SEO is, in essence, the foundation of digital marketing.
There are a lot of good reasons to learn a few SEO basics. Without getting found, your website is just a billboard on a backcountry road. If search engines aren’t serving your site up to the kind of clients who need your services, you’re missing opportunities. There are plenty of web users out there looking for exactly what you have to offer…SEO is the key to ensuring your paths cross.
So, which SEO basics are critical for every website owner to know? Let’s talk about the three main components of any successful SEO strategy.
Keyword Identification and Organization
Keywords (and “key phrases”) will always matter for SEO. What’s inside your web content is exactly what search engines will use to figure out what your site’s about, who it might be useful to, and when to serve it to searchers.
Identifying priority keywords is a necessary first step for SEO success. There are a lot of free and paid tools out there to help you further this goal (i.e. Google AdWords Keyword Planner, Moz, SEMrush, etc.) but at the end of the day, the idea’s the same: to identify which words and phrases your target market is searching for so you can focus your website’s content around them.
Optimizing Your Content
“Optimization” is a concept baked right into SEO! Once you’ve compiled a list of relevant keywords, it’s time to make sure your website addresses them clearly and effectively. That means crafting excellent webpage content for the main parts of your site that speak to your primary keywords. It also means producing continuous thoughtful content (like blogs, eBooks, etc.) to hammer home the point.
Remember that optimization isn’t just about content, either. Web pages themselves can actually be optimized for SEO. The meta tags, the title tags, the H1s, and even the image tags on a page provide search engines with a ton of information. If you’re not using them to your advantage, you’re leaving proverbial visitors on the table.
Link Building as a Strategy
Link building is time consuming and complex, but it’s a worthwhile pursuit. Search engines have billions of sites to keep tabs on so they appreciate any help they can get when it comes to cataloging and indexing yours. That’s why they use links – the links on your site and the links to your site – to help position you in ranking results.
When other (reputable!) websites link to your website, search engines notice. It’s a stamp of a approval! You can accomplish this by guest blogging, by creating content good enough others want to point their audience to it, and by being actively engaged in your industry’s online community. Links to your website (called “backlinks”) are one of the most valuable SEO commodities that exist.
Reach Out to Sync
Do you need help navigating the ever-changing landscape of SEO? The discipline is complex and there’s no one-size-fits-all solution. Every business and in fact, every website, should go about SEO differently.