SEO Strategy for Beginners

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SEO strategy

Regardless of the industry that you work in, chances are you’ve heard of search engine optimization, or SEO. While it’s easy to think that SEO is just a trendy phrase that marketers throw around to make themselves sound smart, it’s actually a practice that can deliver real results for your business. SEO is the process of attracting website traffic from free, organic, editorial or natural search engine results. The potential benefits of a well-defined SEO strategy that puts your business at or near the top of search engine results can’t be overstated. After all, “I’ll Google it” is the solution to any unanswered question these days. With that in mind, here are some tips on developing an SEO strategy for beginners. 

What is SEO?

When it comes to search engine optimization, knowing the audience that you are trying to reach is arguably more important than understanding the search engines themselves. Keep in mind that people use Google, Bing and other search engines to answer questions. The goal for your business is to know what questions are being asked and answer them in the form of valuable content

Whether it comes in the form of a blog, podcast, webinar or video, content that answers questions, solves problems and is linkable is the essential component of any SEO strategy. This is where knowledge about your target audience comes into play. When you have a deep understanding of what those people are searching for online and the type of content they are most likely to consume, you can leverage search engine optimization to deliver answers organically through search engine results. 

Elements of SEO

While it certainly plays a significant role in determining your position in search engine results, the aforementioned content is actually just one of many elements that make up your comprehensive SEO strategy. Metadata, page speed and URL naming conventions are other important practices that play a role. Customized metadata, a URL with optimum character length and focused keywords along with fast loading webpages optimize content to drive your SEO strategy. However, keep in mind that keywords are only valuable when they are relevant and included in a page’s content. 

The good news is that on-page search engine optimization is completely in your hands. The bad news is that work still must be done to garner the highest possible ranking for your website. Even without the universal control that comes with on-page SEO, there are still steps that your business can take to improve your off-page SEO, starting with linkbacks. Any time your organization is mentioned on another site with a link to your website included, search engines take that as an endorsement for your site, improving your rank. The higher the authority or following for the site that included your link, the more impact it will have on your rank. 

Why is SEO important?

With on-page and off-page elements to consider and the internet becoming more and more crowded by the day, embarking on the search engine optimization journey can be a daunting task for beginners. After all, with a variety of different paid search techniques readily available, why is an SEO strategy even important? There’s certainly value in paid search, particularly in its ability to quickly reach a targeted audience. However, only 2.6 percent of searches result in a click on a paid ad. 

Organic search engine optimization also provides more longevity than its paid search counterpart. Keeping a paid result at the top of a page requires continuous funding from your company, which can prove more costly than its worth if it’s not directly leading to new business. On the other hand, a blog that answers common questions and includes relevant keywords can live at the top of search engine results for an extended period of time, continuing to drive traffic to your website without any additional money spent for years. 

Generate Better Optimization

Even the most extravagant content marketing plans can miss the mark if they fail to reach your target audience and fill a need. Like the flashing lights on a runway, these keywords and phrases provide a path from search engines to your website. Not sure where to start, let's chat.

Not sure where to start, let's chat.

SEO Strategy Goals

Like any other strategy, developing an SEO strategy that will deliver results requires clearly defined goals and objectives beforehand. The most important thing to remember for this practice is that increased traffic and a higher rank are NOT ideal goals for your business. Having a high search engine results ranking and a large number of people visiting your site has little value to your business unless they are clicking through and converting into new customers or clients. 

Determine the overall goals for your business first to provide some key performance indicators when measuring the return on your SEO strategy. For example, let’s say your company is using search engine optimization to increase your number of email subscribers. If you get 500 monthly visitors but only five new email subscribers, was it more successful than getting 200 monthly visitors with 20 new email subscribers? Of course not. An ideal SEO strategy is one that helps you accomplish your business goals, not the other way around. 

Keep in mind that SEO is a continuous practice rather than a checklist to complete and move onto something else. Mastering SEO as a practice takes time. As you begin developing and implementing your SEO strategy, don’t get discouraged if your website isn’t instantly at the top of every page of search engine results. If you’re interested in learning more about search engine optimization and the benefits it can provide, let’s connect. We’d love to have a conversation about how we can help create results for your business. 


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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

The Account Executive position involves growing and working independently with an emphasis on project management, client relations, media relations, digital/marketing, and/or lead generation among other skills.

Main Responsibilities:

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events.
  • Proactively identify story ideas and work with supervisor to develop.
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision.
  • Effectively place client messages and spokespeople in target media outlets.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc.
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients.
  • Assist in the management of interns, when applicable.
  • Develop an advanced level of design skills for InDesign or Photoshop, largely managing design-oriented tasks related to digital programs independently (depending on position/department).
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skillsets, client contracts and other extenuating circumstances dictate.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email