Chapter ThreeSEO and Content Strategy
Search Engine Optimization (SEO) is an online marketing strategy for driving qualified search engine traffic by increasing a page’s rank in organic (i.e., unpaid) search engine listings.
A successful SEO strategy is built on a foundation of high quality content. Once the content is in place, you optimize that content for search engines in three ways:
- Identifying and using keywords and search phrases.
- Developing and executing a smart link building strategy.
- Optimizing page metadata.
Identifying and Using Keywords and Search Phrases
People use search engines to find specific information. The words they enter into the search bar represent the primary information the search engine has about the searcher’s ...
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