Mastery Journal: Advanced Search Engine Optimization

If I had to choose one central theme for this course, it would have to be that focusing all search engine optimization (SEO)strategies on a company’s audience is vital. The searcher should be at the forefront of any optimization strategy that a company implements. Over the past thirty days, I learned many different strategies for improving how search engines rank your website and how a company can utilize SEO advertising to build their brand. I will share the topics that resonated with me the most, and those that practically use moving forward in my marketing career.

The first topic that I would like to discuss would be the importance of doing proper keyword research. The basis for SEO hinges on a company being able to select unique keywords specific to their industry and brand. Selecting top producing keywords is easier said than done, and even harder to do successfully. It often takes months, if not years, to rank high with pay-per-click (PPC) keywords to accomplishing the same organically. If done correctly, it can provide a company an additional monthly revenue and conversions to their website. Keywords are used to promote internal pages within your website and externally to build trust and authority.

When it comes to getting your website noticed by searchers, PPC advertising can be the vessel that leads to more exposure in the short term. Implementing PPC advertising takes time, constant research, and a steady marketing budget to grow in SEO rankings. Ultimately, the goal should be to rank high on the search engine ranking pages organically, but it is rare without PPC advertising first.

It surprises me that in 2020, there are still businesses that are not taking advantage of the free Google my Business utility. This utility allows companies to share their information free of charge to the google search community locally and worldwide. If I ever start my own business, I now know what is needed to rank highly within the local search results.

In conclusion, SEO has taught me that anyone can succeed in growing a business ranking with proper research and implementation. I cannot wait to used what I learned in the field.