SEO (Search Engine Optimization) is one of those overlooked aspects of the digital space that clients specifically seem to put on the wayside. It actually is one of the most important aspects of marketing yourself online and essential to digital strategy. Technically, you need to market to search engines, not people, as about 93% of all web experiences begin with a search engine. If you are selling a product, the majority of consumers use a search engine to research before making a purchase.
Let’s take a look at some of the stats:
As you can see, search engines actually hold a lot of weight when it comes to consumer’s path to purchase. So why are brands overlooking this area when crafting their online experience?
Simple – they don’t understand. It is our job as marketers to inform our clients of this gray area and why they need it.
How does it work? There are many aspects to optimization, see below for the breakdown. Take note, these weights change depending on search engine and how their algorithms change. Here we will focus on Google as they own roughly 83% of the market share:
SEO is broken down into many categories, but we will break it down into some of the most important categories and how they work:
Who links to you? Do you know? This is obviously a large chunk of the puzzle as seen in the above graph. A solid linking plan is recommended if you really want to boost your overall SERP (Search Engine Results Page) or basically where you stand when someone searches for you. It is imperative to identify reliable sources to link to and have linking back to you as major search engines will take this into account.
Keywords are ultimately what you want to incorporate into the meta data, content, titles and basically anywhere you can get them. These are terms that are commonly searched by users to find products or services. This process involves researching common terms, reviewing terms used by common competitors and researching the frequency the terms are searched to identify specific phrases you can use to gain visibility.
Content is still king. It always has been and it doesn’t seem to be changing. Incorporating fresh content into your website via a blog, product, etc. is important because it gives you not only the opportunity to incorporate those keywords you initially researched, but also create fresh content for a search engine to index.
The final step in the process is to continually optimize your content and meta information with new or trending keywords. The web is a continually changing landscape and users consistently change the terms that they use on search engines. It is important to keep an eye on the key phrases you use in your content and update them as necessary.
Again, with the above items, this will start you down the correct path to optimizing your website for search engine crawlers. However, one key variable is to keep your eye on the latest updates to the major search engines algorithms as they alter item importance as they make updates.
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