Optimisation

Code of Conduct

Search Central Quality Standards & Guidelines

How Google Search Works

SEO meets SEO meets SEO. 

The first goal is to understand your business and your audience:

1. What are the goals of your website and your business

2. What audience are you targeting (Convergences)

3. Where are they located, what devices are they using

4. What are their objectives (Rewarding)

5. Do their objectives align with your company's business goals?

6. Do their query terms match your content?

Understanding the Users Intent and match the Customer Search Session till Intent Fulfilment:

1. Investigating categorised queries

   • What is the searcher trying to do?

   • Where is the searcher located / will their device change their behavior?

   • Is your page's search results display compelling to click on?

   • If the searcher select your page in search results, will your content match their expectations?

   • Is your site providing a great user experience so the searcher will recommend your site to others or become a repeat visitor?

2. Categorising Queries

   • Branded terms (navigational queries)

   • Brand compounds (How is your audience looking for your Brand)

   • Product categories (informational queries)

   • Conversion-focused (transactional queries)

   • Seasonal, promotional, Multi-Channel

   • Reviews, UGC

   • User Device Slicing

3. Mapping to Customer Search Journey (e.g: 64 days, 126 days)

   • Customer Search Sessions: Same search terms, different intent

   • "How people decide what to buy lies in the ‘messy middle’ of the purchase journey", 

Analysing Tools

Google Search Console, Mobile Friendly Testing, Rich Search Results Testing, Lighthouse, Chrome Developer Tools

Google Analytics, Trends, BigQuery(+ML), Data Studio, Attribution, Tensorflow, Colab Notebooks, Prototyping & self developed Tools

3rd Party: ScreamingFrog, Lynx, Sistrix, Searchmetrics and all other API's ....