What is SEO? In an increasingly digital world, most consumers rely on search engines when making purchase decisions. From small entities to large enterprises, businesses of all kinds are relying on SEO to expand their online footprint in growing their business. Worryingly, many incorrect SEO courses and misconceptions have been circulating around, guiding people onto erroneous paths that could waste precious time and money, while seeing minimal effect on their businesses.
SEO Course 101 | What is SEO?
Search Engine Optimization, or SEO in short, is aimed at boosting websites’ online presence with enhancement tweaks. Works are done in various aspects, including but not limited to its structure, layout and content. But what exactly is ‘optimization’? Simply put, it is to let search engines like Google and Yahoo to find your website, get to know you, and assign you with a higher ranking. When users search for specific keywords, they will see your website on the first page of results. When they click and browse your content, these become your organic traffic.
SEO techniques can effectively help users be more engaged with your products, services or information. Nevertheless, there are many misconceptions about Google optimization out there. Incorrect theories and practices, as well as unsuitable Key Performance Indicators (KPI), could lead to ineffective SEO campaigns that drain your money.
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SEO Misconception No.1 | SEO = Keyword Ranking
Search engine rankings are being chased after by virtually everyone. When evaluating your online presence, keyword ranking definitely stands as one of the most important indicators. However, it is only valid if the keywords are of high value and high search frequency. That is, coming out on top of rarely searched keywords isn’t very useful for attracting attention. Regardless of how many unpopular keywords you’ve ranked for, low-volume keywords can hardly bring you traffic or any sort of benefits.
The correct way of working on SEO starts with knowing your customers. Explore how users search for different keywords and always use actual data in formulating a customer-driven strategic analysis. To help customers benefit the most from SEO campaigns, driving organic traffic by expanding the keywords portfolio remains as the centerpiece of all SEO campaigns.
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SEO Misconception No.2 | SEO is not as effective as ads
Ads are everywhere. Wherever people are, there are ads. Previously, we’ve suggested that SEO provides enduring benefits in the long-term. Conversely, if you trying to bolster your presence in high-volume and competitive search engine results pages (SERP) within a short period of time, keyword advertising could be a better choice.
Keyword advertising, also known as pay per click advertising (PPC), charges publisher on a per-click basis. The more you are willing to pay, the higher the ranking you obtain. Since ads are delivered instantly with no upfront costs required, many believe that keyword advertisements are cheaper to use and more effective than doing SEO.
To stand out from the crowd and come out first in keyword advertising, it is probable that you will need to outspend your competitors. Just like auctioning, whoever pays the most wins the bid. Furthermore, don’t forget about your customers. They know exactly how to differentiate paid search results and organic search results. Diligent users won’t blindly click on the links that come out on top, as they will always compare and choose websites that are the most useful. Therefore, keyword advertising cuts both ways.
Many factors can affect how effective a digital marketing strategy is, such as keywords’ search volume, level of competition, product or service nature as well as time-related factors. A comprehensive digital marketing strategy must consider all these factors and tailor the strategy to suit the needs of different industries accordingly. In addition, SEO, SEM and PPC aren’t mutually exclusive, after all. Therefore, allocating resources to more domains could potentially bring you even greater returns than putting all your eggs in one basket.
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SEO Misconception No.3 | SEO is a one-time event
When we are speaking about SEO, there are mainly three parties involved, namely, your website, your target audiences and search engines. First and foremost, remember that the search intent of target audiences changes rapidly and so does the content available online. Furthermore, the search algorithms of search engines also evolve quickly such that the best experience is provided to users. For instance, the algorithms of Google are updated constantly, leading to frequent fluctuations in search rankings.
Doing an SEO Campaign only once may only help you in getting the basics right. But, without regular check-ups and revision, search engines may no longer regard your website as a reputable content provider. Thus, try to commit yourself to updating your site regularly.
An excellent SEO campaign is to be carried out regularly, not as a one-time event. This may perhaps explain why some companies invest heavily in tailor-made SEO campaigns. With an eye to the future, these companies believe that it is equally important to invest in long-term strategies rather than only ensuring short-term profitability. Through long-term brand building and nurturing an organic traffic base, the long-lasting benefits for a company to thrive must not be overlooked.
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