Back to Basic: Introduction to SEO

My initial introduction to SEO was like a simple “how to rank higher in Google.”
I work for an SEO Company where we carefully manage the visibility of our client’s business on the World Wide Web in terms of traffic, popularity and reaching diverse audiences. Since their businesses are very niche, we knew the best way to reach customers and target markets would be when they were conducting their search online. Although I had some knowledge to SEO, I have learned a great number of things about SEO techniques and strategy.

Setting the Goals

To have a successful digital campaign, you have to analyze and understand how much it will cost to acquire a conversion. Digital marketing efforts need a continuous monitoring to ensure that the campaign will be profitable. Initially, this requires patience as you cannot expect to see results overnight. The main thing to understand about SEO is that a strategy to improve your results in the SERPs will generally take from several weeks to several months.

Creating a Solid Content

SEO is the first building block of a website occurring prior to any site construction. SEO is becoming increasingly adapted towards user experience. Websites tend to rank higher if the on-page content helps in informing the consumer and engage them. You can optimize the on-page content by keyword research and planning. And through analysis of customer queries, you can determine if additional pages should be added on your site.

Continuous Maintenance and Evaluation

There is no shortcut in SEO. Once a site started to rank for a number of desired keywords, it doesn’t mean the SEO campaign is complete and done. It takes continuous maintenance and evaluation; new blog posts, outreach, continuous website tweaks, link buildings and edits for your website to continue to rank. Search engines are constantly re-evaluating websites changing their ranks in terms of their relevance.

Quantity vs. Quality Traffic Rule

By analyzing a website’s traffic data, you can tell where the most engaged and likely to convert visitors are coming from. This will be a big help for you to determine where to focus your SEO or SEM strategy. This rule applies to website traffic and is especially important with paid traffic, because you don’t likely be paying for clicks that don’t convert right?

We are in a Constantly Evolving Industry

My biggest is that Internet Marketing is a constantly evolving industry. The internet is like a living, breathing entity and constantly changing with technological advances and innovations in which we engage and interact with online content. Search engines, in an attempt to accommodate for these changes and for continuous delivery of topnotch user experience updates, will constantly updates their algorithms too. Since SEO is reactive to Google’s algorithm, it automatically changes the way things are done within the industry. It is really one of the most exciting parts of internet marketing as it offers endless opportunities to learn. I am looking forward how high and far where this industry will take us.

These are the top interesting definitions I have learned and I think worth sharing:

Algorithm

Mathematical formula used by search engines to determine what pages to suggest for a given search query.

Analytics

Program which assists in gathering and analyzing data about website usage.
Bounce rate – Percentage of users who enter a site and then leave without viewing any other pages.
Conversion – Sign-ups and sales are examples of conversions. It is an achievement of a quantifiable metric on a website.

SEM

Search Engine Marketing. SEM includes search engine optimization, paid listings and other search engine related services and functions that will increase exposure and traffic to your Web site. It is often used as description associated with researching, submitting and positioning a Web site within search engines to achieve maximum exposure of your Web site.

SERP

Search Engine Results Page.

White hat SEO techniques

Conform to best practice guidelines and do not attempt to unscrupulously manipulate SERPs.

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