Search engine optimization is often misunderstood. It’s changed a lot over the past decade, which adds to the confusion. SEO is defined as the process of increasing the quality and quantity of traffic to your website. Ideally, you want to get more customers who will convert to sales. Here are some basic things you should understand about SEO.

SEO Takes Time

SEO is about organic, unpaid search results. You’re not going to rank in the top 10 of Google search results in the first week. Over time, your efforts will pay off. Just don’t expect immediate results.

Know Your Data Analytics

In order to get better, you need a baseline identifying where you are. Use the tools and resources available to monitor your search standings. Google Analytics can provide a great deal of information and has a free option. You should know what keywords are being used to get to your site, what pages are tracking the best results, and which pages aren’t getting results.

Keep Your Content Fresh

Google bots want to see that your website provides relevant, useful and updated information for the customer. High-quality content will rank better, so don’t just write about what your competitors are doing. Provide insight into your organization and industry to add value for your customers. Make sure you have a variety of content, not just written. You should include videos, infographics, testimonials and podcasts, just to name a few.

Technical SEO Counts

SEO isn’t just about content and keywords. It’s about setting up your website to make it user friendly and to allow the search engine bots to index your site. You have to use title tags, meta descriptions and links back to your own site to get results. Don’t forget about making sure pages load quickly for a good user experience. Forget about using Flash, which is mostly splash without any substance. If you use pictures, make sure you put text around the image to benefit your SEO efforts.