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We’re going to have a weekly series every Wednesday that discusses different trends, industry topics, and marketing concepts that we can all use to further our knowledge of Internet Marketing.
Our goal is to inform you about what’s going on behind those funny Google Doodles and cat videos. After all, there’s a whole world of code, strategies, and ideas out there that can help you further your business.
Since this is our very first Crash Course Wednesday, we think it’s best to start off with some basics. If you’ve ever been caught in a conversation where you kept hearing terms like “organic ranking,” “high volume keyword,” and/or “backlinks,” and your head was nodding but you were screaming on the inside, then this article is going to teach you how to “talk shop.”
Let’s start with Search Engine Optimization, aka SEO. While the intricacies of SEO can get pretty complicated, here’s the quick and dirty explanation: promoting a website’s visibility naturally. Essentially, you help search engines determine the quality of a website through posting recent, relevant, and popular material.
Depending on the quality, the search engine will then display that website to a relevant search query. The higher the quality, or ranking, the more likely people will see that website.
Next up is keywords, just one of the many strategies involved in SEO. Keywords are terms that signify what a website is talking about. A baker’s website might have a keyword like “custom wedding cakes.” A photographer’s website might use a keyword for “outdoor family portraits.”
But keywords aren’t everything. In fact, it’s not even the most exciting part about SEO. With some very handy tools, like Google Analytics, Internet Marketers can see how people are finding a website, what areas of a website are popular and which areas cause people to leave, and best of all, how and why people are converting.
There’s a lot of math and research that goes into it, but Google Analytics allows us to come up with strategies that are tailored to a client and the behavior their customers exhibit while surfing the web.
Finally, let’s discuss content. Keywords are technically “content,” but the Internet can’t run off little tidbits of words alone. Rather, the Internet, and more importantly, its users need fresh, intriguing content that inspires us to share and interact. We are a social people and without something to talk about, what’s the point in staying? So Internet Marketers employ copywriting skills to create blogs, articles, Facebook posts, tweets, and even videos to engage audiences. It is the fuel that the World Wide Web runs on.
Now you should have a pretty good understanding of the fundamentals of SEO. To quickly review, we use keywords and content to improve the ranking of a website so search engines will display it in more queries. A rough and simplified explanation, but a general idea nonetheless.
You should know that SEO is an evolving industry. Not only do search algorithms change, but new trends are constantly emerging and changing the face of Internet Marketing. Strategies that were almost universally utilized less than a decade ago are now almost unheard of.
That’s why we’re so excited to really kick off this series! We’re going to put together discussions, case studies, and a lot of educational material to further your knowledge, our knowledge, and that of the industry as a whole.
What SEO topics have caught your eye? If you have an idea for a post or a question you’d like answered in a Crash Course Wednesday blog, drop us a line in the comment box!
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