SEO Ranking Factors of 2017

Barbara Spagnola - Thursday, June 29, 2017

There are many ranking factors that get taken into consideration when trying to rank in Google. Even many of the best SEO’s are ill-informed.

For this reason it’s important to go with an seo services company that understands all of the following:

Content is King

The biggest ranking factor in 2017 is good content. Long gone are the days of ranking pages with thin or poorly written content. If you go and look at the top search results for any number of keywords, you’ll notice the top ranking pages often have over 1000 words of unique content.

Aim to produce quality content and try and bulk it up as much as you can without making the quality of the content suffer.

Keywords and Content Relevance

Adding relevant keywords to your content is very important. If you're trying to rank for “dog training” it would make sense to include that keyword as well as other relevant keywords into your content.

Keywords are important because they tell Google what your content is about.


Every now and again you’ll hear an uninformed SEO or a Google employee say something along the lines of “backlinks are dead” or “backlinks no longer rank websites”. Any SEO with websites that rank will disagree. Backlinks are still one of the top ranking factors and this likely won’t change anytime soon.

That being said, Google is getting very good at recognizing un-relevant or low quality backlinks so it is always better to go with quality over quantity when building links. Getting backlinks on real authority websites will always be one of the best ways to help rank your website.

User Metrics

In my opinion the most overlooked ranking factor by most SEO’s is user metrics. Ever since Google released their RankBrain algorithm, they have been making it well known that they are monitoring user behaviour and taking it into consideration when ranking sites.

What does this mean?

Let’s say you're trying to rank for “dog training” and your website shows up on page 1 due to keyword relevance and backlinks. Except Google notices that your bounce rate for that keyword is very high. This tells Google that your content is not relevant to their users that have searched for that particular keyword and it is highly likely that your rankings will drop.

This is why it is very important to create quality content, and aim to create content that keeps users on your site. Having a high bounce rate is a bad sign to Google, and something that should never go overlooked.

If you aim to produce quality content with relevant keywords, the backlinks and user metrics should come naturally and you will be on your way to the top of the search results.

What Makes a Good Website

Barbara Spagnola - Thursday, June 29, 2017

Think of your website as a salesman that works 24 hours a day, 7 days a week and doesn’t take holidays off.

Do you want yours dressed in cheap clothes or a custom fitted suit?

So what makes a website great you might ask, here are the 5 keys to an awesome website.

1. A responsive design

First and foremost, having a responsive design is key. You want users to be able to quickly and easily navigate through your website to achieve their desired result. Ever since the “Mobilegeddon” back in 2015, every website needs a site that is user friendly on both desktop and mobile devices, which brings me to the next point…

2. A desktop version & a mobile version

All websites need to have 2 versions. A desktop version for people using computers, and a mobile version for people using tablets, smartphones and other mobile devices.

If you’ve ever accessed a website on your mobile device that isn’t mobile friendly, you’ll know exactly what I mean. Websites that aren’t designed for mobile devices are difficult to navigate and often trigger users to look elsewhere for whatever they’ve come to your site looking for.

3. An unforgettable domain name

Something that often times goes overlooked when creating a new website is the importance of a catchy domain name.

Think of the last 3 websites you visited; do you remember their domain name?

I’m willing to bet you remember them, and it’s no accident. The owners of the websites likely put hours into thinking of an unforgettable domain name so that users will remember where to find them. Take some time to search for available domains by using a domain name registrar. Picking your domain name isn’t something you should rush.

4. Easy to understand

Ease of use is a very important aspect to all websites. Simple sites that are easy to navigate and to understand will always do better at keeping users engaged than extravagant looking websites that overwhelm the user.

5. Awesome Content

In 2017, content is king. In my opinion, the most important factor to having a great website, is having awesome content that keeps users engaged and wanting more.

Websites that set their #1 focus on regularly providing users with top notch content, will nearly always be successful from my experience. When starting a website, focus on creating the best content in your niche and you will succeed.

Anik Singal and 6 Inspirational Young Digital Entrepreneurs You Should Learn From

Barbara Spagnola - Wednesday, June 21, 2017

Over the past few years, the digital economy has grown in leaps and bound, thanks to the diligent, resilient, and out-of-the-box thinking of today’s leading digital business entrepreneurs.

Having become multi millionaires from exploring the vast resources and opportunities of doing web-based businesses, these exceptional digital CEOs are providing inspiration to the next generation on how to make money and a thriving career on the digital space.

They simply identified a common problem, proffered solution and monetized it. They also prove that following one’s passion or investing in a field of expertise is one of the bedrocks for Internet technology business success.

We present to you some of your top most inspirational digital CEOs today…

Anik Singal (Lurn Inc)

Anik Singal is a leading digital entrepreneur, film maker, philanthropist and multi author. He is the founder and CEO of Lurn Inc; an e-learning enterprise with a vision to create a new generation of successful digital entrepreneurs through valuable information and resources.

At only 25, Anik Singal is widely recognised as one of the most successful digital publishers today. He is the author of the famous books, the Circle of Profit: How to Turn Your Passion into $1 Million, Passion To Profit, and The Email Lifeline.

His other areas of specialty include affiliate marketing, building backends and funnels, search engine optimization, profit-generating product launches business management consulting, and article. marketing.

Named twice as an Inc 500 CEO and listed as a Top 3 Young Entrepreneurs by BusinessWeek, Anik founded his marketing company, Lurn Inc with just $100 seed money; and successfully grew it into a multi million dollars enterprise within a few years.

He is a 2005 finance graduate from the University of Maryland at College Park, and also the CEO of CEO of VSS Mind, which had enrolled about 21,000 students in Lurn programmes and launched the long awaited product “Learn build Earn” with Mark Ling.

Today, Singal’s digital publishing businesses , which also has offices in Mumbai and Hyderabad, directly generates over $20 million; contributes more than $100 million in online publishing sale.

Mark Zuckerberg (Facebook)

At only 31, Facebook’s Mark Zuckerberg is the world’s 6th and youngest richest person in the world. He is easily the most recognizable face in the new generation of world’s top and richest young digital entrepreneurs.

Zuckerberg started Facebook while he was still at Harvard University studying Psychology and Computer Science. But he dropped out in 2004 to focus on his promising social media project, which at that time was fast gaining popularity and acceptance.


Zuckerberg is valued at a worth of $44.6 billion and, along with his wife, Chan, has promised to donate 99% of their wealth to good causes, such as developing medical technology and boosting internet connectivity in developing countries.  

Blake Ross (Mozilla)

Thirty-one year Blaze Ross is best known for the Mozilla Internet browser, which he co-created with Dave Hyatt in 1998.

Worried about his mother’s frustrated user experience with the Internet Explorer, Ross began to closely study Netscape’s open source, where worked as an intern at the age of 16. While Interning in the company, he was assigned a project with a brief by American Online (which had just been bought by Netscape), but he constantly felt disenchanted with the browser.

Ross and Hyatt then began to think about creating a smaller browser that would be easy to manipulate and have mass appeal. The result was Firefox.

In 2005, Ross, a Stanford University-educated software engineer, was nominated for ‘Renegade of the Year,’ Wired magazine’s top Rave Award. He was also listed that year in Rolling Stone magazine’s hot list.

He joined Facebook in 2007 as Director of Product, resigning in early 2013. In 2015, he gained further attention after he wrote a fan fiction screenplay for the comedy series Silicon Valley produced by HBO television.

Ross is estimated at a net-worth value on $120 million.

Larry Page (Google)

Larry Page is Google’s 42 year old co-founder with Sergey Brin in 1998.

The computer scientist and an Internet entrepreneur is the CEO of Google’s parent company, Alphabet Inc; and the world’s 12th richest person with an estimated net-worth of US$36.9 billion.

He stepped aside as Google CEO in 2001, handing over to Eric Schmidt, but re-assumed the role 10 years later: Then in 2015, he announced again he would be stepping aside, this time to take up the role of CEO of Alphabet Inc; which will primarily see to reorganize Google’s assets. Under his management, Alphabet has been seeking to make groundbreaking innovations in variety of industries.

Page, a 2004 Marconi Prize winner, is the creator of PageRank, Google’s most popular search ranking algorithm.

Duncan Cameron (MoneySuperMarket)

Like Zuckerberg, Cameroon too didn’t finish college, quitting with just six months to go. He made his mother livid with that decision, but in the end it proved a shrewd move.

Cameroon had chosen to invest more time and energy on his burgeoning business with his friend and partner, Simon Nixon. Together in 1999, they founded, an innovative financial services company based in Chester.

The business idea was accepted and embraced by the market and subsequently grew, racking up to £843m in value. In July 2007, it was listed on the on the stock market.

Some years earlier, Cameron had quit working but retained a stake in the company. Nixon paid him £162 million for his share in the enterprise in the period preceding the float in the money market. Cameron later sold the rest of his take for £38 million. Today, he is estimated to have a net value of £132 million.

Chad Hurley (YouTube)

The 40-year old is the brain behind YouTube, popular video sharing website, which he co-founder with PayPal colleagues Steve Chen and Jawed Karim. He is also CEO of MixBit.

Before launching YouTube, Hurley worked in the PayPal division of eBay, where one of his tasks was designing the original PayPal logo. At YouTube, Hurley was majorly responsible for the seamless operation of the tagging and video-sharing functions.

In 2006, he was voted number 28 on the list of ’50 People Who Matter Now’ on Business 2.0. In the same year, Hurley and Chen were $1.65 billion richer from selling YouTube to Google.

Hurley is estimated at a net-worth of $300million.

Max Levchyn (PayPal)

Ace American computer scientist and digital entrepreneur, Max Levchyn was the co-founder (1998) and former chief technology officer of PayPal. Presently, he is the CEO of digital lending start-up, Affirm.

At PayPal where operated as the CTO, the 41 year-old made a name for his robust contributions to the firm’s anti-fraud efforts. He also notably co-created the Gausebeck-Levchin test, which was one of the first monetized applications of a CAPTCHA challenge response human test.

In 2004, Levchin founded Slide and was a part of the company until he left in 2011. In the same year he introduced Slide, Levchin was involved in the setting up of Yelp, a social networking and review service; and as of 2012 is the business’ largest shareholder.

Levchin has also previously served on the board of directors for Yahoo! ; and also Evernote as at January, 2016. In 2002, he was named by Technology Review TR100 as one of the top 100 under-35 innovators in the world; and also the Innovator of the Year.

His net-worth is estimated at US$300 million.

The Best Kept Secrets of Successful Entrepreneurs

Barbara Spagnola - Tuesday, June 20, 2017

A hefty bank balance, the comfort of financial security, and waking up daily to the excitement of running a thriving business are some marks of successful enterprising. In your quest for that, you need some insider tips to get you to that entrepreneur’s nirvana.

Outsource And Delegate

Your business is your passion, and you probably know everything it needs to keep a decent profit margin. Alternatively, it could be a business or company that you acquired and have little idea how it runs, or you just don’t have the time to be involved in its daily management.

Outsourcing and delegating require you to find suitably qualified individuals or companies to perform some tasks in the management of your business. It pays to have a team of responsible and smart employees who can complement your abilities and be committed to your organization’s growth.

Even then, remember these are employees, and you have your expectations on their performance. Find convenient tools for appraising them. Invest in user-friendly online tools that maintain timesheets on line in real time and manage your payroll to reduce time spent on management and supervisory tasks.

Know Your Passion

Your business idea should fill your life and consume you so that you give 100% effort to its success. Entrepreneurship is hard work needing great sacrifice, and sometimes the lows are more than the highs.

Increase your employees’ confidence by mentoring, coaching, and teaching them about your business strategy. If your idea involves unique products, you can have a website or post a review on a site like Corpina for those involved in nootropics business. This will get you a following and lead to conversions on your sales’ leads.

Passion leads you to inspire others to help you in meeting your goals. When you need others to fund your idea, buy your products, or work for you with commitment, you must show zeal and focus that your idea is viable. It will help you reduce distractions that waste time and resources.

Be Flexible

In executing your business plan, take note that things will not always go as planned. Often people will disappoint you, ideas will backfire, or you could get scammed of your earnings. When challenges come, avoid panicking. Instead, stay calm and focused on getting your business back on track.

Trends shaping various aspects of your business such as marketing and production change. Thorough and constant market research will keep you abreast on emerging issues to help you stay ahead.

However, you should trust your gut about your business’s outlook. Statistics comprise many variables that don’t appear on spreadsheets and business review journals. If you trust these entirely, you could get false security or be discouraged, out of which your business could suffer.

Start Now

Procrastination kills dreams. If you want to be the successful entrepreneur, you should start working on implementing your idea now. When you wait too long, your sails run out of wind due to distractions as you keep reminding yourself of all reasons that will cause failure.

The biggest challenge for startups is capital. For you to incur minimal liability in accumulating capital, explore your options on free fundraising to get your business on the map. Besides, even if your business fails, you will have learned valuable lessons for the next one.

Business owners may experience crippling losses before making it big. Remember every business is unique so you should not get discouraged or overly excited by the success or failures of others running similar businesses. Learn from them but sail your ship to your destination.

SEM and SEO Strategies: The Secret Sauce of Winning

Barbara Spagnola - Monday, June 19, 2017

Other than consistency, you need patience if you are to come up with an exceptional marketing strategy. Learning more about your readers is one of the most important parts of helping your strategy evolve over time.

As an online businessman or woman, increasing the number of your sales is a very important thing that everyone is running after. There are very many sites, blogs and social media pages that offer all sorts of solutions to this problem. However, it’s important to make sure that you always verify any information, methods or tools before implementing them. If you aren’t the DIY type, you should find an Shout Agency that is both effective and affordable to work with. Search engine marketing (SEM) though effective, it can get quite expensive at times. Both SEM and Organic SEO strategies can be used for the purpose of coming up with an effective marketing campaign. Here are some tips of creating a winning digital marketing strategy:

ü  Define Your Goals and Target Audience
To better have a good handle on your digital marketing strategy, you need to first define what your target audience and goals are. Knowing what you are looking for from your content is going to help you come up with a strategy that will be designed to fulfill that. With a clear goal and an idea of what your success looks like, you are already halfway to a great marketing strategy.

Having a solid definition of your target audience will also play an important role when you are developing relevant and engaging content. For example if you own a Shout Agency, your model target audience would include the businesses that you intend to work with in the future.

ü  Content Type and Ideas Brainstorming
Before you can create an online marketing strategy that’ll be beneficial for your business; you need to know that there are different types of content that you can use. These include things such as EBooks, podcasts, info-graphics and social media to mention a few. With your target audience in mind, its best to follow the type of content they seem to favor. Any successful Shout Agency will be making use of most of this content.

However even with the right content in mind there’s still the need for some relevant and useful idea. Brainstorming fresh ideas can be a bit tricky especially on a regular basis. There are some tools and blogs online that offer insight on how to brainstorm fresh ideas; make good use of such resources for better results.

ü  Understanding Basics of SEO
Finally, you need to at least have the basic of SEO if you are to come up with an online marketing strategy that’ll be beneficial to you. Search engine optimization is very important when it comes to creating a winning strategy.

Any competent Shout Agency will show that quality content will always rule over quantity. To build some credibility and establish yourself as an expert, you need some time and effort. Make sure that you don’t overflow your articles with keywords, you might end up being sniffed out by Google and be punished.

Visiting other e-commerce sites on a regular basis is a very good habit for any new marketer or online businessman. Even when you are working with an Shout Agency, it’s important that you have some ideas as to what is going on in the market. There are also numerous helpful learning materials and tools for search engine optimizations which are both affordable and free.

Top priority aims that you can fulfill with High-Speed Networks

Barbara Spagnola - Thursday, June 15, 2017

After achieving the milestone of 10Gbps of data transfer speed, the service providers have started using interfaces that support 40G and 100G technology. The routers, switches and the transceivers supporting 40Gbps and 100Gbps data transfer rate have already started appearing on the networking plan and the need is to find end solutions that work well at the same power and also support such high-speed networks.

Since high-speed network has become a real thing, the other factors such as traffic tolerance and better compatibility with paired connections are being focused upon. Thus, the experts are not working to develop high-speed networks that:

  • support interconnections of varying types;
  • display high throughput and reduce delay;
  • help avoid congestion;
  • respond instantaneously to hardware or link failure;

Basic aims of developing high-speed networks

Inclusion of Small packets

A high-speed network is an advantage over circuit-style network as it keeps in loop the slower machines by way of packet switching and enables multiplexed communication among them; whereas, the latter is effective in handling bulk data transport in an end-to-end set up. The high-speed networks can help accommodating both features in a single network and also utilizes the small packets for meeting the data communication purposes.

Protocol independent network

The biggest premise of inconvenience in a network is the prevalence of protocol specific components. This makes the upgradation or easier replacement processes difficult complicating the lives of networking managers further. With the introduction of high-speed networks, the technology can be made to align with newer protocols and applications. Such networks delivering high speeds are designed to treat the network as a universal system for packet delivery while overlooking the protocols of the integral components. This would bring in more dynamicity in the existing network.

Flexibility in adopting topology

One of the most important aims of adopting high-speed network is to make the networks flexible in terms of adopting topology. Various topology designs are suitable for different networks as one size cannot fit all. Ring and tree are the most common topologies that one can adopt to enable the network meet the communication goals easily. Still, there would be some managers that would have to keep an amoebic structure in mind so that they can modify and improve on topologies in an application-centric way or for integrating redundant elements for achieving omnipresent nature in the network. Generally, the topology should be a good enabler of network study that allows the manager tracking the end-to-end connections and eventually fixing the faults in minimal time. A high-speed network is also used for configuring the speed across the switches participating in end-to-end connections.

Growth-centric technology

An intelligent network designer keeps in mind the inevitability of growth. A high-speed network is designed considering the possibility of growth in mind. The growth is not only about adding more and more machines to the network; but it also should focus on adding more end users per network. Both the conditions bring the situation of high load. Thus, a high-speed network, in order to maintain its longevity, should integrate into the design the scope for more data movement or for handling more loads per machine. Making the existing network more accommodating is anytime cost-effective than building newer networks from the scratch.

Easy Management of Networks

Complex network may look exciting but managing it is truly a nerve-wrecking experience. The faults may go unnoticed as it won’t be possible for the manager to reach the root problem if the structure is too complicated. Since the present day networks are catering to the users from different time-zones, these cannot afford to stay inactive or dysfunctional even for a minute or so. Thus, easy monitoring and automated features of diagnosis are desirable features in a high-speed network. Managers also need to be aware of the global policy of resource allocation so that they can deliver exactly what is expected from the network.

Make use of Cost Effective technology

High speed need not carry hefty price tag with it. Network managers are given the task of finding cost-effective ways to build technologies by recycling the electronic parts or by reusing the portions of existing infrastructure. Inexpensive components can also yield high-speed networks; the only thing that is required is the vision and ability to make the best out of what is considered waste.

How one can achieve these goals

Once the aims of building a high-speed network are clearly established, the next obvious step is to look for the designs that are helpful in achieving these aims. As an expert, the network specialist can set the design criteria; some of the important criteria supporting these aims are:

  • Adopting designs that avoid congestion and offer better control: Introduction of external nodes that enable faster understanding of network status and quicker transfer of data packets is a possible solution for high traffic network.
  • Proactive approach for failure recovery: The network manager needs to have alternate routes readily available to provide cover-up for the faulty links.
  • Electronic switches promoting high speed: Introducing electronic switches enabling multiple fiber lines at speed of 100 Mbps per line can also offer better speed as well as easy manageability.

Thus, to switch to high-speed networks, the managers need immaculate planning as well as adopting correct design. Setting correct aims and adopting suitable methodology are the right ways which the main league service providers seem to have mastered; they also have set the benchmarks for the other players. 

How to Use the Customer’s Power of Choice to Your Business Advantage

Barbara Spagnola - Thursday, June 15, 2017

The power of choice is a major advantage that today’s consumer has. Products and services are offered by different businesses which do all they can to be relevant in their various niches, and customers can easily access other options if they are unsatisfied by the services a particular business offers. As much as this benefits the customer, as a small business owner, it means you need to stand out in the midst of your competition and effectively appeal to your target market. To be successful in the long term and run a profitable business, a good competitive advantage is what you should be looking to have.

The Relationship Between the Customer’s Power of Choice and Your Business

A lot of businesses are looking to differentiate themselves from competition. Every business needs to have a unique quality to be relevant in the market place. Arguably, this need is increasingly being defined by the customer, especially as a lot of businesses see the need to be customer-focused in order to boost profitability.

To an extent, customers increase the costs business owners pay to serve them better because they have a high bargaining power. They can therefore contribute to the reduction of business profits. For example, if you as a business owner try to appeal to your market base, chances are that you are doing it from a customer perspective especially as failure to do so may result in loss. What this means is that a customer can always bargain hard or go elsewhere if they are not convinced that you are providing them with high value, especially when they a range of choices to choose from. This is why, as a business owner, boosting your competitive advantage is important.

Why Does Your Business Need Competitive Advantage?

The fact that customers today are overwhelmed with various options to choose from can be viewed from two angles:

     They have more choice which means that they can easily get what they want


     They have more choice which means it is difficult for them to identify what they want.

In order to get ahead, you can take advantage of this by outperforming your competitors and easing the ‘’difficulty’’ consumers have in choosing and giving them a reason to choose you. Differentiation is the bottom line. For long term success, competitive advantage is important, and it requires putting relevant strategies in place.

It All Boils Down to Strategy

It is not easy gaining competitive advantage. As a small business owner, whatever can give you the boost and leverage that you need in an ever changing business environment goes a long way in helping you achieve your objectives. This takes an understanding of your market, customers and competitors. It also involves an examination of your business. In turn, this understanding helps you decide how to gain the competitive advantage that you seek. This could be by taking advantage of one of four methods: cost leadership, differentiation, defensive strategies or alliances.

“It is important to identify the strong points of your business,” says Brendan Wilde, Marketing Manager at OpehHost. “This helps you build on your strength, or even create new areas of advantage in order to stand out. Products or services that are of a high quality can appeal to customers. If this is your business strength, then adding an extra value can set you apart. In the same way, since a lot of customers are price-sensitive, making your product or service available at a lower price is another way of gaining competitive advantage in the market place. You could also differentiate yourself by focusing on services and improving your business standards.”

One major way by which businesses use the customer’s power of choice to their advantage is by helping them narrow their choices, and improve their choosing experience. This serves as a distinguishing factor, and can boost competitive advantage. When you can find what your target market looks out for when choosing, you can help them make the process easier.

Also, research is an important factor in all this. An increasing number of businesses see the need to engage in niche marketing and focus on a certain group of consumers. This boosts the peculiarity of businesses and contributes to narrowing choice.


How You can Use LinkedIn as a Marketing Tool

Barbara Spagnola - Wednesday, June 14, 2017

While LinkedIn may not have the reach that Twitter and Facebook has, if you are in the B2B (business to business) sector, then it can actually prove to be an invaluable tool for marketing. If you have ever wondered how to use LinkedIn Marketing, use the information here and see what the platform can really do.

There is no question that when compared to the huge reach of Twitter and Facebook, LinkedIn is quite easy to ignore. It may also feel a bit stuffier and less trendy. However, when you consider the fact that over 130 million business professionals are on the site, there is no question that it definitely has something to offer when trying to market your services or products to other businesses.

However, if you want to get the most possible from LinkedIn, you need to do more than simply create a page. It is necessary to become actively engaged. This process starts with developing your profile.

How You can Supercharge Your LinkedIn Profile

It can be extremely tempting to simply fill in your profile on LinkedIn and then leave it alone; however, this is a huge mistake. You need to be sure that you share status updates just like you do on Facebook. However, this is not going to be the same type of personal updates that you put on Facebook. These types of updates need to be in reference to the various projects that you are currently working on, customer testimonials and other business related links. When you post status updates, they should reflect your expertise in some way.

You should also encourage others to endorse you. This means that they are vouching for your expertise in a certain area. This can be anything from digital strategy all the way to web design. You can get endorsements with one of two different methods. You can either ask your clients or colleagues to endorse you or simply endorse your contacts. Generally people will reciprocate when you make the first move an endorse them.

The next step is to begin thinking about your company page.

Company Page Expansion

Once your profile is completed and updated on a regular basis, you can begin to develop your company page. This will include creating the page and then becoming an administrator on it. Once permission is granted, you will need to write an overview for your company, then begin to add the services and products that you offer. You may also want to consider setting up a LinkedIn Group, which can be on any topic you desire. These are both excellent ways to build a list of new contacts and nurture your relationships with others.

If you are ready to supercharge your efforts with the leading professional social platform, contact the staff at Gold PR for help. They are ready and willing to help you put your best foot forward.

The Ultimate Beginners Guide to SEO

Barbara Spagnola - Monday, June 05, 2017

SEO stands for search engine optimization. It is separate from search engine marketing, SEM, which focuses on designing ads to come up alongside search engine optimized content, though the ads require SEO in addition to being designed to entice someone to click it. SEO simply focuses on optimizing your site and content to improve your visibility in the search engine results.

In this beginner’s guide to SEO, we’ll explain what SEO is, the different types of SEO and how SEO has been changing. We won’t go into the nitty gritty of how website design affects SEO or how your search engine optimization needs to change in response to Google’s latest algorithm change. Instead, we’ll give you a high level introduction to the subject.

An Introduction to SEO

Search engine optimization is not intended to maximize traffic. In fact, that can be counterproductive if you generate a lot of traffic, but people bounce off the page quickly. Google will then downgrade your search engine results page ranking. The actual goal of SEO is to put your content in front of people who could be converted into paying customers. It will put product directory pages in front of those whose search queries suggest they want to buy something like what you’re selling. The goal of SEO is often to put content in front of casual informational queries to build brand awareness and answer user questions while promoting your brand or service as part of the solution.

Types of SEO

Local SEO refers to search engine optimization to rank well in localized searches. Local search engine optimization uses a mix of keywords related to the actual query with local results. For example, someone searching for “restaurants by me” will be shown restaurants that search engines think are in their vicinity. If your local SEO is too broad, focusing on the metro area, but not your exact address, the “near me” result will ignore you unless you’ve actually put “near me” in your business name.

Conversational SEO or voice search refers to SEO for conversational queries asked of information appliances in the home and infotainment systems in your car. The ideal match in conversational SEO is when the content is titled or subtitled with the exact question the user asked of the device. Conversational SEO, by definition, uses long tail key search terms unless you’re asking a question literally everyone is asking.

App SEO, or ASO, is search engine optimization for apps, skills and other pieces of software someone installs. You need to apply search engine optimization to your app installation page so that it is found on the App store and to ensure that customers who want to install your app install yours versus a fake one bundled with malware. What is SEO for product pages? It is typically considered another form of standard SEO.

Keyword based SEO is the traditional form of search engine optimization. It has traditionally relied on optimizing the density of the specific searched term in the content, getting extra points for including those terms in article titles, meta tags and page descriptions. Google has altered its algorithms to penalize excessive keyword density as well as poor quality content, such as when it repeats the key search term awkwardly in the content. Google has penalized stuffing the article description and tags with the keywords for quite a while, though it has penalized sites that use unrelated search terms that generate a lot of traffic for far longer.

SEO Strategies

The type of SEO to pursue depends on your type of business or service. If you are a service provider for a local area, you need to rank well for local SEO because someone on the other side of the country seeing your webpage will never pay for your services. If you make money from people installing your app, the app page needs to be properly categorized, designed and tagged in a way to show up in the top few spots of those looking for that type of app.

If you sell a product, you need to write content with SEO that puts it in the right stage of the sales funnel. Articles comparing your product against its competitors are for people in the final stages of the sales funnel, while product directory pages should show up for those searching for exactly that product or who seem to want to buy your product.

You can use a variety of tools to identify keywords and search terms that generate significant traffic, but aren’t already dominated by domains that you have no chance of dislocating from the top few slots. Selecting terms that simply have little competition is a poor strategy unless you are going to have a high conversion rate for those who read your content. As the artificial intelligence behind the search engines gets smarter, it is better able to measure the quality of content and grade it relative to the intent searchers have when they use key search terms. For this reason, how well the content is written and fits what the AI thinks the user’s intent is matters more than keyword density.

Search engine optimization focuses today on the content you create and the website’s design, since the bots that scan each page to categorize it cannot yet watch videos or interpret images and categorize them. These types of content still require SEO, such as optimizing the video title to come up in searches for the issue the video explains and using descriptions for each image or infographic so that it ranks well for searches. For example, pictures of your product, whether shared on your home page or Instagram, should have a file name and description that describes the item and mentions your company name or brand name.


SMO stands for social media optimization. SEO is aided by SMO, since the sharing of links via social media is given more weight by search engines than the mere quantity of links scattered around the internet. You should also apply SEO to your company’s social media accounts so that people know which one is your company’s legitimate social media profile. Standardized social media profiles used by a company increase its domain authority or trust factor by the search engines, indirectly improving the search engine results page ranking for your home page and any link you share via social media.


SEO has moved from keyword density to the optimization of content to the user’s intent as determined by the AI behind the search engines. The main types of SEO include local SEO, application SEO, conversational SEO and keyword based SEO. Modern SEO strategies require designing content that converts visitors to paying customers and showing up at the right stage in the sales funnel for the intent of the visitor. SMO affects SEO and you can apply SEO to social media profiles that are the center of SMO.