SEO - What You Should Know Before Diving In
No online marketing strategy would be complete without incorporating SEO as a key element. Due to the perpetuation of misinformation and SEO firms only looking to make a quick dollar, many are reluctant to invest marketing resources in SEO efforts. As the internet continues to grow in size and scope, companies who don’t work with an ethical online marketing company to make the most of their search engine presence are hurting themselves.
Much of the negative sentiment surrounding SEO is due to the false assumption that the end goal of optimization efforts is high search engine rankings of certain keyword phrases. High rankings are only a means to an end, however, not an end in and of themselves. All effective SEO campaigns should increase the number of visitors to a website and more importantly increase sales or conversions. To accomplish this effectively, you must figure out the keywords that potential customers search for when researching or buying the products and services you sell.
This is where the importance of keyword research comes into play. All effective SEO campaigns should begin with a deep dive into the keyword space you’re targeting. Elements of this include search volumes for potential keywords, search volume trends, the commercial value of keywords, and the intent of searchers using these keywords. It’s important to analyze the spectrum of keyword phrases that are relevant to your business to gain a better understand for which ones it makes sense target and how difficult they will be to rank for.
After you have finished your keyword research, all SEO campaigns should incorporate 3 basic elements: a) Onsite code, tags, and structure best practices; b) Original, relevant content creation; c) Quality link building. There are countless SEO manuals, guides, and insider tips out there, but ultimately, almost all of the SEO practices you’ll find will fit into 1 of these 3 basic areas. Without incorporating all of these elements into your SEO campaign in a well thought out, coordinated manner, your results will leave something to be desired.
Because many companies are skeptical of SEO, they often choose to focus on PPC for their internet marketing efforts. PPC can definitely be an effective tool, but for the most part, working with a quality seo firm will generate more value over the long term. This is because SEO allows you to build an asset that will continue to yield visitors and conversions after your SEO campaign is finished. SEO vs PPC can be compared to buying a house vs. renting an apartment. While buying a house may necessitate a more significant financial and time investment up front, it becomes an asset that with proper upkeep will increase in value. You should remember that like all infrastructure, online properties need consistent upkeep to maintain and enhance their value.
With the social media platforms that arose out of the Web 2.0 movement now ubiquitous, finding a way to include social media marketing in your online strategy will strengthen your SEO efforts. Social media marketing can seem daunting at first, and some companies are weary of spending too much time writing blog posts, staying active on Twitter, developing Facebook pages, etc. While social media campaigns can certainly be extensive, you can begin with something as simple as a blog where you post company announcements or answer customer questions several times a month. Social media’s power is in its ability to enable brand building, strengthen customer relationships, and follow what people are saying about you online. Like SEO, it’s important that you develop a cohesive strategy when creating your social media campaign.
Highly Relevant is a Los Angeles SEO firm specializing in search engine optimization, social media marketing, and online reputation management with a focus on delivering tangible, trackable results.
- Rex Freiberger
