Search engine optimization (SEO) is the strategic, full-stack improvement of a company website’s ranking for specific keywords on search engines, primarily Google. What does an SEO marketer do, though, to grow your business?
SEO marketers have in-depth top-of-funnel and technical SEO skills, including:
Competitive SEO analysis
- Keyword research
- Sitemap management and indexing
- Schema implementation
- Internal linking strategy
- Snippet optimization
SEO marketing involves deep understanding of a company’s strategic positioning and value propositions, and familiarity with SEO tools for A/B testing blog posts, landing pages, metadata and more to leverage the search engine results page (SERP) in your favor.
Google’s search algorithm changes constantly
Like all digital marketing channels, in recent years SEO has grown more complex. A truly strategic SEO expert knows how to feed that algorithm a potent combination of content marketing, website development, and partner marketing, and create a world-class SEO program few competitors can beat.
But beware: It can take upward of a year to see truly impressive results. Before you dive in, we’ve gathered additional information to help you and your team understand this discipline as holistically as possible.
If you’re looking for a long-term strategy to drive traffic to your site, acquire new customers, grow your business, and optimize your marketing mix for long-term success, SEO marketing is smart.
While many platforms today require you to pay to play, search engine optimization (SEO) is one of the few tools businesses can leverage without investing a lot of dollars – but it requires a rare mix of planning, patience and constant vigilance.
Why vigilance? Well, SEO specialists need to understand how search engines work. They especially need to understand the Google algorithm — a near-total black box that’s always getting smarter (just like Bing’s). Google updates its search algorithm at least annually, which means best practices in the SEO industry are constantly in flux — SEO experts need to be on top of industry trends and tactics.