Long gone are the days when keywords were the only SEO technique that mattered, but that doesn’t mean they aren’t still crucial. The difference is that today, keywords must be well-researched, carefully chosen, and judiciously used in your content in order to be effective. But what are keywords, exactly? Keywords are words and phrases that prospects use to find online content, and that brands can then use to connect with prospects who are looking for their products and services.
When researching keywords, it’s important to look for ones that have high search rates and low competition and to choose short-tail keywords (such as dog), long-tail keywords (such as terrier puppies for sale), and local keywords (such as puppies for sale in Boston) to work into your content. You can also use keywords to optimize all your titles, URLs, and other on-page SEO elements (more on that later).
Content is a vital part of SEO because it’s the vehicle you use to reach and engage audiences. For instance, if you owned a nursery and wanted to increase your visibility, you might publish a series of blogs about gardening, choosing the right species of plants, growing tips, and more. When a person who wanted to know about gardening went looking for that information, your blog would come up, and you’d be able to build a relationship with that prospect by providing valuable information. When the time came for that prospect to buy a plant, for instance, you’d be the first nursery that came to mind. Today’s content must be educational, but also interesting, relevant, engaging, and shareable. Content comes in a variety of forms, including:
- Web page content
- Whitepapers and e-books
- Social media posts
- Local Listings
Off-page SEO involves external optimization practices that happen away from your site rather than on it. The main technique used for off-page SEO is backlink building since quality backlinks to your site from external sites tell search engines that your site is valuable and high-quality, and this builds authority.
There are many tactics to backlink building, and some of the current best practices include guest blogging, creating lots of infographics that will be highly shared, and mentioning influencers in your content.
Local SEO is becoming increasingly important as more and more people use mobile devices for search. These days, 57% of all searches are performed from tablets and smartphones, and half of those searches have local intent.
If you owned a restaurant, for instance, then local SEO would ensure that when people in your area went looking for the best restaurants in town, they’ll come across your site. Along with using local keywords, other local SEO best practices include claiming directory listings, creating location-specific pages for your site, and creating pages for your business on Google My Business, Google+, and Google Maps.
Search Engine Marketing
Search engine marketing (SEM) refers to paid marketing efforts, and it includes things like native ads, Google AdWords, social media ads, pay-per-click, Google shopping ads, display ads, and more.
Although SEM isn’t usually a major component of a comprehensive SEO strategy, it does have its place because it can help you reach new and highly targeted audiences.