Aug 23, 2019
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What Is SEO and Why Is It Important?

Search engine optimization (SEO) is basically the process of ensuring that certain pages or sites get advantageous visibility in search engines. This typically targets unpaid, or “organic,” results. This is important because the higher a site or page appears on a search engine’s results, the more traffic that site or page is likely to gain. SEO can target any type of search from research results to images and video content. When used in online marketing strategies, SEO will account for how search engines operate, the algorithms used to determine placement, and most common keywords used. SEO is composed of multiple concepts, and effective measurement is usually long-term.

Domain authority

Domain authority is one of many Moz scores developed to evaluate websites and pages for their likelihood to show up as results in traditional search engines. DA is scored on a range from 1-100 with higher scored sites and pages having a higher likelihood to show as top search engine results. A large factor in determining DA is the amount of backlinks that are within a site and the DA quality of said backlinks. Sites of like-minded content often create links to each other, and this can enhance the DA of all involved. DA is more of a competitive measure than an absolute measure of quality, however. A site doesn’t necessarily need to have a near-100 score to be a top search engine result; it just needs to have a higher score than competitors. Because DA is determined by an aggregate of factors, it becomes more difficult to improve at higher scores.

Link building

Trying to directly influence your site’s own DA can be a tricky task. Probably the best way is to improve link building. SEO professionals typically consider proper link building to be the most challenging part of the job, but it’s impossible to discount the benefits. Linking to other sites in your industry is an excellent outreach strategy to build relationships with big influencers and increase the odds of getting your own backlinks on other sites to increase your traffic.

Internal linking is an often overlooked, but vital, part of your link building as well. This is basically providing links within pages to deeper parts of your site that a casual visitor may not see otherwise. Try to create eye-grabbing phrases to use for keywords on your site, and link them to pages that provide more information on the keywords to keep visitors on your site for longer periods. Adding the current year to links can also draw interest, because web surfers are typically interested in the latest news.

Evaluating SEO

Just as the ichimoku kinko hyo gauges momentum among areas of support and resistance in trade, some reliable indicators determine the success of SEO campaigns. Many paid services are available that claim to use best SEO practices to improve your link building, traffic, and grow your site to new heights. Link Graph is one such example that has multiple tiers based on desired results.  

Campaigns of this nature are usually long-term affairs, with most lasting at least six months. This is because it simply takes time to build a presence online, even with the best practices. The effectiveness of your SEO strategy will be determined by multiple factors, including your keyword ranking, the amount of time visitors stay on pages, link quality, traffic, and domain authority. Realistic SEO results require a significant time investment and often see rapid results once the time is put in. Because of this, site owners may become antsy when they aren’t seeing results over smaller periods of time.

SEO practices will largely dictate your online success, and it’s important to maintain realistic expectations.

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