@anirban09PAug 24.2015 — #Search Engine Optimization is the process of improving the visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).
1. Map Strategy To Audience & Competitive Insights
Over the years, SEOs have become really good at understanding keyword intent and segmenting the marketing strategy to match intent.
With the loss of keyword data in Google Analytics, and the general progression of SEO as a discipline, we are starting to merge more traditional marketing concepts into SEO to create a new way of segmenting audiences.
2. Align Your Content & SEO Teams
Your SEO efforts are really only as good as the experience you’re creating for your target persona. That’s why great SEO needs to work in tandem with great content. If you’ve taken the time to explore Step 1 in this article, you have a good foundation for content and SEO alignment that’s focused on the user.
3. Make Mobile SEO A Priority
We’ve been hearing about it for years: Websites and brands should have a mobile marketing strategy. In 2015, it’s safe to say that the year of mobile is well upon us.
4. Find Measurement & Reporting That Works
While the research studies we read on the impact of organic search are important for gauging how we’re doing as an industry, we still struggle as brands and marketers to measure results, quantify our efforts, and continue to prove our position for SEO budgets.
5. Integrate SEO Data Across Teams
Don’t forget that the SEO practitioner or team is working towards some of the same goals as other teams are. When these various marketing teams share their learnings and work in tandem for cross-channel marketing, the concerted effort can be much stronger than when performed alone.