Search engine optimization (SEO) is a complex topic with many variables. However, the basics are fairly simple: search engines consider a website to be authoritative if it offers credible sources of information and not just another link in a chain of multiple websites. This means that a website’s SEO cannot be based on its link popularity or the number of referring URLs its anchor text contains. Instead, an SEO-friendly site should focus on providing original, credible content and avoid creating duplicate material on other websites. If you can meet these basic criteria, you’re good to go for your SEO campaign! As always, there are exceptions to every rule so make sure you check out each site’s policies before launching your inbound marketing campaign.

Why Does SEO Matter?

Both search engine optimization (SEO) and web content optimization (WCO) are important to the long-term success of a website. Both are crucial to ranking well on search engine results pages (SERPs). SEO is the process of improving a website’s ranking on search engines through various techniques like removing spammy links, improving the quality of the content, and optimizing the site for mobile-friendly devices. WCO is the process of optimizing content and links on a Website to ensure they are both SEO-friendly and maximally retain readers. Both SEO and WCO efforts can lead to a better website experience for your customers and a higher conversion rate for your business. SEO and WCO are also linked to other aspects of your business, including revenue and customer retention.

How to Achieve SEO Success

As you’re probably well aware by now, SEO success is a continuous iterative process. The more you do, the better your chances of success. You should always be working towards improving your SEO and not just waiting for the results to come to you. Depending on the success of your inbound marketing efforts, you may want to consider SEO a strategic initiative for your website. If you’ve been doing it wrong for years, it may be time to dust off those SEO books and try a different method. To help you get started, here are a few tips from SEO pros on how to achieve success:

Types of SEO

Here are some of the most common types of SEO:

On-page SEO – This encompasses the distribution and structure of your content. It’s what readers see when they land on your site and how they navigate to your pages via the links and images within.

Off-page SEO – This entails missing links, anchor text usage, and the removal of irrelevant content.

Essential SEO Terms

Here are some of the most common terms you’ll see when researching, writing, and researching again your site’s SEO:

Keyword research – This entails finding and optimizing keywords and phrases that will help your site rank well on search engines. You can use free keyword research tools to uncover the best keywords and search volume trends for your site.

Anchor Text – This is the text that links your pages together. Please avoid using the same anchor text for multiple pages as it will only cause confusion and make your site harder to navigate. A term that encompasses all of the preceding.

Keywords and Anchor Text

Keyword research and anchor text are two separate but interconnected processes. Anchor text is the written content that links your pages together. It’s what readers see when they land on your site and how they navigate from page to page. You want your anchor text to be descriptive, clear, and easy for the reader to understand. It should also be easy for readers to find your site via their keywords. This means that your anchor text should be main-conversational.

The 3 P’s of SEO: People, Page, and Product

The three P’s of SEO are what drives the engine of your website. People want to navigate to your site for a variety of reasons. The most important of these reasons is that they want to find out what products or services you provide. That being said, you also want to make sure that your visitors are able to find you via their keywords or search terms. People are less interested in the long-term relationship that you have with them than they are in finding a solution to their problems today. They’ll look for a solution elsewhere if they don’t have a problem to solve.

How to Find the Ranking Factor for Your Site

To figure out the SEO ranking factor for your site, begin by identifying and addressing your website’s main issues. Next, examine the way that your visitors find your site. Are they coming to your site from a specific search engine query or page? If so, you can use that data to your advantage. Finally, find out what rank factors other sites in your niche are ranking for. Google’s algorithm constantly updates to account for new information and changes in the web content industry. However, it’s not always possible to do this.


The best way to get a leg up in the SEO world is to understand your unique predicament and address it head-on. Don’t try and fit every SEO issue into a one-size-fits-all algorithm update — it won’t work and it’s not necessary. Now that you understand the basics of SEO, it’s time to get started on your inbound marketing journey. As always, your success in SEO is directly related to the quality of your content and the number of citations it receives.


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