Python for Entrepreneurs Transcripts
Chapter: SEO and Content Marketing
Lecture: Search Engine Optimization (SEO) foundations

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0:01 You worked really hard on building your business.
0:03 But prospective customers are not just going to show up for no reason,
0:06 you will have to take a thoughtful intentional approach towards marketing
0:09 particularly with the content that you create and making sure
0:12 that that content appears as high as possible
0:15 in Google through search engine optimization.
0:17 So that is what this chapter is about,
0:19 search engine optimization and a bit of an introduction to content marketing,
0:23 which will set the foundation for our growth hacking chapter later on.
0:26 Search engine optimization or SEO seems like it's a complicated topic,
0:31 a dark art, but really, what it comes down to is just making your business
0:35 more likely to be found by prospective customers,
0:40 if you are the top result in Google or on the first page of Google search results,
0:44 for keyword terms that describe problems that your business solves,
0:48 then more people are going to know about your business,
0:51 and are going to try your product to see if it solves their problems.
0:54 SEO comes down to following a few basic principles
0:57 that actually make your content better,
1:00 and make it more accessible to people who read websites.
1:03 Don't think about this as tricking Google or tricking Bing
1:06 into making what you write pop up higher in the rankings,
1:09 there is nothing tricky about it, we'll take this nebulous topic known as SEO
1:13 and we'll have some basic steps that you can follow
1:16 and what it's going to give you is when you put in 10 percent of the effort,
1:19 you're going to get 90 percent of the results.
1:22 You can read entire books on SEO but what we're covering in this chapter
1:25 is absolutely the most important parts and there are very simple principles.
1:29 Ultimately, this will make what you create better and because it's better,
1:33 it's more likely to pop up at the top of search results.
1:37 And what should you create in order to market your business?
1:39 Well, content can fall into many different categories
1:42 and what we're really going to focus on here is writing,
1:45 particularly creating useful content that is accurate
1:48 and helps out prospective customers.
1:51 So for example, let's say I write a book on using Python, with Vim,
1:54 I will write free information about how to set up your Vim plugins
1:58 or how to tweak your syntax highlighting for Python,
2:01 that way when people are searching
2:03 for a solution to a problem they have about Vim,
2:05 they are likely to stumble upon my site
2:08 and if they have stumbled upon it several times,
2:10 they may say well "what else could this provide me
2:12 that may make it easier for me to use Python with Vim?"
2:14 Content marketing provides the first touch point
2:17 with prospective customers to your product.
2:19 The main thing to remember is that you're helping prospective customers,
2:23 you are not sales-pitching them, you don't lead with "here is my product,
2:25 use it, buy it", you're assisting them solving the problem that they have
2:29 using information, and once you write this content,
2:31 you're going to use search engine optimization in order to make sure
2:34 that content is more likely to be found, so these two concepts work together,
2:37 you're creating content that will be used for marketing
2:41 so that people can discover you and you will use some basic principles of SEO
2:44 in order to make sure that content appears higher in the search rankings,
2:47 so what are we going to cover in this chapter,
2:49 first off, when you break down an HTML page,
2:52 there is certain elements that explain to Google what that page is about,
2:55 and this has been true of any search engine,
2:57 since the start of the World Wide Web, the title tag, the H1 tags, meta descriptions.
3:02 Titles and H1s have been around since the very beginning
3:05 and meta descriptions are more recent,
3:07 but each of these is an indicator to Google what your content is about,
3:10 search engines also have a preference on content length and the clarity of the text.
3:15 There are many complicated algorithms on Google side or on Microsoft side,
3:19 when they search an index or content you don't really have to worry about that,
3:22 all you have to do is make sure that the content length is appropriate
3:25 and that your writing is clear, it's appropriate for the audience that you're writing for.
3:29 Url structure is also important for search engine optimization,
3:32 what is better for you as a user, if URL contains the exact keywords
3:37 that you're searching for so that you can remember
3:40 what you're even reading when you just look at the URL itself,
3:43 or a hash with a bunch of random digits,
3:46 so we'll cover what makes a good URL structure,
3:48 so you can make sure that your site follows a certain practice
3:51 that is going to be most optimal for search engines to index;
3:54 and we'll also cover site loading times, page size, mobile support,
3:56 these are all particularly important as people read more on their phones,
4:00 less on the desktop,
4:02 your site and the content that you create should support any type of reading habit,
4:05 through the next few videos, we'll break down each of these concepts,
4:08 using Full Stack Python as an example and then you can apply that
4:11 to your own projects to make your content more appealing
4:14 and more likely to be found by prospective customers.