Ohne diese 10 Grundsätze wirst du an SEO scheitern
You will learn the first principles
of search engine optimization. You can derive everything else from these 10 points
. Have fun! My name is Alexander Rus
and SEO is my bread and butter. On this channel we chat
about SEO and content marketing. If you want to learn how you can sustainably acquire
customers through your website, then subscribe to this channel right now. Now before we start,
what are first principles? First principles are the most fundamental
truths of a concept. Think of the smallest possible building block. And what are really
the first principles of SEO? Number 1: Google wants people to use their search
engine so they can sell the attention it generates to
advertisers.
The Basic Truth. And a brief explanation: Of course these people have to keep
coming back and have no good alternative. That means whenever they search
, a satisfactory result has to be delivered at the top and that
means the search results have to be relevant, trustworthy, secure, quick and easy.
As little friction as possible. If you get that, you already know
more about SEO than most. Number 2:
The effort of a search engine crawler is not free. And briefly to illustrate: The Internet, or the URLs on the
Internet – the number is potentially growing and Google only crawls part of the Internet
and indexes an even smaller part.
So if you make it difficult for the bot or
search engine crawler or don't provide it with sufficient quality,
then you're the one out of luck. Either this page is not crawled at all, or it is crawled
but not indexed. Number 3: A page can only be
indexed if it has been previously found by a search engine crawler.
I think that's relatively logical. To put the process in a
simplified way, I think: Everything on Google works via
crawling > indexing > ranking. That is, crawling : there's this unimaginable amount of URLs
where they follow links to uncover new URLs and look at as much as they can (not
everything).
Then they build an index based on what they think is high quality enough
. And then the moment you type in a search query, then they
look at their index and then there is this ranking process where they look at what is
the most relevant result for that search query. Very simple, let's say:
Alexander is now opening his own library. Then I
look at all the books first, then I select the books I want in my
library, build my index, and then when a customer comes to me
looking for a book on supplements, I deliver not just the right book
on dietary supplements, but already opened on the right page.
And that's
sort of how you can understand Google. Number 4:
A page must be indexed in order to appear in the search results of
a search query. This means that if a page is not indexed,
according to this example, it cannot rank either. Number 5, very, very important thing that
clients who make big investments with us often do n't understand, but what's
such a fundamental thing is: A search query is a
request for something specific. A keyword is not just any term,
not a tag that you will eventually put on a website, just as a call from someone
interested in your service is not just some clown who simply calls, but who
wants something specific, wants something from you.
And that's a keyword. And
that's why knowing about keywords, search volumes and so on is
so incredibly valuable. That said, SEO is
ultimately demand and supply. We see the demand in the keywords
and then we provide a corresponding offer for this demand. That said, SEO isn't a tactic
or a trend, it's just how markets work – demand and supply. Of course, it is worth mentioning what is
perhaps the downside of SEO: SEO cannot generate demand for
a product if this product
does not yet exist in this form. Of course I can say this product solves
some problem and then I can raise it about this problem and then suggest this product
, but if this product does n't exist yet and people aren't looking for it,
then I can't generate any demand for it.
So.
Number 6: In order to achieve a good ranking, a page must
be relevant to a search query. And on two levels. And I
also explain what that means, keywords and intention. So, what is that supposed to
mean in simplified terms? A page must deliver what the
searcher wanted to achieve with their search query. From the snippet to the content. And the difference between keywords and
intention is, let's say, someone googles for the search term "mortgage financing calculator", then
I could theoretically write a text on my page about mortgage lending calculators
– just continuous text on this topic, then maybe I'll optimize this page
on this keyword "mortgage financing calculator", but I don't hit the intention, because the
intention would be a calculator, i.e. a tool. It is very important to understand this difference
. And more can be derived from this, namely that a page
loses relevance over time. How so? Because the content will eventually become outdated. This means that while website content
has a much longer shelf life than, for example, social media content, it still expires at some point
and I have to update it again.
And this point also decides on the language, which is
why you usually get German results when you google German,
provided that Google has content in your language. It explains the different results
on the different devices, because relevance changes on
different devices. If you now think of mobile: I'm traveling in a
city and I'm looking for "Italian restaurant", then of course I want an
Italian restaurant, which is right next to me and with mobile, Google can of course
determine exactly where I am at the moment. So. Number 7: A page can be found for several different
search queries. Very important to understand:
A page, a URL can rank for hundreds, even thousands of keywords, as long as these keywords,
when the user enters them, have the same purpose. Number 8: A search query can have different
search intentions. And now we come to the tricky part. This means that a search query,
let's say the keyword "seo", can have different
intentions as to why users are looking for it.
Perhaps the typical implication is:
The user wants to know what SEO is. But some of the users may also want to
obtain SEO from a service provider. That means, let's say as an example, 80% of
the users who google SEO want to know what SEO is. That's why
they search that query. And 20% actually want to have
a service provider. This is very important to understand,
because it also leads to point 9: Google displays a result at the top
if it best satisfies the primary search intention or the most frequent request for a
search query. That means, if we now look at the keyword
"seo" again and 80% of the people simply want to have the question "What is SEO?" answered,
then you will see in the search results that if 80% are searching, that is, the majority ,
you can only rank #1 with a page that answers the question "What is SEO?" and
not with a commercial landing page from an SEO service provider because most of those
who search for this query are with it…
The probability that Google thus
satisfies the search intention is the highest. I know Mindblow, but it's really
important to understand when you're learning about SEO and
how it all works. And the last point, a
very controversial point, but there is no question that this is the
fundamental truth, number 10: search engines need referrals
to find new pages. That means, anything that isn't somehow linked or
at least mentioned in a sitemap is hard to get
crawled, let alone indexed. And Google also uses referrals
as a signal to rank content. To put it simply: Without a reference to new content,
search engines cannot discover new pages. How you can easily understand the whole thing, how
Google ticks here or other search engines: References, i.e. links, are recommendations.
That means if you get a link from another website, then that is a
recommendation for that page that is linked to.
And then when you think about it,
how the normal world works, the whole world revolves around recommendations.
This is the foundation of the offline world, foundation of democracy – it's all about votes. And the only difference is that
not every vote has the same value on Google. Each vote is always evaluated according to, let's say
, overall authority and relevance. That means general authority is:
If I, Alexander, have a blog about Innsbruck, and the city of Innsbruck
has a website about the city of Innsbruck, then the general authority of this
result is much higher than my authority on this topic, because the one Website is
government owned and I'm a single "Hansl".
And the second is relevancy, which
means the ideal link would then be from an authority in my niche.
That is, what a good link would be … Everyone always goes to these newspaper links, I
don't believe in newspaper links at all because newspapers write about all sorts of things and are on the
decline anyway and burst into flames. It's far better to get a link from an
authority in your niche. That said, let's take an example:
I'm a recruiting professional.
Then it is much more interesting
to get a link to my website from another recruiting professional,
which ideally is still well known, than a link from some newspaper that publishes
an article about recruiting. I'm not saying newspaper links are [ __ ] and
you don't need them and so on – it's the mix that makes the difference. But I'd rather have a link
with authority from my niche than from an authority outside my niche.
Very, very clear. And in short for all those who still believe:
"hmm yes, backlinks … blah blah blah – backlinks are becoming less and less important anyway!" Think about it:
Relevance alone ca n't be enough, because then it would be like that, if
only relevance had meaning, then we would be in a world where it would be said that my
statements in a blog article about tennis were actually equally valuable in terms of relevance
like a blog post by Rafael Nadal on tennis. And if you believe that,
then you're going to have hard times.
I wish you the best! So. I hope these basic principles
help you to easily distinguish half-truths, hearsay from
"this is how SEO really works". In principle, you can
derive everything else from these 10 basic principles. In the next episode, we
'll talk about the biggest misconceptions and myths that are holding you back as you learn SEO. And otherwise, thank you very much for
watching and see you next time. Bye!.
