This time, we'll look at the basic requirements to help you get started with the best way to optimize your content for search engines.
By the end of this series, you'll be able to:
- Choose the right keywords for your website,
- Make sure search engines understand the content of your pages, and
- Start earning links from other websites (backlinking)
All of these elements will help you build a solid foundation for your search engine optimization plan, or SEO plan.
What is search engine optimization (SEO)?
SEO is the process of improving your website to attract more visitors from search engines.
It's an essential part of the first stage of the Inbound Methodology.
It helps you attract strangers who are looking for content relevant to your business on search engines and turn them into new visitors to your website.
So to understand SEO, we have to think about how people find information these days.
Let's say someone hears about the tiny house movement, a trend that's emerging all over the country in which people downsize their lives to a 60 m2 space, and they want to learn more about how to build one themselves.
How would someone who wants to find this information go about it? Most likely, they'd go online and type their question into a search engine, like Google.
And they're very likely to be specific in their search. They might type: “How do I build a tiny house on wheels?” or “Tools needed to build a tiny house.”
Google receives more than 3.3 billion searches every day from people who have questions and problems they're looking to solve.
Search engines need to deliver the most relevant, useful results from a trustworthy source.
To find them, they send out what are known as ‘spiders’ or ‘web crawlers’ to crawl every site on the Web, looking for that content.
Those spiders try to understand what each page is about. That's why having a solid, consistent SEO foundation is essential to being found by search engines.
They need to know what you're trying to tell them.
From all that data, they create a list of results that are relevant and useful to the user. Then they rank those results based on the popularity and authority of those websites.
The more visits a website gets, the higher it will rank.
The ranking is what you see when you get the results of a search on the search engine.
On Google, for example, the first 1 to 4 results are paid ads through Google AdWords, and the rest of the ads appear at the very bottom of the page.
To tell whether a result in your search is paid or not, look for the little green icon that says “ad.” These websites are paying Google to show them as the top results in searches.
Below the paid ads, you'll see the top 10 organic, or unpaid, results, which contain the most popular and relevant answers.
As a marketer or business owner, your goal is to be listed at the very top of the organic results because, let's be honest, most people only click on the first results they see.
In fact, 94% of people who search click on the first result that appears, and less than 6% actually click on the second result.
So, how do you get to the first spot in a search engine's results?
Well, that's where Inbound Marketing comes in. You need to understand what your prospects are searching for so you can make sure they find your website.
In the next video, we'll focus on the basic SEO requirements so you can increase relevant traffic to your website.
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