Search Engine Optimization is, very simply, the act of acquiring traffic from search engines to any of the digital assets that you own.
Most commonly the asset is your website, but I’m going to talk about a couple of other digital assets that you can drive traffic to as well.
If I only had 30 seconds to tell you how SEO works, I would tell you it’s these three things:
1. Document relevancy: all the stuff we do on our pages to make them more relevant for users and search engines.
2. Increasing authority: all the things we do outside of our page in order to let search engines know we’re trustworthy and useful to users.
Things like links, views, sales, favorites. We’ll talk a little bit more about those—they’re kind of dependent on the platform.
3. Technical optimization: all the behind-the-scenes engineering that SEO pros do to make it easier for search engines to find a website.
What is SEO not?
There are a lot of misconceptions out there so I always like to also touch a bit on what SEO is NOT.
• SEO is not paying for traffic. This type of strategy is considered “black hat” today and it is highly recommended to not follow it in any way.
You might read or hear about “paid traffic”, as opposed to organic search traffic—but in that situation, paid traffic refers to traffic that has been attracted through non-organic methods—such as PPC (Pay-per-Click) advertising, for example.
• SEO is not a scam. It’s is not shady or against Google’s terms of service. SEO is completely acceptable and normal if done in a “white hat” way. Lots of companies rely and depend on it. SEO works.
• SEO is not that fast. A lot of people jump into this the wrong way—they expect to see SEO results right away and that’s usually not the case.
• SEO is not just for Google anymore. There’s a number of different platforms that you should be doing Search Engine Optimization on, depending on your business.
• And, most importantly, SEO is not that hard. Actually, my favorite aspect of Search Engine Optimization is that once you understand it, it’s really not that difficult.
To rank well you need to have high quality content, be extremely informative and establish yourself as an expert in your niche. So many of my clients have blogs that are posting about absolutely anything within their industry, take a large make up brand I deal with as an example. They post trends, fashion, eyes, lips, skin care, celebrities, news, animal cruelty, and just about anything that remotely relates.
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