Search Engine Optimization (SEO) is the practice of improving the visibility of a web page or site in Google and other search engines. The goal is to increase traffic from organic searches.
There are two main types of SEO: Onsite and Offsite. Onsite SEO focuses on optimizing the content and structure of your website. Offsite SEO involves building links to your site.
How does SEO work:
Search engine optimization or SEO is the practice of improving the visibility of websites in organic search engine results. This is done through various techniques such as link building, keyword research, content marketing, social media marketing, etc.
SEO is an important part of every business’s digital strategy. The majority of consumers begin their journey online. If they land on your site, they want to see relevant information. They don’t want to spend time reading irrelevant articles.
SEO has everything to do with quantity and quality. The better your website is on both the back and front ends, the better traffic you will get, and the more search engines will increase your search rankings. Building SEO works by combining SEO elements using a data-driven approach. These factors include:
- Keyword analysis
- Backlink building
- Content creation
Let’s take a look at how each of these strengthens your SEO for your digital marketing.
Words are powerful, and certain words have the power to control your rankings online. Keywords can be single words or phrases that people frequently use to find what they are looking for. Keywords need to be researched and strategically placed in your content so that the quality of your content is high while still utilizing frequently searched words.
Keywords are one of the reasons why you need SEO for your business. Prospective customers will use certain words or phrases to search for a product or service. If your content contains those words and phrases used by customers, you will increase your visibility because you are providing the answers by specifically utilizing the appropriate keywords. The most effective SEO keywords will be those that are carefully researched and analyzed.
Backlinks are elements on your website that link back to other credible, high-quality websites. Building backlinks improve your credibility because you are citing sources that are relevant to your area of expertise. For example, including current, trending events straight from their source can increase your credibility.
Backlink building should be done strategically so that your content does not get lost in a sea of other sources, which can be problematic. For example, plagiarism is taken very seriously and you do not want to present other people’s content as your own. Metric Marketing performs backlink cleanup if that is necessary for your site. Backlink building can absolutely enhance your SEO but it needs to be done carefully and ethically.
Content is where your SEO really comes to fruition. Your content allows you to communicate directly with your audience of existing and prospective customers. This is where your keywords help you build authority, trust, consistency, and engagement. Strong content can balance the human side of your customer-driven business with the data-driven analytics necessary to optimize your digital presence.
Content is anything that your audience views or hears, including:
- Webpage text
- Social media posts
Your content drives SEO by directly engaging with current and potential customers, thus driving traffic. Your content tells your audience who you are and what you offer.
The Importance of SEO for Your Business:
A large part of digital marketing is search engine marketing (SEM). SEM is paid search marketing. This is not a bad thing; pay-per-click marketing campaigns use strategic research to help increase your return on investment (ROI). You just need to be aware that most people recognize which SERP results are ads and which are organic. And gaining organic traffic is the ultimate goal.
Organic traffic can be improved using tools like paid search campaigns to bring more visibility. Yet, as a consumer yourself, you may find yourself wanting the results that don’t have the word “ad” next to it in your Google search. Your customers most likely feel the same way.
Again, paid search campaigns can be used to your advantage if done well and can intentionally market your business to your target audience. Organic search will utilize more SEO tactics such as keyword searches, which ultimately means that your content shows up for a wider range of potential viewers who want a particular need met.
Should I Be Using SEO?
The short answer is yes! SEO is an intentional, data-driven approach to increasing the quality of your business’s digital marketing and the visibility your business receives. The benefits of SEO can only help your business, making it worth the time spent researching. SEO takes a lot of deliberate analysis. It is a complex, ever-changing practice.
As new technology emerges and evolves, so too does SEO. SEO drives traffic, promotes your brand, engages with customers, and directly relates to user experience. SEO is an integral component of your business’s successful digital marketing.