00:00if you want to get the maximum amount of profit from a website you need to get as
00:10much traffic as you can if you want to get the maximum amount of traffic to
00:15your website you need to get to the top of Google and if you want to get to the
00:20top of Google you need SEO or search engine optimization search engine
00:27optimization is the process of optimizing a website so that Google will be more
00:31likely to index it and ensure that it ranks highly for the most relevant
00:35keywords and phrases for example if you have a website that sells hats then you
00:41might try to get it to rank for the phrase buy hats online to do this you
00:46will go through an optimization process that would involve both on-site and
00:50off-site strategies with any luck you would eventually be able to get your
00:55website to the top of the SERPs that's the search engine results pages for that
01:00term and thereby attract a huge amount of traffic more importantly that traffic
01:06would not just be from random visitors but would instead be from specific people
01:11who are looking for hats better yet those people will be looking for hats at the
01:16very point they came to your website yet why else would they search for hats which
01:21means they're ready to buy and it should only take a small push to get them to make
01:25that decision SEO can be a slow-going process but it's still possible to climb
01:31the ranks and get your website to a point where it will start getting more and more
01:35organic traffic from searches SEO essentially works by attempting to second-guess the
01:42algorithms used by Google to decide which sites to index and where to rank them Google
01:49works by using bots an index and an algorithm the bots also known as robots or spiders are small
01:57pieces of code designed to head out onto the web and look for content they read web pages and they
02:03add that content to a massive index which Google can use as a reference from there Google will then
02:10use an algorithm to identify which content in that index is relevant to which search and which is
02:16offering value to the end user ultimately the aim of Google is to help people find interesting content
02:23that will be relevant to what they're looking for this involves a lot of factors and the algorithm
02:28will look at how many links the content has how visitors behave on that website and the use of key
02:34phrases within the content if a word or phrase is repeated often enough then it is possible to deduce that
02:41said word or phrase is likely to be the subject matter and thus should come up in searches for
02:46matching terms SEO basically works by predicting and guessing how the algorithm works because no one
02:53can be completely sure and then using that information in order to engineer your website to get the maximum
02:59number of hits it means gaming the system and this in turn can allow you to trick Google into believing
03:06that your site should be number one of course it's not quite that simple though and actually as we dig
03:12deeper we'll see there are other more efficient ways of looking at SEO apart from anything else Google is
03:19constantly updating its algorithms usually with words beginning with P like penguin panda and pigeon and
03:26that means second-guessing Google can get you into trouble being effective at SEO means having an up-to-date
03:34understanding of how it works and knowing the core principles that underpin the different strategies
03:41that's where this video series comes in keep watching and you'll learn which old outdated strategies you
03:47need to avoid how to work with Google to get the very best results and how to future-proof your site
03:54for upcoming changes this is the modern guide to SEO for modern marketers and site owners
04:00this is your SEO Bible and your key to unlocking incredible success on the web
