SEO or Search Engine Optimization is a marketing strategy that aim at improving website’s rankings on search engines such as: Google, Yahoo, Bing and others;
If you own a business, SEO’s goal is to drive more organic traffic to your website to increase your revenue.
Introduction to SEO
I’ve put together some slides to help you understand SEO.
The 4 pillars of SEO
If we could summarize SEO by using one equation it will be:
SEO=(Technology x Content x Authority x User Experience)
- Technology : performance of your website. Does it follow SEO guidelines?
- Content: do you have the content that people are looking for? How is it organized?
- Authority: what is your website awareness?
- User Experience: how users interact with your website?
These 4 fundamentals pillars will the basis our strategy.
SEO in the marketing mix
You probably all know the famous marketing mix created by McCarthy in the 60’s. I think this is the best way to explain why SEO is still not really appreciated by marketers, it doesn’t sit under Promotion. Indeed, SEO is sitting under Place.
Remember your website is like a store…
…and SEO’s are there to help you find the best place to build the store. Exactly like a real estate will fight to find the best spot to settle your business.
I’m pretty sure that you will prefer to have your store on the left rather than on the right, am I right? So remember, whether it’s in real life or online, the only thing that matter is PLACE, PLACE, PLACE.
What are the benefits of doing SEO?
Whether you are a business owner, a CEO or in charge of marketing, the only thing that matters is the ROI.
SEO drives revenue
- Improve visibility by increasing rankings
- Get highly qualified leads
- Drive traffic online and instore
- Improve user experience
- Increase conversion rate
- Drive people instore
SEO increases profits
SEO has an impact on every channel as the purpose of it is to improve user experience and drive qualified leads.
- Better quality score in SEM (lower CPA)
- Remarketing more efficient
How search engines work?
Search engines crawl the web to find pages, then algorithms give a score to each page and decide how much your website is relevant to a specific topic that users are looking for and if it’s matching user intent, then Search engines attribute a rank to the website and make the page appear in the SERPs.
SEO is all about ranking
In SEO we are often talking about rankings or share of voice. Keep in mind that higher you rank the more share of voice you are getting, and to make it easier, the more money you are making.
Keep in mind that 70% of the clicks go through the 5 first organic results, 25% go to Adwords and only 1% go to the second page.
To learn more about SEO
Read my articles
- Why should you care about Search ?
- How Google works ?
- How to pick the right keywords ?
- What is Onsite SEO ?
- Top SEO Tools
- The importance of page speed