Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword. It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. SEO is strategies, techniques and tactics to increase the number of visitors to a website by obtaining a high-ranking placement in search results.
The fundamental fact remains that you want to make your content accessible to search engines. If you stay focused on this fundamental aspect, then the specific doesn’t matter. You can always learn the specifics as they are coming along.
Paid Search Devaluing SEO
SEO is valuable to pursue. People oftentimes still pass over all those paid links. If Google is elevating its local listings higher in the page and you are a local business, that’s prime real estate that you want to be tapping into and should be tapping into as much as you can. There are numerous benefits of using this approach.
organic SEO can be a powerful tool for getting clicks. Paid ads with commercial intent generate almost twice as many clicks as organic SEO. General organic searches do outperform paid ads, but for highly commercial-oriented searches that are important to an online business, paid ads are hands-down more effective. But, paid advertising and SEO are actually most effective when employed in tandem.
Higher SERP Ratings
By utilizing both paid advertisements and organic SEO, advertisers can increase the likelihood of appearing first on the search engine results page, or SERP. It is found th associate paid advertisements and organic SEO listings can greatly increase your listing’s visibility, and in turn increase site traffic and potential sales.
Changing SEO Guidelines
Having paid advertisements as part of your online campaign strategy can be an important safeguard against changes in policy regarding SEO links. Google periodically updates its guidelines about what is “acceptable” SEO and what constitutes “spam” links, which can have devastating effects on sites that use SEO exclusively in their marketing. An example is the Over Optimization Penalty, a policy introduced by Google that devalues sites deemed to be using “keyword stuffing” and spammy link tactics. Having a paid advertisement program gives you a buffer, maintaining some traffic while allowing you to retool your organic results as necessary to conform to new guidelines and policies.
As valuable as SEO already is, it just might become even more valuable for businesses that also rely on paid advertising to get Internet users to visit their site. Not only is the number of people using ad blocking on the rise, but even those who don’t use ad blockers have learned to ignore and avoid ads, essentially making them blind to marketing efforts thrown at them.
Common Pitfalls To Avoid
- Choosing Irrelevant Keyword
- Using Keyword Stuffing
- Creating Content That’s Not About Your Keywords
- Publishing Non-Original Content
- Skipping Title Tags & Meta Descriptions
- Going Astray with Your Internal Links
- Not Investing in a Fast and Mobile-Friendly Experience
- Not Using the Power of Influencers for Social Media Interactions
- Forgetting About Analytics
- Posting Plagiarized Or Copied Content
- Using a Flash background
- Misdirecting Your Backlinks
- Ignoring Mobile
Cheating at SEO
You may wonder if there are shortcuts you can use to be successful with SEO, and there are certainly things that people can do. There are mechanisms that can build up links right away.There are mechanisms where people will generate thousands of pages of content and show it only to the search engine spider but not to the human visitor that sees them so that they can somehow maybe manipulate the algorithm. It’s a mechanism called cloaking. When you go beyond the rules that the search engines have outlined and said that this is acceptable,you’re no longer doing SEO, and what you’re doing is referred to as spam or web spam.
People who want to spam the search engines and go out there outright and do it generally are not worried that their website might get banned in the search engine and be wiped out. And that can happen, and then maybe they move on to some other disposable website. But if you’re a regular business, you probably do not have that luxury. So you really need to be in it for the long-term. And that means you really shouldn’t be spamming the search engines.
Setting SEO Expectations
Search Engine Optimization is a process that requires a lot of work, a lot of time, and a lot of patience. Throughout this course, we’ll dive into more about how to do SEO. But before that, it’s important to set some expectations. SEO is a bit different than other marketing strategies and understanding these differences will help us to stay on course for running and measuring a successful SEO campaign.
Patience is a virtue. And that couldn’t be more true than with SEO. Approach this as a long term process that builds long term value.
SEO is not a one time project. It’s a process that you’ll continue for the long haul. You also wanna keep in mind that search engines don’t necessarily interact with your website immediately.It takes them time to discover changes to your content, new links to your pages, and overall structure of your website. And it will take them more time to put all those factors and their algorithms to re-assess your relevancy and authority before those changes are reflected in the search results.
Change within search Engines
Another thing to expect with SEO is change within the search engines. And it’s important to realize and accept that we have no control over this.
- Search engines are always trying to improve their product to help deliver results that people want.
- Search engines will keep making changes to enhance the experience for their users.So it’s in our best interest to work with these changes as best we can.
- Search engines have the ultimate goal to generate search results that people will find useful and helpful.
It’s really easy to focus in on what we think the search engines will like about our site, but the real audience that generates business on your website are people. While they may never find us if we don’t show up on a search engine results page, it’s people that drive the bottom line.The fortunate thing is that the search engines know that.
If you build your authority and create content that’s interesting to people, and if you do it in a way that’s friendly to the computerized audience as well, the long term and consistent goal of the search engines is to reward that.
One of the biggest expectations for a successful SEO campaign is to realize that you’re really optimizing for two audiences; the search engine and real human beings.
Being patient and true to your strategy will help you stay focused on the SEO process
Areva Digital is one of the leading digital marketing training institutes in Cochin, Kerala. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 95 39 446 664