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Enge et al. mention also that audio and video files are difficult for search engines to read. Google has stated in the same blog post as above that googlebot cannot crawl the video file contents and reminds that it is important to provide information about the videos on the webpage. There are also other things included to what search engines cannot read or “see”, such as some programs and scripts but I will skip them from this thesis. 5.1.7 Keywords When it comes to choosing keywords, the task is in no way simple and understanding algorithms and users are extremely important. What are then wrong or right keywords? Mike Moran and Bill Hunt say in their book “Search Engine Marketing Inc.: Driving Search Traffic to Your Company’s Web Site” (2009, 268) that the keywords you would use in search are often different from those of your customers since you know the keywords to find your site with, but the customers do not. The searchers may not know the exact words for what they are looking for and therefore might type something that might sound silly to some, or they might type something that could have two possible meanings. Moran and Hunt give an example of this kind of search behavior. When the searcher inputs “home Improvement” to search query, does he mean Tim Allen’s TV show or is there intention to remodel the house? According to Moran and Hunt, the search engine’s researchers say that making sense of the searcher’s query is their biggest frustration. As difficult as finding the right keywords is, it is not impossible. Moran and Hunt remind that it is possible to improve the search marketing, just think about the “need behind the query” (2009, 84). Matt Cutts has mentioned “not including right words on the page” as one the SEO mistakes as Barry Schwartz has reported in his article “The Top Five SEO Mistakes According To Google’s Matt Cutts”. According to the article the example given by Matt Cutts is the following: “don’t just write, ‘Mt. Everest Height’ but write, ‘How high is Mt. Everest?’ because that is how people search”. This summarizes to the very old fact that the marketer must know his or her target audience, how they would use the language, what are the “trending” words etc. 40PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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