What is Search Engine Optimization? 

SEO is the process of improving a website’s search engine visibility and ranking on search engine results pages. It helps businesses and brands connect with potential customers online by generating organic search traffic through keywords. 

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It involves using tactics and techniques to increase the number of visitors to a website by obtaining high-ranking placements in organic search result listings. It is different from other forms of digital marketing, which are typically geared toward paid search, social media, referrals and direct traffic. 

There are 3 primary components to search engine optimization: keyword research and selection, on-page optimization and content strategy. Each of these components has its own set of best practices that can be used to build a strong search engine optimization strategy. 

The first step is to create a list of keywords and phrases that customers use when they are searching for products and services similar to those offered by a business’s website. This is the foundation of any successful SEO campaign. 

Once you have your keyword list, you can use that list to write content around those terms. This will help your site rank for those keywords and improve the quality of your content for searchers. 

Next, you need to create a strategy for how you’ll use those keywords in your content. This can involve determining the type of content you want to create, how much of it to include and what types of keywords will be most effective at attracting visitors. 

Creating a content strategy will also help you focus on keywords that are most important to your target audience and those that have the highest potential for converting visitors into paying customers. It’s crucial to understand your target customer and their unique needs so you can make sure your content provides exactly what they need. 

You can use tools like HubSpot’s Make My Persona to get a deep understanding of your target audience, including their search queries, language and more. This will help you create the right content for each phase of your customers’ journey and ensure that you’re delivering on their expectations with every piece of content you publish. 

Finally, you need to create a strong link structure on your website that includes links to other pages on your site as well as content from outside of your site. This helps search engines and users better navigate your website and provides them with a link to more information about the topics you cover on your site. 

The most important thing to remember is that your link structure should be relevant and useful to your site’s visitors. This means you should not include too many links that are too snarky or overly promotional, and instead, provide links to content that is more likely to be of interest to your audience. 

Your page’s structured data (including your title and meta description) is also critical for search engines to understand your content. This helps them display your content in more helpful and eye-catching ways on SERPs, which can lead to higher conversion rates.