If you want to be successful in the digital marketing industry, you have to understand how SEO fits into your overall marketing strategy. It's an important part of every campaign you create. If you are new to digital marketing or not very familiar with SEO, here are 10 things all marketers should know.
1. SEO is not a religion
There are a lot of people out there, especially those with limited knowledge about SEO, that treats it as a religion. You have to be careful not to get caught up in this type of thinking. There is no one way to do SEO and what works for one company may not work for another. You can't just follow someone else's system and expect to be successful.
2. Keyword research is important but often overlooked
Many companies fail to do keyword research before they begin an SEO campaign which ends up hurting their results later on because they are not targeting the right keywords. This will not lead to success no matter how well you implement your other SEO strategies. If you don't know what keywords users are typing in before visiting your site, chances are high that they won't find what they need. And if they find nothing of value on your site, there's a good chance that they will leave and never come back again.
3. SEO can take time
SEO is not something that you can just slap together in a few hours, implement and then expect to get results right away. It takes time. You have to be prepared for this because you can't just stop an in-depth SEO campaign after only a week because it's not giving you results. The best way to approach SEO is to think big picture. This will allow you to focus on long-term goals rather than short-term ones which could end up hurting your company in the end when you don't see immediate results.
4. You need keywords on each page
Using specific keywords on every page of your website will help Google understand what each page is about and will ultimately lead to higher rankings for that particular keyword or phrase. If you use certain keywords over and over again throughout your site, it shows that you understand what your site is about and Google will reward you for it.
5. Content matters
Quality content matters more than just about anything when it comes to SEO. You can do all the right things in terms of SEO but if your content is no good, don't expect it to go very far. It needs to be relevant and interesting or people won't come back. You also need to make sure that these articles are at least somewhat unique otherwise you may end up penalized by Google which could lead to a serious decrease in rankings and traffic.
6. Using keywords repeatedly isn't enough
Many marketers make the mistake of thinking they only have to use their target keyword throughout their website in order to rank for that particular phrase. And while it is true that you need to use your target keyword throughout your site, the keywords should be used in different ways and on different pages if possible. For example, let's say one of your main keywords is "plumber." You don't want this word only appearing in the title tag or H1 tag on every single page because Google will pick up on this and may think there is no reason why anyone should click on these pages because they are not unique enough.
7. Just having links isn't enough
You can have all the links in the world coming from high authority sites but if people aren't clicking them, what good does it do? It shows you how important it is to have high click-through rates as well as a high conversion rate for each link that you use. This is why it's important to have your keywords in the anchor text of your links rather than just using generic anchors such as "click here" or "here."
8. Your site needs to load fast
When people come to a website they expect it to load quickly and do not want a loading screen taking up their time. If a website takes too long, people will close the page and go somewhere else. Make sure that your site loads quickly by reducing clutter and optimizing images where necessary. You can also invest in bandwidth, speed and other tools like Pingdom which will check how fast your site loads from different parts of the world.
9. Using social media is important
If you don't have any sort of social media presence, your company will be limited to people who stumble upon it organically through search engines. If you want your company to be seen by the masses, having a strong presence on sites like Facebook and Twitter will allow you to do that. You can also optimize posts for SEO purposes as well as use hashtags effectively in order to get more eyes on your content.
10. Clients outside of Canada matter
It's great if you focus on clients within Canada because this is where you are but these clients only makeup part of your business plan and shouldn't ever be the foundation or sole focus of an SEO campaign that you are trying to build. If you add in some clients from the US or overseas, this will not only improve your SEO but also allow your company to reach a wider audience on a more global scale.