Introduction to search engine optimization
You've built your client a beautiful website, but a website holds little value without any traffic. In this course, we'll review Vendasta products that can help boost your client's sites in search results.
From the basics of "What is SEO?" to the in-depth "What are the SEO products and vendors in Marketplace?", this module will take you through the ABC's of offering SEO to your clients.
- Explain why SEO matters and the role of trust in search rankings
- Define core SEO terminology (backlinks, white/black hat, onsite, offsite, keywords)
- Identify Vendasta Marketplace SEO vendors and what each one offers
- Confidently recommend the right SEO product to a client based on their needs
Search Engine Optimization (SEO) boils down to trust. Consumers trust the brands they find near the top of their search results.
The challenge with SEO
In our fast-paced and increasingly digital world, consumers are interacting with brands and online content quicker and easier than before. Understanding and utilizing SEO is more important than ever.
SEO is about understanding what people are searching for online, the answers they are seeking, the words they're using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you and your brands offer.
The numbers
- 81% of consumers search online before buying
- 84% of clicks are organic rather than paid ads
Prospective buyers search online for helpful product information, price comparisons, and trustworthy reviews. Searchers often skip advertisements and click on organic search results to find what they're looking for. These are the trusted positions brands want to be in.
The solution: search engine optimization
The most basic way to describe SEO: It's the work that goes into a website to get it on the first page of Google. It's about making sure that search engines like Google place your client's website on the first page of results when potential customers are searching for their product or service.
Most businesses don't have the time for this extra work and need outside help. SEO is complicated and most people don't have the knowledge or the time to do it effectively on their own. This is where you come in.
Your SEO strategy comes down to one thing: a website that ranks. Here are the key terms:
| Term | Definition |
|---|---|
| SEO | Search Engine Optimization |
| Backlink | When one webpage hyperlinks to another website (incoming or inbound links) |
| White Hat SEO | Following search engine guidelines, focusing on a human audience, no spamming |
| Black Hat SEO | Practices banned by search engines (duplicate content, buying links, linked comments on blog posts) |
| Onsite SEO | Optimizing your site (content, title, structure) for keywords |
| Offsite SEO | Inbound links from credible external sites (external signals that drive traffic) |
| Rank | Where a site appears in search engines (low to high) |
| PPC | Pay-per-click, buying visits through ads (not organic site traffic) |
| Keywords | Content pages are tagged and coded with relevant keywords optimized to appear in targeted search |
Keywords
When designing keywords, the goal is to mirror the phrase a user inputs into search on Google. Targeted and industry-specific keywords lead to better performance in search results, higher conversion rates, and happier clients. Clients know their industry best—they may feel empowered to provide a list. Avoid overly generalized or single-word keywords as a general rule.
Alpha SEO uses an analysis and optimization process that ensures online presence is fully integrated and linked among all facets.
How does Boostability help websites rank higher, get noticed, and drive more sales?
| Service | What It Does |
|---|---|
| Keyword Optimization | Exhaustive research to find the very best keywords |
| Link Portfolio Development | Create a diverse portfolio of links—on industry sites, news sites, blogs, articles—in strategic locations |
| Website Optimization | Full-service cleanup and exhaustive upgrades to code and user experience |
| Business Profile Development | Create and maintain up-to-date profiles on trusted online business directories |
| Custom Content Creation | High-quality content to keep your website fresh and at the top of search rankings |
| Ongoing SEO Consultation | Dedicated team of 4–6 specialists who get to know your business and build a campaign strategy |
| Service and Performance Reporting | At-a-glance performance reports and in-depth review of work done on your behalf |
Marketgoo provides business owners with access to a platform that assigns tasks with instructions and follows up with insights and result metrics. It's a user-friendly platform for task-based SEO management.
Dynamic SEO strategies are some of the most important things to consider for ranking longevity and increasing high-quality website visitors. SEO Network provides just that.
How does SEO Network work?
- Content pages: The network code generates and integrates vital missing content pages. Relevant keyword-related content is added with new pages tagged and coded.
- Interlinking: Interlinking with industry-related businesses begins. The Live Link Data Report shows links being generated, corresponding keywords, where the link appears, and relevancy score.
- Monitoring: The system actively watches for new relevant link partners daily and checks to ensure links stay live over time.
What makes SEO Network different?
SEO Network provides you and your clients with a dashboard where everything is clearly recorded—every link that's been built, every piece of content written, and the corresponding rankings on Google, Yahoo, and Bing.
A client's website isn't getting traffic. You explain that 84% of clicks are organic—they need to rank. You recommend Boostability for full-service optimization (keywords, links, content, profiles) or SEO Network for a transparent dashboard showing every link and ranking. You use the terminology: onsite optimization for their content, offsite for backlinks. They understand the value and sign up.
Key Resources
Knowledge Check
Knowledge Check
Test your understanding with 5 random questions from a pool of 5.
You've covered the ABC's of offering SEO to your clients. Use these products and vendors to help your clients get found, rank higher, and drive more traffic.