Strategic Marketing Online: The Basics of SEO

Since its invention in the 20s, the search engine has changed the way we find information. While traditional search engines like Google incited innovation and became a multibillion-dollar business, the emergence of social media networks and search applications on mobile devices radically altered the equation.

Today, with the singular focus of getting click-hungry users to click on your content, search marketing is as vital as it’s ever been. But, if you’re new to the game, getting started can feel a bit overwhelming.

If you’re looking to dive into the world of search marketing (SEO), here are five things you need to know.

Know What You’re Doing (And Why)

The first step to properly executing a search marketing strategy is to sit down and define your goals. From there, you can craft a plan of attack and measure your success along the way.

SEO is not a set-it-and-forget-it process. As with any strategy, you need to constantly measure the (often unsatisfying) results of your work and adjust (or in this case, re-optimize) your approach as needed.

Understand The Importance Of Keywords

As we’ve established, SEO is all about getting to the top of search results. To achieve this, you need to take into account the keywords (also known as search terms or SEOT Words) that your target audience is using to find content related to your business.

Since keywords are the language of search engines, a keyword-rich web page will typically appear higher in the search results than one with fewer keywords. In short, the more keywords you have, the more you’ll appear to search engines (and viewers).

When crafting your content strategy, start by brainstorming a list of every keyword you can think of that suits your business. Then, use tools like Google Keyword Planner to find the average number of times your keywords are being searched for.

Determine Your Competition

Since your keywords will determine the content you create and the messages you deliver, it’s essential to understand the nature of your competition.

As a general rule of thumb, the more keywords your competitors are hitting on, the more they will understand your need to focus on the same keywords to gain visibility.

To cut to the chase, look for keywords your competitors are using to explain the advantages of their products or services, then consider investing in keywords that summarize your product or service pitches.

Create Keyword-rich Content

A well-executed search marketing strategy is powered by relevant, high-quality and engaging content.

If you want to become a thought leader in your industry, consider developing informative and informative articles or videos to submit to online platforms.

While traditional media like newspapers and magazines still exist, the world of digital media has opened up multiple avenues of content distribution for brands.

If your target customer is more interested in reading about entertainment than they are in investing in education, then consider creating an entertainment article rather than a news article.

The use of video in marketing is growing, with 78% of marketing executives saying they plan to increase their use of video content in 2018.

Similarly, the use of infographics is on the rise, with 44% of marketing executives saying they’ll increase their use of this type of content in the coming year.

As a general rule of thumb, more keywords = more visibility in the form of click-throughs and conversions (when someone clicks on a link and ends up on a relevant website). To maximise your ROI (return on investment) from search marketing, look for keywords that have high converting potential.

Use Analytics To Its Full Potential

Informing your strategy and executing it successfully requires data and the use of metrics.

While we’ve established that more keywords = more visibility, this isn’t always the case. To know which keywords are driving action and desire, you’ll need to analyze the demographics, entities, and geography of your visitors.

Analytics gives you the ability to see the big picture of your campaigns progresses and figure out where you need to improve. To get the most from your analytics results, set up custom alerts for keywords that are driving positive conversions or impressions.


As a new entrant into the world of search marketing, you may feel a little overwhelmed. However, with just a little effort, you’ll be able to take charge of your marketing and start seeing results.

To get started, create a keyword list, consider the competition, craft content that is relevant and useful to your audience, and use analytics to its full potential.