60-second SEO brush-up


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.

1. "Setting Realistic Expectations For SEO"
2. "Learning SEO From Google Employees"

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.