Every now and then, it's important for marketers to remind themselves why search engine optimization is so important. Not only that, but they should keep an eye on their strategies to make sure they're practicing white hat SEO, and haven't unwittingly wandered to the dark side – black hat.
The first step marketers should take is remembering that SEO outcomes aren't instantaneous. Results will likely come after prolonged investment in keyword research and optimization, as well as developing content around the most effective phrases (1). In all likelihood, it will take between four and six months before a well-rounded campaign begins to bear fruit through increased traffic, higher rankings and more qualified leads.
Take more powerful steps to get discovered by Web crawlers. A schema markup may benefit a company by making the content on its website more easily parsed and indexed when search engines identify relevant sites (2). Another often-overlooked SEO component is providing consistent information for potential buyers, especially when it comes to names, addresses and telephone numbers. This helps to show search engines that a business is useful for those interested in connecting with it.