seo basics what is seo and why is it important seo with timestamps YoutubeScribe.com

[0:00] Hey everyone, my name is Sam Oh and welcome
to the SEO fundamentals course by Ahrefs.
[0:05] In this course, I'll be teaching you the fundamentals
of SEO with a heavy focus on execution.
[0:10] And while it's a beginner's SEO course, I don't
want you to be fooled by the word "beginner."
[0:15] Even for an 8-figure business like ours,
we don't do anything crazy technical
[0:20] or complicated.
[0:21] Right from the start, we've stuck with
the fundamentals of SEO that led to
[0:25] compounded growth.
[0:26] And today, our site gets over a million monthly
visits from Google search alone, making SEO
[0:31] one of our most effective strategies
to get traffic to our site.
[0:36] So the course is broken down into four
modules plus this video, which is more
[0:40] of an introduction to the course
as well as an SEO 101.
[0:43] In this video, we'll go over the basics of
SEO and cover things like what it is, why
[0:49] it's important and how it works.
[0:51] You'll then move on to module 1
which is on keyword research.
[0:54] Throughout these lessons, I'll show you
how to find keywords to target that can
[0:58] benefit your business.
[0:59] It'll also set the foundation for the next
module, which is on-page SEO.
[1:03] In this module, we'll talk about optimizing
your pages to rank for those keywords.
[1:08] The next module will be on link building.
[1:10] This is one of Google's most prominent ranking
signals which has proven to contribute to
[1:15] higher rankings in search.
[1:17] Finally, we'll finish off the course with the
basics of technical SEO, which will mostly
[1:21] be about best practices and
website maintenance.
[1:24] And we'll be releasing a module each week
to give you time to actually apply what you've
[1:29] learned to your website.
[1:30] So if you're not subscribed then make sure
to do that and hit the bell icon so you don't
[1:34] miss out on the rest of the course.
[1:37] Alright, let's kick things off with
the SEO basics.
[1:39] We'll talk about what search engine optimization
is, why it's important and how Google works.
[1:45] SEO stands for search engine optimization.
[1:47] And it's the process of optimizing content
to be discovered through a search engine's
[1:52] organic search results.
[1:53] Now, let's talk a bit about how they work.
[1:56] If you're completely new to SEO, then it's
easiest to think of search engines as libraries.
[2:01] But instead of storing books, they store
copies of websites and web pages.
[2:06] So when you search for a query, the search
engine will then look through all pages in
[2:10] its index and try to return
the most relevant results.
[2:14] And SEO helps demonstrate to search
engines that your page is that result.
[2:19] Now, you might be thinking: why should
I focus on SEO when there are so many
[2:23] other marketing mediums?
[2:25] Well, there are three major things that attract
marketers to search engine optimization and
[2:29] in my opinion, these three things make
SEO the best traffic source.
[2:34] #1. Unlike paying for ads, search
traffic is free.
[2:38] #2. Organic traffic is typically consistent
once you're ranking high.
[2:43] Whereas other mediums like social media and
email marketing often result in traffic spikes
[2:48] that usually end up fading to nothing.
[2:51] And it makes sense because social
media networks are designed to
[2:53] surface fresh content.
[2:55] Emails often get marked as read,
forgotten, or land in the spam box.
[2:59] Whereas search traffic is a result of users
actively searching for information.
[3:04] And the number of searches for a given topic
is typically consistent month to month.
[3:09] And #3. You have the opportunity to reach
massive audiences you wouldn't have
[3:13] access to otherwise.
[3:15] In fact, as of October 2019 there were nearly
4.39 billion internet users around the world.
[3:22] And almost 4 billion of those people
are Google users.
[3:25] This is why search engine optimization is
an 80 billion dollar industry and why marketers
[3:30] from all walks of life are adopting
and pursuing it today.
[3:35] Everyone wants their business to get discovered
and SEO is the perfect way to do that.
[3:40] Now, let's briefly talk about how Google works.
[3:42] And there are two parts to this.
[3:43] The first is crawling and indexation.
[3:46] And these two things are what actually allows
Google to discover web pages and create their
[3:51] search index.
[3:52] So to actually attain information, Google
uses crawlers, also known as spiders,
[3:57] which gather publicly available
information from all over the web.
[4:02] The spiders will start crawling from
a list of known URLs called seeds.
[4:06] They then follow the hyperlinks on those pages
and crawl those newly discovered pages.
[4:12] And this process goes on and on, allowing
them to collect a ton of information.
[4:17] They then take all of this data back to Google's
servers to be added to their "search index."
[4:22] And that's what people like you and I are
searching through when we key in a query
[4:26] in Google.
[4:27] Now, if you were to search for something and
Google returned every result that mentioned
[4:31] your words on the page, then you'd
end up with really bad results.
[4:35] This brings us to the second part,
which is Google's ranking algorithm.
[4:39] Google has hundreds of ranking signals and
they make tweaks to their algorithm 500 to
[4:43] 600 times per year.
[4:46] So to be frank, no one knows exactly
how their algorithm works.
[4:50] But they've given us clues and some guidelines
to better understand the factors that are
[4:55] most important.
[4:56] In addition, third-party companies like
ours have done studies to test and
[5:01] better understand these factors.
[5:03] Now, I won't bore you with over 200 ranking
signals, many which are just speculation at
[5:08] best, but I do want to cover a few of the
most important factors that you'll need
[5:12] to understand from a fundamental standpoint.
[5:15] First are backlinks.
[5:17] Backlinks are links from a page
on one website to another.
[5:20] And Google has said on their How Search
Works page that if other prominent websites
[5:25] link to a page, that's proof to be a good
sign that information is well trusted.
[5:31] The easiest way to understand the value of
a backlink is to think of them as votes.
[5:35] When a page receives a backlink, it's
essentially another website vouching
[5:39] for the content on the page.
[5:41] And the more "votes," you get from
credible sources, the higher the trust.
[5:45] And we also studied the effect of backlinks
on search traffic and found a clear positive
[5:50] correlation between backlinks from unique
websites and a page's organic traffic.
[5:55] Second is search intent, which represents
the reason behind a searcher's query.
[6:00] And if you think of Google's goal for search,
their job is to return the most relevant results
[6:05] for any given query.
[6:06] So with that said, you can discover search
intent simply by looking at the top ranking
[6:11] pages for the query you want to rank for.
[6:14] For example, if you search for "slow cooker
recipes," you'll see that the search results
[6:18] are mostly blog posts with a list
of slow cooker recipes.
[6:22] So if you try and rank a product page where
you're selling a slow cooker, you won't be
[6:27] matching search intent and therefore,
you won't rank.
[6:30] Now, if we change the query to just "slow
cooker," you'll see that the dominant types
[6:34] of pages are eCommerce category pages.
[6:37] So if you try and rank your blog post of slow
cooker recipes, then you probably won't rank
[6:42] because you're not matching search intent.
[6:45] This is a critical concept to understand and
I'll share a simple 3-step checklist you can
[6:49] use to determine search intent for
any query in the next module.
[6:53] And third is content depth.
[6:55] Search engines are made up of computer programs.
[6:58] So they can't actually read and
understand text like you and I would.
[7:02] Nevertheless, Google has poured billions of
dollars into creating sophisticated technology
[7:08] that understands content to a certain degree.
[7:10] But it's your job as a content creator to
provide context about the subject.
[7:16] For example, if you look at the top-ranking
pages for the query "how to drive a car"
[7:20] you'll find that they talk about things like
fastening your seatbelt, familiarizing yourself
[7:25] with the gas and brake pedals, adjusting
your seat and mirrors, and other things
[7:29] that a first-time driver may not know.
[7:32] Basically, you want to be able to answer
the searcher's query the best that you
[7:36] possibly can.
[7:38] And naturally, it should lead to
content that has depth.
[7:41] Now, it's important to note that depth
doesn't always translate to length.
[7:45] For example, a topic like "how to turn off
iphone 12" doesn't need to and shouldn't
[7:51] be long.
[7:52] In fact, the top-ranking page is
only 185 words.
[7:55] But the content itself solves the user's
query from start to finish.
[8:00] Alright, so the basics are in the book and
it's time to move on to the keyword research
[8:03] module, which will be published
throughout this week.
[8:06] So make sure to subscribe so you
don't miss out on any future lessons.
[8:10] And if you're watching more than a week
later from this video's publishing date, then
[8:14] just check the description where we'll leave
links to all of the other lessons in the course.
[8:18] I'll see you in the next module.

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