This document presents an introduction to search engine optimization (SEO). It discusses what SEO is, why it is important, common tools used, structured data techniques, and provides a summary. SEO involves modifying websites to increase their organic search engine rankings. It is important because the majority of consumers begin their product/service searches on Google, and the top search results receive over half of all clicks. Common SEO tools audit websites, track keywords and trends. Structured data like rich cards and knowledge graphs enhance search results. Overall, SEO is a valuable strategy that builds trust, is measurable, and provides a relatively cheap form of marketing and traffic.

1. Confidential Presented by 2020 Aug
Introduction of SEO
Search Engine Optimization
peterchang@cityu.mo
2020/10/27 - BA 417 International Marketing

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Content
1. What is SEO
2. Why is SEO Important
3. Tools
4. Structure Data
5. Summary
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Part1 - What is SEO ?

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What is SEO?
SEO is the act of modifying a website to increase its ranking in organic
(vs paid), crawler-based listings of search engines
Youtube: https://www.youtube.com/watch?v=0eKVizvYSUQ

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How do organic search listings work?
● A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
● The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
● Based on this data, the SE then indexes the pages and ranks
the websites

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Organic & Paid?
When user searches something in search engines, they show two
types of results i.e. organic and paid.

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Discussion

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Discussion
Discuss and compare the following 3 platforms in the view of Search Engine, how would
you choose for different types of product and services?
Google Instagram Wechat

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Part2 - Why is SEO Important?

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Why is SEO Important?
Worldwide desktop market share of leading search engines from January 2010 to July 2020. Google is
significanly important for global marketing, nearly 95% search go throught it.
https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/
The TOP 5:
1. Google 92.18%
2. Bing 8.04%
3. Baidu 7.34%
4. Yahoo 3.39%
5. Yandex 1.53%
https://www.oberlo.com/blog/top-search-en
gines-world

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Why is SEO Important?
● 80% of consumers find your website by first writing a query into a
box on a search engine
● 90% choose a site listed on the first page
● 28% of Google searches are for a "product/service name", 9% are
for a "brand name" and 5% are searches for a "company name".
● The top three organic positions receive 59% percent of user
clicks.
● Cost-effective advertising
● Clear and measurable ROI
The top 3 organic results (#1, #2, #3) capture 61% of clicks

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Value of SEO
1. Organic Search Is Most Often the Primary Source of
Website Traffic (75%)
2. SEO Builds Trust & Credibility (clean, effective, UX)

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Part3 - Tools

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SEO/Keywords Tools
Audit
● https://www.thehoth.com/search-engine-rankings/
● https://www.wordtracker.com/inspect
● https://ahrefs.com/de/backlink-checker
Report
● https://analytics.google.com/analytics/
● https://search.google.com/search-console/
Trends
● https://ads.google.com/nav/selectaccoun
● https://trends.google.com/trends

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Part4 - Structure Data

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Structure Data
The trend back toward localization
● Rich search results: Includes styling, images, and other visual
enhancements
● Rich cards: A variation on rich search results, similar to rich
snippets and designed for mobile users
● Enriched search results: Includes interactive or immersive
features
● Knowledge Graph: Information about an entity such as a brand
● Breadcrumbs: Breadcrumbs in your search result
● Carousels: A collection of multiple rich results in a carousel style
● Rich results for AMP: To have your AMP (Accelerated Mobile
Pages) appear in carousels and with rich results, you’ll need to
include structured data

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Structure Data
Breadcrumbs Rich cards Enriched search results Knowledge Graph AMP

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Part5 - Summary

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Facts of SEO
● SEO Builds Trust & Credibility
● SEO Best Practices Are Always Being Updated
● SEO Is Relatively Cheap
● It’s A Long-Term Strategy
● If You’re Not on Page 1, You’re Not Winning the Click
● It’s Quantifiable

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Tips of SEO
1. Create Content that People Love to Read and Share
2. Re-Engineer Your Competitors’ SEO Strategies
3. Perform Exhaustive Keyword Research
4. Optimize On-Page Elements
5. Fix Technical SEO Issues
6. Enhance User Experience
7. Improve Your Backlink Profile
8. Leverage Social Media
9. Build Valuable Connections Using Outbound Links
10. Improve Internal Linking
11. Optimize Your Anchor Text
https://www.spyfu.com/blog/seo-tips/

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Thank you
peterchang@cityu.mo