SEO, SEO, SEO. It’ll haunt your nightmares if you let it. Not only is it the most important element to consider when kicking off any digital marketing strategy, you need to consistently keep at it—even when you’ve got a good thing going, marketing wise. If you think, after all of those hours it takes to start ranking, you could put your feet up and watch it work it’s magic, you’re sadly mistaken.
What Is SEO and Why Is It So Important
Keeping SEO in the front of your brain—and the front of your digital marketing strategy—is a lot of tedious work. Why is SEO so important?
There are well over one billion websites (with over 130 trillion individual site pages) currently published on the World Wide Web. Search engines use an algorithm to rank site pages, making it possible to sort through and select which site pages to list (and in what order to list them) on search engine results pages (SERPs) in mere milliseconds.
While the results are often in the millions, the average web user won’t go past the first five listings on the first SERP. How, then, do sites lock in their spot at the top? That’s where SEO, or Search Engine Optimization, comes into play. The ranking algorithm factors in specific site page data, including:
- Metadata and URL length
- Readability (e.g., Flesch reading ease score)
- Site speed
- Site navigation
- ADA compliance
SEO in practice is the manipulation of your site pages’ data to appeal to the algorithm and score site pages a higher ranking. The higher a site page’s ranking, the sooner a site page is listed on SERPs, and the higher overall site traffic, retention, and conversion rates.
Keeping Up With SEO
Maintaining the digital marketing strategy you’ve worked so hard to build takes more than uploading the occasional post or sending a doozy of a newsletter once a month. If you want those engagement and conversion rates to keep growing, you’ll have to keep at SEO indefinitely.
What does “keeping at it” really look like? Well, here are just a few of thousands of examples:
- Publishing a video on your YouTube platform? Play close attention to those keywords!
- Publishing a blog post? Make sure you’ve categorized it, tagged it, and written a meta title and description according to best practices. Don’t forget to include internal and outbound links!
- Finished your website? Run a monthly SEO report to ensure your keyword rankings don’t get surpassed by updates the competition are making on the daily!
If it all seems to overwhelming at first, start small! This free SEO reporting software isn’t going to get into the knitty gritty details like paid software, but it’s a way to start learning without investing your hard-earned funds (yet).
Another great tip and tool is downloading the free (and in this case, the free version works just fine) Yoast plugin or at least referring to the endless resources Yoast has on their website and blog.
Alternatively, Ransome Revision offers SEO services designed to get your SEO where it needs to be and to teach you how to keep it there! It’s a part of my Web Design package, but SEO is your only current digital marketing concern, schedule a free consultation to learn more about process, pricing, and deliverables.