How SEO works is still one of the biggest questions we get here at Funnl Digital. SEO is probably one of the most misunderstood marketing channels out there. In fact when I first started out, Search Engine Optimization frustrates me a lot. What’s up with the ever-changing algorithm updates and very time consuming optimizations? During the course of my career, I was born from Content and grew up in Paid Advertising, where all results – regardless of how bad they are – can be seen overnight.
I was lucky to work with amazing people who do an equally amazing job in SEO. And the more I listen to them and watch them work, the vaguer it gets.
But for Digital Marketing to work, SEO is vital. Afterall, it’s cost efficient. And it gets better overtime. In terms of marketing investments, this misunderstood marketing channel will give you the best return, albeit after six months.
How SEO Works
There are different reasons why people search the internet. From feeding curiosity, to wanting to do a certain task, we rely to our good old friend Google for answers. And when we can’t find what we’re looking for, it can get a bit frustrating.
Google – which is one of the most common search engine right now – receives 63,000 searches per second. Which equals to 5.6 billion searches per day. And For every search query, it has billions of web pages in its arsenal. And in order to show the most relevant content for people, Google has its own page ranking system.
Search Engine Optimization is the process of increasing your website traffic organically. Simply put, SEO allows you to puts your website in the front page of the search results by doing the correct strategies, methodologies, and tactics in line with the said page ranking system.
For years now, Google has been putting a big emphasis on Domain authority. In the SEO world, we call this E-A-T (Expertness, Authoritativeness, and Trustworthiness). The algorithm keeps on changing, but E-A-T still remains as the main ranking factor.
Now that you know how SEO works, There are several ways on how to increase your E-A-T and most of it are happening out of your website. To improve your site’s trustworthiness you have to build quality backlinks on websites with good authority.
One thing we’ve also noticed is the relevance of the author’s expertise on the blog post. Search engines has a way to figure out who’s behind the blog post and whether or not the author legitimately knows what she’s talking about. This is hard to fake.
The Value of Content
At the end of the day, it all boils down to content and authoritative backlinks. If you produce high quality content that gives value to your target readers, then you got one of the key elements of SEO right. Collect evergreen content in your arsenal and autorithative links will naturally come.
One of the questions that we frequently answer is how to know what blog topics they should cover. For starters, if you look at your Google Search Console, you’ll see the list of your high-performing keywords. Build your initial set of content around that and expand as your traffic grows and your keywords are giving birth to another set of keywords.
One of our B2B clients who offers an efficient way to align your team has one of the most successful SEO tractions that we had.
The thing about companies is that no one will actually change their current project management platform because aligning and familiarizing with the new app is time consuming. So we plan on tapping a very niche target demographics: those who are still planning to build their team. You can see our content persona process here.
When we first started out, we laid out several content ideas with a little twist: they will write it, or at least most of it and we’ll revise as necessary. This was the start of our author expertise experiment.
While they we’re busy and a bit flabbergasted with the assignment, we started to build their executive team’s influence everywhere. We answer questions on quora, reddit, and linkedin groups using their accounts. Our social media team also did a great job mentioning and linking them as individuals in different forums and blog comments.
By the time we publish our first content, we’ve already built a reputation for them and created several relationships, which greatly impacted their page and domain authority in a short period of time.
Having comprehensive content in your content bank is the main challenge. After all, on page optimizations can only take you as far as it can, but building on valuable and evergreen content will open up a lot of opportunities for your website and your business.
Want to learn more about how SEO works? Are you currently planning your content? Send your keyword research and target demographics to firstname.lastname@example.org and we will recommend some content topics for you to start.