Search Engine Optimisation (SEO) is just one of the many tools digital marketers can use to increase the likelihood of people clicking on their page(s).
Google and other search engines have an algorithm, which ranks pages based on their relevance to what someone has typed in the search bar. The more relevant and specific the content is to the search terms, the higher it will rank (e.g. appear on the first page) on these search engines.
Digital marketers (or anyone with a website, even bloggers!) can increase traffic to their page (traffic = people clicking on your page) through optimising their content.
The first step is finding out what the most commonly searched keywords are for the topic your page is covering.
In the case of trying to rank highly on Google, you can find the popular keywords through using Google Adwords.
For example, if your blog post is about comparing protein powders, then you will look keywords with the highest average monthly searches related to that topic.
Although finding keywords that are broad and general (e.g. whey protein powder) can be beneficial to a certain extent, longer keyword terms; known as long tail keywords, that specify exactly what the user is looking for (e.g. best protein powder for women), can also optimise your page greatly.
Below is an example of the most common keyword searches relating to “protein powders” on Google Adwords.
Once you’ve got a few of these common keywords, you can incorporate them into your title, meta description and content on your landing page, in order to move up the ranks on the search engine. Generally, you want your page to be on the first page of search results.
It goes without saying, there’s only so much you can do using keywords for SEO. But, it’s definitely a very useful tool that can easily be implemented in any landing page! I’ll be sure to touch on other ways to increasing the quantity and quality of traffic to your website.
References
SEO basics: What are long tail keywords?
google adv
Dynamic Digital 