Down The Basics Of SEO Workbook Brand Style Guide

Lenovo Partner NetworkThe SEO Journey SeriesBreakingDown the Basicsof SEOWorkbook1 SEO Success Factors:2019 Edition Glossary of terms 5 Steps to Audit your Website SEO SEO learning resourcesProduced byMethod SavvyBrandStyle GuideVersion 1.0

Lenovo Partner Network / The SEO Journey Series WorkbookBreaking Down the Basics of SEOOverviewSearch Engine Optimization (SEO) is a way to capitalize on the powerof search engines to capture free visibility for your company, drive highlyrelevant visits to your website and increase demand for your businessand services.In the first webinar in The SEO Journey series, Breaking Down theBasics of SEO, we laid the foundation for how you can pragmatically applysearch engine optimization best practices. Within this workbook you will find:A glossary of terms that provide definitions of search engine optimizationrelated concepts and language. A list of additional reading resources whereyou can learn more about search engine optimization in a self-directed way.A reference document of the SEO Success Factors discussed duringthe webinar.Produced by Method Savvy2

Lenovo Partner Network / The SEO Journey Series WorkbookSEO SuccessFactors:2019 EditionProduced by Method SavvyBreaking Down the Basics of SEO3

Lenovo Partner Network / The SEO Journey Series Workbook4Breaking Down the Basics of SEOSEO Ranking FactorsThere are three core sets of factors that impact search engineranking worthinessand experienceassociated withon-page contentContextualsignals thatsupport indexationSignals of trustand influenceProduced by Method Savvy123

Lenovo Partner Network / The SEO Journey Series WorkbookBreaking Down the Basics of SEO51ContentGoodBadQuality - Well-written, valuable, originaland human-centered.Quality - Poorly written, misspellings,duplicate and/or algorithm-focused.Contextual - Highly aligned to the topicof interest of the user.Contextual - Tangential, off topicor obfuscated.Topical Vocabulary - Using languageand keywords reflective of the topic beingsearched.Topical Vocabulary - using companyfocused language instead of user focusedlanguage.vsTimely - Non-stagnant, fresh.Timely - Out of date or old.Depth - Substantive and comprehensive.Depth - Shallow.Multimedia - Images, videos and audio.Multimedia - Text only.Answers - Direct and informativeAnswers - Uninformative or unhelpful.Produced by Method Savvy

Lenovo Partner Network / The SEO Journey Series Workbook6Breaking Down the Basics of SEO2TechnicalGoodBadMobile-Friendly - Delivers a great user experienceon smartphones and tablets.Mobile-Friendly - Delivers a scaled down versionof the experience on smartphones and tablets.Crawlability -Search engines can easily crawlyour website without obstruction.Crawlability - Render-blocking scripts, incorrectusage of URLs, site errors.Internal Linking - On-site links group togetherrelated content.Internal Linking - Unorganized site architectureor lack of internal links.Speed - Site loads quickly on all device types.vsSpeed - Website or page loads slowly.Secure - Provides a secure HTTPS connection.Secure - Lacks HTTPS connection.Meta Language - Properly formatted Title,Meta Description, Meta Robots, Header tags andSchema are in use.Meta Language - Incorrect or poorly formattedTitle, Meta Description, Meta Robots, Header tagsand Schema.URL Structure - Human-readable URLswith topic relevant keywords.URL Structure - Non-human readable or overlydynamic.Produced by Method Savvy

Lenovo Partner Network / The SEO Journey Series Workbook7Breaking Down the Basics of SEO3AuthorityGoodBadBacklinks - Diversity and quality of the websiteslinking to your content.Backlinks - Links originate from low quality oruntrusted websites and/or lack portfolio diversity.Reputation - Trustworthiness imbued by site’shistory, social media presence and reviews.Reputation - The website lacks historical trustor features a significant number of poor reviews.Locality - Signals related to location includingNAP information, local citations and server location.Locality - Content and technical infrastructuredon’t reflect region of focus.Anchors - The keywords used when sites linkback to your content.vsAnchors - Inbound links feature keywordsunrelated to content or are highly repetitive.User Experience - Your website is easy to use andappears trustworthy.User Experience - Your website is hard to useand/or appears untrustworthy.Engagement - The ways in which visitorsconsume content and return to your website.Engagement - Visitors quickly return to the searchengine after clicking through to your site.History - Longevity of the website andrelationship with users.History - The URL is new.Produced by Method Savvy

Lenovo Partner Network / The SEO Journey Series WorkbookGlossaryof TermsProduced by Method SavvyBreaking Down the Basics of SEO8

Lenovo Partner Network / The SEO Journey Series WorkbookBreaking Down the Basics of SEO920 Starter SEO TermsAlt text: Alternative image text is the text in HTML codethat describes the contents of images on web pages.They should describe the image in a way that they imagedoes not need to be viewed to understand what is in theimage. Alt text is typically not human readable but usedby search engines in their ranking algorithm.Crawling: The process by which search engine botdiscovers the content on your website.Indexing: The storing and organizing of content, bya search engine, found during crawling.Intent: In the context of SEO, intent refers to whatusers really want from the words they typed into thesearch bar.Keyword stuffing: A spam tactic involving the overuseof important keywords and their variants in on-pagecontent and links.Long-tail keywords: Longer queries, typically thosecontaining more than three words. Indicative of their length,they are often more specific than short-tail queries.Produced by Method SavvyMeta descriptions: HTML elements that describe thecontents of the page that they’re on. Google sometimesuses these as the description line in search result snippets.Mobile friendly: A website that is designed to lookgood and function well on mobile devices includingsmartphones and tablets. To make a site mobile friendlyavoid scaling down a site, and instead opt for images,font and elements intended for use on the mobileonly screens.Organic: Earned placement in search results, as opposedto paid advertisements.Position zero: AKA Featured snippet is content on asearch engine results page that is created and formatted by the search engine based on signals from yourwebsite and is displayed before the first position result.Quality content: Content on a website that is wellwritten in the intended language, valuable, originaland human-centered.Query: Words typed into the search bar.

Lenovo Partner Network / The SEO Journey Series WorkbookBreaking Down the Basics of SEO1020 Starter SEO TermsRanking: Ordering search results by relevance to the query. URL: Uniform Resource Locators are the locations oraddresses for individual pieces of content on the web.Search engine: An information retrieval program thatThe structure of URLs is made up of a base URL andsearches for items in a database that match the request URL folders. For SEO, it is optimal for these to beinput by the user. Examples: Google, Bing, and Yahoo.human readable.Secure site: A site that utilizes an SSL certificate toprovide an encrypted secure connection to users onthe site. Secure sites have a lock next to the https://enabled URL. Secure sites are preferred by searchengines.SERP: Stands for “search engine results page” — the pageyou see after conducting a search.Sitemap: A list of URLs on your site that crawlers can useto discover and index your content.Title tag: An HTML element that specifies the title of aweb page. The Title also shows in the Tab of your webbrowser.Traffic: Visits to a website.Produced by Method SavvyIf you are interested in learning more aboutcommon search engine optimization relatedterminology please re.io/seo-glossary/

Lenovo Partner Network / The SEO Journey Series WorkbookBreaking Down the Basics of SEO5 Steps toAudit YourWebsite’s SEOProduced by Method Savvy11

Breaking Down the Basics of SEO125 Steps to Audit Your Website’s SEOStep 1Lenovo Partner Network / The SEO Journey Series WorkbookLearn what your customers are actually searching forYou can’t optimize your website without knowing whatyour customers are searching for.Imagine you are in need of soccer gear for a 10 yearold child to start playing this season. What are a fewitems you might search for:Notes:1.2.3.4.5.6.7.Soccer Cleats for kidsSoccer Ball for a 10 year oldNow do the same for your business. What are fivesearches that your customers would use to find yourbusiness if they did not know your business’s name?1.2.3.4.5.Produced by Method Savvy

Breaking Down the Basics of SEO135 Steps to Audit Your Website’s SEOStep 2Lenovo Partner Network / The SEO Journey Series WorkbookFor each of the searches above, when put into Google.com, answer the following questions:1. Does a page from your business come up on thefirst page? If yes, which positions does it show up in?2. Does the search term show up in the listing’s title?3. Does the search term show up in the listing’sdescription?4. Does the search term show up in the URL for thepage?5. What other companies show on the first page?6. Do you see any common phrases, in addition to yoursthat might provide different results?7. How are other pages positioning themselves for thesame search?Notes:Produced by Method Savvy

Breaking Down the Basics of SEO145 Steps to Audit Your Website’s SEOStep 3Lenovo Partner Network / The SEO Journey Series WorkbookVisit the top three results for each of your searches(that are not ads).1. Do you agree with Google’s recommendationof that page? Why or why not?2. Is the page’s content relevant to your search?3. Is the con4. Do they have pictures or videos on the page thatrelate to the content?5. How does your content for the same searchcompare?Notes:Produced by Method Savvy

Breaking Down the Basics of SEO155 Steps to Audit Your Website’s SEOStep 4Lenovo Partner Network / The SEO Journey Series WorkbookFocus on your website:Notes:With each of your search terms:1. Which page do you expect Google to point to on yoursite for the search? (URL)2. Do you have a page dedicated to that search thatsearch engines can refer to?3. On that page, are you able to find the term yousearched for?a) Is the search term in the page title? YES / NOb) Is the search term in a heading on the page?YES / NOc) Is the search term in the copy on the page?YES / NOd) Is there an image on the page that referencesthe search terms? YES / NOe) Is the search term in the URL? YES / NOf) Does this page content focus on more than onesearch term? YES / NOg) How would you improve the content on thispage to focus on the search term?Produced by Method Savvy

Breaking Down the Basics of SEO165 Steps to Audit Your Website’s SEOStep 5Lenovo Partner Network / The SEO Journey Series WorkbookCan search engines find and crawl your website?Notes:1. Does your website have a Sitemap?For most sites, you can find your Sitemap located at:https://www.yoururl.com/sitemap.xmlHead here to see if your site has a est2. Do you have Google Analytics and Google SearchConsole installed on your site? (we will cover more inSession 6)How to install Google Analytics on your 008015?hl enHow to install Google Search Console on our er/9128669?hl enProduced by Method Savvy

Lenovo Partner Network / The SEO Journey Series WorkbookSEOLearningResourcesWhere to learn more in aself-directed wayProduced by Method SavvyBreaking Down the Basics of SEO17