Goal: Search engines can find and display my website to their users in the best possible way.

Search engine results pages (SERPs)

  1. Keyword search
  2. Image search
  3. Mobile search
  4. Video search
  5. Local search
  6. Featured snippets
  7. Sitelinks

Search terms

  1. Keyword research
  2. Keyword generators
  3. Keyword list
  4. Keyword value
  5. Keyword score
  6. Keyword difficulty
  7. Keyword placement
  8. Keyword density
  9. Keyword rank

Indexation

  1. Sitemap
  2. Robots.txt
  3. URL structure
  4. Crawl rate
  5. Indexing errors
  6. No-index
  7. HTTP status codes
  8. Redirect errors
  9. Permanent redirects
  10. 404 pages
  11. DNS errors
  12. Canonicalization
  13. Meta data

Black-hat SEO

  1. Keyword stuffing
  2. Hidden elements
  3. Cloaking
  4. Article spinning
  5. Doorway pages
  6. Scraper sites
  7. Machine translation
  8. Links farms
  9. Comment spam

White-hat SEO

  1. Keyword optimisation
  2. Image optimisation
  3. Structured data

Links

  1. Backlinks
  2. Inbound links
  3. Outbound links
  4. Internal links
  5. Broken links
  6. Link quality
  7. Link count
  8. Paid links

Page speed

  1. First contentful paint
  2. Largest contentful paint
  3. Time to first byte
  4. Time to interactive
  5. First input delay
  6. Total blocking time
  7. Small DOM
  8. Minifying HTML, CSS and Javascript
  9. Content delivery networks
  10. Caching
  11. (Image) file size
  12. Superfluous code

Ranking algorithms

  1. Ranking metrics
  2. Keyword mentions
  3. Topic authority
  4. Domain authority
  5. Page rank
  6. Page load time
  7. Meta tags
  8. Algorithm updates

Optimisation for different search engines

  1. Google
  2. Bing
  3. Yahoo
  4. Brave Search
  5. Ecosia
  6. Baidu
  7. Yandex Search
  8. Duckduckgo
  9. Qwant
  10. Startpage
  11. Other search engines

Beliefs about search engine optimisation

  1. Search engines drive traffic to my website
  2. My search results attract the right customers.
  3. Search listings are the first thing people see before going to my site
  4. My site is optimised for search engines.
  5. I am good at technical and content SEO.
  6. I can’t do SEO.
  7. Search engines know how to read and rank my site
  8. Search engines are doing my site a service
  9. Search engine optimisation helps my business grow.
  10. My SEO strategy is set up well for future algorithm updates
  11. I am scared that future algorithm updates will hurt my traffic.
  12. My website is optimised for multiple search engines.
  13. I get high quality traffic from search engines.
  14. I get irrelevant traffic from search engines.
  15. Search engine optimisation is unethical
  16. Search engine optimisation is fair
  17. Search engine optimisation is helpful
  18. I can rank in the top spot for relevant keywords

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