Various notes on Search Engine Marketing Class
Textbook: The Findability Formula by Heather Lutze
Additional handout: Google's SEO Starter Guide
Google's 10 minute seo video
and this wiki
We go pretty much straight through the Findability Formula book, with the exception of using the Google SEO Starter Guide in place of the last chapter in the book, Chapter 16 on SEO
Minimal setup of an adwords account:
Read of listen to the podcast: https://www.indiehackers.com/podcast/065-nat-eliason-of-growth-machine
See his Nat's take on content: https://www.nateliason.com/blog/wiki-strategy
And a typical article from backlinko: https://backlinko.com/search-engine-ranking
Each ad group should always have two ad texts rotating, thus letting them 'battle it out' for greater conversions. Re-examine weekly and replace the weaker ad with a different one.
p. 148 disagree with statement that landing pages shouldn't be indexed. She gives no explanation here. I say if the landing page is keyword-rich and users find it in an organic search for your keywords, and click on it instead of your PPC ad, you've just saved yourself the cost of a clickthrough.
p. 150 the url for her website: findabilityforumla.com/landingpage is broken
Landing Page Resources:
p. 178 You really don't need to install the Google AdWords Editor. You can do just about everything it does on the web-based AdWords control panel.
Reads like an ad for her friend's SEOToolSet. Use the Google SEO Starter Guide above.
Errata: p. 234 should refer to Figures 16.1 and 16.2, not 6.1 and 6.2.
There are two broad categories of SEO: on-page and off-page. The Google Starter Guide basically covers on-page seo.
Rule #0: Valid HTML. HTML errors are to search engines what grammar errors to human readers.