Search engine optimization, or SEO, is the process of enhancing the volume and quality of site visitors to a site or a particular web page by search engines. SEO targets paid visitors rather than general traffic or direct traffic. Most importantly, SEO is an ongoing process. SEO is not something that can be implemented once and then forgotten about. Like any other type of marketing, SEO requires consistent effort on the part of the web owner, page owner, and/or SEO company to continue to drive traffic and boost ranking.
The most important goal in SEO is to boost organic search rankings. Organic search rankings are based largely on relevancy. Relevancy means matching a searched phrase with a page or site. For example, if someone were searching for the term “apple,” an SEO expert would optimize his or her website (or blogs or articles) for the specific search word, “apple,” in order to increase rankings for those words and phrases. In organic search, the keyword matching process is not as important because the focus is on increasing rankings for relevant words or phrases.
Another important goal in creating content in an online campaign is to rank for key phrases. Keyword research tools are available to help online marketers determine which keyword phrases are most often searched by Internet users. For digital marketing purposes, the goal is also to increase search engine visibility by increasing traffic. When a search engine sees that there is a great deal of traffic, it will send traffic to the particular website or blog.
On a more granular level, search engine optimization strategies to address issues such as keyword selection, content relevancy, link building, content distribution and social media integration. Content relevancy refers to analyzing the different types of sites that offer the same or similar products. In digital marketing, this includes researching what type of user experience each site offers. For example, a photo sharing website might consider the type of photos the site allows users to post to its website. Sites with better user experience will receive more traffic and potential customers.
In terms of link building, this strategy involves using one or more keywords, phrases or combinations of keywords to write articles and blogs that link back to the parent site. This is often done by using keywords and phrases that are less competitive. The most common use of this strategy is in online advertising. However, search engine optimization experts have developed a more elaborate machine learning system called contextual link building.
Contextual link building involves a combination of content writing and linking strategies to improve organic rankings. Many search engine optimization experts have developed programs called Advanced Link Building Services. These programs enable businesses to create high-quality content and submit it to hundreds of web directories, all in a single automated process. Companies can also increase their presence in Google Places and other places on the web that are visited by targeted traffic, which improves their chances of receiving organic rankings.