The term “SEO marketing” is a little misleading because all marketing should be aimed at improving your search engine optimization. SEO is not something you should be doing. It’s something you must be doing. Without it, no one will find you. You can rely solely on paying to get noticed. But unless you have a large budget, you’ll want to improve your organic ranking in addition to your ads.
What is SEO?
SEO is short for search engine optimization. The strategy involves ways to make your website more appealing to search engines. The benefit of doing so means your site ranks higher in organic listings and brings more traffic to you without you having to pay for it.
The search engines crawl content looking for indications that the site they are on provides worthwhile information. Since search engines are not human and can’t analyze content the way we can read a paragraph and decide it’s good, they rely on other indicators. What each search engine deems as important in deciding a quality site is kept largely secret. SEO marketing looks to uncover those secrets and optimize the site for best organic listing possible.
The Secret of SEO Marketing
Before you go about optimizing your site and its content for the search engines, know that you are always producing content for two audiences -- one human, and one bot. You must strike a balance between appealing to a human audience and making sure you get attention from search engines. While that sounds tricky, the two are deeply intertwined. The larger number of people who share your content and interact with it, the more the search engines will interpret that content as having value. That’s why it’s impossible to talk about SEO without talking about your human audience.
Here are a few other things you should know:
Quality Trumps Quantity
Years ago, marketers concentrated on getting as many links as possible and stuff as many keywords into their site copy as they could. Search engines have evolved. They’re now looking for quality, not quantity. The number of links doesn’t matter as much as the quality and “trustworthiness” of the site they came from.
Use Words People Search For
Most businesses want to place for the most common words in their industry, but if they don’t convert, this isn’t in your businesses best interest. Common words are difficult to rank for. Often you’ll compete with Fortune 500 companies for the most common ones. Instead, think about how someone would search for your business or the solution you offer. Often it’s questions people search for, not answers. If they had the answers, they wouldn’t need to search for you.
Search engines look for interactions with content in order to gauge value. So good search engine marketing means doing your best to create content your audience will enjoy, on topics that are important to them, and removing the fiction to sharing and interacting with it.
Have you ever heard the SEO joke, “Where’s the best place to hide a body? On Google’s second-page search results.”? There’s an important truth in that joke. People rarely make it past the first few listings on the first page.
Placing high in results means more views for your business and less marketing spend on Adwords. If you want to know how to place higher, contact a digital marketing agency that can get you found.