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SEO basics in 15 minutes

Hossein Moghaddam,

Don Draper suprised | SEO basicsWhat is the key phrase that describes your business? Have you ever tried googling that phrase to see if your website is in the top search results? Let me take a step back. Do you know what your prospects who can become your customers search to find services or products like yours?

It would be useful for you to stop here and think a little before you continue reading!

OK then! now that you have answered all questions above there are 2 different scenarios. Either you can find your business on google search results, which means you are already on the right track, or need to tune in and read this blog post to the end.

Google is the most visited website on the planet, and every day 3.5 billion searches are carried out on Google. The other 2 following websites are Facebook and YouTube, both of which have pretty sophisticated searching system. Ironically YouTube is owned by Google which basically indicates that businesses need to optimize their online presence based on what Google values as a good search result!

There are 3 key steps you need to consider to appeal more to Google's spider that crawls on your website pages and indexes them based on topic and keyword. SEO (Search Engine Optimization) is becoming more and more like a science but still following these 3 practical steps you can see results in short term. Here are the SEO basics:


1. Identify your keywords and create content around them

How to choose the right keyword is a challenge. Generally there are 3 metrics you should consider: Volume of monthly searches, your website's rank for those keywords, and the difficulty index that the search engine associates to the keyword which is number between 1 to 100, 1 meaning ridiculously easy to rank for and 100 meaning you'd better forget about it and chose a different keyword, unless you are going to war with brands with authority on the subject.

You can use different tools to understand these metrics such as Google Keyword Planner, keywordtool.io and HubSpot keyword tool. Here is an example from HubSpot keyword tool where you can see all these numbers:

hubspot keywords tool _ SEO basics

In this example once inserting various keywords related to what Extra offers regarding Business Intelligence you can see Extra is ranking well for pretty difficult keywords, where some of them have high number of monthly searches.

It is important to mention that going with a one-word general keywords puts you in a pretty difficult situation on the search results. So you need to create a long-tail keyword. Long-tail keywords are longer phrase-like variations of your keyword that specifies the search and therefore the ranking.

Once your keywords are set, you need to start creating relevant content on your website and your blog. The more content Google sees on your site the more chance you have to be found through search, since Google will associate you as a source for that topic. As of now Google evaluates text on your website and links coming to your website from trustworthy external websites to rank you, but there are techniques related to SEO for images and video marketing to rank better on google search results.

2. Optimize your pages for search

You need to first understand how Google sees your content. It basically starts from your page title, then page URL, then page meta description, crawling down to your page content. Get the idea yet?!

Bingo! you should include your keyword in all these parts. take a look at this example:

hubspot search results | SEO Basics
The keyword here is "keyword research tools" and you can see it in the blog title (the blue colored text), blog URL (the green colored link) and the meta description (the dark gray text under the URL), which flags this page as a relevant page for google's spider. Then obviously you need to talk about this topic in your content. Make sure to optimize your visual content for SEO as well.
Google Crawl Index | SEO Basics

3. Reach more people and increase the traffic on your page.

Once you published your blog post you can't just sit there and hope for people to find you via search engines. Remember the more traffic your page gets the more relevant it become for the search engine to rank you. People spend averagely around 3 hours on Facebook, Twitter, and LinkedIn combined, so get the word out using social media channels. Bare in mind that in the recent period paid publication on social media and organic sharing of your content need to go hand in hand to get the most out of your efforts.

You can consider tools that could help you organize and schedule social posts and then let's you monitor the results. This way you can arrange for social sharing only once and then the posts would be published automatically on the scheduled time. Cool, isn't it! Here is a example of how you can schedule posts on social channels using HubSpot's social management tool:

HubSpot Social Publishing tool | SEO Basics

It would be very effective if you get inbound links, meaning having other trusted sources link to your post. This can't happen automatically and you need to build rapport with the publisher in hosting websites, but it is doable. One simple approach could be linking external sources on your posts and tagging them on social media shares of the post and interaction with the author so that they would return the favor and link back to you. Want to take it even a step further? No worries, I have listed here 5 tactics using which you can win more space on the infinite almighty internet!

To start off you can go ahead and work on the keywords on your website to optimize your pages and blogs based on keywords you choose using a keyword research tool and adding them to the template provided in the Inbound Marketing Team Starter Pack down below and apply them to your site pages.

We made a free Inbound Marketing Team Starter Pack which contains basic and advanced inbound marketing ebooks, guides, reports and templates; basically hundreds of dollars worth consulting value, all for you. Download now!

Inbound Marketing Team Starter Pack

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