What is SEO?
SEO stands for Search Engine Optimization. In plain English, it’s the process of getting huge search engines like Google, Bing and Yahoo to recognize your content as more important than the competition’s. In this fast-paced digital age, the vast majority of web traffic is conducted through search engines—what marketers refer to as “targeted traffic”, or people who are actively looking for what you have to offer. If a search engine can find your site easily and rank it well, it provides an enormous advantage in driving traffic to your site.
Good SEO can make or break your organization’s success, and that’s why it’s such a hot topic these days. No other marketing channel can provide as much publicity, exposure, and ultimately, revenue to your business—making SEO one of the best investments a business owner can make.
How to Create Effective SEO
So, how to achieve great SEO? The ideal course of action is to consult the professionals—online marketing firms that specialize in the area who can walk you through the nitty-gritty of meta descriptions, pay per click marketing and web analytics software. However, whether you decide to partner with professionals or tackle SEO on your own, there are a few basic strategies to keep in mind.
First of all—obvious though it may be—focus on making great content. The goal is to show search engines that your pages are interesting, valuable, and authoritative. However, avoid over-stuffing your content with keywords. Saturating the web with an incomprehensible jumble of synonyms might seem like smartest the way to go, but it won’t
pay off in the long run. Which leads us to our next step:
Share Your Content
The overall goal of SEO isn’t just to get your content seen, but shared. Once Google picks up on your authority signals and ranks your content as useful, it will show it to other people in search results. If the content is truly valuable (and at least a little entertaining), the content will be shared on blogs, websites, and social media. That’s why it’s important to write content that really contributes to your industry. When your content is built with empathy in mind—what your target market is really looking for—you can not only reach clients, but keep them. Since search technologies measure metrics of importance by tracking what people react, comment, and link to, the best SEO tactic is creating a discussion.