New to the world of search engine optimization (SEO)? Columnist John Lincoln explains some things you might not know about this online marketing discipline.
SEO is a complicated discipline. There are many components to it, and best practices change from time to time. Add to that the fact that Google updates its algorithm frequently, causing ranking shifts that are known to make digital marketers lose sleep.
Additionally, Google often releases new technologies that offer alternative ways to rank. That makes the lives of SEOs even more complicated, as they have to overcome a learning curve to properly serve their clients.
One day, it might be easier to become a doctor than an SEO — kidding! (But not really… )
Even now, though, there’s a lot of misinformation (and missing information) about what it takes to rank a page in organic search results. Here are nine things most people don’t understand about SEO.
1. Bigger really is better, in most cases, for big terms
In some niches, Google favors larger sites.
2. Websites are broken up into segments
The reality is that you’re not trying to rank a site. You’re trying to rank pages within a site.
3. You might just need to rank for a few terms
You might think that to be successful in SEO, you have to rank for dozens of search terms in the top three positions. That’s not necessarily the case.
4. Content marketing is very competitive
You’ve probably heard “content is king.” Unfortunately, so has everybody else in your niche.
5. Early adoption pays off
As we’ve seen, Google is known to release new technologies from time to time. Some of those technologies can help you rank in the SERPs.
That’s why you should be an early adopter.
6. SEO can be used to target different global markets
Did you know that you can rank your site in different countries? If your product or service is something that can be appreciated by people outside the United States, you should optimize your site for an international audience.
7. There are lots of ways to be visible in Google results
You might be under the impression that the only way to rank in Google is by building backlinks and using on-site SEO so that a page ends up as high in the SERPs as possible. However, there are other ways to gain visibility and visitors from the SERPs.
8. There are many different specialties in SEO
Search engine optimization is a broad online marketing channel that includes a handful of niche disciplines. There are SEO practitioners who specialize in technical SEO, link building, content marketing, local SEO, international SEO and more.
9. There are other search engines besides Google
Sure, Google is the undisputed leader in web searches. That doesn’t mean that other search engines don’t exist and that people in your target market don’t use them.
Source : searchengineland