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Learning About Online Marketing Tactics

The 3 Core Concepts In SEO

4 May 2023

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.

Keywords

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.

Analytics

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.

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