What is SEO and why do you keep reading about it? I’m a huge advocate for SEO but I’m incredibly biased as I’ve centred my career around it. But is it necessary for everyone? Today, I discuss SEO basics, its purpose, and why it should (but don’t need to) implement it.
Table of Contents
What is SEO?
SEO stands for “Search Engine Optimization”. Search Engine Optimization is about updating your website to be easily indexed by search engines. There are three types of Search Engine Optimization: On-Page SEO, Off-Page SEO, and Technical SEO.
Before I dive into the different types of SEO I want to make one thing clear. Good SEO is about prioritizing your reader’s experience. No matter what techniques you use 99% of SEO is making your content accessible to as many people as possible. This means easy to read on mobile, easy to read no matter your reading level, and accessible even to those with disabilities.
On-Page SEO
On-Page SEO is also considered “Content SEO”. This is used when you want a specific page to rank well within search engines. While Keywords are a big part of On-Page SEO, I believe good content is more important.
When you create unique, accessible, and quality content your page will naturally rank. We like to call this “Content is King”. Common techniques used for on-page SEO:
- Keyword research
- Properly using Headers (H1, H2, H3)
- Set a Flesch Reading Score of 70-80
- Adding Table of Contents and Anchor Links
- Use shorter sentences and paragraphs
- Add internal links to other pages on your site
- Add backlinks to other well-known websites
Off-Page SEO
Off-page SEO is a little more complicated and to be honest, I don’t think it matters AS much anymore. Off-page SEO refers to promoting your Domain Authority by farming backlinks.
A backlink is when a well-known website (that ranks highly on search engines), creates a link to your website on theirs. For example, Disney shares a link to your blog on “Top 5 Nostalgic Disney Movies”. Disney is very popular and is searched often which tells Google it is a legitimate site. When a legitimate site like Disney links to your smaller site, it tells Google your site is ALSO legitimate.
How to Use Backlinks
An easy way to get backlinks is to reach out to a contact who has a website to exchange guest blogs. They will write a blog for your website that will link back to their website. You can write a blog for their website that links back to your website.
Where off-page SEO gets sketchy is when companies base their entire SEO strategy on backlinks. There are entire roles dedicated to just contacting other websites or paying link farms for backlinks. While this may seem like a good idea link farms specifically are considered spammy by Google and can get your website penalized.
As Googles Machine Learning Algorithm continues to understand people’s search habits better, it may not need to rely on backlinks to confirm the legitimacy of a website. This is why it is important to instead invest in on-page and technical SEO.
Technical SEO
Technical SEO has to do with the backend part of your website. While some front-end development knowledge is useful, even understanding technical aspects can help you communicate your SEO needs with your front-end developer. From my experience, not all front-end developers actually fully understand SEO, even when they say they do.
Technical SEO is what makes it easier for ML Algorithms to read and identify your content. While on-page SEO makes your stuff easier to read for humans, technical is for robots.
- Adding Meta Titles and Meta Descriptions
- Using Structured Data (Schema)
- Your website must be Mobile First
- Your website load quickly
- Use Alt Tags on Images
- Updated Sitemap
- Removing Broken Links
- Removing Duplicate Content
- HTTPS (Security Certificate)
Do I Really Need to Worry About SEO?
SEO is important if you want your website to rank organically on search engines. That’s it. Not every content strategy will include a website. Many businesses are quite successful by only using Social Media Marketing and we will go over that eventually! You may have a website but would rather focus your time entirely on Social Marketing.
When you create your Content Marketing Strategy you will need to consider where your audience is, and how much time/money you have to create content. Every business and industry is unique, just make sure your strategy is targeting the right people at the right time.
Do you try to implement SEO as a part of your content strategy? What would you like to learn more about in terms of SEO? Let me know in the comments!
This is such good information Heather !
I have personally worked with Heather with SEO strategies and how to implement them and it’s all I can think of when I make my website ?
So important and I’m so happy im implementing them early on.