SEO is an acronym that stands for Search Engine Optimization. This is the process of affecting the positional visibility of a website in organic searches; this focuses on making the website more visible without needing to pay to be visible. The methods used are restructuring of the web design to remove any barriers that may exist that prevent proper indexing of the website’s content by the search engine. Increasing prominence is also done by use of keyword phrases, Meta tags, and constantly updating the content to ensure that it remains relevant and search engines have to update their indexes.
SEO techniques are broadly classified into two; White hat and Black hat techniques. The former are good search engine approved practices that boost the site ranking by providing actual value for service. The latter on the other hand are deceptive tactics employed to fool the search engine into providing them with a higher ranking than they deserve. The webmasters running search engine usually penalise those employing black hat techniques by lowering their result rating or eliminating them from the indices. Where these techniques are to be used for marketing purposes black hat techniques should be employed as these won’t harm the website. Recovery where a site has been demoted or removed can take quite a long time.
Inbound marketing is an alternative to traditional outbound marketing forms. This method employs content marketing methods to generate business traffic. Content marketing refers to the use of published content to engage and inform the potential client about products, services, and even the company. The focus is on information that is educational yet entertaining that attracts the customer without the need for an actual sales pitch. Therefore the content can be published to the public through blogs, videos, podcasts, whitepapers or any other format that achieves the intention.
This form of marketing focuses on the visibility of the business site and attracting customer interest to themselves. The goal is generating awareness which cultivates interest and all this matures into brand loyalty resulting in sales engagements. The focus has been termed as preferring to earn their way into consumers’ hearts rather than the traditional begging, buying into and bugging into methods of advertising. By providing useful and educative information the company provides actual service to the end consumer before their services are even engaged. The consumer therefore learns about a product or service and why it is a necessity.
This value exchange from the company translates into a preference for the company; this makes the consumers more likely to seek these services or products from the particular company. Combined with good service delivery in terms of the quality of the product the consumer gets brand trust is built. Consumers are wary of traditional outbound advertising because it is legally allowed to engage in puffery; these are statements that exaggerate the value of the product with little consideration of actual value. Inbound forms of marketing skirt this mistrust by providing consumer with value upfront at no cost. This boosts a business’s revenue by building the consumer base.