Get to the Top of Google Search: A Practical SEO Guide
Автор: Richard Conway
Издательство: Random House New Zealand Ltd
Год: 2019
Страниц: 144
Язык: английский
Формат: epub, azw3, pdf (conv)
Размер: 10.1 MB

Anyone trying to sell anything wants potential customers to be able to find them straight away when searching online. This book tells them how. It has been written by a professional search engine consultant. Richard Conway started his company, Pure SEO, in 2009 with just $200 to spend on a single web page. From there, mostly using digital marketing, he has expanded the business to four offices in New Zealand and Australia. Pure SEO has been listed by Deloitte in the fastest-growing 500 tech companies in the Asia Pacific region for the past five years.

This practical guide cuts through the mis-information and sets the record straight on what actions you need to take, so searchers will find your product quickly and easily. It covers keywords, website content and structure, mobile search and optimisation, loading speed of your website and how that affects searches, planning content to make it easily searchable, tracking tools and much much more. With Australasian-focused statistics and insights, as well as advice about how these two markets differ, the book is an authoritative and accessible 'how to' resource. Case studies and Q&A sections provide real-life dos and don'ts. As well as actionable advice and 'red flags' to avoid, the book also looks ahead to consider the future of search marketing.

Simply put, SEO is the practice of creating greater organic visibility for your website in search engines, driving traffic to your site without paid advertising. It covers a range of activities — both on your website itself and in your surrounding marketing — that are undertaken to optimise a website or web page, to achieve the highest possible ranking in a search engine results page.
Search engines choose how they serve up the results of any particular search query to users, and whether your website or page appears near the top of the list. Your ranking will determine how many people are likely to click through to visit you — in other words, how much traffic you get.

SEO is about understanding the factors that search engines use to make ranking decisions, and leveraging them for your site. Ultimately, a search engine’s goal is to provide the best user experience for searchers, so they are looking for indicators — like trust, authority, relevance and even page-loading speed — to determine how likely your site is to help them do that.

This book will show you what you can do to clearly communicate your website’s worth to search engines, namely Google. As I’ve mentioned, some of these activities will take place on your website itself — on the pages that people see and behind the scenes in the code; this is all referred to as on-page SEO. Other activities will take place independently of your website, like guest blogging, social media marketing, influencer marketing and link building. Both on- and off-page SEO techniques will be covered in this book.