Search Engine Optimization (SEO) is the lifeblood of your online visibility, a fundamental tool that enhances your website's presence in organic search results on leading search engines. It relies on striking a balance between user-friendly content, understanding the underlying algorithms of search engines, and fine-tuning your website for optimal performance. 

Despite the evolution of SEO influenced by technology's relentless march, its foundational principles and purposes endure – to help your site be found by:

• Potential customers looking to buy your product or service

• Internet users looking for information on the subjects of your expertise

This article offers an accessible yet comprehensive exploration of SEO, integrating insights from industry veterans and illuminating its modern dynamics. It scrutinizes the outdated strategies that need discarding, embraces the role of artificial intelligence in enhancing user experiences, and foresees emerging trends and technological leaps that shape its future. Our overarching objective is to help you design an impactful SEO strategy that not only bolsters online visibility but also prioritizes user experience and fosters revenue growth. Dive into the essential guide to SEO.

Search Engine Basics

What Are Search Engines?

Search engines serve as digital compasses guiding users through the vast internet space to find relevant information. These tools use automated software to crawl the web, “jumping” from link to link and creating a searchable index of the web. They deploy unique, complex algorithms to generate search results. 

Although search engines don't disclose their continually refined algorithms, it’s known that a web page's ranking depends on factors such as page title, content, and keyword density. SEO strategies should thus focus on creating valuable content rather than trying to game the system, as such tricks can quickly backfire.

Note that each search engine is different, so a high rank on one doesn't guarantee the same on another. Having mentioned that, let’s look at the most popular examples.

Examples of Search Engines

A few popular search engines are Google, Bing, Yahoo, Baidu, Yandex, and DuckDuckGo.

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Google stands unrivaled with close to 90% of the market share, often becoming a synonym for internet searches. Known for its fast generation of accurate results and user-friendly interface, Google constantly updates its algorithms to ensure relevance and reliability.

Bing, rebranded as Microsoft Bing in 2020, is integrated into Windows PCs as the default search engine. Its results feature similarity with Google, offering images, videos, places, maps, and news. Despite Microsoft's efforts, Bing holds less than 10% of the market share.

Yahoo was once a leading destination on the web, primarily provided by Bing, and remains the default search option for Firefox users in the United States.

Baidu is the go-to search engine in China, available worldwide but exclusively in Chinese. It's gaining global popularity according to Alexa metrics, demonstrating the growth of the Chinese internet sphere.

Yandex, derived from "Yet Another Indexer," is popular in countries like Russia, Ukraine, and Turkey. It holds less than 1% of the global market share but remains a significant player in the regions it serves.

DuckDuckGo is a unique player in the search engine space. It relies on a variety of sources for its data, including Yahoo and Bing, without maintaining its own search index. Despite holding about 0.74% of the market share, DuckDuckGo's privacy-focused approach, which promises not to track users, sets it apart.

How Search Engines Work

Search engines operate on a three-part mechanism: crawling, indexing, and serving search results.

• Crawling: This is the first step, where automated programs known as web crawlers or spiders explore the web. These crawlers visit various web pages and fetch information, including texts, images, and videos. Google's crawler, for instance, is called Googlebot, which determines which sites to crawl, how often, and how many pages to fetch from each site. It's important to note that not all discovered pages get crawled. Some could be blocked by site owners or require user authentication.

• Indexing: The second step, indexing, involves understanding and storing the fetched information in a massive database known as the search index. During this phase, search engines process the page content and key elements, such as titles and images, to discern the relevance and context of the page. However, not every page processed gets indexed.

• Serving search results: The final stage involves responding to user queries. When a user enters a search term, search engines serve search results that match the query from the indexed pages. The relevancy of these results is determined by multiple factors, including the user's location, language, and device. This process is wholly automated and not influenced by any form of payment.

It’s worth mentioning that search engines favor text and well-structured HTML over elements like large photos or Flash animations. For instance, a webpage with well-coded HTML and CSS tends to rank higher than a Flash site. Understanding how search engines work is crucial, especially if you're engaged in SEO. It helps in making informed decisions to enhance the visibility of your site.

What Is Search Engine Optimization?

Search Engine Optimization (SEO) is the strategic method of boosting your website's visibility in the organic search results of prominent search engines. It's an ongoing process involving a spectrum of practices focused on optimizing content to rank higher in search results, thereby driving more traffic, enhancing visibility, and augmenting revenue. Effective SEO lies at the intersection of understanding user and search engine preferences, comprehending search engine mechanics, and proficiently optimizing your website.

Types of SEO include:

• On-Page SEO focused on optimizing the content present on your website, ensuring relevance and quality.

• Technical SEO dealing with optimizing the backend elements of your site, such as website architecture, page load speeds, and mobile compatibility.

• Off-Page SEO entails efforts made outside your website, like building high-quality backlinks, to improve its online reputation and authority.

• Local SEO meaning a subset of SEO aimed at optimizing a business's web presence for improved visibility in localized search engine results.

The Benefits of SEO 

Understanding the power of SEO is key to unlocking the full potential of your business's digital presence. Here are some compelling benefits of implementing SEO in your marketing strategy that can significantly influence your brand's visibility, credibility, and overall market performance.

Cost-Effective Lead Generation by Driving Organic Search Traffic to your Website 

Capitalizing on organic traffic is a cost-effective method of lead generation, with SEO acting as the backbone. By optimizing your content with targeted keywords, your website becomes a magnet for users actively searching for your products or services. Unlike paid ads, the traffic driven by SEO doesn't cease when the campaign ends, allowing a steady influx of high-quality leads over time without additional advertising costs.

Learn more about SEO and driving organic traffic to your website in our recent post.

Increases Brand Awareness 

SEO plays an instrumental role in amplifying brand awareness. A high-ranking position on search engine result pages enhances your brand's visibility, authority, and perceived trustworthiness. As your content aligns with user search queries, engagement grows, and the increased interaction lays the foundation for a robust brand reputation. Over time, users come to understand and trust your brand, converting from mere leads to loyal customers.

Gets You Ahead of the Competition

Understanding your competitors' SEO strategies and spotting their shortcomings can offer a competitive edge. Tools like Moz and SEMrush can help you discover the keywords your competitors are targeting and where they may be falling short. Exploiting such opportunities by increasing your SEO efforts around those keywords can elevate your visibility and position you ahead in the competitive digital landscape.

Optimizes Your Website for Mobile Users

With the explosion of mobile searches, optimizing your website for mobile use has become a non-negotiable SEO component. Google prioritizes mobile-friendly sites in its ranking algorithm, making mobile optimization critical for reaching more than half of your potential audience. A website with a responsive design, easy navigation, and quick load times will enhance the user experience, ensuring you don't lose traffic to mobile optimization shortcomings.

Builds Trust

Building trust with your audience requires a commitment to quality, valuable content. Google's ranking algorithm doesn't just focus on keywords but also on the quality of interaction with your audience, which is integrated into its E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principle. As you engage your visitors effectively and offer them meaningful content, your credibility grows, improving your ranking and market share.

Improves All Your Other Marketing Strategies

SEO not only enhances your organic visibility but also boosts the efficacy of other marketing strategies. A robust SEO strategy can synergize with paid, inbound, or outbound marketing, making your presence felt across multiple channels. Moreover, monitoring your SEO performance can offer valuable insights into industry trends and customer pain points, informing and improving your overall marketing approach.

Drives Potential Customers to Your Brick and Mortar

SEO strategies aren't confined to online businesses. For brick-and-mortar establishments, SEO can convert online visibility into physical visits. By optimizing for "near me" searches, businesses can tap into the large segment of users who prefer searching online before visiting a store. Ensuring your location and services are easily findable online can significantly drive traffic to your physical store.

How SEO Works 

The search engine optimization process involves optimizing for each core component of search engine algorithms in order to rank higher in the search results.

SEO, or Search Engine Optimization, operates on the principles of relevance, authority, and trustworthiness. The aim is to help a website rank higher in search engine results, such as Google, when users search for specific items. Achieving this goal relies heavily on a combination of strategic factors, including the people involved, the processes implemented, and the technology utilized.

The 'People' aspect entails the individuals or teams who carry out the SEO strategies. These SEO professionals ensure the tasks are done correctly, encompassing everything from keyword research and optimization to site architecture improvements.

The 'Processes' part refers to the various actions taken to boost efficiency in SEO work. This could include regular audits, ongoing site enhancements, or content creation that aligns with specific keyword goals.

'Technology' is about the software and tools used to track, analyze, and optimize SEO efforts. These tools can provide invaluable data, such as keyword rankings, site performance metrics, or user behavior insights.

And finally, 'Activities' reflect the end products or tangible results of SEO work, which could range from a well-structured website to engaging content that draws organic traffic.

Ultimately, a deep understanding of these elements can greatly enhance a website's visibility and ranking, thereby driving more traffic and conversions.

On-Page SEO

What is On-Site SEO?

On-Page SEO, or On-Site SEO, is the process of web page optimization aiming to improve a site's visibility and help it rank higher in search engines. This aspect of SEO focuses on making the content easily accessible for both users and search engines by optimizing meta descriptions, title tags, headings and subheadings, image alt texts, internal links, and the page content itself.

Elements of On-Page SEO

Keyword Research

Keyword research is a vital part of on-page SEO, as keywords guide search engines to understand a page's topic. It involves identifying the most appropriate words or phrases related to your content that users are likely to search for. Once these keywords are identified, they can be strategically incorporated into title tags, header tags, and content throughout the website.

Internal and Outbound Links

Internal and outbound links play a pivotal role in how SEO functions. Internal links distribute the site's authority from the backlinked pages to other pages of your website, enhancing their ranking. Internal linking is crucial not just for search engines but also for providing a seamless user experience. 

Outbound links, on the other hand, connect your content to high-quality external sites, which enhances your site's credibility as long as the outbound links are used in a natural and user-friendly manner.

Content 

Content is the heart of on-page SEO. Search engines assess the relevance of a web page content for different search queries. Therefore, developing content that is tailored in line with the keywords that users are searching for is key. High-quality, keyword-rich content can significantly increase traffic and revenue to your site through SEO.

Header tags

Header tags, including title tags and meta descriptions, contribute significantly to SEO. It’s critical to create SEO-friendly header tags that effectively showcase your content's relevance and usefulness. These tags not only improve SEO but also enhance the user experience by providing a quick overview of the content on your page.

Tips for Enhancing On-Page SEO

Create Original, Valuable, and SEO-Friendly Content

Here are a few key strategies to generate well-optimized and high-quality content:

• Create Clusters of Topics: During content planning, consider creating groups of posts and pages focused on a central theme. This strategy aids in brainstorming crucial subjects to cover while ensuring all relevant subtopics are included.

• Provide Unique Content: Distinguish yourself from competitors by offering unique and distinctive content that they don't.

• Integrate Keywords Naturally: While integrating keywords into your content, ensure it flows organically and doesn't appear forced (avoid keyword stuffing).

• Align Content with Search Intent: It's essential to ensure your content aligns with the search intent of your desired keyword.

• Include Visuals: Incorporate visual content, such as images, infographics, and videos. More details on this will follow later.

• Answer Reader’s Queries: Make your content beneficial to users by providing comprehensive answers to their queries.

Use Keywords Effectively and Strategically

Having identified your target keywords, you need to position them correctly within your content. Both Google and readers scan your content to understand its subject matter.

Hence, it's crucial to place your target keyword strategically:

• Use it in the primary heading (H1), ideally in the beginning

• Incorporate the focus keyword in the very first paragraph of the introduction

• Use keywords in subheadings (H2s, H3s, and so on)

This approach helps Google interpret the central theme of your page, enabling users to swiftly assess if the page aligns with their search intent.

Optimize Title Tags and Meta Descriptions

Both the title tag and the meta description are HTML elements. The title tag specifies a webpage's title and is visible in search engines, social media posts, and browser tabs. The meta description describes the content of your web page and appears below the title tag. They play a crucial role in page ranking and can significantly influence a user's decision to click on a web page.

Here is how they look on the search engine result page.

When crafting your title tags, follow these guidelines:

• Be concise: Aim for a length between 50 and 60 characters to prevent Google from truncating them.

• Incorporate your target keyword: This assists both Google and users in understanding your page's content.

• Be original: Steer clear of duplicate title tags to ensure Google and users understand the unique purpose of each page.

Though meta descriptions don't directly impact Google rankings, they can be the tipping point for a user deciding whether to click on your page or another, potentially driving more search traffic.

If your meta description does not align with the user's search intent or the content on the page, Google might select its own description for the SERP.

To maximize the likelihood of Google using your chosen meta description, adhere to these best practices:

• Optimize it for desktops and mobiles alike: Google often truncates meta descriptions after around 120 characters on mobile, so it's better to keep them relatively short.

• Include your target keyword: This helps users establish if the page aligns with their search intent. Google also highlights keywords (and their synonyms) that match the user's search query, which could increase visibility and encourage clicks.

• Incorporate a call to action: Encourage users to click with engaging CTA phrases like "learn now" or "discover more."

Structure Your Page Properly

Use headings and subheadings to make your page scannable and easy to go through. Make sure to divide the content into multiple sections and incorporate visuals to improve readability.

Need some more tips? Head to our dedicated article to learn more effective SEO practices for boosting your new website ranking. 

Technical SEO

What Is Technical SEO?

Technical SEO refers to the optimization of the technical aspects of a website aimed at enhancing its visibility to search engines. The process involves various activities targeted toward ensuring search engines can effectively crawl, index, and rank your website. Additionally, technical SEO also works towards improving user experience.

Elements of Technical SEO

Technical SEO encompasses multiple elements designed to make a website more accessible, readable, and user-friendly. Let’s explore them one by one.

Crawling

This is the process by which search engines discover your web pages. The search engines follow links on known pages to find new ones. For a site to appear in search results, it's crucial that these search engines can access and crawl its pages.

Web Design and Development

Web design plays a significant role in technical SEO. This involves collaborating with designers and developers to create a website that not only appeals to users but also adheres to SEO best practices.

SEO-Friendly Site Structure

The structure of a site, also known as site architecture, is critical for both crawlers and users to find your content quickly. An effective site structure organizes pages logically, ensuring that they are just a few clicks away from the homepage, thereby reducing the number of orphan pages.

Website Sitemap 

A sitemap, typically an XML file listing important pages on your site, helps Google locate your web pages. Submitting your sitemap to Google via Google Search Console ensures that Google knows about your pages, particularly when your site has many pages, or they're not well-linked together.

Indexing

After crawling, search engines analyze and understand the content of your pages, storing these pieces of content in a search index. Your site's pages must be indexed to appear in search results.

Tips for Enhancing Technical SEO

Ensure Straightforward Page Structure

Page structure is a critical factor that search engines take into account when ranking pages. A well-structured page allows search engines to easily understand and rank the page based on its content.

Improve Page Speed

Page speed impacts both the user experience and search engine rankings. A faster website not only delivers a better user experience but also improves visibility in search engine results. Compressing images, minifying code, and using a content distribution network are the most common methods to reduce load time.

Ensuring a Positive User Experience

Google prioritizes pages that provide users with a positive experience. This includes using HTTPS for data security, adopting an appealing design, using readable font sizes, and avoiding intrusive pop-ups and ads.

Provide Responsiveness and Mobile Compatibility

With the surge in mobile searches, it's crucial to ensure that your website is as user-friendly on mobile devices as it is on desktops. This involves optimizing the design, structure, and speed of your site for mobile usage. Google uses mobile-first indexing, which means it looks at the mobile version of your site for indexing and ranking. A mobile-optimized website not only boosts your search engine rankings but also improves user experience for a growing mobile audience.

Opt for Structured Data

Implementing structured data helps search engines better understand the content of a page. By using the right structured data markup code, your pages can win rich snippets, which are more appealing and informative search results.

Identify and Eliminate Content Issues

Duplicate content, broken links, and non-accessible pages are among the content issues that need to be identified and resolved to ensure optimal website performance and user experience. Regular auditing and monitoring of the website can help in the timely detection and resolution of such issues.

Off-Page SEO

What Is Off-Page SEO?

Off-page SEO refers to actions taken outside of your website to improve its position in search engine rankings. This involves tactics that create a reputable image for your website, such as backlinks, social media marketing, and mentions of your brand on other websites. The primary goal is to create a perception of high quality and relevance for search engines and users alike.

Off-Page SEO Techniques That Work

Off-page SEO techniques can enhance your site's reputation and visibility. Let’s explore the most effective methods to improve organic traffic and build authority.

Link Building

Link building involves getting inbound links from other websites. Such links, also known as backlinks, can act as endorsements from other websites, increasing your site's credibility and improving its ranking in search results. 

However, it's crucial that these inbound links are natural and come from high-quality, relevant sites, as gaining links from reputable websites makes search engines see your site as reputable as well. 

To obtain quality backlinks, you can find guest blogging opportunities, ask your partners to incorporate links to your site, and leverage influencer marketing. Creating visual content and offering free tools on your website is another way of prompting visitors to build backlinks.

Content Generation and Distribution

Producing and publishing valuable content on multiple channels is an effective strategy for reaching larger audiences, establishing your E-E-A-T, and getting inbound links. Here are the main channels you can use to attract media attention.

• PR: Digital PR can enhance brand visibility, drive referral traffic, and secure authoritative backlinks from an average of 10 - 24 unique domains. Digital PR campaigns involve writing and publishing online press releases, organizing and taking interviews and reviews online, establishing relationships with journalists, bloggers, and influencers, publishing on social media and news sites.  

• Social Media: While not a direct ranking factor, it can amplify the reach of your content. More shares usually lead to more links, mentions, and branded searches, enhancing your off-page SEO profile.

• Influencer Marketing: Collaboration with influencers helps expose your brand to their large audience, thereby expanding your reach. This can also lead to valuable backlinks and brand mentions.

• Guest Posting: Guest posting on relevant blogs not only earns backlinks but also positions your brand as an industry thought leader. The more authoritative the guest post platform, the more valuable the backlink.

• Podcasts: Participating in or hosting podcasts allows you to reach new audiences and share your expertise. This often leads to brand mentions and backlinks.

• Content Syndication: Syndicating your content on platforms like Medium, LinkedIn, and others can put your brand in front of new audiences, thus potentially earning more backlinks.

• Forums: Although sharing a link to your site will not improve your ranking, engaging in forums like Reddit, Quora, and niche-specific forums (for example, look at the Google Search Console Help Community below) allows you to create relationships with potential customers, showcase your expertise, and enhance brand visibility. This will ultimately improve your off-page SEO and will translate into increased brand searches, organic traffic, and conversions.

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User Reviews

Google's algorithm for assessing a website's E-E-A-T significantly weighs reviews. Therefore, customer feedback is a vital element in establishing your business's credibility. 

Having a strategy to accumulate customer testimonials on review sites like Google Business Profile and Yelp significantly contributes to off-page SEO. Positive reviews increase trust in your brand and can influence how search engines rank your website.

Let’s look at some tested tactics for handling online reviews.

• Encourage all customers to share their experiences.

• Showcase your professionalism and build trust by acknowledging both positive and negative feedback.

• Respond to all reviews, positive and negative, to demonstrate that you value your customers' opinions and experiences, as recommended by Google.

• Never offer to pay customers for reviews for monetary gains.

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Brand Interactions and Signals

Brand interactions, like people searching for your brand or interacting with your social profiles, send positive signals to search engines. Social media marketing and other strategies to boost brand awareness are thus critical to successful off-page SEO. Regular and meaningful engagement with your audience can foster brand loyalty and help in higher SERP rankings.

Organizing Events

This is a great way to enhance your off-page SEO efforts and drive social interactions by engaging audiences and creating a buzz around your brand. Brand mentions can be generated before the event (while promoting it) and after the event (in follow-up publications). 

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On the other hand, due to the quality of the event and having a speaker or influencers promoting it, its landing page can also earn backlinks. While events demand more resources and efforts to execute effectively, they offer unparalleled opportunities for generating excitement and valuable PR coverage. 

Local SEO

What Is Local SEO? 

Local SEO is crucial for increasing visibility in local search engine results, employing technical and creative efforts to convince search engines of a business's relevance to online searchers in close proximity. This is pivotal for businesses with a physical location or those providing services within a particular geographical region and ensures that they are easily discoverable online.

How Does Local SEO Work?

Google uses three primary factors in its local search algorithms: relevance, distance, and prominence. Relevance refers to how closely a Google Business Profile matches the user's search query. Distance relates to Google's assessment of the proximity between the searcher and a business, while prominence measures a business's significance to potential clients.

Ultimately, Google presents two types of search results for local inquiries: the "local pack" results, consisting of Google Maps and Business Profiles, and organic results. Organic results are the standard blue link search results, while a local pack showcases the top local businesses alongside a map.

Implementing Local SEO

Local SEO involves a strategic approach to boost your local rankings and increase traffic. Here are some steps to get you started:

• Conduct Local Keyword Research: This process involves identifying the terms people use when searching for local products and services. Tools like Google Autocomplete and Google's Keyword Planner can assist in discovering these valuable local keywords.

• Optimize Your Google Business Profile: This is a free listing providing crucial details about your business, which Google uses in local search results. Regular updates and additional details like business hours, attributes, and visual content can enhance your profile.

• Establish Local (NAP) Citations: These are online mentions of your business name, address, and phone number (NAP). They play a role in Google's verification of your business's credibility. 

• Encourage Online Reviews: Reviews serve as social proof and validate your business's expertise. As we mentioned earlier, it’s important to remind customers to share their feedback and reply to both positive and negative reviews. To be able to publish your response, you need to verify your Google business profile first.

• Refine Your On-Page SEO: Optimizing individual website pages to rank higher in organic search results is important for local SEO as it will ensure your business will appear after the “local pack.”

• Build Local Backlinks: These are inbound links from other websites. They serve as a strong ranking signal in Google's search algorithm, enhancing your chances of ranking higher for relevant keywords.

• Monitor Local Listings: Regular monitoring of your business listings is essential, particularly as your number of listings grows.

Black Hat SEO vs. White Hat SEO

White hat SEO and black hat SEO stand for two distinctive approaches to search engine optimization. White hat SEO aligns with Google's guidelines, crafting a sustainable strategy designed to follow continuous updates. Adherence to these practices ensures a website's optimization is in line with Google's preferred methods. To be able to navigate current requirements and stay abreast with the latest updates, we strongly recommend keeping an eye on Google's guidelines.

On the contrary, black hat SEO is about evading the rules by implementing techniques like hidden text, cloaking, stealing content, automated article spinning, link farms, purchasing links, and negative SEO. While initially, these might yield results, it's a short-lived strategy as such practices often lead to penalization, and Google frequently updates its algorithm.

We should also note that there is gray hat SEO, which sits ambiguously between white and black hat strategies. It includes tactics that aren't necessarily against Google's guidelines but don't fully adhere to white hat practices either. Examples include completely rewriting successful articles without adding unique value or engaging in circular link-building tactics.

So, while black and gray hat SEO may offer tempting shortcuts, they are risky and potentially damaging. On the other hand, white hat SEO ensures long-term growth, fostering a trustworthy relationship with Google and your audience.

SEO Tools You Can Use

Leveraging the right tools is critical for success. The following resources are some of the most effective and widely used in the industry:

Google Search Console: Previously known as "Google Webmaster Tools," Google Search Console is a cost-free tool by Google that is a must-have in any SEO toolkit. It offers essential data on keyword and page rankings and aids in diagnosing and resolving on-site technical issues.

Google Ads Keyword Planner: This tool, albeit designed for paid search, serves as an invaluable SEO resource. It offers keyword suggestions and search volume data, aiding in effective keyword research.

Backlink Analysis Tools: Key tools like AHREFs and Majestic offer a comprehensive analysis of the backlinks to your website or competitors'. These tools aid in discovering new links for building link networks.

SEO Platforms: Numerous platforms, like Siteimprove, Moz, BrightEdge, Searchmetrics, and Linkdex, provide a broad spectrum of SEO tools. Among other SEO-related tasks, they assist in tracking keyword rankings, conducting keyword research, and discovering on-page and off-page SEO opportunities.

In addition, you can use the great variety of currently available tools designed to help you: 

• Find journalists and influencers, such as Muck Rack and Anewstip

• Personal research of media contacts, such as LinkedIn and ContactOut

• Send out email pitches, such as Mailchimp and iContact

• Write emails and press releases, such as ChatGPT, Grammarly, and Hemingway

• Create shareable visual assets, such as Canva and Infogram 

• Measure PR performance, such as Google Analytics and BuzzSumo

• Monitoring media coverage, such as Google Alerts and Coverage Book

• Keep an eye on the competition, such as Brandwatch 

• Monitor social media performance, such as Hootsuite, SocialMention, and SocialPilot

• Find media contacts, such as Anymail Finder and Hunter

Alternatively, you can opt for hiring a full-fledged creative digital agency, like NUOVA Digital, that offers end-to-end solutions for building websites optimized for search engines and users.  

Knowing how SEO works, make it work for your brand!

Several methods have proven effective, including link building, content marketing, public relations (PR), social media management, influencer marketing, guest posting, podcasts, content syndication, forum engagement, local SEO, and testimonials and reviews.