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SEO or Search Engine Optimization: What Is It And Why Does It Matter?
SEO is a very broad term, and being as such, the entire spectrum of it will NOT be covered in this article. However, this article will be updated and expanded upon in the future. Please keep an eye out for our upcoming expansions upon this article over the next few months. This article is a basic overview of SEO. Our intention is that this article will give you a better basic and beginning grasp on what SEO is and how it works.
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What Is SEO?
Search Engine Optimization, commonly referred to by the abbreviation SEO, is a mechanism of organically growing a website’s traffic. Organic growth, also called natural or earned growth, is any type of action that you do not pay for. Using Google Ad credits, Facebook boosts, or pay per click campaigns are great ways to boost a website’s online presence, but come at a monetary price. Organic growth may take a bit more time to see the results from than paid growth, but the payoff is worth it.
How Do You Do Basic SEO?
SEO is performed by optimizing your website to contain select keywords and adhering to them throughout the site you increase your ranking in search engines. By making sure these keywords are found in content around the site and having the density of these keywords be notable you increase your chance of exposure.
When writing articles about lawn care, you would make certain that you utilize the built in tagging system, as well as keeping the keyword for the article in the headings, page title, and liberally throughout the actual content itself. If you are not utilizing article writing and instead have a basic “brochure” site, making sure the entire content structure of your page is dedicated to your target keywords is a must.
For instance; a lawn care business would want to have the words “lawn care” “cut grass” and “landscaping” be their focus keywords when doing basic SEO on their page. Making sure that every page of the site revolves around these words helps keep the keyword density on the higher margin. Having miscellaneous or “flavor” pages such as; Our Family, Meet the Dogs, or Lilly’s Lemonade Stand may give your business a more family oriented feel; but at a cost. Search engines will see these pages, determine that they are irrelevant to your business and hurt your ranking in search engines.
How does SEO work?
There are a few major search engines; Google, Bing, Yahoo, Ask!, and AOL to name a few. Each of these search engines is built by having the engine “read” your website. There are two types of SEO that a business or website can utilize: local or national SEO
Local SEO refers to targeting your page directly for the geographical area you inhibit. If you live in Chattanooga Tennessee you would want the SEO content based around your target keywords, but also Chattanooga and the surrounding cities that your business services. Aside from targeting keywords, your business should be listed in local online business directories. Claiming your Google business listing and filling your page with relevant photographs and information about your business is an important local SEO step. Doing this will help ensure that when people in your business’ proximity will see your results.
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National SEO is a bit trickier to nail down, but the payoff can be exponential. With national SEO you are competing with literally every other webpage in your business field. Your keywords are being fought over in a highly competitive environment. With national SEO making sure you have multiple landing pages for each keyword that you are trying to reach through search engines. The fence between national and local SEO is a thin one, and could be compared to a Venn diagram. All of your efforts in local SEO will help build a national presence to some extent, and vice versa. It is all about how you market and build your website that will determine which branch will benefit you more.
Pay Per Click Campaigns
While not technically a form of SEO, pay per click campaigns can garnish higher amounts of traffic to your site. Using services such as Google Ads and Facebook post boosts you can pay to have users directed to your site. Setting up campaigns to run in specific cities and audience demographics can help you hone in on users you may not have previously reached. As previously stated though, this type of marketing comes at a price. While the monetary amount may differ from instance to instance, the principle is one in the same. Create your ad campaign, set your target audience, and every time someone clicks on the link to your page you pay a set amount for that click.
Essentially you are paying an admittance fee to have someone help you garnish traffic. Pay per click campaigns are not something you just run once and call it quits. Instead you want to run multiple ads with different keywords to see where your audience is and gain a stronger understanding of your clientele’s online habits. Running your pay per click campaigns on a frequent basis will help establish a larger online presence, but every campaign is only as good as the analytic software behind it. While running these campaigns you will need some type of software to interperprate the results and graph them accordingly. With a strong management software or affiliate you will be able to see exactly where people are coming from, what ads brought them onto your page, and how many people come back to visit the site repeatedly. Just to name a few examples.
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