SEO is one of the most lucrative organic traffic opportunities that businesses of all sizes have at their disposal. When properly executed, these types of SEO can generate consistent long-term growth without heavy maintenance.
What Is SEO Marketing?
Search engine optimization (SEO) in marketing is the process of organizing and developing web content to rank favorably on the search engine results pages (SERPs.) Through keyword research, on-page optimization, and technical site optimizations, marketers and SEOs alike can position businesses highly for terms that their target audience is searching for.
SEO has become a highly competitive marketing channel as it can generate impressive ROI given a long-term timespan. Being that most of the optimization work for a site is done in the beginning of a campaign, SEO becomes easier with time—especially as search engines credit your site with higher domain authority.
Strategy For SEO
Campaign strategy for SEO largely depends on your type of website and the content you produce. Most sites share similar required optimizations involving site speed and technical work, however it is very common for an ecommerce site to have a different strategy than say an SEO blog. Working with an experienced SEO consultant can provide the insight and planning your business needs to rank highly on the search engines.
Types Of SEO
Although there is quite a lot that goes into effective SEO, it can largely be broken down into two categories: on-page and technical. As the names suggest, on-page deals with the physical content on a website, whereas technical work is focused on backend optimizations that search engines use to analyze your site.
When SEOs are concerned with on-page optimizations, generally they are interested in analyzing heading structure, internal and external linking, anchor text, metadata, keyword placement, and URL structure. Almost all of the work an on-page SEO will perform is centered around the targeted keyword for a page. Keyword research is one of the easiest and most important steps for a successful campaign. Having your website’s copywriters accurately select a keyword that matches the ranking strategy for your site can save thousands of dollars in the long-run.
Focused primarily on the backend of a website, technical SEOs are interested in site speed, backlinks, server-side optimization, crawling and indexing, structured data, sitemaps, and designated site languages. There is quite a bit more that is also considered in technical SEO, but these are some of the most important concerns. Although much of the work a technical SEO performs will never be seen by the end user, search engines will be better equipped to navigate your site and provide a more accurate result for the searcher. Depending on your background, technical SEO may seem more difficult than its on-page counterpart. This is largely because knowledge around search engine algorithms and server-side technologies is essential to performing this kind of work.