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SEO in 2018: What Your Company Needs to Know

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The stability and growth of any company relies on the ability of customers to find and purchase goods and services. Your customers’ ability to quickly and simply find those services and to learn about your company has never been more important. Understanding Search Engine Optimization (SEO) and how it is evolving is critical to succeed in today’s marketplace.

What is SEO

SEO is the “process of affecting the online visibility of a website in a web search engine’s unpaid results.” At it’s most basic level, it is how Google puts together the search results pages when people search “Pizza near me” or “Fun things to do in Vegas.”

Two Kinds of SEO

Over the past several years, two separate but important strategies have developed in tandem for helping organizations improve their search rankings and results. By combining the two strategies, your company can significantly improve your web traffic and online conversions.

Technical SEO

Technical SEO is the foundation of how Google and other search engines find you in the first place. It uses a combination of technical website functionality (how your site is built, how fast it loads, mobile compatibility) and technical descriptions (meta tags, page names,

Content-based SEO

More and more, content-based SEO weighs not in whether Google finds you but how valuable they rate you. The more relevant, useful content aligned with the search terms and your company, the more valuable you are to the searcher, and thus to Google. While technical SEO will get you found, content-based SEO will get you seen.

Content-based SEO takes many shapes. It’s the keywords in your website copy, the topics of your blog posts, the social media posts about your company, the links that go to your site from other sites and even the links within your own site. Managing and optimizing that content can be a hefty job – but the results can be remarkable. Companies can see exponential, even explosive, growth in traffic and customer conversions when content-based and technical SEO work hand in hand.

The Future of Search

Search is growing outside of the confines of the browser window. Smartphones and tablets enforce not only the importance of compatibility but also an evolution of how people search – in map and navigation apps, within social networks, and with speech-based assistants.

Home assistants like Google Home and Alexa are the next step in the evolution of search. With more than 7.4 million smart speakers already in homes, voice search will be an important next frontier for many different types of businesses. From delivery services (Alexa, find me a pizza place that will deliver right now) to entertainment (Alexa, buy tickets for the concert next month), optimizing for voice search will be one of the biggest challenges for SEO in 2018.

Has your company embraced both the technical and content sides of Search Engine Optimization? Do you want more traffic and online leads? ADTACK can help.

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