All language subtitles for 04 - A word of warning about SEO

- [Instructor] Early in 2011,

Google made a major update to its algorithm

and millions of websites changed position.

The after effects have lasted for years, even into today.

And it has changed the way

that many marketers optimize their websites.

To this point,

many websites would simply optimize

by utilizing a repetitive keyword approach.

That is, just repeating a primary key phrase

numerous times on a single page,

in an attempt to increase relevance.

Well, Google took aim at this tactic,

because it produced millions of low-quality content pages

across the internet.

And with this update,

it not only penalized that low-quality content,

it seemed to reward websites that produce high-quality,

well-written content

that doesn't force keywords into the page.

Rather, the website owners and marketers

relied on solid quality content that was readable, helpful,

and intelligently approached.

Essentially, what Google did was create

an over-optimization penalty

and, in doing so, encouraged a more contextual approach

to keyword optimization.

Rather than simply repeating words on a page,

they rewarded synonyms, roots, and related words.

So if I'm talking about trails, outdoors, mountains,

adventure, water, forest,

walking, backpacking tours, and travel,

the search engines are able to contextually know

that I'm referring to hiking,

even without using the word.

Search engines have moved on from ranking pages

according to the right order of specific words

to ranking pages based on the conceptual

and contextual relevance of the intent of the search.

So look at this.

Even though my search is for California hiking tours,

the results include a wide variety

of additional contextual words:

walking, camping, backpacking, trekking.

Not one of these page titles match my search term exactly

of California hiking tours.

So as you optimize your page structures and your content,

remember to write clear, readable sentences.

Write for your content to be read by people,

and not by search engine spiders.

The better your content answers your visitors' questions

and moves them through the website,

the better your optimization and rankings will be.