In today’s entry on digital marketing, I am going to touch on SEO and link building. For a comprehensive guide on SEO, I highly recommend checking out MOZ’s Beginners Guide to SEO. Let’s get into today’s discussion!
What is SEO?
SEO stands for “search engine optimization.” It is a powerful tool in digital marketing, as it can lead to an increase in traffic to your website. According to Lyfe Marketing, the first page of a Google search attracts over 90% of the total traffic. Along those same lines, companies that utilize SEO are attracting over 50% of traffic across the internet. As you can see, if you aren’t taking advantage of SEO then you will be at a great disadvantage to your competitors. SEO is all about attracting organic traffic. In other words, attracting traffic that is not earned through the use of paid advertising. Although paid advertisements have their place in digital marketing, the majority of users are going to opt for organic links rather than sponsored ones. In fact, according to MOZ, only about 2.8% of people click on paid advertisements. This translates to SEO having the potential to attract about 20 times more traffic than paid advertising.
How Does it Work?
This all sounds amazing, but how does SEO work? It takes advantage of three primary functions: crawl, index, and rank.
Crawling: This is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. This content can be web pages, images, or even videos. After a user performs a search on an engine such as Google, a Googlebot starts out by fetching a few web pages. Crawlers will then follow links from those URL’s to find relevant information. When the crawler finds relevant data, it gets added to a massive database to later be retrieved when a new user is searching for that same information. URLs in this database are given rankings based on relevancy. The higher an item is ranked, the higher up it will appear on the page after a search. If your website isn’t appearing in search results, it could be because:
- Your site is brand new and hasn’t been crawled yet.
- Your site isn’t linked to from any external websites.
- Your site’s navigation makes it hard for a robot to crawl it effectively.
- Your site contains some basic code called crawler directives that is blocking search engines.
- Your site has been penalized by Google for spammy tactics.
Index: Once you’ve ensured your site has been crawled, you must then make sure it can be indexed. If your website isn’t indexed, then it will not be able to be retrieved for future searches. You can give your website “meta tags” which are instructions to give search engines on how you want your page to be indexed.
Ranking: Ranking ensures that the most relevant web pages appear at the top of a page after a search. To rank data, search engines use advanced algorithms. These algorithms are constantly updated to improve search results. There needs to be a balance between utilizing key words and link building to optimize search results, and avoiding shady tactics such as “keyword stuffing.” Search engines also analyze engagements to rank web pages.
Link Building
Another important component to SEO and search engine ranks is link building. Link building is the process of acquiring hyperlinks from other websites to your own. Having these hyperlinks on other websites makes it easier for crawlers to discover your website. The number of links to your website from external sources, and the quality of those sources, can impact your search result rank. Lets take a look at a few different methods that digital marketers take advantage of to link build.
Content Based Link Building: This revolves around creating content to acquire links from external sources. You can create content such as videos, blogs, or e books. Every time a web page links to content you have created, your rank increases in the search engine.
Guest Blogging: This involves requesting to write a piece of content on an external website. You can link back to your website in this blog to increase your search rank.
Broken Link Building: This is a strategy that involves finding broken links on the internet, and using your content to replace those links. You can reach out to a website to notify them of broken links on their page, and kindly request that those links are replaced with functioning links back to your website.
These are only a few of the tactics that are used to boost search engine rank. Link building is often considered one of the most difficult pieces of digital marketing, and professionals are constantly trying to find new ways to effectively link consumers back to their website.
Issues in SEO
There are many issues that marketers face when trying to optimize link building. Let’s take a look at a few examples of what to stay away from in the world of SEO.
Purchasing Links: Some companies will offer options to purchase links online. It is recommended to stay away from this practice, as the links you purchase can end up on spammy, disreputable sites. Google will recognize this, and as a result your rank will suffer. Although purchasing links is frowned upon, many companies still try to exploit this system. In a recent poll of 628 businesses, 22% of them said that they pay for links without disclosure.
Keyword Stuffing: Keyword stuffing is the practice of jamming as many keywords on to your site as possible in an attempt to boost your search engine rank. Not only does this dampen user experience, but search engines are creating algorithms that can more efficiently detect keyword stuffing. This is a good way to get blacklisted from appearing high in search results.
Duplicate Content: Publishing duplicate content on your website is bad for SEO. If search engines already have the same content in their index, there is no reason to index your web page since it has nothing new to offer. If you feel it is imperative to have some form of duplicate content on your website, it is ideal to “no index no search” that content so your SEO rank isn’t negatively impacted.
These are just a few issues marketers can face when trying to improve SEO. If you are interested in improving the SEO of your business, I highly recommend checking out some best/worst practices of SEO beforehand to ensure that you aren’t hurting your business. I hope you learned something new about SEO and link building. As always, I encourage you to do your own research and dive deeper into the never ending world of marketing. Until next time!
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