In this Digital Advertising 101 post, we are focusing on search engine optimization (SEO). Search engine optimization (SEO) is an essential digital advertising technique, yet it’s still shrouded in a lot of mystery. There’s a simple reason why – the rules of the game change all the time. In order to ensure relevant results, major search engines like Google change their ranking algorithms frequently. This prevents fraud and keeps the best results on top. SEO is dynamic and, above all else, it is concerned with the quality/relevance of a website. Mastering the techniques will take time and effort. Still, all of the work is worth it due to the benefits that optimization brings to the table.
Good content is the heart and soul of SEO. Websites that work on improving content quality see a 2,000 percent increase in traffic to their blog. The top two online activities today are search and checking email. The number of daily Google searches is 3.5 billion and search engines drive 300 percent more traffic to websites than social media. To conquer SEO, you will have to focus on building your online reputation and enhancing the website visitor’s experience. Here’s how to accomplish these goals.
Every SEO campaign consists of three important components:
Onsite optimization: Creating high quality content, improving the design of the website, reducing the amount of time it needs to load, enhancing the navigation, picking the right keywords and adding internal links for easier website crawling all form the backbone of onsite optimization.
Offsite optimization: Link building, inclusion in local and professional directories, partnerships with other websites and getting noticed by influencers are all essential.
Reputation establishment: Social media marketing and the ongoing promotion of your content form the third pillar of effective SEO.
All of the SEO techniques marketers rely on today fall under one of the three categories. In order to get it right, you’ll need to partner up with an experienced design and development team.
Now that you know the basic elements of SEO, let’s take a look at some of the most prominent techniques.
Content creation on a regular has become the key component of SEO over the years. Content can be blog posts, website pages, infographics, videos, image galleries and all other formats you may decide to rely on. The more niche and specific your content is, the better results you’re going to get.
Keyword analysis refers to choosing the right words and phrases people may use to search for websites in the respective industry. While keywords are important, they should be chosen and incorporated naturally.
One more term to acquaint yourself with is link building. It refers to getting other reputable websites to publish links to your content. Google sees these links as a recommendation, which is why websites that have a big number of high quality backlinks tend to rank better. When it comes to link building, quality is much more important than quantity.
Local optimization is a term that has been gaining prominence ever since the emergence of mobile technologies. Smartphone and tablet users search for content in a specific manner. Local optimization consists of making the website design suitable for viewing on a small screen, formatting the content properly and adding local information (so that someone who’s looking for a shop or a certain venue on their smartphone can find your listing and pay your business a visit.
A final very important term to familiarize yourself with is usability. It refers to the user experience (UX) your website guarantees. If people like the content, they’re given access to useful functionalities and they can navigate the website easily, they’ll spend more time exploring the pages.
SEO is the only digital advertising strategy that can consistently drive targeted traffic to your website. Targeted traffic consists of people who are already searching for the respective topic. As a result, they’re more likely to pay attention to your message. Organic search (the regular rather than paid-for inclusions) is seen as a credible source of information. Ranking high up on the search engine results page (SERP) for keywords of preference will give you consistent traffic, qualified leads and even customers. SEO will give you dividends over time. While it does require a lot of hard work in the very beginning, the return on investment is 100 percent worth the commitment.