Learning About Online Marketing Tactics
About Me
Learning About Online Marketing Tactics

Hello, I am Vanessa Elingway. I developed an interest in online marketing after creating my first website. My site was built from the ground up using a free program and dial up internet. The site featured far too many flashy banners and swirling text, but it taught me about controlling web traffic. Since then, I've closely followed online marketing campaigns from individuals and businesses. My site will explore the various elements that go into a great online campaign. I hope you will follow along with my site to learn about this important and fascinating industry. Thank you for visiting my site.


Learning About Online Marketing Tactics

The 3 Core Concepts In SEO

Mia Kuhn

Search engine optimization is one of the critical tools for building a website's audience. However, you need to do more than work hard to make your site more visible. Fortunately, SEO offers a framework for developing a site and its online visibility. These three concepts are the framework's core.


A keyword is a specific term that serves as the target for your marketing efforts. Your keyword usage ties your website to a specific set of topics, industries, and localities.

Picture a law firm that wants to attract more clients with SEO. The law firm's website should use keywords that are relevant to its practice. For example, a personal injury lawyer might focus on keywords like "slip and fall," "auto accident," "animal bite," "claim," and "lawsuit." People who've suffered injuries are going to check the internet for information about the claims process, and search engines will refer them to sites of law firms in their state to provide the most relevant content.

Keyword research is very important. You want to know what people are typing into the search engines so you can tailor your keywords to their interests. Especially in industries where trends shift rapidly, such as fashion, you may need to update your keyword research weekly.

Technical SEO

Keyword content is king in the world of SEO services. However, search engines want to send users to technically competent websites. If a site loads slowly, engines will drop it in rankings if all other things are equal between it and a competitor. Similarly, the engines want to send people to sites that are compatible with users' devices. If a site looks bad on mobile devices, for example, the engines will rank it poorly whenever people search for topics on cell phones or tablets.


You need hard data to drive your SEO decisions. SEO services providers will install analytics packages on their clients' websites. These are small pieces of software that track basic info about users, such as locations, browser and device types, referring pages, and search queries.

Using this information, you can get a sense of how well your efforts are working. Suppose you launch a paid social media ad campaign. The referral data can tell you how many people are visiting your site due to the campaign's visibility. Likewise, you can track whether those users convert. An online store, for example, might allocate its ad spending based on which platforms' users are more likely to become long-term customers.