The Basics of Search Engine Optimization (SEO)

As organizations become more and more reliant on digital technology for their day to day jobs, we have been seeing more and more people being forced into new jobs/situations that they don’t have a good understand of. One of these areas is Search Engine Optimization (SEO). Here are some basics that every marketer should know about SEO.

What is Search Engine Optimization (SEO)?

Search Engine Optimization is the ongoing effort of a company to gain visibility online through their ranking in search engines such as Google, Bing and Yahoo. Each search engine utilizes slightly different algorithms for determining ranking and as a website owner, you need to optimize your website, your content and your strategy to ensure your company ranks high in each of these search engines.

What is Search Engine Ranking?

Every search engine has slightly different ranking algorithms, but they all share some common trends when determining ranking. Keyword analysis, relevance of content, and link strategy (backlinking) are the most important factors that search engines look for when ranking pages.

It is extremely important to know what keywords are in highest demand within your market and to optimize your content to incorporate those keywords. There is a fine line with keyword density and search engines are smart enough to understand if you are trying to game the system so having a good content strategy is imperative to being successful with SEO.

Importance of Mobile Performance & Optimization

As mobile becomes more prominent in everyday life, search engines have started giving more and more weight in their ranking systems to websites which are highly optimized and perform well on mobile devices. Many search engines have created mobile-only indexes that will return different results on mobile vs. desktop to ensure that their customers are getting the best experience possible on their medium of choice.

SEO Optimization is a Process

At Digital Polygon, we are a strong believer in openness and transparency. We want to make sure that you understand that there is no magic button that you can press to become ranked 1st on google. Results are not immediate, and SEO is an ongoing effort that requires strategic thinking, a strong content strategy and diligent execution in order to achieve results.

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