With the many blog posts all over the internet, how can you expect to stand out? On WordPress alone, about 24 blog posts are posted every second; that’s not counting the hundreds of other mainstream and lesser known blogging sites. With all this content being posted all the time, there’s bound to be an overlap in topics and information provided; how can you help ensure people will choose to read your content over others? SEO is there to help your blog get seen by more people by placing it higher in search engine rankings.

What Does SEO Mean

SEO is the difference between appearing on the first page of search engine results and being on the last page. This may not sound like that big of a deal, but users typically don’t look past the page or so to find the listing they’re looking for; in fact, 67% of all clicks usually go to the first five results on Google, meaning if you’re not listed high enough, they’ll just choose someone who is. More and more people are seeing the importance of SEO strategy in their business, the term “SEO” is Googled more than 2.2 million times a day.

SEO guide

“SEO” stands for search engine optimization. The actual definition found on Wikipedia is “the process of affecting the visibility of a website or a webpage in a search engine’s unpaid results.” To put it into layman’s terms, SEO is the process of optimizing the content on your web pages so that the algorithm used by search engines will list you as a top result for specific keywords searched. The SEO strategy you use will help place your content higher in relevant searches.

SEO Strategy: How It’s Done

There are two approaches to SEO from which you must choose.

White Hat

This type of approach to SEO is helpful in building an online business that’s sustainable. Through this method, you’ll focus on your audience, making sure you’re providing them with high quality content that’s useful and making it easy for them to find by optimizing your content.

black hat SEO approach

Black Hat

The black hat approach to SEO, however, focuses on the search engine and its algorithm, rather than those for whom the content is intended. This approach tends to lead to low quality websites that are spammy and ultimately get shut down. They often have duplicate content, links to irrelevant content, and are guilty of keyword stuffing.

There is one more type of SEO approach that is a little less common and sits somewhere in the middle of the white hat and black hat approaches.

Gray Hat

This approach focuses on scalable link building tactics, which are equal parts black and white hat SEO. Depending on your industry, this could be extremely difficult, as well. This approach can be manipulated to be varying degrees of either black hat or white hat SEO.

The Two Categories of SEO: On-Page and Off-Page

On-Page SEO refers to things such as the content on your page, headlines, and the structure of the page. Off-page SEO, on the other hand, refers to the other variables of which you don’t always have control; these have to do with the other blogs in your industry, social networks, and the search history of the person looking at your website. You need both on-page and off-page SEO optimized so you can get the traffic you need and can keep them from bouncing

On-Page

For your on-page SEO strategy, there are a few areas on which you should focus, the most important of which is your content. The content is your website’s bread and butter. You need to produce quality content people want to read that provides them with something useful and is optimized with relevant keywords so they can find it.

You also need to focus on your page’s HTML; there are four areas within HTML you should focus on: title tags (like newspaper headlines), meta description (like the synopsis on the back of a book), schema, and subheaders. The title tags are what appear on the listing on search engines; the meta descriptions are the descriptions found below the titles on these listings; the schema refers to your rankings on multiple search engines and the sub-headers help to organize the page, improve readability, and give Google something else substantial for keywords.

Lastly, you need to pay attention to the architecture of your website. The website architecture refers to the design of the website. If a site has good architecture, it’s user-friendly and navigable. Sitemaps can help improve this and its SEO effectiveness.

SEO strategies

Off-Page

Your off-page SEO strategy refers to the areas that aren’t on your page and may not be in your control. For example, your site authority can contribute to your SEO ranking, as well as your bounce rate, the number of links you use, and the quality of those links. There’s also a personal aspect to off-page SEO that can be addressed by making your target region (state or country) a keyword.

Getting Help with Your SEO Strategy from a Columbus Digital Marketing Agency

If all of this seems like just too much for you, you don’t have to just give up hope on your internet presence and SEO strategy. There are businesses, like our reliable Columbus digital marketing agency, that can help you improve your SEO strategy and handle all of this complicated stuff for you. They have a highly skilled team of professionals who are experts in this exact field and are highly trained to help you with this and take the weight off your shoulders.

Every time you post on your blog, you’re going up against the other 24+ blog posts made every second. Your SEO strategy plays a big part in ensuring that your posts get seen by the right audience and that your traffic is sticking on your webpage. It helps search engines like Google rank your page amongst the competition in relevance to each user’s keyword search. Your SEO strategy can help make or break your business.

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Eric Keeneth
Eric KeenethPresident, 3Keen Marketing
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