Search Engine Optimization, or SEO, is the fine art of optimizing your business website to increase its chances of appearing on search engines like Google or Bing. This is possibly the oldest form of online marketing, besides crafting websites themselves. Once people started using Google to find information online, savvy specialists began finding ways to game the system and boost websites to the front page of search results. Over the years, this has turned into a game of cat and mouse, with search engines becoming smarter and marketers trying to outsmart them in turn.
Nowadays, search engines are so smart that marketers must stay on top of things to help their clients get ahead. Gone are the days of using coding tricks to get to the top of the rankings – now it’s all about a holistic marketing approach across your website, social media, advertising, and online P.R. efforts. But how do you know what the best practices are to keep your online efforts in line with what search engines want to see?