Todd has been doing SEO consulting for almost 10 years, and SEO Certification for over 5 years. Education is at the heart of a good SEO campaign. Search engine optimization is at the heart of a marketing campaign. The touch points for true SEARCH OPTIMIZATION span many disciplines including paid search, public relations, web development, conversion optimization, design, web analytics, and social media marketing. Digital marketing as a whole relies on a USER’s INTENT which is most easily determined at the point of search.
You have to understand your vistor’s intent to your website. You have to understand your keywords. You have to understand your site structure, conversion path, and end goals. You have to understand how to measure and benchmark your goals, and how to get your message out to your target market. This is a lot to cover for your average “webmaster”.
While algorithms are complex, users and good site design can be simple. SEO concepts of keyword research, competitive analysis, crawl-able site architecture, offsite outreach, authority and content building are the foundations of any good organic search strategy.
SEO is a mindset of optimal marketing strategy capturing the minds of those searching for something with generic commercial intent. The best acronym I’ve heard for SEO was not “search engine optimization”, but rather “seize every opportunity” (credit: linkdex). In the first ten years of search, there was a LOT of opportunity. SEO as a process for driving organic search traffic to a website has become a lot more than a cottage industry in the past 15 years – it has become an industry with literally billions in sales at stake, with high barriers to competition, and increasing change. SEO is definitely not for the weak at heart.
Many of the marketers who study the art and science of optimizing a website for organic traffic understand and share the “mind of an optimizer”. It’s part of why SEO is at the core of every marketing strategy. It’s finding users SEARCHING for what you have to offer them (through any channel) who are potentially completely unaware of your business and what you have to offer them. Much more than just ranking for keywords, this is OPTIMIZING the opportunity to leave a first impression on a potential lifetime costumer when they are most susceptible to your marketing. Seems like a bit more than keyword stuffing and link building no?
My friend John Andrews has even went as far as to come up with some acronyms like “Seeking Extra Opportunities”, or “Something Everyone Overlooks”. I kind of like “Solving Every Outcome”, “Soldier of Extracting Opportunity”, or my personal favorite “Strategy Execution Officer”. Whatever your acronym for SEO, it should be noted that it is a marketing school of thought, and NOT just a process. If there was a documented process for EVERY site, everyone would use it, and it would become far from the optimal strategy that an SEO practitioner should seek to identify and execute.
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