What Is SEO Marketing
SEO marketing, otherwise known as Search Engine Optimization, is the inbound marketing practice of generating traffic on organic search channels (Google, Yahoo, Bing). SEO is a component of SEM (Search Engine Marketing), however, these two terms are used to define two different strategies; SEO refers to free or organic search optimization, while SEM refers to paid search and PPC ads. Up until quite recently (the last two years) SEO could be seen as stuffing keywords and links on to a page and hoping that it will perform well. This notion is becoming obsolete as changes to Google's search algorithm are revolutionizing the state of digital marketing. Here are some trends and techniques to be aware of when developing your SEO campaign.
- Demand Signals not Keywords - In 2013, Google began hiding all search query data, making it difficult for marketers to understand which keywords were generating the most traffic to their websites. Furthermore, Google began penalizing companies that were simply stacking their sites with keywords and links rather than with valuable and relevant content. In 2015, it is clear to see that keyword-building is a dying theme as the importance of understanding buyer intent signals is on the rise. This means digital marketers must understand how potential buyers are using branded and un-branded terms to search for and around their solution; then go out and reach those potential buyers with the right content . SEO is all about getting the right content, in front of the right buyer, at the right time.
- Landing Pages not Home Websites - Google is also penalizing companies who are directing traffic from a particular link or online button back to a generic homesite rather than a dedicated landing page. Landing pages are single websites that have the sole purpose of resolving a particular pain point or answering a certain problem that is important to your target audience. When developing a landing page here are some elements (other than the design) to keep in mind; a relevant title and subtitle, engaging headers, navigation section, relevant content and a URL that incorporates the search term. If you are missing or not optimizing any or one of these elements you may be being penalized by Google.
- Testing and Optimization not Create More and Spend More. Marketers are now responsible for fueling ROI meaning, quite literally, their time and efforts are money. This is important in SEO because modern marketers can longer throw their time at tactics and campaigns that are not working. This is even more so the case in SEM, as every visitor that doesn't click is costing your business money. So what can marketers do? Test successful campaigns against unsuccessful campaigns to identify data-driven insights about what elements work and what elements do not work.
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