Want to know everything about SEO?
Before we teach you how it works and how to do it, let’s review what SEO is and then dive into how SEO works. SEO stands for Search Engine Optimization. SEO is the process of taking action to help a website or content rank higher on Google. The main difference between SEO and paid advertising is that SEO involves “organic” rankings, which means you don’t have to pay to enter the space. To simplify a bit, SEO is taking a piece of content online and optimizing it so that when someone searches for something, a search engine like Google shows it at the top of the page.
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When someone types “vegan lasagna” into Google, they’re probably looking for recipes, ingredients, and instructions on how to make them. If you write an article about making vegan lasagna, you’ll want people to find your recipe. In order for anyone to find it, you have to be number one on all other sites offering vegan lasagna recipes. It’s not easy, but it’s the essence of SEO marketing. Let’s break it down further: most online searches start with a search engine like Google. In fact, 75% of those searches start with Google.
To better understand how to rank your content higher in search engines, you must first understand how search works. The ultimate goal of this article is to help you understand the ins and outs of search so you can optimize your content to rank higher on Google and get more people to follow your posts.
SEO Basics: On-Page SEO and Off-Page SEO
When it comes to broader SEO, there are two equally important paths: on-page SEO and off-page SEO.
On-page SEO is about creating content to improve your rankings. It comes down to incorporating keywords into your pages and content, writing high-quality content on a regular basis, making sure your meta tags and title keywords are rich and well-written, among other factors.
Off-page SEO is optimization that happens from your website itself, such as getting backlinks. This part of the equation is about building relationships and creating content that people want to share. While this requires a lot of work, it is an integral part of SEO success.
SEO Strategy: Black Hat vs White Hat
I’ve been playing the long-term startup game and I think this is the way to go. However, not everyone is like that. Some people prefer to take advantage of quick wins and move on.When it comes to SEO, the hunt for quick wins is often referred to as “black hat SEO.” People who implement black hat SEO service tend to use dastardly tactics like keyword stuffing and link scraping to rank quickly. This might work in the short term and increase traffic to your site, but after a while, Google will eventually penalize and blacklist your site so you never rank. On the other hand, white hat SEO is the way to build a sustainable online business. If you do SEO this way, you will focus on your human audience. You will try to provide them with the best content and make it accessible through the rules of search engines.
SEO Marketing – Black Hat vs White Hat
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This image from Inbound Marketing Inc. does an excellent job of breaking it down, but let me give some additional clarification on these topics:
- Duplicate content:When someone is trying to rank for a keyword, they may copy content on their website to try and get that keyword in their text over and over again. Google will penalize sites that do this.
- Invisible text and keyword stuffing:Years ago, a black hat strategy was to include lots of keywords at the bottom of a post, but make them the same color as the background. This strategy will get you blacklisted very quickly. The same goes for stuffing keywords that don’t belong to them.
- Hiding and redirecting:When it comes to redirecting, there is a right way and a wrong way. The wrong way is to buy a bunch of keyword-rich domains and direct all traffic to one site.
- Bad Link Building Practices:Going out and buying a Fiverr package that promises to give you 5,000 links in 24 hours is not the right way to build links. You need to get links from relevant content and websites in a niche with your own traffic.
· Since Google penalizes sites that do these things, you’ll only hear me talking about white hat SEO.