SEO Work Search Engine Optimization (SEO)an effort made by a person or organization to optimize a website. So that the website can found easily by users who are searching on search engines like Google. As a form of digital marketing. SEO aims to bring traffic/visitors to our website and turn them into customers/buyers of our business.
The best thing about using SEO that we get traffic for free. The customer acquisition costs are the cheapest compar to other digital marketing channels. And the results we will get in the long term (such as investment).
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What does SEO (Search Engine Optimization) mean?
Why is SEO important for our business?
Free traffic source
The cost of customer acquisition is the lowest compar to other digital marketing channels
Long term investment, like running a marathon
How SEO works: what to do?
Keyword research
Content SEO
Technical SEO
Off-page SEO
What does SEO (Search Engine Optimization) mean?
According to Google, SEO is the process of making your site better for search engines. On top of that, SEO is also a job title for people working in this field:
We recently hired a new SEO to improve our site’s presence on the web.
According to Moz, SEO is a series of activities designed to improve the position & visibility of a web page on search engine results pages.
According to Search Engine Land, in simple terms SEO is the process of optimizing our website so that it can be more visible when users search for products or services related to our business on Google, Bing and other search engines. The better the visibility of our website pages, the more likely we are to attract the attention of customers/prospective customers to our business.
In essence, SEO is not just an attempt to make our website rank in search engine search results up, but so that our customers/prospective customers come to our website, with the ultimate goal of growing our business.
Why is SEO important for our business?
There are several reasons why SEO is one of the most important ways to bring potential customers to our business:
Free traffic source
Of course, it is different from paid traffic sources, both with calculations based on the number of clicks (cost per click) and based on the frequency of ad serving (social media marketing). SEO offers an option where no fees are charg for any amount of traffic that comes from organic search results after optimization practices have been carri out. Interesting right?
The cost of customer acquisition is the lowest compar to other digital marketing channels
In digital marketing, the concept of CAC (Customer Acquisition Cost) is which is the calculation of the costs incurr to get 1 new customer in a certain period of time. Over a long period of time, the costs incurred by paid marketing channels will skyrocket. This is the result of the tendency for ad serving to increase in frequency or as a consequence of increasing audience reach. In contrast to SEO where as time goes by, traffic will continue to increase and the number of CAC will continue to decrease or in other words efforts to get new customers will be cheaper.
Long term investment, like running a marathon
SEO as part of the marketing function certainly cannot be the answer to all the goals of a business entity. The owner must wisely consider all the choices of existing marketing channels, both offline – online, paid or free, as a portfolio of marketing strategies.
Marketing targets that are expect to be achiev in the short term (eg converting traffic into profit-generating sales transactions), of course, are more appropriately assign to paid channels which can indeed bring in traffic quickly (sprints).
Meanwhile, SEO practices whose results can only be enjoy after a relatively longer (long term) process, would be more appropriate if plac as a marathon effort to gain traffic organically in the future. So that in the long term the results of SEO can be a counterweight to the burden of paid channels which will be more expensive to still be able to get the targeted results.
How SEO works: what to do?
Broadly speaking, this is a series of activities carri out to optimize our website:
Keyword research
Determining target keywords can be liken to choosing a battlefield. We may not need to win all the wars, unless we have the privilege of all the resources needed. But for keywords that are really relevant to business goals and marketing targets, of course we need to put all efforts into winning this war.
In practice, we also ne careful and in-depth research to sort out keywords that can won easily or keywords that we target at the next opportunity. Maybe for example after our website in general already has a higher authority than competitors in that field.
keyword research done for a number of different reasons, but the two main reasons ranking in search engines and creating relevant content. Keywords can often open doors of inspiration by telling you exactly what people want to know based on what they’re looking for.
Content SEO
An important aspect of SEO is how a site can provide content that does have value to its visitors. The well-known phrase “Content is King”, can adequately describe that the success of optimizing a site is largely determin by quality content that can answer their needs.
Search Engine Journal provides tips to be audience center, this means you focus on what your audience wants to hear rather than what you want to talk about. And, as already identified, producing useful and relevant content is at the heart of the “game” if you want to rank in search engines.
Technical SEO
Optimization in this area is no less important. Even though, as previously mentioned, “Content is King”, what does it mean if your best content is for some reason inconvenient to access, slow or even not accessible at all to site visitors. On the other hand, convenience and speed that increase satisfaction will be highly consider by search engines to display your site.
Here are some things you need to pay attention to regarding the technical aspects of your site.
Website speed
Website structure
XML Sitemaps
Site security (SSL)
Responsive theme
Website layouts
Navigation
and much more
Off-page SEO
Last but not least are the off-page SEO elements. If content and technical SEO are on-site optimization for your website, off-page optimization is outside of that area.
The basic concept is to get votes or recommendations from our friends, both offline and online. Recommendations from our friends online are mark by links from other sites to your site or usually called backlinks.
Similar to what happens in real life, search engines will assume you have high authority on a certain topic when you get lots of backlinks from other websites also discussing that topic. When your website is referr to by many other websites, search engines will appreciate it by giving it a higher ranking because the website is consider to have the authority to discuss the topic being discuss.
The activities you need to focus on for off-page SEO activities are on the following activities:
Link Building
Social Media Sharing
Content Marketing
Guest Post
Steal Competitor Backlinks
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Those are some basic things for those of you who want to know what SEO is.