A process, not an event
To test these SEO tactics, you could choose a relevant keyword, write a blog post that features this keyword, then monitor the effect on search traffic to your site. But an in-depth SEO campaign involves regular monitoring of keywords and development of new content. What’s more, you must also address your site’s architecture, including HTML tags, headers and the like. SEO consultants can assist with that process.
However, those tasks are based on the same principles: Understanding how people are searching for products and services, then positioning your site with the right words and content to deliver something useful to them. “People go to Google or Bing to find answers. By typing what they are looking for in the search box they pre-qualify themselves before even arriving at your website. First you need to make sure you are there when someone is searching for your products and/or services, and, second, your website needs to have the answer they are looking for,” says Kirov. Because in the end, the value you provide search visitors is the key to turning traffic into satisfied customers.
1 BrightEdge, Cracking the Content Code https://www.brightedge.com/sites/default/files/Cracking%20the%20Content%20Code.pdf
2 Shop.org/Forrester Research, State of Retailing Online 2014 https://nrf.com/media/press-releases/shoporgforrester-search-marketing-tops-online-retail-customer-acquisition