Search Engine Optimization: Techniques & Methods

Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

Search engine optimization is important to the success of a business. In this lesson, we will discuss the different methods and techniques that should be used to develop an effective strategy.

What is SEO?

Search engine optimization will allow you to achieve a higher rank on a search engine and develop effective ways to reach a broad audience. When a user searches a keyword a company has listed, it allows them to appear higher up in the search results. There are a variety of techniques and methods you can use to get the most out of SEO, some of which aren't approved by the search engine. It is best to stick with white hat SEO techniques, which are approved by the search engine, to make sure your business follows the rules of the search engine.

Keyword Research

Keywords are the words people use when they search the internet, which can help drive traffic to a company's website. A company would take keywords that are used on their website, and use them as an SEO tool. When people search the keywords you listed for SEO optimization, your website will become visible to them in the search engine. For instance, If you list a blue sparkle jumpsuit and an individual searches for a blue sparkle jumpsuit, it will bring up the item in the search engine. SEO costs money, so when you are on a budget, it's beneficial to make sure you do your research on which keywords are useful. Use free tools such as Word Tracker to determine the number of hits a keyword has.

If you notice that a keyword you were going to use does not have a significant amount of hits, then don't use it. When you are using a long tail keyword, you will not receive as much traffic but will still generate profit. A long tail keyword only applies to a specific product, which is why it does not generate as much traffic as a regular keyword. Doing research on what keywords to use in the beginning could save a business time and money. If you decided to use keywords that do not generate traffic, it would cost money, and you will have to start from scratch.

Imagine you have a small retail business called The Dress Shoe Company, and you are navigating the world of SEO for the first time. You want to develop keywords but are not sure if they will be efficient enough. You are selling these new pair of dress shoes you want to promote to customers. You decide to use a long tail keyword ' 'black with blue dress shoes'' to help attract customers to your product. You can give an accurate description of the shoes for that customer looking for a specific dress shoe.

Search Engines

Have you ever heard the phrase ''Don't put all your eggs in one basket?'' Well, this rings true when utilizing search engine optimization. While Google is the most popular search engine, it is important not to overlook the other search engines. Utilizing multiple search engines to gain traffic or place ads is essential to reach more people. For instance, if you utilize SEO to have your website appear on a search engine, you may want to use Google location to have your company show up to people in the area. When you place an ad advertising your website, you may want to use it on Google, and Yahoo to reach more people.

People use search engines to find products often. Google, Yahoo, and Bing are some of the most popular search engines. A customer may have MSN or another search engine as their homepage, which is business you are potentially losing if you only focus on one search engine.

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