According to NewsCred, 57% of B2B marketers claim that the biggest impact on lead generation results from SEO efforts, while Freely reports that 90% of buyers say that they’ll find your business when they’re ready to make purchases. The long and short of it is that marketers and consumers alike are confirming the power of SEO when it comes to getting found and making sales.
If you think that search engine optimization is too expensive, too complicated, or somehow unnecessary, it’s time to reexamine your position. It’s not enough to create a website, a blog, and social media profiles. You need to optimize if you want to make the most of your online presence.
In order to take full advantage of your SEO efforts, it’s important that you are familiar with the terminology surrounding the practice. Here are some SEO buzzwords every business owner should be familiar with.
You already know what content is. It’s all the text, graphics, and video you post on your website, blog, and social media pages. According to Google, which aims to deliver the best results for search users, content is king.
What this means is that the quality of your content plays a major role in how it is indexed for the purposes of search rankings. Content that is considered “fresh” will get preferential consideration.
What makes content fresh, though? It must be relevant, timely, informative, interesting, entertaining, and engaging, not to mention original and perhaps even innovative. It’s a pretty tall order, but if you want to compete you must constantly strive to provide content that catches the attention of both readers and search bots.
The best way to keep your content fresh is by specializing (finding a niche), focusing on content marketing and distribution, and seeking out unique and emerging marketing channels that competitors have yet to take advantage of.
You’ve heard of reading between the lines to glean additional information that isn’t explicitly stated within the body of text. Meta data can be considered in this light, although readers will never actually see it.
Meta data, including titles and tags associated with your content, is designed to remain hidden to the public. Instead, it is visible to search bots looking to index your pages. Meta data is descriptive information that tells search engines how to properly catalog your content to make it easier for search users to find it.
Meta data is an essential element of optimizing content. Without proper titles and tags your pages could be wrongly indexed, confusing search users and upsetting search algorithms.
Contrary to popular belief, link building is not evil. In truth, it is a necessary and popular means of gaining recognition online for the purposes of improving page rank. The more backlinks you have pointing to your site, the more recognizable and popular your site will become.
What you want to avoid is the negative connotations associated with shady linking schemes. Ideally, you’ll be able to build an organic network of links populated by endorsements from high-quality websites and influential industry notables.
This can be difficult to obtain, though. The reality is that you’ll probably have to employ a variety of link building tactics, including networking, advertising, and encouraging users to post and share links.
So long as you’re not engaging in black-hat linking schemes, search engines should have no cause for complaint. Considering that Google still claims nearly two-thirds of the search market, according to comScore, you definitely don’t want to raise their ire.
Although the concept isn’t new, influencer marketing is currently enjoying something of a revival. Taking advantage of social entities that already have an army of followers is a great way to spread awareness and increase traffic and conversions.
Businesses that work to build and maintain relationships with social influencers have the opportunity to market to a larger audience and encourage the spread of information within a given industry. This is a strategy that should be part of any SEO plan.
It’s no surprise that consumers crave the personal touch. What’s interesting is that many consumers want to have personal interactions that go both ways. They might appreciate target marketing, but more than that they want to feel a personal connection with a company.
This means telling a story that includes the human face of a company (i.e. employees), a compelling history (rags to riches, underdog wins, etc.), and elements that everyday individuals can relate to. In other words, consumers want a business that’s like a friend.
You need to figure out how to tell your story in such a way that it evokes an emotional response and builds relationships with customers. This is the future of online interactions and another goal to consider when planning SEO efforts.