Search engine
optimization is very complex to simplify this dizzying array of concepts we
will be identifying the three major parties involved with search engine
optimization and,
Describing how these
three players interact with each other based on their incentives we will see
why users are only interested in the,
SEO Foundation
Most relevant search
results and how search engines strive to provide these results then we will
consider how search engine optimizers those who practice seo,
Work to influence search
rankings name the three major parties involved in search engine optimization
identify the incentives of each party involved in seo,
Explain how the
incentives of various parties shape the entire search ecosystem list the pros
and cons of seo compared to other digital marketing,
Disciplines hello
everybody today we're gonna start our exploration of seo foundations with a
very nerdy idea the best way to understand a complex field,
Of knowledge like seo is
to first understand the incentives of the major players so for seo this turns
out to be very easy the major players of seo our users the humans around the
world who,
Are using search engines
every day search engines themselves and us the seo s so let's start with the
most important,
Of these it's the users
these are made up of the hundreds of millions of people just like yourselves
who use search engines like google every day these are,
People in the united
states they're people abroad the people using english the people all over the
place searching with texts with images with videos all kinds of stuff all of
these are considered the users and they're,
What drive seo from the
perspective of search engine themselves and from seo s the people who practice
the profession alright let's dive into the meat of this the search engines
themselves search,
Engines are technologies
owned by technology companies the most common one of this of course is google
google's a company based out of mountain view california,
It's dominating the
arena of search right now and has been for a while but it's not the only player
in the game in fact there's a lot of other important,
Players the other ones
that are big in the united states are yahoo which you've probably heard of
because it's been around for a long time and bing which is owned by microsoft
outside of the united,
States there's some
other search engines that are also very important so first and foremost we have
badoo which is enormous in market share in china you,
Also have y and x which
is gigantic in russia and you have naver which is important in south korea in
addition to that you have very specific search,
Engines that do one
thing very very well so a great example this would be wolfram alpha which works
on computational knowledge and complex mathematics now the 3rd major player in
this is my,
Favorite now i'm very
biased because i am an seo and this is how i pay my bills but i think this is
the one that's most exciting and the one that we're gonna be, talking about
throughout this whole course so seo let's dive into that a little bit it's an
acronym and it's,
Actually a very confused
acronym because it means two different things seo stands for search engine
optimization which is the field and search engine optimizer which is the
profession so if you remember that part,
You're good to go
because that's the trickiest part of this opening of this opening section in
that you have to have one acronym that means two things so what does an seo do
well an seo does a,
Lot of things and
actually as we'll talk about it's an increasing amount of roles but the
important thing to get out of this is that an seo ferc focuses on,
Influencing organic
rankings in search engines so they are not working on the paid side they're
working on everything else that search engines like google provide now that we
know the major,
Players in seo let's
look at what incentivizes them by understanding their incentives or understand
what drives the market so the first one that we have is users now this is
everybody your self,
Include in this this is
the world's population who's using the internet to try to find information the
incentive for the users of the internet is to find,
The most relevant
information they possibly can on any topic that they can at any time in any
language so it's a very very big goal but something that,
Search engines work
towards trying to solve so what incentivizes the search engines exactly well
it's two things they're trying to provide the most relevant results to users
worldwide but,
They're doing this in
two ways through organic results which they do not get paid for they're things
that they're just they're going to provide so that they can do a breadth of
information and,
There's ads which third
parties are paying for that he'll also have relevant information so what is
incentivizing the search engines it's twofold they're trying to attract a
gigantic audience of,
Users with organic
results and with the ads by providing relevant information and it's the money
that they're getting paid for with the ads this works really really well for
seo seo czar focusing,
Only on the organic side
it's a completely different profession working on the ppc side but what's
important for seo is to work on getting their,
Information or more
often their clients information to the top of search engines so that their
relevant information is shown to the world's audience of searchers now that we
have the major,
Players identified and
their incentives let's look at this weird relationship we have between them so
you understand now what's driving them but let's look a little bit more into
this so we have the users who are just looking for relevant information and
quite frankly they don't,
Care where they get it
from they just want the best information in this most convenient to them and
convenient largely means free for search engines you have two things that
they're focusing on it's getting a worldwide,
Audience of searchers by
providing the most relevant information and they want to provide ads so they
can get paid and be a profitable you also then have this the seo s who want to
provide the,
Relevant information as
long as it is their clients information or their own information so you have a
bunch of forces that are working together you have these search engines who
need the,
Seo s to help organize
information you have the users who are driving the whole system any of these
search engines who are kind of forming this core of it but on a day to day
level you'll see that,
This relationship shifts
a lot people start particularly the search engines and seo work together one
day and then they'll fight a little bit the next day and then it goes on and on
and on and,
Keeps the profession
very complex but very interesting and most importantly profitable whenever
you're doing a deep dive of an idea i find it's really useful to first take a
step back and,
Figure out where it fits
into everything else so when we're looking at this remember the seo is just one
channel of many there's many different aspects that,
Go into online marketing
and seo just has its own unique pros and cons of that so let's look at that
right now or the pros of seo why is it better than other marketing channels
well the first one is,
It tends to be less
expensive than the other channels you don't have to pay a third party over and
over again necessarily like you do with ppc you don't have to pay per like
sending of an,
Email you don't have to
pay in those kinds of ways so you do pay the salary of the seo or you pay the
commission based off of that but you don't have to,
Pay some third party
where that money just goes away the second part of this is it tends to be long
lasting so work that you do on seo at one point is going to continue to pay dividends
into the future this is very different than,
Something like ppc or as
soon as you stop paying the bills it immediately goes away and all the work
you've done stops having an impact seo is not like,
That it continues to go
on potentially years into the future after you've done the initial work now
what are the cons of seo well the first one is the biggest,
One it's constantly
changing seo is all over the place sometimes the best practice will be true and
sometimes the best practice it will not be true and it,
Depends on context and
depends on the environment of what's happening in the big the bigger ecosystem
so that is that is a difficult part of seo is that is,
Always moving is
constantly changing the last one is especially with the head terms go into that
a little bit more more in,
The future it gets very
competitive if you're targeting keywords that lots of people are searching on
and there's lots of demand for and lots of people,
Try to target with the
same thing you're going to run into a very competitive, environment more so
than most of the other online marketing channels,
Users search engines and
seo czar the major parties involved in the seo process incentives of the major
players users want the most relevant result,
Search engines want to
make money from advertisements seo is want to show their information to
searchers each of the incentives of the major players in seo,
Interact with each other
to create the search market pros of seo seo was relatively inexpensive and is
long lasting cons of seo seo is constantly changing and is quite competitive.
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