KEO Marketing

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Understanding the evolution of search engine optimization

Search engine marketing strategies are constantly changing, and marketers should take note of how old and new strategies are affecting websites. Search engine optimization started years ago as Google began to recognize that there needs to be a process to determine which websites are most relevant during specific queries. Over the years, it has evolved and taken on new methods of recognizing authoritative sites. Because users are interacting on social media and researching brands on every platform they can, Google now recognizes social media as a big SEO factor. This means companies have to have a firm grasp on their brands' social presence to increase website traffic.

Understanding the various facets
Starting with SEO, social media and mobile marketing, companies have a wide variety of ways to reach out to customers and potential clients, but these tactics change every so often, according to Search Engine Land. Social interaction is at the heart of mobile and SEO for the time being, though marketers need to make sure their promotional efforts span across different channels to show Google that the brand is reputable and has a solid following across the board. It's important, therefore, to keep up with the latest updates and utilize the platforms correctly. For instance, Marketing Land reports on new changes to mobile SEO, which is different from regular SEO. These types of changes are shaping the way companies deal with their marketing campaigns.

The search engine realm is a constantly growing entity that now includes social media, local and other various platform interaction when ranking websites. Search is an inherent part of social platforms nowadays, especially with the introduction of Facebook Graph Search and Twitter's future plans for new query options.

Think beyond search engines
The function of a search isn't just the functions of Google and Bing, according to SEL. Instead it's becoming part of the way people utilize the Internet. Users are eager to explore platforms and find new options, new opinions and new ways to connect with others online. Brands can be a part of this as well if their sites and profiles are optimized correctly.

As mentioned earlier, there are a lot of changes happening in the search and social world. It will be incredibly beneficial for companies to invest in strategies that will research their online marketing options and stay up to date with promotional activity on the Internet. Having a brand with an optimized website that will rank high on searches but also garner attention on social media is incredibly important for future growth of a company.

Sheila Kloefkorn

With more than 25 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.