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  • Su Guillory

SEO 101: Getting the Most Out of Search Engine Marketing

Updated: Aug 10, 2022

Sometimes I’m off in my own world, one where everyone knows the benefits of blogs or even what they are. But the reality is, many Internet users and business owners don’t know what these great tools are. It is my mission in life to explain them and help entrepreneurs use them.


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Today’s lesson class, is on SEO: Search Engine Optimization.


What it is: SEO is the strategy a business uses to get its website near the top of search results. As someone who searches for websites on say Google or Yahoo, do you ever wander past the first page of results? It’s doubtful you or anyone else does, and that means if your website isn’t on that first page, you’re missing out.


What it isn’t: SEO isn’t paid advertising. Sure, buying a pay-per-click on Google is a surefire way to get top placement. And there’s nothing wrong with that. But SEO refers to the natural or “organic” way websites work their way to the top of those results.


Search engines have things called spiders (creates quite an image, doesn’t it?) that crawl the infinite number of websites regularly. They scour your site, analyze the content and links and determine where your site should be placed based on a few factors. While sites like Google have changed this formula more than my husband changes his underwear, here are a few components you can count on making a difference:


Keywords. The words you use to describe your site and the content within are very important. They should pertain to what you do (duh). Think like a searcher. If you were looking for a company like yours, what keywords would you search for? For instance, on Egg Marketing & Public Relation’s site I use words like:

  1. Orlando marketing firm

  2. marketing

  3. internet marketing

  4. PR

  5. public relations


and anything else I want my company to be known for. This is the first step, because the spiders will look at the keywords you use and rank you in search engines accordingly.


Outbound Links No website is an island. The internet is a community. Your website should link to other sites that relate to your own. The more sites your own website links to, the higher it will rank.


Inbound Links Likewise, no one likes an unpopular site. The more websites that link to yours the better your placement in search engines will be.


Search Engine Marketing

While it may not be apparent at first, marketing is strongly tied to SEO. Essentially you want to work to promote your website, in the same way you would promote your product. There are tools you can use to claw your way to the top of search engine results, and most of them are free or very affordable.


Get Listed. The absolute first step you need to take is to get your website listed on all the search engine directories. Google, MSN, Yahoo! and the small players too all have a link where you can list your site. This will help your SEO.


Article Marketing. Writing articles about your topic and including a link to your website is a great way to get those inbound links that boost your SEO. People read your articles on dozens of article distribution sites and then click the link to your site. You can also include links to these articles on your website, which covers the outbound links! Two for one!


Blog Commenting. Find blogs that relate to your industry and follow them. When you have something to contribute to the conversation (don’t make it random and unrelated) post a comment. At the end, include your signature with (you guessed it) your website. This also takes care of the inbound links.


-Susan


Further reading about SEO:

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site (2nd Edition)

SEO: Search Engine Optimization Bible

Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Lots of Money (Entrepreneur Magazine’s Ultimate Guides)

#searchenginemarketing #SEO

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