Search engine optimization (SEO) remains an essential practice in the digital marketing mix and for many brands is equally, if not more, important than paid advertising, social media, email or referral marketing.

1. H O W T O B E C O M E S U C C E S S F U L I N
Y O U R B U S I N E S S W I T H S E O ?
TOP 5 STEPS FOR
EFFECTIVE SEARCH ENGINE
OPTIMIZATION (SEO)
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2. Importance of Search Engine Optimization
The challenge for many companies however is understanding the
various processes that are required to achieve a respectable level
of success. Most do not have a good understanding of even
these tactics and that often leads to mistrust of those
responsible for optimizing a website (and the pages of that
website) so that it appears in a position where users can - and
will - select it over others in close proximity.
Let’s take a look at some of the responsibilities of an SEO and
what happens throughout the course of a campaign.
Search engine optimization (SEO) remains an
essential practice in the digital marketing mix
and for many brands is equally, if not more,
important than paid advertising, social media,
email or referral marketing.
Page 2
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3. STEP 1 - RESEARCH
There is no more important step in the practice of search engine
optimization and marketing than that of research. For an SEO,
research takes on many forms.
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Keyword research, for example, is a critical component of the
practice, but there is also research that aims to identify the practices
of a company’s competitors.
Link research is a very meaningful tactic that identifies the tactics
being employed within an industry vertical to improve a link profile by
other brands.
Competitor research is another aspect of SEO that should not be
ignored as it reveals the actual practices that competitors use to
secure high rankings on the search result pages.
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4. STEP 2 - IMPLEMENTATION
Armed with an abundance of usable research, SEO’s can begin implementing
on-site modifications that they believe will help the website improve its
rankings.
SEOs tend to focus on a few core areas of opportunity including page titles
and meta descriptions, on-site elements including header tags and anchor
text, and often page naming and infrastructure changes.
Depending on the size of a website and the number of page level changes
required, the initial implementation can take days or weeks.
Oftentimes, many changes can be automated which can accelerate the
opportunity to achieve higher rankings.
Page 4
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5. STEP 3 - OPTIMIZATION
Once research-driven changes have been implemented on the site, the pages
have been crawled or recrawled, SEO’s will then be able to determine how
successful their initial efforts have been - but their work is far from done.
In what is arguably the most important aspect of any search engine
optimization campaign, SEO’s must also set out to optimize the pages upon
which they have made changes.
The optimization phase includes practices such as enhancing the relevancy
of a page for a particular keyword (by including additional content or
variants of the target keyword) and strategically linking other pages to the
page being optimized.
Page 5
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6. STEP 4 - OUTREACH
It is impossible to rank for a competitive search term (a word or phrase that
has a high volume of searches) without a high number of high quality,
authoritative. For this reason, one of the primary responsibilities of an SEO is
to engage in link building.
While it is the single most challenging aspect of search engine optimization, it
is also the most rewarding.
By leveraging all the marketing creativity a brand can muster and investing
the time required, outreach initiatives (including the distribution of content in
the form of guest posting, contacting other sites to reclaim lost links or
claim brand mentions, etc.) can be immensely rewarding - and not just from
an improved ranking perspective but also from the improved referral traffic
that results.
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7. STEP 5 - ANALYSIS
A significant amount of work has already been completed but there’s more.
The analysis of the performance thus far can reveal the quality and
usefulness of the research, the quality of the implementation and
optimization efforts, and the success of outreach initiatives.
What should a company look for as they analyze their SEO performance?
In the past it was common (and in some cases preferred) to measure
success by the search results positioned achieved, but as company and the
marketers they employ become more mature and sophisticated, a better
approach is to measure the uplift in organic traffic.
Keyword rankings fluctuate - sometimes with great frequency - but when
traffic and conversions increase, companies can be confident that their
search engine optimization efforts are paying off.
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8. SUMMARY
For many companies, the organic channel will be
their most important and optimization will be the
highest priority. By understanding what an SEO
campaign entails, experienced marketers and
digital newbies alike will be better positioned to
achieve success and develop a digital presence
that is most meaningful to their company.
Page 8
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9. J O I N I T S E C A M P U S
3 M O N T H S D I G I T A L
M A R K E T I N G
P R O G R A M
APART FROM THE ABOVE STEPS
THERE ARE LOTS OF SEARCH ENGINE
OPTIMIZATION AND DIGITAL
MARKETING TECHNIQUES WHICH YOU
CAN LEARN BY JOINING ITSECAMPUS
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