Now it’s time to learn how search engines like Google actually work. Organic traffic and keyword rankings are “vanity metrics.” There’s no harm in keeping an eye on them, but they often bear no relationship with marketing or business goals. It’s much better to track metrics that have actual business impact. Generative AI models learn from large datasets that reflect the biases and preferences of the data they were trained on. Consequently, these models can perpetuate existing biases or introduce unintended consequences when making content or recommending

The big difference is that with a Complete Guide you’re not necessarily outlining a massive list of tips or examples. Instead, you’re covering every angle there is on a given topic. That way, your content will stand out from the other step-by-step guides already out there. For example this strategy guide on my blog has done really well. These are valuable because you’re curating items from lots of different sources. So instead of having to read one post with 20 tips and another post with 15 tips, your content gives people everything they need on a single page.

Although Google’s search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site. In order to understand how SEO works, it’s vital to have a basic understanding of how search engines work. Search engines use crawlers (also known as spiders or bots) to gather information across the internet to populate their big databases, called “indexes”. Crawlers begin from a known web page and then follow links from that page to other pages. Search engines use it to identify what pages to crawl and index.

  • Paid search results are ads that appear on top of or underneath the organic results.
  • It can help overcome the challenge of consistently creating content by generating unique blog posts, articles, and product descriptions that align with SEO best practices.
  • SEO specialists know how to navigate the wild wonderland of Google search rankings and are adept at orchestrating vivid content strategies using tools like SEMrush and Google Analytics.
  • Learn what search engine optimization is, why it matters, and all the need-to-know basics to start yourself off right.

Keyword tools can help you figure out how many people search for each keyword and how difficult it will be to rank on the first page of Google for that term. And for keywords that your customers use when they’re NOT looking for your product or service, you show up for those too. To succeed with SEO, you need to create content around topics that your customers search for by conducting an in-depth keyword analysis. Advertisers in the paid results section are “ranked” by how much they’re are willing to pay for a single visitor from a particular set of search results (known as “Pay Per Click Advertising”).


And to succeed with SEO, you want to optimize pages on your website around both types of keywords. If you already run an online business you probably have a good idea of what your target customer looks like. According to the Google Keyword Planner, 110,000 people search for “party supplies” every single month. Well, that page is going to rank highly on the “usefulness scale”.

This power allows anyone, skill or no skill, to create beautiful content in every style imaginable. Large language models, such as ChatGPT, are advanced AI models trained on vast amounts of text data to understand and generate human-like text. These models use refined techniques like transformers to capture the relationships between words and making contextually relevant responses.

Originally published in 2010, our “what is social media search” page has earned a whopping 324,203 links. Plus, web hosting services, CMS (content management system) and site security all play a role in SEO. You need both a strong offense and defense to win – and you need fans (a.k.a., an audience). Think of technical optimization as your defense, content optimization as your offense, and off-site optimization as ways to attract, engage and retain a loyal fanbase.

With its ability to analyze vast amounts of data, AI algorithms can identify relevant and trending topics and uncover long-tail keyword opportunities. Using AI for keyword research, you can optimize your content, improve relevance, and enhance search engine visibility. SEO has always been vital in making your website visible and getting organic traffic. Yet, creating relevant, high-quality content can be a difficult task. Enter generative artificial intelligence (GenAI), a technology that mimics human-like creativity. Today, generative AI is on everyone’s lips and is poised to change the SEO landscape.

Through the use of technical, on-page, and off page tactics, marketers effectively tell search engines what their website is about and why it should rank well in search engine results pages. Today, search engine results pages — often referred to as “SERPs” — are filled with both more advertising and more dynamic organic results formats (called “SERP features”) than we’ve ever seen before. Some examples of SERP features are featured snippets (or answer boxes), People Also Ask boxes, image carousels, etc. New SERP features continue to emerge, driven largely by what people are seeking. Unlike other social media sites (like Twitter), YouTube is also a massively popular search engine.

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