Search Engine Optimization – 1 | Google SEO

Google SEO – Website Optimization

We will talk about the working strategy of Search Engines that quickly deliver you to the content you are looking for without getting lost in the Internet Ocean, one of the greatest blessings of today’s technology.

We will talk about the vital essentials about GOOGLE SEO (Search Engine Optimization for Google).

When it comes to search engines, Yandex, Bing and of course Google come to mind first. Among the search engines used worldwide, whether you call it the Flagship or the Boss, I prefer to call it the Lawmaker, of course we will talk about Google. More precisely, we will look for answers to the question of what to do to rank first in Google searches.

I had the opportunity to attendthe “Digitalzone Meetups – Digital Marketing Training“ in Istanbul. As a speaker, Fatih ÖZKÖSEMEN, who works as SQA at Google, filled us with up-to-date information on Google Seo. Let’s share a few current data about “Google Search Engine Optimization”.

Changing Algorithm

In order to keep up with the rapidly changing Internet technology, it is necessary to manage the technology according to the wishes and needs of the user by making updates on the basis of system, hardware and software. Let’s call all three of System, Hardware and Software Platform.

If we start with the fact that Search Engine Platforms lead the internet, it is expected to be in constant interaction with the user. Thanks to the give-and-take cycle between the end user and the Google Search Engine, technology goes one step further.

Google, the Legislator, relies heavily on user requests and needs when making updates and changes to the platform. It updates itself every minute according to Time, Place and User needs.

User Experience

We can group user behavior into 4 main groups. In which mood the user is in, or rather how they think while searching. I’m talking about thinking with user intelligence when creating content.

• How to remove coffee stains?
• How to plant cactus seeds?
• Can neon fish and shrimp live in the same aquarium?

The user searches the search engine in this state of mind. They choose words that are simple, short and fast. You can learn to think like a user with Google-Trends. You can analyze what kind of searches people are doing at a certain time and in a certain location. Thus, you will decide what kind of google seo work you need to do.

How Do I Rank High on Google?

If you want to find yourself at the top of Google and other search engines, in the top 3 or on the first page, I give you the formula.

E-E-A-T (Experience, Expertise, Authority, Trust)

• Google Search Engine algorithms emphasize content with personal experience, expertise and reliable sources.
• Author biography, source, reference = Page Authority

Deadly Content + Topic Cluster Logic

• Page content; Main topic → Sub-headings → Internal links should be designed in the style.
• Domain authority will also remain weak without providing Topical Authority.

Authoritative Link, Not Backlink

• 10 backlinks with high content quality are better than 100 ordinary backlinks.
• Magazine, Newspaper, Article, advertisement, authoritative blog, YouTube, Social media Provides strong authority.

Click-Through Rates (CTR)

• Think like a poet’s touch when writing titles and meta descriptions.
• Remember, users won’t click on a headline that doesn’t grab their attention → As a result, you will lose rankings on Google!

SEO + CRO (The Perfect Duo)

• Remember, SEO attracts visitors, but CRO makes the sale.
• Action buttons, lead forms, comments, feedback forms, contact forms guarantee conversion to your site.

Speed = Gain

• Your site and linked web pages should load completely in maximum 3 seconds . Otherwise you will lose users.
• Core Web Vitals Values: LCP, FID, CLS

User Experience (UX)

• Adopt a site structure that is easy to navigate and understandable. The user should be able to easily access the content they want in the shortest way.
• Stay away from confusing menus, lots of pop-ups = skyrocketing Bounce Rate!

Ability to Read Data (Data-Driven SEO)

• Actively use tools such as Search Console, Analytics 4, Semrush, Hotjar, Ahrefs, NeilPatel.
• Do page reporting on which pages are working and which are crawling. Just remove the garbage content.

Mobile Compatibility

• All search engines, especially Google, say “Mobile First Index“. Who cares about the desktop view.
• There is no point in doing seo for a non-responsive site.

Arama Niyeti (Search Intent)

• The Google Search Engine does not ask “what is he/she looking for?”, but “why is he/she looking for it? “.
• If you don’t write your page content according to search intentions such as information, purchase or comparison, you are out of SERP, i.e. out of ranking.

The 4 Golden Rules of Search Algorithms

Doing + Knowing + Going + Receiving

1. DOING
   -Breaking News
   -Healthy Nutrition Methods
   -Product return terms
2. KNOWING
   -Store opening hours
   -What’s in yogurt?
   -Petroleum products
   -How is the formation done?
3. GOING
   -Restaurants nearby
   -How to get to the airport?
   -Where is Shopping Mall?
4. RECEIVING
   -Compare TV prices
   -Do you have home delivery?
   -How many days delivery time?

What is important here for Google Seo is to understand the user’s intentions well and to read their minds. Google Search Engine aims to bring results suitable for time and place when the user searches. In other words, when the user opens Google.com on his/her smartphone while walking outside at noon on a weekday and searches for “x bank”, the nearest x bank and other banks will be listed.

However, when the same user searches for “x bank” again when he/she goes home in the evening or goes out on the weekend, this time the mobile application and internet banking of X bank will find its place at the top of the results.

THE NEED TO EXPLORE

What do users do online in their free time, what words do they search for? What are the hobbies, interesting experiences and activities they search for? Alternative results are presented to the user as a recommendation for the user’s searches in this direction. Thus, the content is developed in this direction. It unlocks the user’s potential for discovery.

THE NEED TO GET THE JOB DONE – TO GET IT DONE

Google seo lists the results according to the type of keyword users are searching for when searching on the search engine. To explain a little more, fast and result-oriented links will be listed as a result of the user entering the search engine and searching for“Istanbul pharmacies on call” late at night.

However, when an open-ended search is made as“poetry book recommendation“, results related to poetry books as well as results from literary works will be listed.

DIFFERENCE OF DEVICE, SPACE and TIME

The Google search engine uses search algorithms as if it were talking to a human being one-on-one. The search can be done in plain or colloquial language, as if you were talking to a human being. Google will run its algorithm as soon as it detects this.

While 10 years ago search phrases were very simple, today they have been reduced to spoken language. Even the voice assistant services of IOS and Android based phones are a result of this. Google’s behavior is enabling content owners to develop their sites accordingly.

 Pull and Push Effect

In short, it is the pushing of content to the user. The recommendations offered are intended to attract the user’s interest. In this way, the user will perhaps be interested in alternative results in addition to the one they are looking for.

PLATFORMS

Device Impact:

Users who could only access the internet with desktop and laptop computers about 10 years ago, today, in addition to these devices, Smart Phones, Tablets, TVs, Smart Boxes, Satellite Receivers, Smart Home Systems, Washing Machines, Ovens and Combi Boilers, the list goes on and on. Every device with electronic function becomes manageable from the internet with its own interface or a 3rd party interface.

Increased Internet Speed and Limits

In the last 10 years, internet connection speeds in our country and around the world have reached a point beyond predictions and dreams. This has triggered an increase in the quality of content. The resolution of visual and video content has increased, leading to the development of more eye-appealing pages and an increase in the number of Google Seo-friendly pages.

Content Moving to the Cloud

The trend towards cloud solutions is accelerating due to the limited usage areas and high prices of server and hosting solutions. Content such as Video, Image, Audio and Office files are stored on the servers of organizations that offer Cloud services.

Cloud should not be viewed only in terms of storage. In recent years, the cloud structure has adopted the logic of “access from anywhere, anytime and from any platform”. Platform manufacturers even say that in the near future even Operating Systems will run on cloud systems.

Slogan: “Development for the Web”

• Fast (Web pages that cater to users of all speed levels)
• Source code that is easy to code and open for anyone to develop
• Device-friendly code snippets (Bootstrap, CSS, DHTML, Ajax, etc.)
• Encouraging and guiding the development of open source code.
• Income and profit models that encourage users to produce content (Adsense, Advertising policies, etc.)

AMP (Accelerated Mobile Page)

It is the fast content access platform that Google Corp. offers publicly. With AMP, it is aimed to deliver the advantages of the Web and Mobile applications to users together.

Google Radical Changes

In recent years, Google has been trying to take the Internet to very different dimensions in the future by making very radical decisions, whether it is mobile compatibility decisions or platform preferences. Based on rich content experiences in different verticals, it opens up top positions for content owners. If we list a few criteria;

• How to improve user experiences.
• Bringing content in parallel with the search in the Google search engine but in different verticals.
• Directing users to other adventures, hobbies or jobs

Structured Data Markup Tool

Thanks to this tool, Google bots gain function by teaching the bot how to crawl your site or blog. Thus, Google better recognizes and indexes the pages and content on your site. In this direction, the results to be shown to users in the light of the indexed data will become more personalized.

You can find the 2nd part of this article in our article titled Website Optimization – 2 |.