Voiceover: Search Engine Optimization 2 2
is a very hot topic. 3 3
That's because it's so incredibly important 4 4
that your website can be found by your users 5 5
using a search engine like Google. 6 6
This is, of course, still part of step five 7 7
of our seven step method. 8 8
And now, what is Search Engine Optimization? 9 9
Very simple, basically Search Engine Optimization 10 10
or CEO is a couple of techniques that improve 11 11
and promote a website to increase the number 12 12
of visitors the site receives from search engines. 13 13
There are many, many aspects to CEO, 14 14
and in this lecture we will just cover the very basics 15 15
in order to make our website search engine ready. 16 16
So first up, let's talk about the meta description tags. 17 17
This tag is a short description of a website 18 18
and is normally used to describe a website 19 19
on the search results page, just as we see here 20 20
on this Udemy example. 21 21
This text is not visible to visitors 22 22
of the webpage itself, 23 23
but it helps you to advertise for your site, 24 24
drawing users to your website from the search results. 25 25
It is, therefore, an extremely important part 26 26
of search marketing, so we should craft 27 27
compelling description using important keywords, 28 28
but with no more than 160 characters. 29 29
Let's now, of course, do that for our webpage. 30 30
All right, so nothing easier than that. 31 31
We just use here the meta tag and then say 32 32
name description, 33 33
and then we say our content. 34 34
Something about Omnifoot, 35 35
Omnifoot is a premium 36 36
foot delivery 37 37
service with the mission 38 38
to bring affordable 39 39
and healthy meals 40 40
to as many people as possible. 41 41
So something like this, all right? 42 42
Okay, and since we are talking about tags, 43 43
we should also include the content type tag. 44 44
Just like this, you can actually do it here. 45 45
So, meta, 46 46
and then charge that, and then udf8. 47 47
This is just used to declare the character encoding 48 48
of the website, but it doesn't include the ranking. 49 49
It has nothing to do with Search Engine Optimization, 50 50
but it's something that we should include 51 51
in every website. 52 52
For the meta description, that's it. 53 53
Back here, next, we should always write valid HTML code, 54 54
and valid HTML code is code that follows 55 55
exactly the official HTML rules and has no bugs. 56 56
Valid HTML is preferred by Google, 57 57
it makes websites more likely to work 58 58
in browsers we haven't tested, 59 59
it looks more professional, 60 60
and it's better for accessibility, 61 61
making it easier for screen readers 62 62
to read websites to blind users, for instance. 63 63
There is an official tool for checking 64 64
if we have valid HTML code, 65 65
and we're gonna use it right now. 66 66
In order to do that, we just copy the entire code, 67 67
so Command or Control + A, and then copied it 68 68
and this is the website, so Validatorw3, 69 69
and be used options, so validate by direct input 70 70
and paste all our code here, and now we check it. 71 71
It takes it a little time. 72 72
We have eight errors here in our code, actually. 73 73
Let's see what those errors are all about. 74 74
All right, this has something to do with 75 75
these closing tags, I guess. 76 76
Let me go back here. 77 77
All right, so we actually forgot to close 78 78
this meta tag here. 79 79
Let's copy that again 80 80
and delete all of this. 81 81
Copy and re-validate the whole thing. 82 82
Now we only have three errors. 83 83
Much better, right? 84 84
Let's see what it is. 85 85
So an Img element must have an alt attribute. 86 86
OK, can see we have three errors, 87 87
and that's because we forgot to specify the alt attribute 88 88
for our three customary metas. 89 89
Okay, so I'm going to do that. 90 90
We have it, they're right here, see the alternative text. 91 91
I'll just say customer one photo. 92 92
And I'm going to copy it, 93 93
three and two. 94 94
So again, and I think that by now 95 95
we have a validated HTML code. 96 96
So let's see, 97 97
all right, very well, this document 98 98
was successfully checked as HTML5. 99 99
So, we have now a valid HTML document. 100 100
Great, right? 101 101
Now the next thing, content is king, 102 102
and that means that it's very important 103 103
that you have great content on your website. 104 104
Even if your website is on top of the search results, 105 105
if the content is not great, 106 106
and your users don't want to read it, 107 107
then it's worth nothing that you're so high ranked. 108 108
Also, keep providing new content if you can, 109 109
so your visitors want to keep coming back for more. 110 110
The next thing is that you need to place keywords 111 111
strategically in your content. 112 112
This is a key to perform well in search rankings, 113 113
because keywords are what users actually use to find you. 114 114
But be careful, don't overuse keywords, 115 115
since search engines consider that as keyword spamming 116 116
and might penalize you. 117 117
Use keywords in the title, in the meta description tag, 118 118
in your headings, and links. 119 119
And another important thing, 120 120
is to get other websites to link to you. 121 121
These links are called backlinks 122 122
and are like letters of recommendation for your website. 123 123
Search engines rank websites based partially 124 124
on the number and the quality 125 125
of links that point to the site. 126 126
This is a crucial factor to CEO and therefore, 127 127
you should have a strategy to increase 128 128
the quantity and quality of backlinks to your site. 129 129
There's actually so much more information 130 130
about CEO out there on the internet. 131 131
For a quick overview, 132 132
you can check out the link in a course eBook. 133 133
We changed some things in our project 134 134
in this section, so please download the final website 135 135
from the link in the description of this video. 136 136
And that's it with optimization. 137 137
So in the next lecture, 138 138
let's learn how to launch our website to the internet.