BUS 359 how google works PDF

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How Google works: https://www.link-assistant.com/news/serp-guide.html#part-1 Having crawled & indexed websites, Google applies a search algorithm, which follows the following steps: 1. Understanding the intent of a user’s query • Uses language models to decipher a string of words • Interprets spelling mistakes • Uses synonyms • Categorising queries (e.g. broad vs. specific), incorporating trending words 2. Analysing content of webpages to assess if it contains information user is looking for • Basic is a keyword match in headings or body of text • Looks at interaction data to assess if search results are relevant 3. Prioritising the most reliable sources • Identify signals that demonstrate expertise, authoritativeness, trustworthiness • Checks if other prominent sites like to that page • Uses spam algorithms to filter low-quality pages 4. Evaluates usability of the website • Demotes websites with persistent user pain points • Assesses if the user will be able to view the results, appears correctly in different browsers, designed for all device types, loads quickly with slow Internet connections 5. Uses contextual information (e.g. location, search history) • Uses user location to deliver results relevant to the area • Uses personal information such as interests to refine the results Google search results: 1. The knowledge graph: The current version of the brand knowledge panel consists of the brand name, a logo, a link to the company site, a description of the company, and a list of the entity's social profiles. A branded Knowledge Graph panel can be extremely powerful: it gets the searchers' attention and is an explicit indicator of the company's authority and trustworthiness - Get on Wikidata - Get a Wikipedia article - Social media accounts verified - Use schema markup for organizations on your homepage

2. Featured snippets: Featured snippets come from third-party sources and do include a link to the page along with the page's title. These are quick, text-only, rich answers, including the sentence that answers the best to the user query, sometimes it can be a bulleted list, enumeration, steps, or table. - Discover common questions you can produce (or rework) content to answer - Directly answer the question in your content - Use schema markup

3. Direct/Local Results: “Sometimes you want direct results for certain queries so we team up with businesses that can deliver the information and services you are looking for and license their content to provide useful responses right on the Search results”. Google's local pack SERP feature now consists of a map and 3 listings. The local pack listings largely depend on the searcher’s location; clicking on one of those takes visitors to Google Maps with an extended view of the business they clicked on. SEO: “The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.” According to Google, the following are tips for a good foundation in SEO: 1. Let Google see your page the same way a user does 2. Create unique, accurate page titles 3. Create good titles and snippets in search results 4. Use the "description" meta tag 5. Use heading tags to emphasize important text 6. Add structured data markup (for rich results) 7. Organize your site hierarchy by understanding: • How search engines use URLs • How your website and its pages are best navigated • How the home page is a navigation plan (root page) • How to use breadcrumb lists 8. Use simple URLs convey content information 9. Remember that URLs are displayed in search results

According to Hubspot, the following are tips for a good foundation in SEO: 1. Link building, which include the following considerations: • Who’s linking to you (authoritative) • How are they linking to you (e.g. anchor text, reciprocal links)

2. Using social media to spread content • Amount of social activity that a webpage has on social networks (social network buttons/sharing) 3.Using email to spread content (e.g. CTA to your website) 4. Identifying “long tail” keywords 5. Effective keyword planning 6. Build keyword-focused pages 7. Set up a blog Long-tail keywords: Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they're closer to a point-of-purchase or when they're using voice search. They're a little bit counter-intuitive, at first, but they can be hugely valuable if you know how to use them. Ex: Buy breathable running socks. A critical component of SEO is choosing the right keywords for optimization. If you sell shoes, you may want your website to rank for “shoe store,” (a head term) , but chances are you are going to have some trouble there. However, if you optimize multiple pages on your website for each specific pair of shoes that you sell, you are going to have much more success and it will be easier to rank on the SERP. A keyword like “red tennis shoes with Velcro” (a long-tail keyword or term) is a good example. Sure, the number of people that search for this keyword will be much lower than the number that search for “shoe store,” but you can almost bet that those searchers are much farther down the sales funnel and may be ready to buy....