Basics Fundamentals of Search Engine Optimization (SEO)

The purpose of search engine optimization is to grow non-paid traffic from search engines that will lead to increased conversions or earn greater influence with the search engines.

The ultimate purpose of non-paid or organic search engine traffic is to produce more conversions or sales. However, this is a narrow view. Sound SEO advances each level of the marketing funnel:Awareness > Engagement > Desire > Sales > Referrals and Repeat Sales.

The Marketing and Sales Funnel

Only a fraction of visitors will convert or buy, yet it is necessary to apply SEO practices to the entire marketing funnel to achieve success.

The second purpose of SEO is to earn greater influence over search engines. This may seem circular, conducting SEO to achieve SEO. The practical truth is successful optimization requires activities that increase search relevance and authority without regard to sales. Most SEO work occurs at the awareness and engagement levels of the marketing funnel because they offer the most opportunities to grow search engine ranking authority.

Search Engine Optimization is one of the most effective online marketing tools available.

SEO works. Study after study proves it.

• Hubspot’s The State of Inbound Marketing in 2012 found SEO leads have a 14.6% close rate, while outbound sourced leads have a 1.7% close rate and SEO leads are eight times more likely to close into customers than outbound leads.
• Webmmarketing123′s 2012 State of Digital Marketing Report found SEO to be the top lead generator among B2B companies (59%) followed by social media (21%), and pay-per-click (20%). The numbers for B2C companies were SEO (49%), pay-per-click (26%), and social media (25%).
• In 2009 Forbes magazine conducted a study that found SEO, Email and e-newsletter marketing are the most popular methods of digital marketing. SEO was the most effective tool with 81% of respondents grading SEO as meeting or exceeding expectations.

In addition to generating leads, a strong SEO program increases referrals from direct links and social media.

Organic search or non-paid search is a traffic channel, not a marketing channel.

SEO is not a marketing channel. It is a set of practices for businesses to apply to all marketing activities. SEO influences and informs web design, organization, and code. It guides content creation, social media, and relationship building. SEO even reaches offline. When speakers show a slide with a Twitter or Facebook address and invite audience members to follow or like, they are engaging in SEO. It is important to teach and evangelize search engine optimization throughout marketing.

Search engine optimization works best for businesses that engage enthusiastically in all best SEO practices. It is least effective when companies cherry-pick.

Google uses over 200 signals in its search ranking algorithms; most are interdependent. While businesses may find some quick SEO wins, real success requires a well-rounded multi-disciplinary approach. Optimizing for a limited set of ranking signals may not move the needle.

Search engine optimization requires ongoing and evolving effort.

Search engine algorithms are not static. Google makes over 500 updates to its ranking methods every year, usually one or two a day. Effective SEO requires keeping-up and applying new knowledge.

SEO is an arms race. Competitors that use SEO are continually improving their search engine relevance and authority. To succeed a business must catch-up to its competitors then accelerate ahead and maintain its lead.

Search engine optimization takes time.

It takes time for search engines to find new optimized signals and incorporate them into their ranking results. Some ranking signals use age as a measurement. Like fine wine, these improve with age. Measure results over weeks and months, not days.

Ethical search engine optimizers guarantee the quality of their work, not higher rankings, visibility, or traffic.

While optimization professionals know quite a lot about search engines and ranking signals, the search engine companies a secretive about their ranking formulas and methods. Both Google and Bing consider guaranteed promises of higher rankings, visibility, and traffic as unethical. AsGoogle states,

Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google.