SEO

SEO, or search engine optimization, is a digital marketing channel by which website owners improve the quality of the site’s structure and content for the purpose of increasing traffic. In turn, the increased traffic and improved quality lead to better positioning in search engine rankings.

Search engines provide ranking results based on searched terms and their relevance to the content being featured on a given website. The more relevant the content, the higher the website will be ranked within the search engine. Webmasters and those who oversee SEO strategies strive to refine and maximize relevance of content in order to effectively deliver information that online visitors are searching for.

Any business with or without an online presence must consider leveraging SEO. The practice of optimizing content to ensure relevant keywords, phrases, and information are properly incorporated into the pages of a website will result in better search engine results for prospective customers. Because prospects usually begin the buying process by searching online, ensuring that a website incorporates a sound SEO strategy will result in more customers and increased revenue.

To ensure your customers can find your product or service online, incorporating keyword targeting is critical. Keyword targeting is the practice of using select words or phrases in your online content that are highly relevant to your company’s product or service as well as to the topics being searched by visitors. Good keyword targeting helps to ensure a company’s website ranking is at its highest possible position in search engines.

There are four pillars of SEO. The first is technical SEO. This refers to how well your content can be crawled and indexed by search engines. The second pillar is content. Ensuring your website features the most-relevant content in relation to keywords and search queries is critical to search engine performance. The third pillar is on-site SEO, meaning your content and website structure must be optimized. The fourth pillar of SEO is off-site SEO, such as link building. This is the practice of encouraging other sites to link to the content on your site.