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Canonical URL Tag
Tells search engines that the page in question should be treated as though it were a copy
Rich Snippets
Lets you mark up content in ways that provide information to the search engines. Reviews (stars)
onsite optimization
crawlability, rich content, meta tags, heading
meta tags
text tells google about the page
offsite optimization
links, offsite comment (by writing on your competitor's blog, anchor text with links
SERP
Search engine results page
funnel
in the door, conversational, conversion
value of a website audit
reveal weaknesses, provide educational reinforcement, keep you on task, help you
relevance and importance
analyzing docs and links, search relies on these two dimensions
Website Audits
reveal weaknesses, provide educational reinforcement, keep you on task, help you sell SEO
SEO
increasing website traffic through links and tags
rebots tag
allows search engine to crawl your website properly
constance change in
algorithms and weight
main goal of SEO
raw traffic, e-commerce, mindshares/branding, lead generation/direct marketing, reputation
searcher intent
being able to translate what the semantic intent is for a keyword