what is seo and how does it work with timestamps YoutubeScribe.com

[0:00] What is SEO?
[0:01] SEO stands for search engine optimization.
[0:04] It's the practice of optimizing content to be discovered through a search engine's organic search results.
[0:09] Think of a search engine as a filing system in a library.
[0:12] The library has potentially billions of books
with hundreds of trillions of pages.
[0:17] So let's say you want to find information 
on health supplements.
[0:20] The search engine will then look through all
pages in its index
[0:23] and try to return the most relevant results.
[0:26] Now, the first search engine you're probably
thinking of is Google.
[0:29] But there are tons of other search engines
you can optimize your content for.
[0:33] For example, YouTube SEO is the process of getting traffic to your videos
[0:37] in YouTube's organic search results.
[0:39] Amazon SEO is the same, but you're optimizing
your product pages to get free organic traffic.
[0:45] And of course, Google SEO, is the process
of optimizing your website to rank on Google
[0:50] and drive more traffic to your web pages.
[0:53] Now, search engines use sophisticated algorithms
and technology to return the best results
[0:58] for any given query.
[0:59] Nobody knows exactly how these algorithms
work, but we have clues, particularly for Google,
[1:04] so we can make some optimizations.
[1:06] Now, why should you incorporate SEO into your
marketing strategy?
[1:10] Well, there are 3 major benefits of search
engine optimization that attracts marketers
[1:14] from all over the world.
[1:16] #1. Traffic from your SEO efforts are free.
[1:19] #2. Your traffic will be consistent once you're
ranking high.
[1:23] And #3. You have the opportunity to reach massive
audiences, you wouldn't have access to otherwise.
[1:30] Now, since every search engine has unique
algorithms, you and I won't be able to cover
[1:35] how each of them works.
[1:36] And for that reason, we're going to be focusing
on how Google works to rank pages
[1:41] since it's the largest search engine and the one that
we here at Ahrefs have the most information on.
[1:46] So how does Google work?
[1:47] Well, there are two main terms you need to
understand.
[1:49] These are crawling and indexing.
[1:51] To actually attain information, Google uses
crawlers, also known as spiders, which gather
[1:56] publicly available information from all over
the web.
[2:00] The spiders start with a list of URLs, which
they may have previously crawled or found in sitemaps.
[2:06] These are called seeds.
[2:07] They then follow the hyperlinks on the pages
from the seeds and then crawl those newly
[2:11] discovered pages.
[2:13] And this process goes on and on, allowing
them to build a massive index of information.
[2:18] They then take all of this data back to Google's servers to be added to what they call, their "search index."
[2:24] Their algorithms then work by taking things
like keywords and content freshness to categorize
[2:29] queries so they can return the most relevant
results to searchers in a fraction of a second.
[2:34] Now, Google isn't just about matching keywords
within a search query.
[2:38] They've created something called the "Knowledge
Graph," which according to Google, "goes beyond
[2:42] keyword matching to better understand the
people, places and things you care about."
[2:47] I'll show you some examples of this in a bit.
[2:49] For now, let's dig into the details of how
their search algorithm works.
[2:53] Again, Google's goal is to sort through hundreds
of trillions of web pages within their search index
[2:58] and find the most relevant results in a fraction 
of a second.
[3:02] On Google's "How Search algorithms work" page,
[3:05] they say that they look at the words of a 
searcher's query,
[3:08] relevance and usability of pages, expertise of sources, and your location and settings.
[3:14] These ranking factors aren't linear, but they're
weighted depending on the nature of your query.
[3:19] As an example, they mention that "freshness"
of content plays a bigger role in answering
[3:23] queries about current news topics.
[3:26] However for definition-based queries like
"what is search engine optimization?,"
[3:30] freshness wouldn't play as large of a factor, since
this core definition itself hasn't really changed.
[3:36] In addition to technology based innovations
like artificial intelligence and machine learning,
[3:40] Google also uses a group of people to manually
assess how well a website gives people who
[3:46] click on the results what they're looking for.
[3:49] These people are called, "Search Quality Raters."
[3:52] Rest assured that these aren't people at Google
manually moving your web page around in the
[3:56] search results because they like or don't like you.
[3:59] These people don't directly impact rankings, but rather helps Google benchmark the quality of their results.
[4:05] For now, let's dig deeper into a few broad
categories of Google's ranking factors.
[4:10] The first and most obvious thing they need
to do is understand the meaning of a query.
[4:15] For example, if you search for "slow cooker recipes," what do you expect to see in Google's search results?
[4:21] Probably a list of recipes, right?
[4:23] And that's how Google interprets the query too.
[4:26] But what if you just search for the word "slow cooker?"
[4:29] What would you expect to see?
[4:30] After keying that into Google search, you'll see 
product listings and ecommerce category pages.
[4:36] Google is able to interpret that someone searching
for this phrase likely has the intent to purchase
[4:41] the appliance rather than look for recipes in that time.
[4:44] Understanding the meaning of a query comes
down to language.
[4:48] Google has created language models to decipher
strings of words they should look up.
[4:52] They understand that when you type "slow coker",
that you're actually looking for "slow cooker."
[4:57] They also understand synonyms.
[4:59] For example, looking at the search results
for "how to make a website,"
[5:03] you'll see that they've bolded synonyms within
the search results.
[5:07] Beyond language, search algorithms also try
to understand the type of information you're looking for.
[5:12] For example, if you search for "ps4 unboxing,"
[5:15] you'll see that the top 10 Google search results are chalk full of pages from YouTube.
[5:20] They understand that anyone searching for
an unboxing tutorial, would likely prefer
[5:24] video content over text or images.
[5:27] Whereas a query like "map of New York,"
[5:30] will show you image results as well as a widget from Google Maps.
[5:34] Now, what about a query like, "best mexican restaurant?"
[5:37] You'll see that Google shows restaurants that
are close to your location, despite not entering
[5:41] a city name in the query.
[5:43] And that's because someone searching for this
isn't going to fly halfway across the world for lunch.
[5:48] Another part of interpreting a searcher's
query comes down to freshness.
[5:51] For example, if you search for "Donald Trump,"
[5:54] Google understands that people likely want recent news, over biographies.
[5:58] So they give priority in their top stories
widget from reputable sources.
[6:02] They also understand that if you're looking
for something like "best headphones,"
[6:06] that you likely want fresh information since new
models and manufacturers are always on the rise.
[6:12] And you can identify this right in Google's
search results seeing as all top ranking pages
[6:16] have the current year in the title.
[6:18] Most, if not all of the things we've covered
here
[6:21] can be summed up into what SEOs often refer to as "search intent,"
[6:25] which basically means the reason behind 
a searcher's query.
[6:28] This is arguably one of the most important
things to master as an SEO.
[6:32] If you're unable to match the searcher's intent, in terms of content type and format,
[6:37] your chances of ranking are slim.
[6:39] But there are additional layers to understand
how Google works.
[6:43] This leads us nicely into how Google identifies
relevance through content on a web page.
[6:48] In the most basic form, search engines will
look at the content of the page
[6:52] to see if the words on that page are relevant 
to your query.
[6:55] But they're sophisticated enough to go beyond
"exact match keywords."
[7:00] Google understands related keywords too.
[7:02] A page increases in relevance with other semantically
similar keywords.
[7:07] For example, if you have an article on how
to get a driver's license, you may have subsections
[7:11] on licensing for cars, motorcycles, and buses.
[7:15] These are all automobiles and should have keyword overlaps that help connect the topic as a whole.
[7:20] For example, "road," "driving," "seatbelt," "safety,"
"exam," and "test,"
[7:26] these would all be semantically relevant 
keywords that can help search engines
[7:30] better understand what your post is about.
[7:33] Another example would be if you were creating
a post on "the best luxury watches."
[7:37] Now, I want you to think of a 5-letter word that 
pops to mind when it comes to luxury watches.
[7:43] Let me help you out a bit.
[7:45] Rolex.
[7:46] And if you look at the content of the top
10 ranking pages,
[7:49] you'll see that they all include that brand,
[7:52] other popular luxury brands, and likely have watch related jargon like "bezel," "bridge," or "chronograph."
[7:59] Rather than returning results that have "best
luxury watches" written 100 times on the page,
[8:03] Google can see which pages are the most relevant
to the searcher's request.
[8:07] And Google confirms this by saying:
[8:09] "These relevance signals help search algorithms
assess whether a webpage contains an answer
[8:14] to your search query, rather than just repeating
the same question."
[8:18] Another factor Google looks at is the 
"quality of content."
[8:21] Google tries to prioritize and rank the most
reliable sources.
[8:25] While "quality content," is impossible to
objectively nail 100%,
[8:30] they use 3 broad categories to help identify 
quality pages.
[8:34] These are, expertise, authoritativeness, and
trustworthiness on a given topic; Also known as EAT.
[8:41] One signal that Google mentions are getting
websites to link to your content,
[8:45] which SEOs call backlinks.
[8:47] Links build up a page's "authoritativeness," which is outlined in Google's famous patent on PageRank.
[8:52] From a general view, think of backlinks as votes.
[8:55] When people link to your pages, they're essentially
vouching for your content
[8:59] and telling their readers that they should check out 
your page for more information.
[9:03] Now, to prevent people from "gaming" the system,
Google uses spam algorithms to try and identify
[9:08] deceptive or manipulative behavior.
[9:11] One example would be "link exchanges," meaning
you contact other webmasters
[9:15] and ask them to link to you.
[9:17] And in return, you'll link to them.
[9:19] We won't dig too deep into these factors,
but if you're interested in learning more,
[9:23] I'll link up Google's search quality rating
guidelines in the description, which has nearly
[9:27] 50,000 words on how they assess "quality content."
[9:30] Another factor Google considers is usability
of webpages.
[9:34] Google wants to show results that keep their 
searchers happy.
[9:37] And this goes beyond providing the "right"
content for the query.
[9:41] There are a couple of confirmed ranking factors
that relate to usability.
[9:45] The first is page speed.
[9:46] Google found that as page load time increases,
the probability of bounce, or the chance of
[9:51] someone leaving your website without visiting
another page, goes up dramatically.
[9:56] And it makes sense.
[9:57] If Google were to show slow-loading pages
that result in bounces,
[10:01] then that dissatisfaction would increase amongst 
their users.
[10:04] As a result, Google announced in 2018 that
page speed will become a part of their mobile
[10:09] search ranking algorithm.
[10:10] The second usability factor is "mobile friendliness."
[10:14] Today, websites should appear correctly no
matter what device you're on
[10:18] and no matter what browser you're using.
[10:20] This is often referred to as "responsive design."
[10:23] Google has shifted to "mobile first indexing."
[10:26] This means that they'll predominantly use the mobile version of the content for indexing and ranking.
[10:31] And as of July 1, 2019, all new websites will
be "mobile first" by default.
[10:36] All of these things and many more factors
can be summarized into user experience.
[10:41] Google wants to return results that are both
relevant and provide a solid user experience.
[10:46] A very cool and somewhat controversial way
that Google works is through personalized data.
[10:51] Google keeps track of your location, past
search history, and search settings
[10:55] to "tailor your results to what is most useful and relevant
for you in that moment."
[11:00] But as many people are becoming aware of privacy
issues on the internet, this may leave you
[11:05] extremely satisfied or perhaps, on edge.
[11:08] Let's look at a few examples of how personalization
affects your Google searches.
[11:12] I'm in Toronto, Canada, so when I type in the
letter "b,"
[11:15] Google provides relevant search suggestions to my location like "blue jays,"
[11:19] which is our baseball team, and "BMO," which is a major bank in Canada.
[11:23] Now, if I change my IP address to one in Chicago,
then you'll see very different results like
[11:28] "bank of america," and "barnes and noble,"
which is a popular bank and bookstore respectively.
[11:34] Now, let's look at how they tailor search suggestions
based on previous searches.
[11:38] Let's say I want to find "hotels in barcelona."
[11:40] I'll start typing in "hotels," and let's say that I actually changed my mind halfway through the search.
[11:45] Take a second and look through the results.
[11:48] You'll see that they're all tailored to my current location.
[11:51] So let's delete this.
[11:52] Instead, I want to search for things to do in Barcelona, 
so I can choose a hotel around that location.
[11:58] Now, I'll search for "What to do in Barcelona."
[12:01] Lots of fun stuff!
[12:03] Now, it's time to find a hotel.
[12:05] So if I start typing in "hotels,"
[12:07] you'll see that Google's first autosuggestion
is, "hotels in barcelona,"
[12:11] which as you saw before was not the case.
[12:14] These are just a few basic ways Google works.
[12:17] And it's absolutely critical that you understand
this when you're learning SEO.
[12:21] By understanding how search works, you can begin optimizing your pages with some level of direction.
[12:27] So how do you start optimizing your website for search?
[12:30] If you're new to SEO, then I highly recommend
watching our video on doing SEO for beginners,
[12:35] where you'll get a top-level view of how you can 
optimize your website for higher Google rankings.
[12:40] Or if you're past that "beginner stage," I
recommend digging through our channel where
[12:43] we have a ton of actionable tutorials to help
grow your search traffic.
[12:48] I'll link up both of those for you in the
description.
[12:50] Now, if you enjoyed this video, then make sure
to like, share, and subscribe for actionable
[12:55] SEO and marketing tutorials.
[12:57] And if you have any questions, leave one in
the comments below.
[13:00] I'll see you in the next tutorial.

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