Практика Shadowing: Understand search engine optimization (SEO) | Google Digital Marketing & E-commerce Certificate - Изучайте разговорный английский по видео
Создание урока...
1
Hello, let's imagine that a potential customer uses a search engine to solve their problem.
2
If you're a business that provides a solution, you'd want to get found in the search results, right?
3
A really important aspect of digital marketing is getting your website found in search engines.
4
In the following lessons, you'll learn more about how to make that happen.
5
I'll introduce you to how the Google search engine works and how it determines website rankings.
6
I'll explain to you in the structure of the search engine results pages also called SERPs.
7
Then I'll introduce you to search engine optimization also called SEO.
8
Now this is the practice of getting a website found in a search engine results page.
9
I'll discuss the pre-steps to take before you start to consider SEO.
10
And then for your first steps, which include keyword research and organizing a website structure.
11
Personally, I love working on SEO.
12
The thing is, I can say it has been my greatest marketing tool for my brand, but you know, I must admit when I first started,
13
it didn't really make sense to me.
14
You know, people talked about keywords and tagging and being found in search engine pages, results, all that.
15
But when I first started, it honestly sounded like I was speaking or understanding a language that I've never read before.
16
After implementing strategies for several months, something interesting happened for my brand.
17
I actually remember a friend reached out to me saying they read one of my articles
18
and saw an image I posted online for my business.
19
I remember thinking, what are you talking about?
20
And like, I didn't share anything.
21
And they said they were looking for advice on a topic and my article and picture came up.
22
Thing is, I can't tell you how excited I was when that happened.
23
Thing is years later, a simple Google search of my name now brings up dozens of images, content, and videos.
24
My online trust and my credibility saves me so much time not having to re-pitch myself over and over.
25
For me, SEO is one of the best marketing strategies to expand the exposure of a brand online.
26
Welcome to the world of search engines and search engine optimization.
27
I hope you're excited to get started.
28
Before you learn about how to optimize content for a search engine, we need to first understand what a search engine is and how it works.
29
In this video, we're going to cover the three main processes of Google search engine, crawling, indexing, and serving.
30
The Google search engine uses these processes to locate the most relevant content to user search query.
31
Just quick disclaimer about the search content you'll learn about.
32
There's no confidential information in this content.
33
It's all available publicly.
34
You can learn more in Google's official search documentation.
35
So what is a search engine?
36
Think of a search engine as any software that locates information on a search query.
37
As a marketer, you may work with several search engines.
38
For example, in e-commerce, you may work with an Amazon search engine or the Etsy search engine.
39
Every search engine works slightly differently.
40
However, many of the concepts and strategies we cover will apply to all.
41
Let's discuss the processes Google uses to organize information online.
42
Crawling, indexing, and serving.
43
The first step the Google search engine takes is crawling, which is the process of finding new and updated web pages.
44
Google explores the internet with automated programs called crawlers.
45
These crawlers find new and updated web pages.
46
Once the crawlers discover a new or updated web page, Google then stores these page URLs in a big list to review later.
47
A page URL is the web address,
48
such as www.example.com, There are several ways the Google crawler finds web pages.
49
The main way is to follow links from pages already identified.
50
Links are any web addresses on a web page.
51
Let's imagine that as a marketer you create a new web page for a website.
52
The crawler will primarily discover that new page by a link within the website or from a separate website.
53
crawling the page, it will check if it is allowed to do so by the website owner.
54
Okay, once the new pages are crawled, Google then stores them in an index.
55
Think of it as an online index is similar to an index in the back of a book.
56
A book index is a list of content and its associated pages.
57
Similarly, Google stores the web content with its location, the URL for each web page.
58
What type of content will Google index?
59
Almost anything on the page, including text, photos, and video content.
60
Remember, indexing is only possible if the website owner allows the web page to be crawled.
61
If the owner doesn't want it to be crawled, index, and appear in Google search, then they can indicate it in the website's code.
62
After the web page content is indexed, the Google search algorithm goes to work.
63
In this context an algorithm is an automated software that helps locate information to answer a user's query.
64
The Google search algorithm sorts through billions of web pages to deliver the most relevant content for a given search.
65
The purpose of the search algorithm is to deliver the best results for a search.
66
For example, if you search a product the results are likely the best available to help you learn about
67
or purchase that product.
68
What does the algorithm consider when ranking a web page for a search?
69
It considers many factors, including what's on a website and information on other websites.
70
Some of the factors are more obvious than others, such as location and language.
71
Google wants to really return results that meet the need of users with a great user experience.
72
We'll discuss five key factors such as quality of content and usability of web pages in an upcoming video.
73
Overall, Google Search wants to return results that meet the needs of users with a great user experience.
74
Now, if all of this sounds confusing, don't worry.
75
By the end of this course, you will know a lot more about strategies to rank a website in the Google Search engine.
76
When doing digital marketing, you'll encounter algorithms frequently.
77
Generally speaking, an algorithm is just a set of instructions for solving a problem or accomplishing a task.
78
One simple of an algorithm is a recipe.
79
You want to make a meal and the recipe provides instructions to make that meal.
80
Websites and platforms use different algorithms to decide what to show users.
81
A search algorithm for an e-commerce site may display the most likely products a shopper would purchase.
82
Factors such as a price and shipping time might influence the results.
83
A social media algorithm may focus on what it thinks is most entertaining for the user.
84
Factors such as popularity and content length may influence the results the social media algorithm provides its users.
85
Okay, you've been introduced to how the search engine works and algorithms.
86
As a marketer, it's likely you'll be thinking about how your website, products, or posts can be delivered to more and more people.
87
It's part of the job.
88
In digital marketing, understanding how pages show up in a search can help you get the most out of your marketing efforts.
89
In this video, we're going to go more in depth on ranking results in search engine results pages, also called SERPs.
90
We'll cover five key factors, which are meaning of the query, relevance of the web pages,
91
quality of the content, usability of web pages, and overall context and user settings.
92
Think of these key factors as concepts.
93
As you will learn, they can be applied in several different ways.
94
That's why creating content to rank high in the service is often open to interpretation.
95
For example, how much information should you write about a topic and how should you order the information.
96
Would the searcher prefer the content with photos or a video?
97
We'll get into more strategies later.
98
For now, consider these key factors from a search engine's perspective, so you understand what the search algorithm considers when ranking websites.
99
The first key factor is the meaning of the query.
100
A query is simply the words typed into a Google search bar.
101
To return relevant results, the search algorithm needs to establish what the user is searching for.
102
In other words, the intent behind the query.
103
Google's algorithms have created language models to decipher the meaning and intent of a search.
104
As a marketer, you want to consider the meaning and intent of your potential customer searches as well.
105
One of your tasks may be to create content that addresses the searcher's needs.
106
If you don't do that well, then the Google search algorithm may index your quality content and then show it to potential customers.
107
An effective marketer will understand the potential customer's intent and meaning of a search.
108
That's why you want to build customer personas to better understand your customers.
109
A second key factor is the relevance of web pages.
110
This is when the algorithm determines what content is relevant to the search.
111
The most basic signal that information is relevant is if the webpage contains the same keywords as the search query.
112
A keyword is a word, or multiple words that people use to find information, products or services online.
113
The keyword either matches or is similar to the search's query.
114
For example, if the keywords appear in the headings or body text of a webpage, the search algorithms may determine that page will be more relevant.
115
The Google search algorithms review more than just keywords for relevance.
116
They will match phrases and topics that the searcher may be interested in.
117
For instance, if someone searches for dogs, they likely don't want the word dog listed a bunch of times on a page.
118
They may also be interested in other content such as dog breeds or dog photos.
119
Depending on the type of search, different types of content may be relevant as well.
120
Maybe a searcher is more likely to watch a video than read several paragraphs of text.
121
Or maybe the content includes photos rather than just text.
122
Another key factor to consider is quality of content.
123
This is a topic we'll be discussing throughout this course.
124
As a marketer, you may be tasked with creating great quality web content.
125
One way Google determines quality content is understanding if prominent websites link or refer to the content.
126
Google uses a number of factors to try to work out the quality of a piece of content, as well as the quality of a website overall.
127
These factors are generally not technical elements that site owners can turn on or off, but rather try to capture the bigger picture.
128
For example, just because a book is well-made doesn't mean that you'll enjoy reading it.
129
Additionally, Google Search uses aggregated feedback from a search quality evaluation process to further refine the algorithms used for ranking.
130
A fourth key factor is the usability of web pages.
131
Google algorithms also consider the content's ease of use.
132
Now, if you have two web pages with exactly the same content, the web page that has a better user experience may perform better.
133
Google calls this the page experience ranking factor.
134
What does a better user experience even mean?
135
Well, it means that a page is mobile friendly, so it renders better on a phone, or that a page loads quickly.
136
These are among the many factors that contribute how a page ranks.
137
The last key factor in the searcher's context and setting.
138
Information such as their location, past search history, and search settings help the search algorithm deliver relevant and useful results.
139
The country and location of a search can alter the results.
140
For example, imagine you live in Chicago and search for football.
141
You're likely to get results for American football in the Chicago Bears.
142
Whereas if you search football in London, Google will likely show you results about soccer in the Premier League.
143
Here's another interesting context feature that may affect search results.
144
Google may tailor results based on activity in your Google account.
145
For example, if you search for events near me, Google may tailor some recommendations to even categories they think you might be interested in.
146
These systems are designed to match interests, but they're not designed to inverse sensitive characteristics.
147
Now you know about how Google search works and some factors that SEO is considered to be important when ranking content.
148
This is great foundational knowledge to have.
149
Remember the key factors.
150
Query meaning, web page relevance, content quality, web page usability, and context and settings.
151
Let's go more in depth on the makeup of the Google search results.
152
The search engine results pages, also called SERPs, appear whenever someone performs a search query.
153
The first thing you to know is that there are different types of SERP features based on what you search.
154
For example, if your search is about a product, it may be structured with shopping or products.
155
Or if the search is news related and timely, then it may be structured with news articles.
156
A best practice is to always Google search your product or service for the brand name in several related words.
157
Simply analyze the results, like what are the possible placements in the SERPs?
158
When analyzing the SERPs, you should keep in mind that there are both search listings and ads.
159
Typically, you will find paid ads towards the top of the search results page.
160
After the paid ads are search listings.
161
You may find Google ads at the end of the search results page as well.
162
There are several SERP features you should know about.
163
Let's cover some common ones.
164
A featured snippet is a special box that displays information about a search in the results page.
165
The featured snippet displays when the algorithm determines the format will help people more easily discover what they're looking for.
166
It's a non-paid feature.
167
A digital marketer or e-commerce analyst can mark a web page as a featured snippet.
168
Google systems will determine whether a page would make a good feature snippet for a user's search request.
169
Rich results provide specific information about a website.
170
This information helps the website display with additional features in search results.
171
An example of this is for a product-based web page.
172
Additional product information is shown in search results such as its review rating, price, and availability.
173
Images may appear when the Google system determines that visual content is valuable to the search.
174
The images may appear in any search position including the top, the middle, the bottom of the SERPs.
175
Images are non-paid feature.
176
Similar to images, videos may display if the Google system believes it is valuable to the search query.
177
Videos may also be at the top, middle, or bottom of the search results.
178
The videos in the SERPs come from across the web.
179
When searching for a local business, product, or service, you may get a couple of different local-based SERPs features.
180
The most prominent feature is a map and listing of local businesses.
181
The businesses listed are tied to a non-paid business profile listing provided by Google.
182
The profile is available to any business who has local customers.
183
Additionally, if someone searches for the business name,
184
its business profile will likely appear as a panel on the right side of the SERP separate from the non-paid search results.
185
There are also paid ads.
186
You will learn more about different types of ads later in this course.
187
Okay, so that wraps up our lesson on the Google search engine results pages.
188
Here's something I want you to do to improve your SERP's knowledge.
189
As you conduct searches in Google or any search engine, study the results.
190
What websites, products, featured snippets appear?
191
Where are they located?
192
And why do you think that they're there?
193
By studying these results, you'll get more comfortable with search results and one step closer to thinking like a digital marketer.
194
We've covered some paid and non-paid ways to get websites found in the search engine results pages.
195
Let's talk specifically about the non-paid process to get websites more visible in the SERPs.
196
Search Engine Optimization, also called SEO.
197
This is a process of increasing the visibility of website pages on search engines in order to attract more relevant traffic.
198
Think of relevant traffic as the ideal customers you'd like to visit the website.
199
You may also encounter SEO as the title of someone who does it for a living, such as, we just hired a new SEO to improve our online presence.
200
Every digital marketer should learn the basics of search engine optimization, even if you're working for a business with a website on a platform such as Blogger,
201
Wix, or Squarespace.
202
It's worth really learning a little about SEO.
203
A little knowledge can go a long way towards helping people find the site.
204
Overall, a website that has search engine optimization may make it easier for search engine algorithms to crawl, index, and understand its content.
205
SEO is important because if search engines cannot crawl a website, then it may not get found in a search engine like Google.
206
And if a search engine algorithm struggles to understand a site's content,
207
it may not display when a potential customer searches for their business products and services.
208
SEO is often about making small modifications to parts of a website.
209
When viewed individually, these changes might seem like minor improvements.
210
But when combined with other optimizations, the impact can be large.
211
impact to the website's visitors experience could affect the performance in search results.
212
Specifically, for the Google search engine, there's a tool to help with SEO called Google Search Console.
213
This tool helps people monitor, maintain, and troubleshoots a website's presence in Google search results.
214
We'll talk more about Google Search Console later in this program.
215
It's important to remember that there are a lot of opinions on how best to do search engine optimization.
216
Typically, Google publish SEO guidelines.
217
It's often though up to the digital marketer, SEO professional, or company to determine how to best implement those guidelines.
218
Depending on the company a digital marketer works for, they may receive different strategies on how best to implement SEO.
219
Luckily, there are many separate paths that can result in a site being visible in search.
220
You don't have to match other websites one-to-one.
221
Let's discuss some tasks often involved with search engine optimization.
222
Someone doing SEO may review website content or structure.
223
It's important to have a well-organized website that is easy for the search engine algorithm to crawl.
224
You'll learn about what exactly a well-organized website means in a later section.
225
For now though, know that if a website isn't easily crawled, certain pages may not display in search results.
226
Another SEO task is technical website development.
227
This task is more advanced.
228
It could involve tasks related to hosting, web page redirects, error pages, or use of JavaScript.
229
JavaScript is a programming language which is considered a type of computer code.
230
Technical development may also involve improving page load speeds.
231
A third SEO task is content development.
232
Think of content as anything a visitor experiences on a website.
233
Content includes texts, videos, and photos.
234
Search engine optimization also includes user experience.
235
When developing content, it's important to consider how the website visitor experiences and interacts with the content.
236
A fourth SEO task is keyword research.
237
Keyword research is the process of finding terms and phrases that potential customers are typing into search engines.
238
It's important to create website content that aligns with your potential customers are searching for.
239
Keyword research is often combined with content development.
240
A company may use keyword research to inform its content strategy.
241
Keyword research is an example of an SEO strategy that may differ depending on the company you work for.
242
While some strategies may be more effective than others, there is no perfect way to do it.
243
Now you have an overview of search engine optimization, why it's important, and common tasks.
244
Any digital marketer or e-commerce analyst should have working knowledge of SEO best practices.
245
Most digital marketers and e-commerce analysts will, at a minimum, create content for a website.
246
It's important to learn these best practices so that both people and search engines can easily understand the content.
247
As a digital marketer responsible for an organization's SEO, you should do some pre-work.
248
This pre-work is done for two groups.
249
The company or organization requesting the SEO and the potential website visitors.
250
Implementing SEO without doing this pre-work can lead to several problems.
251
The work you do may not align to the organizational goals.
252
You need to make sure the work you're doing helps the organization achieve its goals.
253
Another problem is related to the website visitors?
254
What if the work you're doing isn't connecting with them?
255
Even worse, what if it's turning them away?
256
A little pre-work before implementing SEO can help avoid these situations.
257
Let's go over a few factors to consider before doing any search engine optimization task.
258
The first factor is to know your website or organization's goals.
259
What would they like to primarily achieve?
260
For instance, we'd like to get more sales, more emails or phone calls.
261
The type of SEO work you do depends on their goals.
262
It's important to get clear on these goals.
263
You want to work on tasks that you believe will positively impact these goals.
264
And remember, as a marketing professional, you may have influence over these goals.
265
Most business owners know that they want to make sales and earn more revenue.
266
It may be up to you to figure out how to do that.
267
For example, Let's imagine the marketing funnel you create for the business prioritizes email collection.
268
You know that if you collect emails from potential customers, it will lead to sales.
269
So as the person implementing SEO, you prioritize creating content for email collection.
270
Another step to take before starting SEO is to know the customers well.
271
This principle is why we started this course with customer personas.
272
Before doing SEO, you need to really understand the people reading and experiencing your content.
273
Let's imagine a potential customer visits a website that can help them solve their problem.
274
They read a few sentences or experience visuals that they don't connect with, they'll just simply leave.
275
They'll go to the next website.
276
There are several other websites that can help them solve their problem.
277
Additionally, you need to know the visitor's intent.
278
What do they want to achieve?
279
communicate with them directly, and ultimately help them fulfill that intent.
280
A third step to take before starting any SEO is brainstorming content for people first.
281
To understand what it means to create content for people first, you need to understand what it's like to work in SEO.
282
When you're creating content or improving content, you'll be reviewing what's already in the SERPs.
283
It's easy to fall into the habit of crafting content for what you believe that Google SERPs want to show people.
284
If it's already working, just create similar content, right?
285
However great SEO-based content marketers don't create content for Google search results first.
286
They create content for people first, Google second.
287
What does this mean?
288
It means that marketer prioritizes and considers what the searcher needs from their query more
289
so than what is already in the search results.
290
Is there any information that is missing?
291
For example, should the marketer try to explain the content more visually, such as with photos or video?
292
Just because all the articles in search results are text-based doesn't mean that it's what the searcher wants.
293
A last factor to consider is to know your competitors well.
294
To rank higher in SERPs, you'll often have to create contact that is better than the competition.
295
Remember, better means different things to different people.
296
It could be a video instead of a text.
297
But it could be more in-depth content, such as including a lengthy story or a case study to illustrate a point, or it could be shorter, more concise content.
298
That's your job as a marketer, to figure that out.
299
To create better content than your competition, you must study what they created.
300
Study what they've done and do it better, all while keeping the ideal customer in mind.
301
As a digital marketer or e-commerce analyst, an organization may have you create content for a webpage.
302
Before creating that content, it's helpful to know the terms or phrases potential customers type into Google to find that information.
303
For example, let's imagine you're writing a webpage about a type of couch and its style.
304
Before writing any content, it's helpful to know what words potential customers are typing into a search engine to find
305
that type of couch information you're writing about.
306
Now this may seem easy, but it can be complicated.
307
For instance, in addition to couch, are they searching for sofas, sectionals, or loungers?
308
Is one word used more than others?
309
Or are words combined, such as sofa, sectional?
310
Understanding the preferred words will help you create content that closely relates to what your customers are searching for.
311
This content will connect with them.
312
And when content connects, they're more likely to take a desired action.
313
In SEO, these words are referred to as keywords, which are the search terms people use to find information, products, or services online.
314
But how do you come up with the keywords in the first place?
315
Keyword research is a process to find the terms people use in search engines.
316
There's no single correct way to do keyword research.
317
You may work at one organization and they have their recommended process, and you may work at a different organization and they have their recommended process.
318
all a matter of opinion.
319
When doing keyword research, there are tools that can help you.
320
These tools provide data on how many times people search for keywords.
321
They also provide how competitive a certain keyword is.
322
Keyword research varies depending on the organization you work for and also can be somewhat based on opinion.
323
It is also something best learned on the job so we won't spend time on it in this program.
324
However, Google's SEO quality guidelines recommend not doing one keyword related practice and this practice is called keyword stuffing.
325
Keyword stuffing refers to the practice of loading a web page with keywords
326
or numbers in an attempt to manipulate a site's ranking in the search results.
327
Often these keywords appear in a list or a group.
328
They're typically out of context and not really natural to the web page content.
329
Filling pages with keywords results in a negative user experience and can harm your site's ranking.
330
You should focus on creating useful information-rich content that uses keywords appropriately and in context.
331
Examples of keyword stuffing include blocks of text that list cities
332
and states that a webpage is trying to rank for
333
or repeating the same words or phrases so often
334
that it sounds unnatural such as we sell custom candles
335
or custom candles are handmade
336
if you think about buying a custom candle contact custom candle specialist that's our introduction to keywords
337
and keyword research just like creating customer personas is crucial before developing marketing materials.
338
Doing keyword research is crucial before developing webpage content.
339
Keywords are the topics of your webpage.
340
Getting accurate keywords will help you create content that connects more closely with searchers.
341
When you connect, you can drive action
342
and getting your potential customer to take action will make you successful in your digital marketing role.
343
Welcome, welcome back.
344
An important aspect of SEO is having a well-organized website structure.
345
Think of a site structure as how the web pages are all linked and connected.
346
It's also how a visitor navigates through the website.
347
You consider the structure when first creating a website, or you may be on a team task with overhauling an existing website structure.
348
Many large companies have entire departments focus on website architecture and user experience.
349
Even if you're on a team with experts, it's important to understand how website structure affects SEO.
350
Site structure generally falls under technical SEO.
351
A smaller business may have 10 pages.
352
This is fairly easy to structure.
353
However, if it's an e-commerce business with thousands of products, the organization can get complicated.
354
Overall, a good site structure is hierarchical, which means web pages fall under and are associated with another web page.
355
For example, e-commerce sites often organize products into a hierarchy using product categories.
356
Visit a home improvement website and you'll encounter categories such as hardware, electrical, and plumbing.
357
In In general, the hierarchy should be a flat structure.
358
As a best practice, every page should only be three, maybe four clicks from the homepage.
359
From a technical perspective, the Google crawlers should have no issue moving from page to page in understanding the flow of the site.
360
From a user's perspective, the webpage should be easy to use.
361
Think about your own experiences on a website.
362
Have you ever been on a website and found it difficult to navigate?
363
maybe just plain confusing?
364
With good site organization that shouldn't happen.
365
There are a few reasons to plan out a website structure.
366
The first is that it assists the search engine crawlers.
367
Remember, the primary way the Google crawlers discover a new or updated web page is through links from other pages.
368
So if you create a page that has no links to it, it could take longer for Google crawlers to discover it.
369
There's another way crawlers discover web pages, and that is through a sitemap, which is particularly important for larger websites.
370
You'll learn more about sitemaps later in the program.
371
Another reason is for a consistent and readable URL structure.
372
Remember, the URL is the address of a web page.
373
It's the best practice to have clear URLs.
374
Website visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.
375
Additionally, remember that a URL may be displayed in some form in a Google search result near the document title.
376
Potential customers may read it before actually deciding to click on the search result.
377
A third reason to plan out a website structure is for the improved user experience.
378
If a user has trouble navigating a website, it's likely that they'll leave.
379
This increases your bounce rate.
380
Remember, a bounce is a percent of visitors that view one page and then leave the site.
381
A high bounce rate means that even when users come to your website from search, they tend to leave without converting into customers.
382
Let's discuss a few tips to consider when creating a website structure and navigation.
383
One tip is to use https colon forward slash forward slash whenever possible and ideally for every URL on the website.
384
HTTPS is an internet communications protocol that protects the integrity and confidentiality of data between the user's computer and the site.
385
When you create a web page or a website with HTTPS instead of the older HTTP, it provides protection to your website's user,
386
connection regardless of the site content.
387
Another tip is to create a navigational page for users.
388
A navigational page is a simple page on the website that displays the website's structure.
389
It usually consists of a hierarchical listing of all the pages on the site.
390
Users may visit this page if they're having problems finding pages on the site.
391
While search engines will also visit the navigation page, it's mainly aimed at human visitors.
392
A third tip is to show useful 404 pages.
393
A 404 page is a URL that tells the user that the web page does not exist.
394
Occasionally, a user will come to this page either by following a broken link or typing in the wrong URL.
395
Creating a custom 404 page for the website kindly guides visitors back to a working page on the website.
396
This can greatly improve a visitor's experience.
397
Consider adding a link back to the homepage or links to popular content on the website.
398
A fourth tip is to make your website navigation Google crawler friendly.
399
To help Google find all pages on the site, make sure that the pages are reachable by following links through the site's navigation.
400
For an e-commerce website specifically, the product category page should link to the subcategory pages and then to the product pages.
401
Website structure may seem simple, but it can get complicated, especially as you're adding more pages to the website.
402
A little work before creating the website can avoid challenges, such as a disorganized website with pages not being crawled by the Google bots.
403
As a digital marketer, you may find yourself reorganizing a website.
404
You know, maybe they didn't consider the site structure when first creating the website.
405
You'll be a big help to them.
406
Congratulations on finishing this video from the Google Digital Marketing and E-commerce certificate.
407
Access the full experience on Coursera, including job search help and start earning the official certificate by clicking the icon or the link in the description.
408
Watch the next video in the course by clicking here and subscribe to our channel for more lessons from Google Career Certificates.
📺 Тот же канал
C1Data Presentation, Step-by-Step | Google Data Analytics Certificate
Business EnglishUniversity StudentsWorking Adults
C11
Marketing made easy: Create assets with AI | Google AI Professional Certificate
Business EnglishWorking Adults
B25
Intro to Project Management | Google Project Management Certificate
Business EnglishInterview EnglishUniversity Students
✨ Рекомендуемое видео
C11
137 предложений
Digital Marketing Specialist Interview Questions and Answers
Business EnglishInterview EnglishUniversity Students
C12
54 предложений
Did Google just kickstart the intelligence explosion?
American AccentBusiness EnglishDaily ConversationUniversity Students
C110
30 предложений
Research Source Mastery: How to Find & Verify Credible Data (2026)
Business EnglishUniversity StudentsWorking Adults
B21
11 предложений
LLM SEO : How to Rank First on ChatGPT, Perplexity, and Grok
Business EnglishUniversity StudentsWorking Adults
B2142 предложений
#001 Well, hello there engineers
Business EnglishDaily ConversationUniversity Students
C1480 предложений
Everything Valuable from an MBA in 25 minutes
Business EnglishUniversity StudentsWorking Adults
C11
162 предложений
Wonderful website design
Business EnglishUniversity StudentsWorking Adults
C12
183 предложений
Trademark enforcement: Dealing with infringement on social media and e-commerce platforms
Business EnglishUniversity StudentsWorking Adults
C11
227 предложений
How to Use Google Gemini Al (Full Tutorial)
Business EnglishUniversity StudentsWorking Adults
C15
168 предложений
How I'd Get Traffic to a New Website if I Had to Start Over (2026)
Business EnglishUniversity StudentsWorking Adults
B138
12 предложений
Blurry: Alexandre UGC 1
Business EnglishTravel EnglishUniversity Students
Лексика и советы по произношению к этому уроку
Этот урок разговорной практики уровня C1 построен на видео «Understand search engine optimization». Чаще всего повторяются слова: search, page, website, content, Google. В этом видео 408 предложений и 5613 слов для шедоуинга. Речь длится 38:05. Говорящий держит ровный темп — около 147 слов в минуту, удобный для шедоуинга. 83% слов входят в 3000 самых частых слов английского языка; остальные стоит разобрать перед занятием.
Ключевая лексика этого видео
Самые сложные слова из видео (15), с произношением и значением:
| Слово | Произношение | Значение |
|---|---|---|
| keyword существительное | /ˈkiː.wɜːd/ | ключево́е сло́во |
| algorithm существительное | /ˈælɡəɹɪðm̩/ | алгори́тм |
| query существительное | /ˈkwɪɹ.i/ | запро́с, вопро́с |
| crawl глагол | /kɹɔːl/ | лебези́ть, заи́скивать |
| crawler существительное | ползу́н | |
| optimization существительное | /ˌɑptəmaɪˈzeɪʃən/ | оптимиза́ция |
| visitor существительное | /ˈvɪzɪtɚ/ | посети́тель, посети́тельница |
| snippet существительное | /ˈsnɪpɪt/ | кусо́к, лоску́т |
| usability существительное | /ˌjuːzəˈbɪlɪti/ | удо́бство испо́льзования |
| relevance существительное | /ˈɹɛl.ɪ.vən(t)s/ | актуа́льность, уме́стность |
| candle существительное | /ˈkæn.dəl/ | свеча́, све́чка |
| navigation существительное | /nævɪˈɡeɪʃən/ | навига́ция |
| guideline существительное | /ˈɡaɪdˌlaɪn/ | директи́ва, устано́вка |
| persona существительное | /pɝˈsoʊnə/ | персона́ж |
| organize глагол | /ˈɔɹɡənaɪz/ | организо́вывать, организова́ть |
Фразовые глаголы, которые вы услышите
| Слово | Произношение | Значение |
|---|---|---|
| plan out глагол | распланиро́вывать, расплани́ровать | |
| bring up глагол | воспи́тывать, воспита́ть | |
| come up глагол | поднима́ться, подня́ться | |
| come up with глагол | придумывать, приходить в голову | |
| figure out глагол | разбира́ться, разобра́ться | |
| go over глагол | хорошо́ принима́ться | |
| work out глагол | /ˌwɝk ˈaʊt/ | рассчи́тывать, рассчита́ть |
| wrap up глагол | завора́чивать, заверну́ть |
Фразы, которые стоит повторять
Короткие законченные фразы из видео, которые пригодятся в повседневном разговоре:
- I remember thinking, what are you talking about?
- I hope you're excited to get started.
- When doing digital marketing, you'll encounter algorithms frequently.
- We'll get into more strategies later.
- What if the work you're doing isn't connecting with them?
Грамматика в этом видео
Конструкции, которые говорящий использует чаще всего, с точными словами из видео:
| Конструкция | В видео |
|---|---|
| Пассивный залог be + причастие прошедшего времени — важно, что происходит, а не кто это делает | being found · is allowed · are crawled |
| Придаточные определительные who / which + предложение — уточнение о человеке или предмете | crawling, which is · factors, which are · someone who does |
| Present Perfect have/has + причастие прошедшего времени — прошлое действие, важное сейчас | has been · I've never read · you've been introduced |
Произношение, на которое стоит обратить внимание
Говорящий использует 67 сокращённых и редуцированных форм, например you'll, you're, don't. Произносите их коротко, так, как слышите.
- Звуки «sh» и «zh»: optimization /ˌɑptəmaɪˈzeɪʃən/, navigation /nævɪˈɡeɪʃən/, recommendation /ˌɹɛkəmɛnˈdeɪʃən/
- Длинные слова — следите за ударением: optimization /ˌɑptəmaɪˈzeɪʃən/, usability /ˌjuːzəˈbɪlɪti/, navigation /nævɪˈɡeɪʃən/, hierarchical /ˌhaɪəˈɹɑːkɪkəl/, prioritize /pɹaɪˈɒɹ.ə.taɪz/
Как заниматься с этим видео
- Прослушайте всё видео один раз молча и выпишите незнакомые слова.
- Повторяйте предложение за предложением на обычной скорости, пока ваш ритм не совпадёт с ритмом говорящего.
- Запишите себя и сравните с оригиналом, обращая внимание на такие слова, как keyword, algorithm, query.
Что такое техника Shadowing?
Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.