In the world of SEO, there are a ton of dos and don’ts, and everyone claims to have the perfect recipe for getting a site on page one. However, every marketer needs to know a few things about SEO.

Search Drives Traffic

Someone types a keyword into a search engine to begin 93 out of 100 online journeys. This is what your potential customers are doing online. Only a small percentage of online use starts with a person typing a URL/web address into the address bar or clicking on one of their bookmarked favorites. It is no wonder then that the majority of business owners acknowledge that having a strategy for search engine optimization improved the company’s profit. Developing a plan is the first step.

Keyword Research and Selection

Keywords are an integral part of the SEO process. Determine in advance the words/terms that your customers are going to be typing into a search query. You need to know who your target audience is, and understand how they think. Fortunately, a lot of great tools are available that can help you develop a keyword list by showing you what people search for, and also how competitive the terms are.

When a Keyword Goes Wrong

Some keywords are decent for search, but bad for content. Don’t select keywords that involve a phrase involving words that will never be used consecutively in a sentence in English—and then expect a content writer to figure out how to use it naturally. Be sure that your keyword isn’t just some sales slogan.

A Few Things to Remember About SEO

  • Keep your content engaging. Don’t sacrifice quality for quantity.
  • Write for humans, not search engines. If your content doesn’t read well, your bounce rate will keep you off page 1.
  • Be flexible with your keywords. If a keyword isn’t working out, it may be because there is a better one.

SEO isn’t simple. That’s why so many leave it to the pros—and rightly so. The information here is the least you should know about SEO tactics.