Search Engine Optimization

 1. SEO
This post is about the process of conversion, and the different ways Google uses to evaluate its search results.
It’s also a very good reminder that things will change over time. Such as:
The first thing to consider when contemplating how to improve your content quality is whether you are already doing so or not. If you are not already doing so, then it may be worthwhile to start now.
The second thing to consider is that there is more than one method for evaluating content quality; and the competition between those methods will differ from person to person. Some people want a list of 10 keywords they use in their content. Others may want a different list of 8 keywords that they use in their content, or even a different set of 10 keywords by which they measure quality (ie., “I use these keywords because they work well for me”).
The third thing to consider is whether you are using proper seo evaluation techniques, or not using them at all. In other words, if you have no idea what proper seo evaluation techniques look like, then there is no point in trying them either — since they won’t work anyway!

There are three main approaches: static analysis (which looks at your HTML/CSS), semantic analysis (which looks at your XML), and content analysis (which looks at your semantic/semantic-related keywords). Static analysis and sematic analysis often can be combined into one algorithm (such as Kaggle’s “SEOmoz”), but each approach has its own advantages and disadvantages. Content analysis tends to be more flexible; however, it can only tell you about what people are saying about your product, not how well it does so itself. The critical aspect here is the second part: how well does it work in practice? For example: let’s say we have a product with reputation system built on top of our API and we have Conversion Rate , and sections on the page — if we don’t know whether our API works or not, then any attempt at seo evaluation will be useless. If we do know that our API does indeed work well for us (as evidenced by many successful conversions) then all seo evaluation can tell us about are our target audiences; this information is certainly useful, but it doesn’t tell us much about how well it works for them.

2. Auditing your Website for SEO
I’m a believer in SEO, and I think it is something that everyone should do at least once a year. However, I don’t think you should spend too much time on it.
Why? Because if you are doing too much SEO, you will over-optimize your site (and end up with “Crazy sharp optimization”), and you will also not be able to attract people to it which means that your site will become less useful. This is a problem because the more people who visit your site the more likely they are to leave on a bad note (e.g., by leaving in disgust). This could make your website useless for its intended purpose.
Therefore if you want to optimize for SEO but don’t have time or resources to do it yourself, hiring someone who does is the cheapest way of getting the benefits of expertise without dealing with any actual implementation.

3. Keyword Research
We all need to do keyword research. Whether you are an SEO professional or someone just starting out with your business, it is important to know what keywords are most relevant for your business, and what they mean in terms of ranking and search engine traffic.
A great way to do this is to use the free Keyword Tool on Google Search. It will tell you how many unique searches are related to a particular keyword over the last month and the rankings that you’d rank for those searches over time. You can also look at the best keywords (those with the highest competition) that Google has ranked for over a month, which can also give some indication of how likely your terms would rank (for example one of these terms was ranked as #1 across all Google search results in 2014, but rarely in 2015).

You can learn a lot by focusing on these two types of keywords:
• "keyword + product" – These tend to be more competitive than “keyword + company” or “keyword + city”, so if you want to rank well for highly competitive terms you should focus here.
• "keyword + company name" – These tend to have more frequency (i.e., more searches per day) than “keyword + region” or “keyword + country”, so if you want your product/service to be well-known among people within a certain demographic, it might be worth targeting this kind of keyword type.
* Note: Many people say that "search engine optimization is marketing" but they don't always make this distinction clearly enough! For example, I see comments like "Search Engine Optimization = Marketing", or "Search Engine Optimization = Product Marketing". While these may technically be true (and they are both marketing), they convey two very different meanings - one focuses on getting someone searching for something, while the other focuses on making sure that something appears in top positions within those searches - hence different purposes!
The most important thing is that we as marketers understand our own behaviors and values in order to create powerful campaigns around them; and we need help from people who specialize in understanding consumer behavior. By understanding consumer behavior and values we can then design products based on their expectations and needs, rather than solely from our own beliefs about them. I like David Pollack's chapter on consumer behavior because he highlights this difference between consumer behavior and consumer beliefs: consumer actions are driven
4. Off Page SEO Tactics (including link building)
I’m not saying that everything needs to be done off-page. But it is really important to do the right kinds of things on-page, too.
Off-page SEO is a term used to describe activities that are not directly or even partially related to your website. You can do a lot of great stuff on-page, but you don’t want to neglect off-page. Although we are often in awe of the power of search engines, it isn’t enough just to search them; you need to find ways to reach people who aren’t yet looking for your product.
If you don’t have any ideas about how you can turn your precious website into a free marketing channel, take a look at "The Power of Social Media" by Luqman Rahman and Brian Solis. It describes 7 key ways from social media marketing that will pay dividends for your business (and in some cases, even help you get paid for it).
The first thing you should do before putting any significant effort into building out an audience is get an audit done on your website and its content:  You may want to spend money on this (it's worth doing if it helps you understand where your customers are and where they're coming from) or simply take the time yourself and find out what's working or not working for you. If something doesn't work, try something different until something does work.
Another way of getting an audit done is with keyword research:  Gather as much information as possible about products or services related to what you're selling.  Then look at the competition and see how they're using similar keywords/phrases across multiple categories/brands and products/services they offer (e.g., a mobile phone retailer might use “smart phones” as one of their keywords).
Once that's done, use tools like EPM tools like UserTesting ,  or Google Analytics (which includes several free tests which can offer valuable insights into how users respond in different contexts)  to see whether those keywords are being searched for by potential customers who might be interested in what you sell. And if someone does search for them once more after finding out about them through other means, send them an email telling them about your site!
Finally, once you've found some potentially interesting keywords/phrases and have answered all the questions in terms of both content relevancy
5. On Page SEO tactics (including content)
SEO is a huge topic that we cover in depth in our SEO courses (and also on our website). The rest of this post will focus on the kind of things you need to do in order to get the most out of your search engine optimization efforts:
• On page seo: This is where we talk about performing seo audits and how to conduct them effectively. We also teach people how to use PPC and paid search.
• Keyword research: Keyword research is the process by which you gather statistical data on a keyword or phrase, then use those data points to determine what keywords are working best for your business.
• Off page seo: This refers to researching the potential customers who may be associated with a specific keyword/phrase, but are not necessarily your primary target. For example, if you are writing for an online community or blog, you may have a specific audience and choose to find non-targeted traffic from that audience. Or if you’re just talking with prospects that have strong connections with certain products, then you may choose those prospects as your primary target. We’ll cover this in more detail in subsequent posts.
6. Conclusion
Over the past few years, we’ve grown accustomed to the idea that seo is a traditional marketing function. It’s not. Seo is an engineering function, which requires ambitious and skillful planning and execution.
It’s not just about optimizing search results; it’s also about optimizing the positioning of your product on Google, Facebook or any other search engine (and thus how your product can be perceived by potential customers). Seo is also about ensuring that your product and brand are represented in a positive light (the goal of all marketing), so that you can attract customers and generate leads.
In this article, we’re going to focus on two different aspects of seo: whether you should use a full-blown SEO agency or have an internal seo department. However, as always, there are many other factors to consider when it comes to choosing between these two options.
It is important to note that while our company has been doing SEO for several years now and has worked with many brands big and small across many industries – we do not have a formal seo department, nor do we charge per word or page viewed on Google. If you want us to increase your page ranking in Google, Facebook or social media sites such as Twitter, LinkedIn or Reddit then there are other options available – but it will require significant time investment (especially if you want good results).
In fact, if you want better results than what most people achieve on their own without professional help then it might be worth considering hiring us – but only if you are willing to invest significant time into solving problems yourself. In this case, the benefits would be great but the costs would certainly be high – so definitely think twice before hiring us out!
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