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How SEO affects your business

From: SEO Fundamentals

Video: How SEO affects your business

If you're a business, there are some very real and very specific benefits to having a consistent, ongoing Search Engine Optimization strategy. For the first time in the history of marketing, users are offering up their actual intent through the words they type into search engines, and more than ever before you can measure the results of your SEO efforts as a marketing channel. While search engines don't charge you for listing your web pages, planning and implementing SEO in your organization is certainly not free. You'll need to spend the time, the money, and the resources to do this the right way.

How SEO affects your business

If you're a business, there are some very real and very specific benefits to having a consistent, ongoing Search Engine Optimization strategy. For the first time in the history of marketing, users are offering up their actual intent through the words they type into search engines, and more than ever before you can measure the results of your SEO efforts as a marketing channel. While search engines don't charge you for listing your web pages, planning and implementing SEO in your organization is certainly not free. You'll need to spend the time, the money, and the resources to do this the right way.

The good news is that this can help you obtain a tremendous marketing reach, attract more targeted visitors, and measure the impact of your efforts in terms of a return on your investment. More and more content appears on the web every second of every day, and your customers need search engines to help make sense of it all. In fact, the bigger the web gets, the more search engine usage keeps growing year after year. People search to find answers to their questions, to buy products, to find a place to eat, to book travel, to get news, just about everything we do online starts with a search.

And it's not just done around the family PC anymore. The explosion of connected mobile and tablet devices means that we have access to search just about anywhere in the world. What people search for says a lot about their intentions, or what actions they intend to take at a specific moment in time. And this has traditionally been the holy grail of market research. If somebody searches for hiking trails in California, or where to buy a digital camera, it's very easy as a marketer to understand and react to what they're looking for.

The role of search engines is to match those user search queries to pages that match the topic, and if you sell cameras, well, what that means to you is that you can create relevant content that meets the needs of the searcher at exactly the right moment. Good SEO can essentially provide you a stream of some of the most targeted intentional traffic you could possibly ask for. But more than that, one of the biggest benefits of Search Engine Optimization is the ability to actually measure your results. You can use your website analytics data to find out exactly how successful you are in acquiring search engine users, and you can see if those users' actions are in line with your business goals.

You can evaluate the effectiveness of your content in attracting and advancing the users through your sales funnel, and you can measure what they do, and what they don't do, on your website and beyond. By attaching real dollars and cents to those actions that began with a simple search, you'll be able to truly measure the return on investment from your SEO Channel.

Show transcript

This video is part of

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SEO Fundamentals

64 video lessons · 49372 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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