In the previous article, "Introduction to Digital Marketing", I did a generalist approach to the subject, referring that there are some key aspects to be analyzed:
Initially, I thought one article would be enough to approach all aspects but, as I was writing it I realized the article was becoming too long therefore, each component will have it's own article so I can transmit a more complete overview individually.
A complete Digital Marketing strategy involves a harmonious combination of various ingredients that, when combined in the right proportions, originate a rather mouthwatering business model. There are companies who operate on the internet. Some find here a new distribution channel. Others see it as an advertisement method. Truth is no one wants to be left out.
In this article, I will aproach Search Engine Optimization:
Definition - According to Google's certification program, "SEO involves the creation or alteration of websites so that these have a high classification on search mechanism's organic listings when users search terms related to the website's content." Which means, if you create a website with intent to sell fishing rods, you have to optimize it so it comes up in organic results (undeleted results) from search engines when users search for this product.
Process - The "on-page" optimization starts with an initial keywords study (for this I use google keyword tool) related to the business area. You do that to find equilibrium between those with intensive monthly searches and the existing concurrence amongst themselves.
Once you've got a set of keywords you must choose which ones you'll be competing against and that will be inserted within the website's structure (these elements will be addressed later in the blog).
Regarding "off-page", the most important criteria is link building. This is a very important aspect of SEO. For instance on of Google's way to assumes you website is important or not is by the amount of links that point back to your website, mostly unidirectional links and those related to the topic being searched.
Content is king - The primordial objective of each search engine is to efficiently adjust results presented to the user realizing a search. Google, with constant optimizations effectuated on its algorithm is making results more accurate to the search criteria. Therefore, according to Matt Cutts, optimization must be more directed to the user and less directed to the search engine. That means that when building a website, you must first focus on who will be your audience and insert content that is relevant to your target, It'll make it easier for the search engine to bridge who's searching a topic and the websites that fit the search.
Algorithm - Google uses an algorithm to determine the positions attributed to each website in its organic results according to a set of criteria. This highly secret algorithm makes it hard to guarantee that your website will be first ranked in search results. If anyone guarantees that he will put your website on first place in the search results, look suspicious. Although, there are leads coming up on blogs or by Matt Cutts himself (Google WebSpam Team) regarding best practices and tips. It's rather impossible to totally decipher the algorithm but, a constant research might provide valuable insights about what might or might not work.
In my next article, I'll be approaching SEM (Search Engine Marketing)