What Is Search Engine Optimization?
Companies that sell products and services online should keep an eye on their ranking in search engines. Monitoring the performance of keywords and studying research-driven reports will help your company excel compared to other companies in your space. As Google continues to develop its search technology with new algorithms and advances further into artificial intelligence (AI), you’ll want to stay current with search engine optimization (SEO) applications. You can ”optimize” your website’s placement within rankings. Read on to find out how to choose the right tools to do this.
The emphasis on tools, meaning plural, is important because there’s no one magical way to plop your website atop every single search results page, at least not organically, though there are best practices to do so. If you want to buy a paid search ad spot, then Google AdWords will happily take your money. This will certainly put your website at the top of Google’s search results but always with an indicator that yours is a paid position. To win the more valuable and customer-trusted organic search spots (meaning those spots that start below all of those marked with an ”Ad” icon), you must have a balanced and comprehensive SEO strategy in place.
This can be broken down into three primary categories: ad hoc keyword research, ongoing search position monitoring, and crawling, which is when Google bots search through sites to determine which pages to index. In this roundup, we’ll explain what each of those categories means for your business, the types of platforms and tools you can use to cover all of your SEO bases, and what to look for when investing in those tools.