Search Engine Optimization

Each week we, at Era Marketing, choose a marketing phrase to help you better understand what the word means, examples of it, and expand on how this face of marketing works for your business.

SEO noun

Definition of SEO

: stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

// the majority of investment going on SEO

STRATEGY

With SEO, it's all about strategy. You carefully choose the most relevant keywords for your business, and voila! The correct keywords can bring you the right traffic to your site and get your business on the coveted first page! Generally, the earlier (or higher-ranked) on the search engine results page, the more frequently a site appears on the results list. This leads to a greater number of visitors (read: leads) to your website. With the right customer journey, these leads or prospects could be converted to customers.

SEO: IF YOU BUILD IT, THEY WILL COME

We like to attribute building a website to building a home for sale. Building a house requires a blueprint, an architect, and contractors to build to code, including framing, plumbing, electricity, insulation, windows, fixture, doors, and cabinets. A home requires an eye for design, furniture, decor, and more. Like a home, a website needs those basic foundational items like a plan (blueprint), a web developer (the architect), and the contractor (the website builder), but it also needs to be designed well by completing the home with features that will make a potential buyer interested. In website building, that means attracting a "buyer" through proper SEO.

SEO can target different kinds of search, including image search, local search, video search, academic search, news search, and industry-specific vertical search, to name a few. When uploading any type of content to your site, it's important to tag each video, image, article, blog post, and paragraph with keywords that can let the algorithm of any search engine know what a user can expect from your site.

Just like in a home, with SEO it's not as easy as setting things up just once and you're done. A home requires constant upkeep to be appealing. With Good SEO work, your site needs constant updates to keywords to maintain an appeal. It requires a constant assessment of your website to see which keywords are driving traffic vs which ones are lagging behind. You keep the ones that are working and change the ones that aren't.

Just as "cleaning and organizing is a practice, not a project," so too is SEO management.