SUMMARY - The SEO Book_ Search Engine Optimization 2020, Free SEO Audit incl., Way to Nr. 1, SEO and SEM - Tobias, Ebner & Granitza, Levin

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Here is a summary of the key points:

  • Sitemaps help search engines index a site by providing information on URLs and update frequencies. HTML sitemaps serve as a site map, XML sitemaps provide this information to search engines.

  • The robots.txt file informs search bots which pages to crawl or not crawl by specifying rules in the root directory. It is used to block crawling of low-value pages.

  • Titles and meta descriptions are important on-page SEO elements. Titles should be short, meaningful and unique per page. Descriptions summarize content for users and search engines.

  • Headline tags emphasize important text and help with scannability and identifying topics. Too many can confuse users.

  • URLs should be simple, use important keywords, and help users understand content. Long, complicated URLs should be avoided.

  • Content should target relevant keywords users may search for based on research tools. It should provide value, not just keywords, and cover topics not addressed elsewhere.

  • Content must be well-written with correct grammar and avoid copying. Keyword density and spamming should be avoided. The focus should be users, not just search engines.

In summary, it discusses best practices forsitemap structure, on-page elements, URLs, keyword research, valuable content creation and writing for users to effectively optimize for search engines.

Here is a summary of the key points:

  • Local SEO focuses on optimizing a business's online presence to target customers searching for local services or products on search engines and maps.

  • Key factors for local SEO include having an accurate and complete Google My Business listing, with information like address, phone number, services, business hours, photos, and customer reviews. Location verification is important.

  • Relevant, local citations from third-party websites that link back to the business also help. These include directories, business listing sites, and review sites.

  • Physical proximity to the search location is a factor, so geo-targeting content and ensuring the business address is accurate is important for local searches.

  • Raising awareness of the business through local marketing activities like advertisements, sponsorships, and community involvement can indirectly help local SEO efforts over time through increased brand recognition.

  • Optimizing the business website for local search queries by including the target location, services, and keywords is also important for local rankings.

    Here is a summary of the key points:

  • Strategic partnerships on social media involve collaborating with non-competing organizations or influencers to create engaging content that provides value to both partners' audiences.

  • Most companies find that maintaining a presence on major social networks like Facebook, Instagram, Twitter, LinkedIn is worthwhile to reach a wider audience and potentially boost sales.

  • For globally-focused companies, having profiles and publishing content in English on these platforms helps serve an international customer base.

  • Partnerships allow companies to tap into new communities and expose their content/brand to a broader network. As long as the collaboration is complementary and not competitive, both sides can benefit.

  • Establishing a social media presence takes ongoing efforts to publish fresh, relevant content regularly and engage with followers. But it provides opportunities to showcase expertise, launch new products/services, and stay top-of-mind with existing and potential customers.

    Here is a summary of the key points:

  • Strategic partnerships can provide benefits through collaborating on content creation and sharing experiences. Operating globally on social media is important for large companies to reach more customers and drive sales.

  • Maintaining profiles in English allows international firms to engage their worldwide customer base.

  • Google Search Console provides free data on rankings but analysis is complicated. Additional keyword tracking tools are often used.

  • It's important to do a "competition analysis" by checking how competitors rank. Relying solely on Search Console isn't enough.

  • Tools like Sistrix and Searchmetrics display a "visibility index" to show ranking performance over time vs competitors.

  • Backlinks are still important but quantity alone doesn't indicate quality. Metrics like Domain Authority should be monitored.

  • Brand search queries reveal brand awareness, which impacts rankings. Tracking brand vs non-brand clicks and impressions is important.

  • Crawling errors and Search Console statistics can reveal issues to improve.

  • Clicks in Search Console differ from Analytics due to data limitations.

  • Tools measure data differently so results may vary - they don't all follow the same procedures.

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