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In this video, we’re going to discuss what SEO, or search engine optimization, entails , We’ll also go into Yeast’s concept of holistic SEO , First things first though: what is SEO? , Well, it’s the practice of optimizing websites to make them reach a high position in Google’s , – or another search engine’s – search results , SEO focuses on ranking in the organic - which are non-paid - search results , The goal, in the end, is to rank high so the people who are looking for you or your product , can find you , Whether you will be able to rank, depends on a lot of factors , We distinguish two categories , We have on-page factors and off-page factors , You can influence on-page factors on your website itself , This includes for example writing good copy and having a clear site structure , Off-page factors, on the other hand, have to do with everything outside of your website , like links to your site on other pages , Now, there are a lot more factors, which we discuss in detail in all our courses, but for now , let’s transition to Yeast’s concept of holistic SEO , To do that, we need to revisit Google’s mission , We’vie already discussed how Google works in the previous video: a spider crawls your , site, puts it in the index, and then an algorithm determines where you will rank , Google updates and changes its algorithms all the time , Now, in the reading materials, we are going to go into some major updates Google has done , throughout the years, so be sure to read those after this video to be up to speed , What’s important for now though, is that all these updates have one clear goal: Google wants , to bring order to chaos and it wants to do that by ONE combating spam and TWO by rewarding , good user experience , And this all leads to Google’s mission: to organize the world’s information and make it universally , accessible and useful , This means that, in theory, the most useful information should top the rankings , To achieve that, you have to excel at all aspects of SEO , In other words, you have to look at SEO holistically , So that is what we aim to do: holistic SEO entails focusing on all aspects of website , optimization in order to be the best result , This means that we stay away from what is called "black hat SEO" or "scorched earth tactics" , Tactics like these focus on trying to fake Google into thinking that you’re something , that you’re not , We’ll list some examples in the reading materials, but for now let’s look at one , example to make clear what scorched earth tactics are all about , And we're going to do that by looking at keyword stuffing , Now, there are several ways of optimizing your keywords , The best way, of course, is to write great content in which your keyword naturally occurs , Like in this example: in which the author has written down some interesting information , In the past, however, some companies stuffed the keyword into their texts, creating texts , which were unreadable for readers, but which ranked high , This slide right here is an exaggeration of this, but it happened all the time , Sometimes they even used white text to hide the fact that they were stuffing keywords , So at the bottom of the page, it would say for example "Galapagos penguin" W times , in white text , Now, when Google updated its algorithms to account for this, these results and the websites behind it , were heavily penalized , And using similar tactics can get you banned from Google for a significant period of time , So what we want you to do is create a sustainable SEO strategy which will not only have you , rank today, but in the long run as well , And of course, the better Google’s algorithm , , becomes, the less effective these tactics will be , So, let’s sum things up, what are the key takeaways? , ONE: SEO is the practice of optimizing websites to make them reach a high position in Google’s , or another search engine’s – search results , TWO: Holistic SEO aims at being be the best results. THREE: Don’t use scorched-earth tactics , like keyword stuffing. FOUR: Practice sustainable SEO , And number FIVE: Keep the user in mind.
