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Understanding the Different Types of SEO

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You can drive traffic to your website exclusively with paid promotions, but these marketing tactics are hard to scale and optimize as the years go on. You pay more to increase traffic, but you can’t seem to improve your ROI.

Organic traffic and SEO growth is one way to improve your marketing efficiency. If you can grow your rankings, you can drive free traffic to your website and focus your marketing efforts on tactics that work.

Your brand should consider multiple types of SEO for its organic strategy. Not all brands need each type, but all need to review their options before they develop a marketing plan. Learn more about the following five main types of SEO.

Product Page SEO

Image via Flickr by http://tvorbaweb-stranok.sk

Basic SEO often covers the content featured on your product and service pages. The first experience most people have with SEO is with a new website full of blank “Lorem Ipsum” pages. The content you create for these pages will sell customers on your products or services and help you rank in search engines.

Product page SEO covers the basic rules of search optimization. In other words, stop keyword stuffing or adding too many links to pages. Instead, learn to create original, engaging content that’s readable and related to your brand. You can’t fully escape the world of SEO if you want website copy that sells your products or services. Once you get started optimizing for these pages, you can move on to more advanced tactics.

Content SEO

After basic levels of SEO and website copy are achieved, marketers can move on to create content and take proactive SEO efforts. Through keyword research and content planning, marketers can develop pieces that attract audiences and grow links. You’ll find multiple ways to use content to grow SEO. A few options that brands have include the following:

  •  Creating highly shareable content that generates traffic
  •  Publishing useful guides that generate links
  •  Reaching out to influencers to guest blog or share pieces to expand their network

Many marketers use a combination of all three. Through these steps, they are able to create valuable content that appeals to both search engines and customers, while generating links through concentrated outreach efforts.

One of the main benefits of content creation and SEO is its scalability. If you can create only a few pieces of quality content per month, that’s OK. You can still see results as you publish and continue growing until you have a full publishing team and schedule.

Technical SEO

While many marketers can understand the value of generating content and providing useful information for customers, many freeze when faced with the challenge of technical SEO. Technical SEO addresses the back-end elements of search engine optimization, which are equally important in growing your rankings.

Sandeep Mallya of 99signals shared 10 ways to boost your technical SEO. Two of the first actions Mallya says to do are make your website more mobile friendly and increase site speed. These actions improve the user experience and boost SEO because of better site performance. You don’t have to be intimidated by technical aspects to manage a back-end SEO strategy.

This type of SEO does highlight the importance of involving the IT department in the SEO discussion. Without guidance and suggestions for improving a website, even the best content will be ignored due to poor technical SEO techniques.

Local SEO

Local SEO is an important factor for any company that serves regional customers or has a brick-and-mortar location. Customers who search for local results are likely to buy that day, meaning search traffic turns into easily convertible leads.

A few years ago, Google changed its local results that highlight the three pack instead of the traditional list of four to seven businesses. This shift increases the competition for local organic traffic, so your brand has to be as optimized as possible for this type of SEO.

Technical elements for boosting local SEO exist. Businesses should help customers easily call them by telephone or search for them on maps, while making a point to target local keywords and generate local links. Additionally, by creating content around the community, brands can build their online footprint with a local focus, proving to search engines that they deserve their spot in the three pack.

Voice Search SEO

Voice search is one of the fastest growing search styles in the world. More than 1 billion voice searches occur per month, and 40 percent of adults use voice search daily. In particular, Google voice queries are up 38x since 2008. User behavior is driving the voice search market, and more content creators are optimizing their pages for this traffic.

Businesses that optimize for voice search use long-tail queries and target full sentences, not keywords only. They answer queries clearly and immediately in the content so that Siri or Cortana can pick up the clips in their results. This approach also helps brands target the “zero position,” or top answer box found in desktop queries.

Voice search, like local search, is highly convertible. Customers who use voice search are often with friends or in the car, and they want to seek out your business immediately. Brands that can tap into these search results could quickly see their business boom.

Determine Which SEO Strategy Is Best for Your Brand

Some marketers get overwhelmed at the idea of one type of SEO, not to mention the multiple elements and factors that go into improving search engine results. Good news: Many of these SEO goals work together and overlap during the optimization process. Local and voice search often go hand in hand, while technical SEO requires a different set of skills than content creation.

If you don’t know where to get started with your SEO strategy, but you know that you want it to get better, contact CopyPress. We can help you establish a plan that can boost your SEO and make sure your bases are covered for all the SEO ranking factors presented here.

About the author

Amanda Dodge