If you have not yet implemented a digital marketing strategy for your business, then you are missing out on many opportunities.
It is true that online marketing can seem intimidating and complicated. This can discourage even the most determined entrepreneurs from implementing an online marketing plan. So this is the purpose of this article: to examine online marketing and boil it down to its fundamentals. And to do that, we created a series of articles to break down long-term strategies, so as not to get lost in tips that may not last long.
Search Engine Optimization (SEO)
Organic search or “Search Engine Optimization” (SEO) is the process of maximizing the number of visitors to a website with the goal of naturally moving the site up into the top results of a search engine.
If you want to naturally drive traffic to your website, you need to optimize it so that it appears in the search engine. To do this, you must comply with a certain number of “rules” put in place by the search engine algorithm in order to match users’ targeted queries. SEO may seem complicated and confusing, but the basics are fairly easy to learn.
There are many articles that cover this topic in depth; here are a few basic SEO concepts.
1. Keyword/topic research
You need to know what visitors are searching for, which types of keywords will be used the most before you can optimize for those searches. Based on these results, you will be able to organize your content around these keywords in order to rank higher in users’ searches. The lexical field is also very important in your SEO strategy since it constitutes the brain of your website and must therefore be consistent with your business or what you offer. Keywords are no longer enough to help you rank higher in your targets’ searches.
2. On-page SEO
On-page SEO refers to optimizing the content and HTML elements of your web page. When you write content on your site, you want your content to rank as high as possible in the search engine. To optimize the visible, invisible, or hidden content of your site, most CMSs offer specific fields to automatically fill in tags without having to go into your site’s source code (title tag, meta description, Alt tag, H1, H2, H3 tags, etc.).
3. Off-page SEO
Off-page SEO helps improve search engine rankings through strategies that are not directly on your website.
When we talk about Off-page SEO, this most often refers to implementing external links (backlinks), but it can also involve promoting content on social media, for example.
4. Technical SEO
Technical SEO refers to techniques that allow search engines to better index your website within the SERPs. It is therefore independent of on-page SEO, which is entirely dedicated to content. However, it is difficult to know where technical SEO ends and where on-page SEO begins, such as, for example, where to classify semantic data markup within pages.
