Learn these small business SEO fundamentals to succeed.
Before you jump into the deep end of the pool, you have to learn to swim first. Same goes for SEO—If you want to get the most out of it, you have to learn some of the essentials before you really dive in. Obviously, there’s somewhat of a learning curve because the tactics change constantly. So, there’s a bit of grace that comes with understanding these essential SEO fundamentals.
Troubleshooting and adjustment
In your first few years as a search engine optimizer, you’ll (without a doubt) run into the same problems and challenges everyone else does: ranking plateau, duplicate content on your site, and significant ranking volatility. In these cases, you have to be diligent and patient.
Measurement and analysis
Knowing how to measure your success and analyze it is one of the first things your need to know how to do. You could certainly try, but, according to Forbes, “you won’t get far in SEO unless you know how to measure your results, interpret those results, and use your analysis to make meaningful changes to your approach.” One of the best tool for the job is still Google Analytics, especially if you’re new to the SEO game.
Keyword research
Specific target keywords aren’t as important for SEO success as they used to be, especially when you have keyword phrases to consider. According to Forbes, “now that Google search is fueled by semantic and contextual understanding, but you should still be able to identify both head keyword (short, high-volume keywords) and long-tail keyword (longer, conversational, low-volume keywords) targets to guide the direction of your campaign.”
The big picture
Before you get started with individual tricks and tactics, take a step back and consider the point of SEO and what you’re trying to accomplish. According to Forbes, “The goal of SEO is to optimize your site so that it ranks higher in searches relevant to your industry; there are many ways to do this, but almost everything boils down to improving your relevance and authority.”
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