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Learn the cornerstones of SEO and why they are important. Plus, learn how you can measure them with SEMRush tools.
A course that teaches all things SEO from link building to topic clusters to building search authority, and more! Learn how HubSp...
Straight from the horse's mouth y'all!
Search engine optimation, SEO, ranking high on Google, these are all buzz words in the world of digital marketing— and for good reason. SEO can make your website rank on the first page of the search results— driving a steady stream of visitors to your website. Winning! More traffic means more opportunities.
In this quick guide, we will break down what SEO is, why it's so important in 2020, and how it works. Then, you can take one of the free courses above to learn it yourself!
What is SEO?
What is SEO? For the uninitiated (yeah, I see you, I was you), search engine optimization is the process of getting your website to rank as high as possible on search engines for the keywords you target. In other words, if you sell red shoes with white polka dots, it's doing a bunch of little tweaks that make your website come up when someone types relevant keywords like "red shoes with white polka dots" into the Google search bar.
How does SEO work?
Google and the other search engines have the responsibility of giving people the best answers to their searches. Otherwise, people won't use them. So, you have to make your website a really good resource for the keywords you target. Using the above example, if your site does rank for 'red shoes with white polka dots,' when a user clicks to go to your site.
You should have the shoes they want. Plus, you should have all the information they may want to know about those shoes. They shouldn't click 'back' looking for another solution. So SEO works by adhering to the factors that search engines use to determine which content is the best. Further, it focuses on getting websites to rank for particular keywords by becoming a valuable resource for those search inquiries.
What SEO means
SEO means search engine optimization. You can build a website and share it with people but to really get traction, you need the search engines (ahem..Google) sending traffic to it. While this may happen to some degree without purposefully doing anything, SEO speeds up the process. It optimizes your website copy, performance, design, etc. so your website will rank on the search engines— for strategic keywords— as quickly as possible.
Do I need SEO if I use PPC?
PPC (pay per click) campaigns involve paying to have your website displayed in the search results for certain keywords as sponsored listings. Sponsored listings can be helpful, no doubt. You get more eyes on your site immediately and can get clicks as a result. However, you have to pay per person who sees or clicks on your ad (you choose how to pay). Further, once you stop the campaign, POOF!, your listing is no longer seen.
SEO works to get your site listed for specific keywords in the results that aren't sponsored (aka organic). You don't have to pay for views or clicks because you earn them by having a site that is considered as valuable by the search engine. You also gain staying power as your site will likely stay in its position for some time. Plus, many people skip the sponsored results because they trust organic results more. Both can be beneficial and a complete campaign will use both. SEO is a long-term strategy that brings long-term benefits while PPC drives quicker short-term benefits.
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