SEO is short for Search Engine Optimization (SEO)
SEO is how you improve your website to make it visible in search engines like Google or Bing. This makes it easy for people to find you when they are looking for products you are selling, the services you offer or information in your area of expertise. Better visibility increases your chances of being found and clicked on. Essentially, SEO helps with website traffic which is key for lead generation.
Why SEO?
Today, most purchasing decisions begin with an online search. To put this into perspective, organic search accounts for over 54% of all website traffic. As such, improving your search engine visibility & ranking increases the chances that your brand or business will be discovered online.
SEO is Sustainable.
When a paid campaign ends, the web traffic reduces. SEO on the other hand is long term and can be implemented across multiple platforms like organic website and social media content
Types of SEO
Technical SEO: Optimizations that make it easy for search engines to easily ‘browse’ your website. Mainly entails website structure and architecture. (is it mobile friendly, responsive, etc)
On-site SEO: (aka On-page Seo)Optimizing website content for search engines and users. The content should be unique, relevant, well written and relatable by the target audience.
Off-site (Off-page) SEO: This is about brand assets like taglines, values etc and activities that in the long term enhance brand awareness and recognition e.g demonstrating trustworthiness and growing expertise and authority in one’s domain. Use strategies like PR, ratings & reviews, listing management etc
Getting started
SEO Audits
If you already have a website, and SEO audit is a good place to start. This will help you get insights that are specific to your brand/business. If you don’t have a website, get a good domain. Avoid .biz or .info domain extensions since they are associated with spam. Get a good website (designed to address your target audience) preferably a WordPress website since you can integrate blogs for content marketing
Set KPIs for SEO and track them
Make sure your digital marketing has set key performance indicators for SEO as well as other digital marketing efforts. Evaluate your efforts from time to time, modify/adapt as need be
Complement
Use SEO together with other digital marketing strategies like Pay Per Click, Influencer marketing etc for optimum results. As long as you know who you are targeting, creating a custom digital marketing strategy should be seamless and using several elements would give you better return on investment
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