An Overview of SEO (Search Engine Optimization) for Beginners

Are you a marketing professional looking to drive more traffic to your website in order to increase leads and conversions to boost your company’s revenues? Then, it is time to become familiar with the basics of SEO as it could help you improve your brand’s online visibility and generate significant sales as potential customers will be enticed to visit your site and take action. If you are looking at building your foundation knowledge about SEO, here are more details about what it is and why it is crucial nowadays in the digital world.

What does SEO stand for?

According to Moz which is an organization specialized in SEO solutions (Links to an external site.), Search Engine Optimization is a process that helps improve the quantity and quality of the traffic to your website. It also allows to enhance your brand’s awareness in organic search results that are unpaid.

Why is it important?

This process will help you better understand what your prospect customers are looking for and what answers they are expecting from their queries through search engines. Indeed, it will allow you to identify what terms they are using when searching about products or services that your company is selling. Thanks to SEO, you can determine what type of content is attractive to your target market. Through using the best SEO practices that enables you to discern your audience’s intent, you will be able to have your content more easily found by your prospect customers.

How Does Search Engines determine which Pages to Display in the SERPS (Search Results Page)?

According to the Marketing organization HubSpot (Links to an external site.), Google is the most widely used search engine in the world with 70% search market share. As Google offers the most popular search engine, the competition is huge which makes it challenging to have your site rank highly. The Online Advertising Organization Wordstream (Links to an external site.) suggests that “Google is looking for pages that contain high-quality, relevant information about the searcher’s query”. Here are some factors that Google is evaluating before determining the pages to return according to search queries:

  • Website Accessibility and Security

It is important to have a well-coded website so Google can visit it and access your content and an effective sitemap that makes your website easy to navigate. You also should make sure to have your website secure through an HTTPS link that could be created through enabling SSL security.

  • Speed Load and Mobile-Friendliness

It is crucial to make sure that the pages of your website are fast-loading as it is an important factor that Google consider determining the quality of user’s experience. Google PageSpeed Insights (Links to an external site.) suggests tips to make your pages load faster. Google Search Console (Links to an external site.) also offers a platform in which you can enter the URL of your website and test its mobile-friendliness and speed to improve your website performance.

If you want to learn more about how to speed up your website if you are a WordPress user, here are tips that you could follow according to WPBeginner. (Links to an external site.)

According to SEMRUSH Academy that mentions a research made by Google (Links to an external site.), users are more likely moving forward with a purchase through a mobile device rather than on a desktop. It is important to make sure to have a website with responsive design and appropriate size fitting a mobile device. You must also ensure to use a font making the text readable and have accessible and clickable menus to make your website smooth to navigate.

  • Keywords Optimization

The algorithm on Google search depends on keywords. It is important to know the phrases and words that users are searching when they are looking for particular information that relate to your business. When identifying the keywords of interest of the browsers, it is important to use them in your website content. Here is a guide for effective selection of keywords for SEO to optimize your content according to the marketing organization OptinMonster (Links to an external site.) specialized in online conversion. For example, below is a report from the Online Advertising Organization Wordstream (Links to an external site.) that shows the search volume defined as the number of people searching for specific keywords:

It is time for you to start considering SEO practices as it will help you connect with people who are searching for things that are related to your business. Through effective use of SEO, you will be able to make your site become a trusted source in the eyes of your potential customers. You will be surprised how this process will help you gain significant visibility through online search and thus drive more profit to your business. If you want to learn more about Search Engine Optimization fundamentals, SEMRUSH academy offers high quality courses (Links to an external site.) that will guide you towards the best SEO techniques. Do not wait to get SEO certified by SEMRUSH as it is an important process to master to be a successful digital marketer!

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world:

Google Ads Remarketing to Increase your Hotel Bookings

Google Ads Remarketing to Increase your Hotel Bookings

Are you a hotelier looking to increase your online hotel bookings? If the answer is yes, consider creating Google Ads in which you will set up a remarketing strategy. As there is a wide choice in terms of hotel options over the web, it is important to work on getting noticed. Indeed, remarketing through your online advertising is one of the most efficient strategies used to make your brand top-of-mind among customers. According to a research made by Expedia, customers are visiting 38 websites before taking the decision of booking a specific hotel. Remarketing is a powerful way to reconnect with your potential customers and enticing them in choosing to stay at your property over others.

What is Remarketing in Google Ads?

Remarketing is a type of online advertising aiming at retargeting customers who previously visited your website. Indeed, targeted ads are shown to your past visitors when they are browsing online searching, visiting websites or watching videos in Youtube. The goal of remarketing is simply motivating these potential customers who already demonstrated interest for your products and services to come back to your website and eventually take action.

Below is an illustration of how the remarketing process works through Google Ads according to the Online Advertising company Wordstream:


How to Launch Remarketing Campaigns?

If you are in the process of running Google Ads, make sure to add remarketing tags in your website so you can track visitors who already interacted with your website. These tags will allow you to add customers visiting your website to the list of your remarketing audience. Based on the pages your past visitors explored, you can create dynamic and tailored ads that will be shown to your potential customers while they are browsing online. There are different steps you should take to add remarketing tags to your campaign according to Think with Google Marketing Research organization.

Examples of Remarketing Campaigns:

One of the most famous companies known for being highly focused on creating powerful remarketing campaigns is Nike according to the Digital Marketing Company WebFX. Here is an example of how Nike reconnect with past visitors by running targeted ads about the apparels potential customers previously searched when browsing the website:

As you can see, this is a customized ad based on a previous activity on the website as it is showing shoes that were searched by a past visitor.

As a hotelier, you could do the same by creating tailored ads showing the rooms that your past visitors considered when visiting your website. Your ad should include a special deal to attract your audience in booking the rooms they have previously looked at during their first visit in your website. This is an example of an effective remarketing ad showing a special deal from the hotel Westport: