Lenovo Partner Network The SEO Journey Series Breaking Down the Basics of SEO Workbook Brand Style Guide 1 • SEO Success Factors: 2019 Edition • Glossary of terms Version 1.0 • 5 Steps to Audit your Website SEO • SEO learning resources Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 2 Overview Search Engine Optimization (SEO) is a way to capitalize on the power of search engines to capture free visibility for your company, drive highly relevant visits to your website and increase demand for your business and services. In the fjrst webinar in The SEO Journey series, Breaking Down the Basics of SEO, we laid the foundation for how you can pragmatically apply search engine optimization best practices. Within this workbook you will fjnd: A glossary of terms that provide defjnitions of search engine optimization related concepts and language. A list of additional reading resources where you can learn more about search engine optimization in a self-directed way. A reference document of the SEO Success Factors discussed during the webinar. Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 3 SEO Success Factors: 2019 Edition Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 4 SEO Ranking Factors There are three core sets of factors that impact search engine ranking performance. Content Technical Authority Quality, Contextual Signals of trust trustworthiness signals that and infmuence and experience support indexation associated with on-page content 1 2 3 Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 5 1 Content Good Bad Quality - Well-written, valuable, original Quality - Poorly written, misspellings, and human-centered. duplicate and/or algorithm-focused. Contextual - T angential, off topic Contextual - Highly aligned to the topic or obfuscated. of interest of the user . opical Vocabulary - using company- Topical Vocabulary - Using language T focused language instead of user focused and keywords refmective of the topic being vs language. searched. Timely - Out of date or old. Timely - Non-stagnant, fresh. Depth - Shallow. Depth - Substantive and comprehensive. Multimedia - T ext only. Multimedia - Images, videos and audio. Answers - Uninformative or unhelpful. Answers - Direct and informative Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 6 2 Technical Good Bad Mobile-Friendly - Delivers a great user experience Mobile-Friendly - Delivers a scaled down version on smartphones and tablets. of the experience on smartphones and tablets. Crawlability -Search engines can easily crawl Crawlability - Render-blocking scripts, incorrect usage of URLs, site errors. your website without obstruction. Internal Linking - Unorganized site architecture Internal Linking - On-site links group together related content. or lack of internal links. vs Speed - Site loads quickly on all device types. Speed - Website or page loads slowly. Secure - Provides a secure HTTPS connection. Secure - Lacks HTTPS connection. Meta Language - Properly formatted Title, Meta Language - Incorrect or poorly formatted Meta Description, Meta Robots, Header tags and Title, Meta Description, Meta Robots, Header tags Schema are in use. and Schema. URL Structure - Human-readable URLs URL Structure - Non-human readable or overly with topic relevant keywords. dynamic. Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 7 3 Authority Good Bad Backlinks - Diversity and quality of the websites Backlinks - Links originate from low quality or linking to your content. untrusted websites and/or lack portfolio diversity. Reputation - T rustworthiness imbued by site’s Reputation - The website lacks historical trust history, social media presence and reviews. or features a signifjcant number of poor reviews. Locality - Signals related to location including Locality - Content and technical infrastructure NAP information, local citations and server location. don’t refmect region of focus. vs Anchors - The keywords used when sites link Anchors - Inbound links feature keywords back to your content. unrelated to content or are highly repetitive. User Experience - Y our website is easy to use and User Experience - Y our website is hard to use appears trustworthy. and/or appears untrustworthy. Engagement - The ways in which visitors Engagement - Visitors quickly return to the search consume content and return to your website. engine after clicking through to your site. History - Longevity of the website and History - The URL is new. relationship with users. Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 8 Glossary of Terms Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 9 20 Starter SEO Terms text: Alternative image text is the text in HTML code Meta descriptions: HTML elements that describe the Alt that describes the contents of images on web pages. contents of the page that they’re on. Google sometimes They should describe the image in a way that they image uses these as the description line in search result snippets. does not need to be viewed to understand what is in the image. Alt text is typically not human readable but used Mobile friendly: A website that is designed to look by search engines in their ranking algorithm. good and function well on mobile devices including smartphones and tablets. T o make a site mobile friendly Crawling: The process by which search engine bot avoid scaling down a site, and instead opt for images, discovers the content on your website. font and elements intended for use on the mobile only screens. Indexing: The storing and organizing of content, by a search engine, found during crawling. Organic: Earned placement in search results, as opposed to paid advertisements. Intent: In the context of SEO, intent refers to what users really want from the words they typed into the Position zero: AKA Featured snippet is content on a search bar. search engine results page that is created and format- ted by the search engine based on signals from your Keyword stuffjng: A spam tactic involving the overuse website and is displayed before the fjrst position result. of important keywords and their variants in on-page content and links. Quality content: Content on a website that is well- written in the intended language, valuable, original Long-tail keywords: Longer queries, typically those and human-centered. containing more than three words. Indicative of their length, they are often more specifjc than short-tail queries. Query: Words typed into the search bar. Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 10 20 Starter SEO Terms Ranking: Ordering search results by relevance to the query. URL: Uniform Resource Locators are the locations or addresses for individual pieces of content on the web. Search engine: An information retrieval program that The structure of URLs is made up of a base URL and searches for items in a database that match the request URL folders. For SEO, it is optimal for these to be input by the user. Examples: Google, Bing, and Yahoo. human readable. Secure site: A site that utilizes an SSL certifjcate to provide an encrypted secure connection to users on the site. Secure sites have a lock next to the https:/ / enabled URL. Secure sites are preferred by search engines. SERP: Stands for “search engine results page” — the page If you are interested in learning more about you see after conducting a search. common search engine optimization related terminology please visit: Sitemap: A list of URLs on your site that crawlers can use https:/ /moz.com/beginners-guide-to-seo/seo-glossary to discover and index your content. https:/ /www.searchenginejournal.com/seo-101/seo-glos- sary-terms-defjnitions/ Title tag: An HTML element that specifjes the title of a https:/ /morningscore.io/seo-glossary/ web page. The Title also shows in the T ab of your web browser. Traffjc: Visits to a website. Produced by Method Savvy
Lenovo Partner Network / The SEO Journey Series Workbook Breaking Down the Basics of SEO 11 5 Steps to Audit Y our Website’s SEO Produced by Method Savvy
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