If you have a website or use a search engine on a regular basis, it’s likely that you've heard of SEO or PPC. These two common acronyms are mentioned and preached every day. However, does everyone really know what they mean, or how they work? If you don’t, you’re not alone.
Let’s answer any lingering questions, settle myths, and clear the air of this SEO madness! I've compiled the most common myths, most important facts, and the most exciting secrets in this post! I know what you’re thinking, “Whew! it’s about time!”
So let’s start from the top…
Search Engine Optimization (SEO) – An algorithm designed to impact visibility of web content (pages) through organic search results. Commonly used as a free alternative to PPC (pay per click) advertising.
Direct targeted traffic to your website without buying ads and clicks.
…Your site will or can be optimized overnight
…Repetitive words and content will increase ranking
…Always use the most competitive words and phrases
…High page rankings are set in stone
…Organic “tastes” different
- Organic search results is a natural method for locating a webpage. This process will match search terms with relevant content on competing webpages. The stepbrother of organic search results is “non-organic”, or paying per click. “Paying per click” are ads that allow a company to blindly bid on highly competitive key search terms.
- Relevant content is the fuel for your page ranking. The more industry specific content your website holds, the more your website will be found, organically.
- New content is the maintenance that will keep your page ranked. The most effective way is blogging and tagging with search terms. Google, and other leading search engines will reward your website for publishing relevant information. Since you know your business, show off and show off often!
- Unique content is the muscle that carries web searchers directly to your website. Unique content can distinguish your brand and website from companies with the same industry focus and target.
- Content is king. Keep relevant and new content flowing like a river! Adding content is important for your ongoing ranking; the most effective way is with a blog attached to your website. All blog content should follow the relevancy rules; essentially giving extra space to display content that your website does not have room for.
- Play to win. Similar to Monopoly night with your Grandmother, the SEO game is never ending. Compete, and compete often to maintain and most importantly to increase your ranking.
- Leverage Google AdWords/Analytics. Stay updated on monthly searches for keywords and phrases by using Google Analytics to view what keywords visitors used to find your site. Competition will change just as fast as your ranking does, so stay on top of your words!
- Duplicate and be dumped. Search engines (especially Google) are smart enough to detect fluff and manipulation; so think of these algorithms as more of an art than a science.
- By the numbers. If you’re more of a numbers person; you can make SEO a science project by using the KEI (keyword effectiveness index) equation. This will give specific words a rating based on the number of times a word is searched over the number of webpages displaying the word or phrase. Using this approach will show you what words and phrases can give you the best chance of winning the keyword game.
The internet can be the most rewarding source of marketing if used properly. Website optimization best practices are ever evolving and will only become more competitive as time passes. Adopting this process now can completely change the way your business operates in a positive way for years to come.