Ecommerce Ebook EN V2 (2) - Flipbook - Page 14
UNDERSTANDING SEARCH ENGINE OPTIMIZATION (SEO)
You should understand the basics of search engine optimization
so you can properly structure your site and pages for Google and
other search engines. SEO is the practice of increasing both the
quality and quantity of website traffic, as well as exposure to
your brand, through non-paid (also known as “organic“) search
engine results.
The first step in search engine optimization is really to determine
what it is you’re actually optimizing for. This means identifying
the terms people are searching for (also known as “keywords”)
that you want your website to rank for in search engines like
Google.
In determining keywords you want to target on your site, you
must consider:
• Search Volume – The first factor to consider is how many
people (if any) are actually searching for a given keyword.
The more people are searching for a keyword, the bigger the
audience you stand to reach. Conversely, if no one is searching
for a keyword, there is no audience available to find your content
through search.
• Relevance – If a term is frequently searched for that’s great:
but what if it’s not completely relevant to your prospects?
Relevance seems straightforward at first: if you’re selling
enterprise email marketing automation software, you may
want to try a tangential keyword like “best enterprise PPC
marketing solutions”, even if it’s totally irrelevant to your
business since you don’t sell PPC marketing software. But if
your prospect is a CMO or marketing director, getting in front
of them with a helpful resource on evaluating pay-per-click
tools could be a great “first touch” and an excellent way to
start a relationship with a prospective buyer.
• Competition – As with any business opportunity, in SEO you
want to consider the potential costs and likelihood of success.
For SEO, this means understanding the relative competition
(and likelihood to rank) for specific terms.
SEO is the practice
of increasing both the
quality and quantity of
website traffic
UNDERSTANDING SEARCH ENGINE OPTIMIZATION (SEO)
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