Search Engine Optimization (SEO) is the process of boosting the ranking of a site on search engine research pages (SERPs). This is of crucial importance to marketers because search engines are the prime source of traffic to their web sites.
On-page SEO, which pertains to targeting keywords and phrases, is covered in the Chapter Digital Marketing. Marketers need to know the range of words and phrases that their customers enter into the engine’s search box and weave them into their pages’ content, i.e. title, meta-description, URL, headers, and the “alt” attributes of images.
A site has greater potential to rank high on keywords/phrases that are relevant and finely directed, as opposed to those that are generic in nature. This is because generic terms attract competition from a far larger number of sites competing for those words and phrases.
Technical factors such as the site’s structure, page load speed, and rate at which search engines can index the site, also influence the site’s ranking.
Off-page SEO aims to attract inbound links through remarkable and useful content. Links, particularly those from relevant, authoritative websites, boosts the web page’s PageRank, an important criteria in the ranking of the page.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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