Why does SEO matter?
SEO, or Search Engine Optimization, is not only a key component of digital marketing, it’s the tool that you will help you determine how well your content is being received. The belief that SEO is all about “ranking” has been all but debunked by the experts in the industry.
So what is SEO about today?
Rather than a hunt for keywords, SEO and SEM (Search Engine Marketing) has become a means to search for the concept instead. Let’s say you were looking for a movie. Old-school methods used to be that to find information on that movie, you’d have to type the name of that particular film -“Captain America” for example and any information associated to it would come up. The scope of search engines, such as Google, Bing, Yahoo and others has widened, and this is where the new philosophy of SEO comes in.
You can now search “superhero with a metal shield”, ignoring any mention of the words Captain or America. Your search results, thanks to the newer ways site content is collected, will be mostly if not all related to Captain America.
This form of content-driven search engine optimization is why the SEO and SEM industries are in constant evolution. The need to have relevant and accurate information on site pages is mirrored by the need to be able to make sure all possible keyword combinations are accounted for.
And that is just the tip of the iceberg. We’ll dive deeper into SEO in future entries.
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