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SEO Wonderland – Things You Should Understand Before Spiraling into the Rabbit Hole

August 02, 2019

Nowadays, many—if not all—digital marketers using the term ‘SEO’ to boost and build audiences to convert to lead of their business. But, do we really understand what is SEO? Here we will help you summarized all important things you need to know about SEO in one go!

First of all, by default SEO can be defined as the process of optimizing a website – as well as all the content on that website – so it will appear in prominent positions in the organic results of search engines.

SEO for us, requires an understanding of how search engines work, what people search for, and why and how people search. Successful SEO makes a site appealing to users and search engines. It is a combination of technical and marketing.

In additional, Benj Ariola, SEO director of Myers Media Group stated that Google continuously develops and improves upon their algorithm to create a sophisticated machine that learns as it grows; the more it learns; the less humans can comprehend.

Over the years, SEO strategies have evolved in attempts to keep pace with Google’s algorithm changes and updates with the use of machine learning and data science. This is how SEO developed now. But there is one factor remains constant: Google has always focused on quality, beneficial content that users love to read, watch, listen to, and share. With quality content that benefits the user as a focal point in Google’s ranking algorithm, it is imperative to also make that the priority of the SEO when producing content.

In general, we can breakdown SEO as these 3 strategies:

  1. The ongoing technical optimization of a website to make sure that Google is able to properly read and index the pages which are meant for Google, its desktop and mobile rankings, and other engines. Also, it’s ongoing innovation for search and consumer usability via solutions like AMP, Schema, and rich snippets.
  2. The inclusion of content on the transactional, informational, and publishing level on websites so consumers and engines can easily define a page or section of the site, its importance and relevance to natural search queries and subject matter. Navigation is a part of content strategy, so interlinking plays a big part here.
  3. The ability to promote content which is shareable and supports the above-mentioned SEO goals. Sharing content via outreach, PR, link building, and amplification initiatives lead to signals from authority sites in the same topical neighbourhood of the site being optimized, which in simple terms means you get great links that Google loves.

SEO has a real opportunity to redefine its role as a pivot point in the modern-day marketing stack. There is a very real opportunity for search marketers to align and integrate themselves across content, digital, and marketing communication channels. The convergence of content and SEO presents a massive opportunity for brands to evangelize organic search success and tear down the silos and stigma once associated with the dark side of the industry.

Today, technology allows us to deliver on the purest essence of SEO. Whether via a mobile screen or a digital home assistant, our job is to ensure that our content can be discovered and served as seamlessly as possible. The addition of AI and machine learning into search algorithms means that there are no shortcuts to success; the best content starts to rise to the top over time.

Success no longer means just working toward high rankings on Google, as the proliferation of data and devices serves to de-centralize the source of many searches. We therefore need to adapt our perspective on SEO as an acquisition channel and our ways of measuring campaign impact.

We need to understand that SEO—alone—is not enough to guarantee success and content marketing, alone, is not enough to guarantee success. Search and content together build a better customer experience and there is massive market opportunity for marketers who are connecting the dots.

In conclusion, understanding what’s effective in SEO today requires a deeper understanding than ever of how search works. Obviously, everyone isn’t a search engineer, so that can be simplified to understanding what the primary goal of the search engines is. More than ever before, we need to know the audience:

  • WHO are they?
  • WHAT are they searching for?
  • WHEN are they searching?
  • WHY are they searching?
  • WHERE are they searching?
  • HOW are they searching?

We used to be able to achieve results focusing on just one or two of these, now we need to nail them all. If we can understand our audience/user behavior –and how to create a great website experience for those users–it will solve most, if not all, of your SEO problems moving forward! (.cbk)