SEO is 40% science – it’s simple, you can learn that easily in a few months – but 60% is art – you need experience, think strategically for your business, think about backlinks. To write new content, you need to be artistic.
Ebrahim started the talk with going through a list of terms used by SEO folks:
- Backlinks: relationships with your business. The process of linking between websites.
- Internal linking: a link inside of the site, e.g. from homepage to article.
- Linking-out: linking to another site.
- CTR: Click-through rates: % of people clicking on your Google results. Impressions = views on the first page of Google. CTR = people who click the link.
- SEA: “search engine advertising” – actually, all about Google Adwords.
- SEM: Search engine marketing.
- SMO: Social media optimisation.
- DA&PA: Domain Authority, Page authority. A ranking that goes from 1-100, used by SEO service MOZ. (“everything is estimation… but you can trust MOZ.”)
- SERP: search engine results page – another word for “the first page of Google”.
- Bounce Rate: how long do people stay on the website? “it’s about time, how much time they stay”. When they come to the landing page, do they click to another page? A good bounce rate: “40-70% is a good one. More than 70% is not a good sign”.
Some tools I discovered during this talk
- ahrefs.com – an analysis tool (for Competitive Analysis)
- KWFinder – a Keyword Research and Analysis Tool
- Keyword Planner for Google advertising
- MozBar – a browser plugin
- Wappalyzer – a browser plugin
- SEOquake – another browser plugin
- DeepL – a translation tool
- A method to “fake” your location with Chrome Dev Tools
A list of his must-read books:
- Confessions of an Advertising Man, by David Ogilvy (1963)
- Deep Work, by Cal Newport (2016)
- Zero to One, by Peter Thiel (2014)
- Guerilla Marketing, by Jay Levinson (1983)
These are the books I like to read again and again!
Ebrahim Mehrno is an SEO professional, and has worked for web agencies Enigma and SparkWorks. He learned the technical side of the job through a course from Power Coders. He had a very exciting career in Iran as an entrepreneur in education and marketing, before moving to Switzerland.