How Search Engine Optimization Can Help Your Website Reach the Top of the SERPs
The first step in search engine optimization (SEO) is identifying the keywords that your ideal website visitors will use to find your website. These keywords fall into two buckets: product keywords and informational keywords. For example, if you’re an eCommerce website selling tennis shoes, you should optimize each page around both product and informational keywords.
Search engine optimization is a multifaceted strategy that requires coordination between multiple departments and external partners. To be successful, it’s important to ensure executive buy-in and high-level decision making authority. Though marketing executives are often responsible for defining the overall strategy, they may not be directly involved in day-to-day operations. Other team members take charge of content creation, keyword research, competitor analysis, and technical optimization.