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Citrix ADC Advanced subjects - Security Management and Optimization
Citrix Optimization information search

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Citrix ADC Advanced subjects - Security? Management
and Optimization
Question: 51
Scenario: A Citrix Engineer used Learning to establish the HTML SQL Injection relaxations for a critical web
application. The engineer now wishes to begin working on the protections for a different web application. The name of
the Web App Profile is appfw_prof_customercare.
Which CLI command can the engineer use to empty the Learn database?
A. set appfw learningsettings appfw_prof_customercare -SQLInjectionMinThreshold 0
B. set appfw learningsettings appfw_prof_customercare -startURLMinThreshold 0
C. reset appfw learningdata
D. export appfw learningdata appfw_prof_customercare
Answer: C
Question: 52
Scenario: A Citrix Engineer wants to configure the Citrix ADC for OAuth authentication. The engineer uploads the
required certificates, configure the actions, and creates all the necessary policies. After binding the authentication
policy to the application, the engineer is unable to authenticate.
What is the most likely cause of this failure?
A. The log files are full.
B. The Redirect URL is incorrect.
C. The certificates have expired.
D. The policy bindings were assigned incorrect priorities.
Answer: D
Reference: https://docs.citrix.com/en-us/citrix-adc/current-release/aaa-tm/entities-of-authentication-authorization-
Question: 53
Scenario: A Citrix Engineer has enabled the IP Reputation feature. The engineer wants to protect a critical web
application from a distributed denial of service attack.
Which advanced expression can the engineer write for a Responder policy?
B. I
F. I
. I
. SR
. I
. SR
Answer: C
Question: 54
A Citrix Engineer needs to set up access to an internal application for external partners.
Which two entities must the engineer configure on the Citrix ADC to support this? (Choose two.)
A. SAML Policy
B. SAML IdP Profile
C. SAML IdP Policy
D. SAML Action
Answer: A,C
Reference: https://www.citrix.com/blogs/2015/04/09/how-to-use-saml-authentication-with-storefront-2-6/
Question: 55
Which report can a Citrix Engineer review to ensure that the Citrix ADC meets all PCI-DSS requirements.
A. Generate Application Firewall Configuration
B. PCI-DSS Standards
C. Application Firewall Violations Summary
D. Generate PCI-DSS
Answer: D
Reference: https://docs.citrix.com/en-us/citrix-adc/current-release/application-firewall/stats-and-reports.html
Question: 56
Scenario: A Citrix Engineer is monitoring the environment with Citrix Application Delivery Management (ADM).
Management has asked for a report of high-risk traffic to protected internal websites.
Which dashboard can the engineer use to generate the requested report?
A. App Security
B. Transactions
C. Users & Endpoints
D. App
Answer: B
Question: 57
A Citrix Engineer wants to delegate management of Citrix Application Delivery Management (ADM) to a junior team
Which assigned role will limit the team member to view all application-related data?
A. readonly
B. appReadonly
C. admin
D. appAdmin
Answer: B
Reference: https://docs.citrix.com/en-us/citrix-application-delivery-management-service/setting-up/configuring-role-
Question: 58
A Citrix Engineer is reviewing the log files for a sensitive web application and notices that someone accessed the
application using the engineer’s credentials while the engineer was out of the office for an extended period of time.
Which production can the engineer implement to protect against this vulnerability?
A. Deny URL
B. Buffer Overflow
C. Form Field Consistency
D. Cookie Consistency
Answer: C
Question: 59
Which data populates the Events Dashboard?
A. Syslog messages
B. SNMP trap messages
C. API calls
D. AppFlow IPFIX records
Answer: D
Question: 60
Scenario: A Citrix Engineer configured signature protections for Citrix Web App Firewall. Signature Auto-Update has
been enabled. Upon reviewing the log files, the engineer notices that the auto update process has an error. In the
settings for Signature Auto Update the engineer notices that the URL is blank.
Which URL should the engineer enter to restore the update process?
A. https://s3.amazonaws.com/NSAppFwSignatures/SignaturesMapping.xml
B. https://download.citrix.com/NSAppFwSignatures/SignaturesMapping.xml
C. https://www.citrix.com/NSAppFwSignatures/SignaturesMapping.xml
D. https://citrix.azure.com/NSAppFwSignatures/SignaturesMapping.xml
Answer: A
Reference: https://support.citrix.com/article/CTX138858
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Citrix Optimization information search - BingNews https://killexams.com/pass4sure/exam-detail/1Y0-341 Search results Citrix Optimization information search - BingNews https://killexams.com/pass4sure/exam-detail/1Y0-341 https://killexams.com/exam_list/Citrix Search Engine Optimization

If you want your online business to be successful, it's a good idea to optimize your site on a regular basis to make sure it's got a good position in the web's top search engines. And it's important to keep on top of the latest developments in the search engine industry and what key tactics you should--and shouldn't--use to optimize your site to make sure it gets a high ranking with all the major search engines.

For the past few years, the major search engines have been preparing to square off against each other and battle it out for the industry's top spot. Google has been No. 1 for a while now, with Yahoo! and MSN coming in at numbers two and three. Keep in mind, however, that Google and Yahoo! power many of the smaller search engines. For example, Google powers the free listings featured on AOL and Netscape, plus the paid listings featured on AOL, Netscape, Ask Jeeves, HotBot, Teoma and Lycos. Yahoo! powers free listings featured on AltaVista, AllTheWeb and HotBot, plus the paid listings on MSN, AltaVista and AllTheWeb.

Search engines frequently change the algorithms they use to rank sites. They don't want unscrupulous site owners manipulating their indexing methods in order to get high rankings. By doing so, they damage the integrity of free search. As soon as the search engines become aware of a trick being used by "search engine spammers" to boost their site ranking, they figure out a way to catch them.

The search engines don't want to be manipulated by marketers. They want to provide the best unbiased results possible for any given search--or they'll lose users. That's why they need to change their algorithms so frequently-to stay ahead of the tricks people use to get top rankings.

So be careful! You don't want to catch yourself employing a great strategy promoted by a marketing "expert," only to find out it's a tactic the search engines hate! That could get you booted off their listings in no time flat. Let's take a look at what exactly the search engines are looking for when indexing sites--and what they'll punish you for.

The Dos
There are still a lot of legitimate ways you can optimize your site to generate or maintain a high ranking without angering the search engines and causing them to drop you from their list. Here are some of the best things you can to do ensure your site has a high ranking:

1. Ask relevant sites to link to your site. In the past, scoring a high ranking with a search engine was all about positioning your keywords in "prime real estate" positions in your text and site coding. All that has changed, however, because these days, links are king.

Search engines place a huge amount of importance on the number of sites that link to yours. But it's not just the quantity of links that matter, it's also the quality. Search engines look at how relevant the links are, that is, how much the content of the linking site has in common with the content on your site. The more relevant, the better.

Search engines also look at how important the linking site is. What kind of online presence does it have? How much traffic does it get? For example, your site will get a higher ranking if it's linked to by sites such as BBC.com or nationalgeographic.com instead of, say, the personal homepage of your friend's neighbor's kid.

2. Pay attention to keyword inclusion and placement. Keywords may no longer be the sole determining factor of a site's ranking, but they're still pretty important. The most useful places to include them are:

  • In your domain name--only make sure your keywords are in the root of your URL, not the stem. For example, if your main keyword phrase is "cell phones," try to get a domain name such as "www.cell-phones.com" instead of "www.mobileusa.com/cell-phones." Some search engines will actually penalize sites for including key words in the stem of a URL.
  • In the title tags in your source code
  • In the meta description of your site. This is much less important than it used to be, but it can't hurt.
  • In your meta keyword tags

And be sure you only include relevant keywords. Search engines will penalize you if you try to sneak in keywords that have nothing to do with the content of your site.

3. Create content-rich information pages to direct traffic to your site. An easy way to boost the number of pages that link to your site is to create some pages yourself. However, you have to make sure these pages contain valuable content that provides people with useful information. Search engines hate "pointer pages" that have no content and exist only to add to the number of links pointing to a site.

Be sure the information relates to the content on your site and has your keywords placed in advantageous positions. This will boost the ranking of your pages with the search engines and ensure they get lots of traffic-which they can then redirect to your site.

4. Submit your site to online directories. Be sure to submit your site to important directories such as Yahoo!, the Open Directory Project and About.com, as well as smaller directories. Your listing on these directories will help your ranking with the major search engines.

5. Multiply and conquer. Create a community of related sites that link to each other. Why stop at only one information page? The more content-rich sites that point to your site, the better.

You can also boost the number of links that point to your site by dividing it into several separate sites that all link to each other. This works especially well if you sell a number of different products or services. If you build a different site to focus on each of your products and services, then you can also concentrate the use of specific keyword phrases on each site. That's another great way to boost your search engine ranking.

The Don'ts
Now that we've covered the dos, here come the don'ts. Although these questionable tactics have worked well in the past, the search engines absolutely hate them. If they catch you using any of these tricks, they may go so far as to drop you from their listings.

1. Beware of irrelevant links. Yes, it's a good idea to get a lot of different links pointing to your site, but the search engines only like relevant links. If they find sites that have nothing in common with the content on your site linked to your Web site, they'll lower your relevancy rating.

2. Beware of irrelevant keywords. Search engines hate finding irrelevant keywords on your site-especially in your meta tags. If they catch you using keywords that have nothing to do with the actual content of your site, they'll penalize you for it.

3. Don't "keyword stuff" your meta tags. In the past, people used to repeat their keywords in their meta tags over and over again. This used to get them a high ranking with the search engines-but not any more. Search engines are on to this trick and will punish you for it by dropping your ranking.

4. Don't create "link farms." Link farms are the evil cousins of the information pages we discussed above. In the past, some spammers used to build multiple "doorway" sites that existed only to multiply the number of links pointing to their sites. Unlike content-rich information pages, these doorway pages would usually only include a string of keyword terms that would earn them a high ranking with the search engines. The search engines have caught on to this tactic, however, and will drop you from their listings if they find you using it.

5. Avoid "free for all" link pages. Don't bother placing links to your site on pages where everyone and their cousin is invited to put up a link. Such sites have extremely low relevancy ratings and will cost you points with the search engines.

The following resources are good to check out to keep you on top of the changing world of SEO:

Search Engine News. Planet Ocean's online resource, "The Unfair Advantage Book on Winning the Search Engine Wars," is updated monthly and provides excellent optimization tips and information on the search engine industry.

Search Engine Watch. This free site is another rich source of tips and information on the search engine industry. Paid memberships are available for more advanced content.

Search Engine Guide. This free site contains a lot of useful information about the smaller search engines on the Web and who you should submit your site to in order to get a better ranking with the bigger search engines.

Mon, 17 Aug 2020 00:15:00 -0500 en text/html https://www.entrepreneur.com/encyclopedia/search-engine-optimization
How Search Engine Optimization Will Transform Your Business

As the internet takes over various aspects of life, most businesses also continue to opt into it. The whole idea of running anything on the web is ranking. You need the perfect search engine optimization techniques to be at the top of the internet.

SEO puts your establishment on the high and makes it easy for customers to reach you. The competition to stay relevant in the market is always increasing in Arizona. Therefore, as a business owner in this place, you must have relevant SEO skills to rank.

In Arizona, search engine optimization can benefit your business in spectacular ways. In this article, you will find out how an Arizona SEO agency can boost the productivity of your business.

Ways Which SEO Improves Businesses

Below is an in-depth look into how SEO improves the performance of a business:

  • Good online visibility
  • Perfect lead generation
  • Proper brand awareness
  • Good user experience
  • Advantage in competition
  • Cuts Cost

Good Online Visibility

SEO can bring your business to the limelight. Once your website ranks on the first page of search engines, more potential customers can get to it. In this case, higher exposure will lead to higher sales. You can achieve a spot on SERPs through proper optimization of metadata.

Perfect Lead Generation

You can get the correct traffic once you have optimized your business website for search engines. In this case, your site will rank for specific keywords your users seek. Therefore, with this strategy, you can attract and drive buyers of specific products to your site.

Targeting a specific audience through SEO can also bring in people seeking certain info from your website. In most cases, the people coming to read your blog sections can also be potential customers of your products.

Proper Brand Awareness

Another way that Search Engine Optimization benefits your business is by making your products popular. Individuals can easily meet your online store and make purchases. When your website comes to the top of search engines, people can easily recognize it.

As SEO continues to make your brand popular to users, trust also comes in. People will begin to know that your brand is legit, thus increasing customers and sales. In this case, the click-through rate will keep going up.

Good User Experience

Unlike traditional business sites, Search Engine Optimization greatly improves aspects like speed. As a result, users can navigate through various sections of your business blog with ease. A more appealing look also comes with the SEO optimization of your business website.

Remember that looks are important in making the first impression. Therefore, the first appearance of your site plays a role in determining if you’ll convert visitors to customers.

Advantage in Competition

Hundreds of businesses like yours may be in the public open space. But Search Engine Optimization may make you stand out or at least provide you a position among the most iconic ones.

Therefore, users may easily recognize your business every time they search online. Thus, you will have the upper hand in the market despite having unavoidable competition.

Cuts Cost

SEO is among the most affordable methods of marketing your business. Unlike other ways, this requires a handful of dollars. There is a huge difference in the amount you use for SEO and paid ads. But the results are almost the same.

Wrapping Up

In closing, it is evident that Search Engine Optimization significantly benefits your business. With a few SEO strategies, you may beat several methods of advertising that are currently out there. Embracing and following the correct SEO practices can earn you the top position in the market within the shortest time.

Fri, 26 May 2023 07:16:00 -0500 Henry Smith en-US text/html https://techbullion.com/how-search-engine-optimization-will-transform-your-business/
The Three Pillars Of Search Engine Optimization Success

The world of SEO isn’t exactly an easy one. It involves some rather complex concepts, depends heavily on Google’s 200-plus ranking factors (which aren’t always crystal clear) and requires a constant effort on your part that can last for years and years.

I get it —this makes SEO sound a bit unappealing. It explains why many companies don’t know which steps they should take in order to Boost their positions on the SERPs, and why they often end up giving up on what is nowadays one of the most essential areas of digital marketing.

If you are almost at this point of frustration with SEO, I ask you to stop and take a breath. SEO has three main pillars as its foundation. Every single SEO task falls into one of these pillars, so if you take some time to understand them, you’ll see that optimizing your digital presence doesn’t have to be all that difficult.

Pillar One: Link Building, Referring Domains And Digital PR

Link building refers to the marketing efforts that earn one-way hyperlinks from other websites to your website. Referring domains are the domains where your backlinks are coming from. Digital PR is a strategy that aims to Boost a brand’s online visibility by creating and fostering relationships with online content creators and journalists.

All three of these components of SEO have become extremely important and for a business owner, it’s imperative to work toward getting high-quality links from authoritative and relevant websites, as well as referring domains and backlinks to your website.

Notice that I’ve used the words “authoritative,” “high-quality” and “relevant” when speaking about the links you should strive for. This is because unusual or seemingly spammy link building can lead to a penalty by Google, which is something you should always keep in mind.

Having said that, improving your link building, referring domains and digital PR is mainly about two things: showing value and working toward becoming a thought leader in your industry, and developing link-worthy content and web tools that anyone in your industry would find useful.

Both of these strategies will help people trust you and what you have to say, which will, in turn, increase the chances of them linking to your content on their websites.

Pillar Two: Content Development And Content Marketing

I mentioned content in the previous pillar, and the truth is that content has become such a big part of the internet that it deserves a pillar of its own.

Your main goal here is to build authority, or topical authority, by sharing your expertise with your audience and proving that you’re not just in the industry to make money, but you actually know what you’re talking about, and you’re passionate about it.

However, content development and marketing isn’t all about quality. Quantity also plays an important role. In fact, having a big website full of content that is relevant to your Topic of choice or to the keyword you’re trying to rank for will help Google see you as an expert in the industry, which will do wonders for your ranking.

So, when it comes to the second SEO pillar, make sure you put out relevant, well-written content on a regular basis.

Pro tip: Make sure you have a blog within your website and create a content calendar with subjects you want to cover each week or month. If you don’t have time to keep up with the calendar, don’t worry; this is the type of task you can easily outsource. Whether you choose to hire a digital marketing agency or a solo freelancer, you won’t have a hard time finding a content creator to support you with this responsibility.

Pillar Three: Technical SEO

Last but not least, we have technical SEO, which revolves around Google’s ability to properly crawl and understand your website.

This aspect of SEO includes some basic tasks that you might have heard about and handled yourself when creating your website, such as optimizing your title tags and meta descriptions with the right SEO keywords.

However, technical SEO goes much further than that, as it includes aspects like website structure, internal linking and proper rendering and indexability (which explains why it’s called technical SEO). In short, technical SEO is what will help you ensure your website has everything to rank well on Google, besides the content itself.

This becomes even more important if you have a large website. Think about it: If your website has hundreds or even thousands of pages, how can you certain that Google is crawling each and every one of them? Plus, when you add a new section to your website, how can you make sure that Google indexes it quickly?

According to Google, “If a site has fewer than a few thousand URLs, most of the time it will be crawled efficiently.” That means one thing for businesses with large websites, such as e-commerce stores or social media platforms: You need to work extra hard on your technical SEO.

Using The Three Pillars Of SEO Success To Your Advantage

Every SEO campaign and decision you make (as well as every challenge you encounter) will fall into these three categories, so when you’re trying to Boost your strategy and figure out which direction you should take, simply go back to the pillars and remember what your main goal is with each of them.

Whether you want to earn more relevant links, work on your brand image and reputation, or take your technical SEO efforts to a new level, having a good foundation of knowledge means you’ll have a much easier time deciding which step to take next. Soon you’ll see that SEO is much simpler than it looks at first sight.

Wed, 05 Aug 2020 16:08:00 -0500 Young Entrepreneur Council en text/html https://www.forbes.com/sites/theyec/2020/06/23/the-three-pillars-of-search-engine-optimization-success/
Search Engine Optimization (SEO)

Let's talk search engine optimization.

The Brandeis Search is powered by Google. It uses Google's standard search engine with results restricted to only look on Brandeis’ sites — anything ending in "brandeis.edu". While there is no magic formula for getting your site ranked highly in search results, there are best practices that can make your pages more relevant to users and thus more likely to rank highly with Google and other search engines.

Let's work through the high points of a page in the CMS, exploring how various elements affect search results:

Good Site Hierarchy

Structure your site with the most important content up front — either linked from your homepage or easily accessed from it. This helps both users and search engines to determine what is most important about your site.

Readable Page URLs

The asset name (Page Name, File Name, Block Name, etc.) in Cascade is what forms the URL for your page. Don't use spaces or uppercase letters as these can lead to broken links, or problems in your analytics data. Be descriptive and use hyphens (-) to separate words ("meeting-minutes" rather than "meetingminutes"). This makes it easier for Google and your users to see what the page is about. 

Concise Page Titles

Each page in your site should have a short but unique title. This title will appear as your page headline, in your browser’s title bar, in your left-hand navigation (optional) and is important for SEO. It should clearly indicate to both search engines and the person viewing your site what the page is about, and how it differs from other pages on your site.

Useful Headings

Headings help to create a hierarchy of information on your page. If you skim the headings do you get the gist of what the page is about? Keep in mind: if users can find what they're looking for, so can search engines.

Accessible Images

Image file names: Google looks at file names just as it looks at the URL and page name of your site. Giving it a meaningful name (but all lowercase, no spaces) will help both the search engine and yourself to find images. Try something like career-fair.jpg instead of IMG_0123.jpg.

Images on the page: All of your images should have "alt text" (sometimes labeled "Image Description") that is descriptive and can serve as a reasonable alternative to the image if someone cannot see it. 

Descriptive Links

Navigation links and links in your text should tell users (and Google) something about what they are linking to. This makes it easier for the user (and search engine) to scan the page and find relevant links as well as understand what the page you’re linking to is about. For content links, avoid using "click here" or similar phrases. Search engines key in on hyperlinked text — and users aren't searching for the term "click here." Descriptive links are also important for making our content as accessible as possible.

Quality Content

What influences your website more than any of the above factors is the main content of your page. Creating compelling and useful content is what drives users to come to your site in the first place, and is what will prompt them to share that content and create the buzz that helps build the reputation and credibility of your site.

Why doesn't my page come up when I search for (insert term)?

Start by examining your content — this includes your page title, links and headings as well as the main content.

  • Do you mention the search term you’re looking for anywhere in your content?
  • Is it important enough that you should adjust your page title, headings or introductory text to include the search term?
  • Is it a new page? Google needs time to index pages after you publish something new, so check back in a few days. 

Tip: You never want to "stuff" your page with search keywords to try and increase your rankings. However, you need to know your user. If you find that people are searching for "agenda" when you are using the word "program" you may want to tweak your content to use that more common search term instead.

Sat, 02 Mar 2019 05:34:00 -0600 en text/html https://www.brandeis.edu/cms-guide/best-practices/search-engine-optimization.html
Search Engine Optimization No result found, try new keyword!Learning about your competitors' strategies is a great way to Boost your own site's search engine optimization. Competitive link analysis may help you get the boost you need. Knowing the state ... Wed, 05 Apr 2017 23:54:00 -0500 text/html https://www.inc.com/search-engine-optimization search engine optimization

Designing a website so that search engines find the pages easily and index them. The goal is to have a page rank as high up on the results list as possible, or be on the first results page, or at the very least on the second results page. Search engine optimization (SEO) includes the choice of keywords used in the text paragraphs and the placement of those words on the page, both visible and hidden inside meta tags.

Keep 'Em Guessing

Search engines use different criteria for ranking pages, and those criteria are periodically changed to keep Web page designers from falsely describing their pages and obtaining a permanent, high ranking. This is why an entire industry exists to help website owners obtain high results page ranking. See page ranking, cloaking, shadow domain, meta tag, site map, surface Web, deep Web and social search engine.

Mon, 25 Feb 2019 01:32:00 -0600 en text/html https://www.pcmag.com/encyclopedia/term/search-engine-optimization
The Death of Search Engine Optimization

I have been a digital marketer for over 20 years now, which seems like an eternity at this point!  Google has always been a staple of any good digital marketing strategy, especially for search engine optimization (SEO), to attract free organic traffic based on the quality of the content on your page.  But, when we recently started to see our SEO traffic start to decline, we asked our SEO consultant to investigate what was the root cause, and he said it was due to a recent Google Search page redesign, moving the free organic links further to the bottom of the search results page.  What was more troubling, was when I asked him how best to fix the situation, he said, “start spending more money advertising with Google, to get back up to the top of the page”, which was a very strange thing for an SEO expert to say, as he isn’t needed in that scenario.  This means SEO as a strategy for e-commerce driven companies is potentially deadly, and paid search marketing has become your primary way to gain an audience through the search engines, at least through industry-leading Google.  Allow me to further explain.

A Quick History of Google Search

Ever since Google hit the scene in 1998, Google has been a staple of any good digital marketing strategy.  Originally, it was simply having a good SEO plan, to help you go up the free organic rankings—onto the top of the first page of the search results.  The search results were very straight forward and uncluttered, and looked similar to this example below, with only organic free results appearing on the Google page based on the content of your page, and its relevancy to the keyword being searched (in this example, a search result for the word “technology”):

Then, Google launched Google Adwords (now called Google Ads) in 2000, which was your way to “buy” your way to the top of the search results with paid text ads.  Which meant, now you needed both a good SEO strategy for free organic traffic (for the links at the bottom of the first page), and a good keyword bidding strategy for paid traffic (for the links at the top of the first page), as seen in this example search result for the keyword “text”.

Then, in 2002, Google launched Google Shopping, which gave e-commerce companies the opportunity to “feed” their product listings to Google, also on a pay-per-click model, adding a third dimension to their mix, but largely separated into its own “Shopping” tab on Google.  At the time, it didn’t really impact the traditional search results at all.  And, finally, in 2004, Google launched Google Local, which allowed businesses with multiple retail locations the ability to advertise and promote their various locations, in addition to the corporate parent company.  This change simply localized the advertising, to the location of the user (e.g., instead of seeing a national ad, they saw an ad for a nearby local business).  Again, it really didn’t materially impact the page design.

Google Today

But, in the last several months, Google has materially changed its page design for Google Search.  And, previous “sacred ground” rules like “stay true to our organic search roots, and don’t clutter the page with a bunch of advertising” got completely flushed down the toilet.  As you can see in this example of a keyword search result for “restaurant furniture”.

Notice what has happened to the page design—today, there is not one free organic search result anywhere to be seen on the first page, above the fold (where the computer screen breaks the page).  Every single link on this page is now a paid advertisement—the links in the upper left coming from Google Ads, the links in the lower-left map coming from Google Local, and the links in the right coming from the Google Shopping product feed.  Every single one a paid placement, which is great for Google maximizing their ad revenues.  But, if you want to see an organic search result that is truly based on the quality of the content of the landing page, you need to scroll down “below the fold”, and even then, they don’t start until the bottom of that second screen view after you page down.

The Death of Search Engine Optimization

So, what does this all mean for you commerce companies selling products or services . . . it means search engine optimization as a strategy is on “life support”.  Most Google users focus on the first page of results, mostly on the links that appear “above the fold”.  If there is no way now, to get your organic search result into that position, based on the current Google page design, then why focus on doing SEO at all?  All your focus needs to be on shelling out a lot of money to Google, to make sure your business is promoted in Google Ads, Google Local, and Google Shopping placements on the page.  This is exactly what Google wants, their cash register to ring with each click on their site!!

Now that paints a pretty extreme picture.  Yes, you can still be doing traditional SEO for organic rankings, especially for sites other than Google (e.g., Bing, Yahoo).  Yes, there are still a minority of Google users that will scroll down the first page, and an even smaller amount of users that will click beyond the first page, to page two or three.    But, the amount of SEO traffic you will receive from free organic SEO efforts has become materially less than you would have received prior to the Google page redesign, especially given its dominant market share position in the search industry.  That is the point here:  yes, SEO still can play a role, but a much less impactful one if you are in the e-commerce world.

Also, worth adding, Google is using its new page design on their largest trafficked search terms (e.g., “restaurant furniture”), there may still be SEO value by focusing on “long tail” search terms that Google uses a more traditional search result page design (e.g., like this one below, for “30 x 30 tabletop”).

But, I think this is only a matter of time before Google figures out how to take over advertising on every single one of their page results, including the “long tail” keywords.  Even in the above example, Google Shopping has five paid links at the top of the page, Google Ads has one paid link in the middle of the page, and there are only two free organic results at the bottom of the first page, “above the fold”.

Concluding Thoughts

So, as you are trying to figure out how best to spend your limited marketing dollars, the 20-year “staple” of optimizing your website for free organic traffic, has become a much less effective use of your time and efforts.  It just doesn’t bring the same “bang for the buck” that it used to, which means it is much harder to drive ROI.  Whether or not this helps or hurts Google in the long term, will be determined in the future.  But, you can bet Google’s competitors, like Duck Duck Go, are going to try to win over internet searchers with their largely free organic search results (which you can see this below example for “restaurant furniture”), promoted as protecting your privacy from the evil Google advertising empire.

Let’s see if Google’s attempt to fleece all of its advertisers for even more money, and further clutter up its user experience, will open up a door for one of their competitors to start growing share in the search industry.  But, until then, the grim reaper is sharpening his blade for the SEO industry.  R.I.P. my dear friend.

Reprinted by permission.

Thu, 06 May 2021 11:14:00 -0500 en-US text/html https://www.alleywatch.com/2021/05/the-death-of-search-engine-optimization/
What is SEO? (Search Engine Optimization)

Search engine optimization (SEO) is the practice of creating and optimizing relevant, authoritative content in a way that helps visitors (and search engine crawlers) find answers to their key questions. The goal of performing SEO on any given website is to increase the volume of quality, relevant, authoritative content. The goal of performing SEO on any given webpage is to Boost the quality of your content, so search engines will choose to list your content within search results. By improving and expanding your website's content, you will increase the quantity of traffic that your web content receives from search engines each day.

What Does Optimization Mean?

We all know that web content is for people. If you serve great content to your customers and they are happy, you will do well. At the same time, there are additional things you can do to optimize your content for search engines. Each search engine vendor prioritizes different characteristics of websites and web content, but by using top SEO tips—including following best practices for writing for the web, identifying and using keyword phrases strategically, and setting up your website's technical implementation following established guidelines—you can Boost your search engine optimization regardless of search engine provider.

If you are writing new content, you can optimize as you write. Consider best practices for SEO marketing. You can also plan for, track, and optimize existing content that isn't currently ranking as highly as you would like.

How Does SEO Work?

Search engine crawlers (also called bots) comb through all the content they can find on the internet. They do so by following internal links within websites and links across different websites. The bots look at the content on each of your pages (including the URL, title tag, headings, links, and more) to get an understanding of what each page is about. The search engine provider takes all of this information to build what is called an index.

What Factors into SEO Rankings?

There is a lot that factors into search engine rankings, but content is king. High-quality, authoritative content will make your visitors happy and attract links from other websites. Second to content are incoming links. The more websites who link to your content, the more Google and other search engines will trust and value your content and website.

Along with content and links, here are some other important SEO factors:

  • number of incoming links
  • quality of incoming links
  • keyword phrase usage
  • page loading speed
  • user experience
  • HTML and schema markup
  • domain authority
  • social media signals
  • mobile optimization
  • key usage metrics

All of these factors, combined with the search engine's understanding of your content, are used to turn an index into rankings for the different searches (also known as queries) performed within search engines.

Who Can Affect SEO?

Following content and technical best practices will make it easier for search engines to crawl, index, and understand your content. Many different people can affect search engine optimization, including:

  1. Content creators
    1. Writers
    2. Photographers
    3. Videographers
  2. Technical staff
    1. Front end
    2. Back end
    3. Infrastructure

It is important for each team member to learn more about and take into account search engine optimization as they perform their specific tasks related to creating and maintaining your website. Technical staff can learn more about technical SEO.

How To Get Search Engine Traffic

You can work to increase your search engine traffic by creating and optimizing content-rich, authoritative content about the subjects you are knowledgeable in and want to rank well for. Read our top tips for search engine optimization as well as our tips for writing for the web to learn more. You can also reference Google's SEO Start Guide.

Keyword Phrase Competition

Search engine rankings are highly competitive. It is easier to rank for keyword phrases that are more specific, such as "copper mines in upper Michigan" or "mechanical engineering faculty using nanotechnology" as compared to something more broad, such as "copper mines" or "mechanical engineering." However, more specific phrases are searched for less frequently. They represent an easier entry into search engine rankings, but with a smaller potential for traffic growth.

Identifying Keyword Opportunities

Creating great content alone does not certain search engine traffic. Ask yourself: Would anyone actually search for this content? Many keyword phrase research and volume estimation tools exists from companies such as Moz, SEMrush, Ahrefs, and more.

Additional SEO Resources

Are you passionate about getting better at search engine optimization? Use the following additional resources to learn more about what search engine optimization is.

Michigan Tech Websites

Are you interested in researching keyword opportunities and creating a strategy for search engine optimization on your Omni CMS website? Contact the Digital Strategy and Services team (cmshelp@mtu.edu) within University Marketing and Communications. We are excited to work with you!

Sun, 15 Aug 2021 21:47:00 -0500 en text/html https://www.mtu.edu/umc/services/websites/seo/what-is/

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