In the world of online marketing, there are many questions about what is SEO and how it helps businesses strengthen their Internet presence so that customers can find the services or products they offer.

What Does SEO Stand For?

The acronym SEO stands for search engine optimization. The simplest SEO definition is that it is a set of strategies used to increase a website’s rankings in the organic results of a search engine, such as Google or Bing. What complicates this process is that there are many optimization techniques, including building backlinks, incorporating local SEO information and having a mobile-friendly website, and best practices are constantly changing.

Whether you are new to online marketing or an experienced professional, the best use of your time is to create quality content that is interesting, informative and rich in keywords since this approach is the most important tactic for improving SEO effectiveness. To help you master the SEO basics, here are my top three SEO tips for writing good content:

The Right Keywords are Critical

Keywords are critical, but you must use the right words in the right way. Tools such as Google’s AdWords Keyword Planner, identify the most popular phrases for specific topics. Search queries also help you find out what your competition is writing about and how you can make your content better. However, there has been a recent shift of focus from using search query keywords to trying to understand the user’s intention as a whole and then reflecting this in quality, logically structure content. Incorporating the targeted words naturally into the copy is the top priority, so be careful about overusing or forcing them to fit.

Attract Attention with Fresh Content

Search engines are constantly seeking fresh content, so websites that frequently publish articles are more likely to rank higher. Like keywords, there is not a hard rule for how often you must create new content, but once per week is a good goal. Posting on a regular schedule is more important than uploading a big batch of articles every few weeks. Additionally, quantity will always take a backseat to quality.A common mistake in SEO marketing is creating copy and never looking back. Articles that previously ranked high in search results but suddenly take a dip need to be reviewed. It is a good habit to revisit content every six to 12 months to add recent statistics and update keywords.

Vary Content Type

According to research conducted by Brafton, 82 percent of businesses credit blogs with bringing in new customers and 67 percent report lead increases. However, there is stiff competition in the blogosphere with hundreds of posts being published every day. Diversifying the type of content can help businesses stand out. You can develop white papers that share real success stories, offer results of customer surveys that shed light on your industry or create how-to guides that break down specific tasks. An incredible 73 percent of buyers make a purchase after watching a video. Infographics, product reviews, lists, ebooks, and podcasts can also bring in more traffic, which increases your credibility with search engines.

Got it? Now you are ready to move to the next step watching the “Why Good Unique Content Needs to Die” video by Rand Fishkin


Read more: Why SEO is important for Social Recruiters? Silvia Zanella interviewed me for her book “Social Recruiter. Strategie e strumenti digitali per i professionisti HR”  (Italian only)

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