Digital Marketing - Study Notes:
Definition
Search engine optimization (SEO) is the process of improving the visibility of online content in organic SERPs to help achieve the goals of your organization.
SEO is a process, so it is not something you do once and forget about. SEO needs constant attention and focus. Your website is not a static finished thing. It’s something that requires constant effort to improve and optimize.
SEO objectives
What can you accomplish with SEO?
It’s important to set objectives before you start doing any SEO work. You should start with establishing a baseline of performance to measure progress against. How is your website currently performing? How much traffic is it getting from organic search? And how many sales or leads is it generating?
We can set different business objectives to determine SEO success:
- Establish a baseline of current performance.
- Define targets for increased traffic from organic search.
- Define targets for increased sales or conversions from organic search.
- Define targets for improved presence in SERPs on relevant keywords.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Nikki Lam
Nikki Lam is Senior Director of SEO at Neil Patel Digital, where she oversees the Organic Search offering, leads a growing team of over 20 passionate Search strategists, and assists in award-winning SEO campaigns for NP’s growing roster of enterprise and Fortune 1000 clients.
Joe Williams
Joe Williams teaches search engine optimization at Joe Wills. He holds a degree in Computing Informatics, and he’s been an SEO specialist for over 15 years. He’s consulted and trained many large blue-chip companies including The Guardian, Cosmopolitan, and Sky. He's on a mission to make SEO easy, fun, and profitable. You can catch him on X and LinkedIn.
