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Search engine optimization is now more than two decades old, yet it’s still a mystery to the common marketer. We know we need it. We know it works, in theory. But what’s going on behind the scenes? Understanding SEO goes deeper than blog posts and keywords. There are also algorithms, search bots and artificial intelligence to consider. So let’s get started. What is SEO and how does it work? Search engine optimization (SEO) is the process of increasing organic search rankings by targeting relevant keywords, publishing content and generating backlinks. Through on-page, off-page and technical SEO, marketers make their websites more attractive to search engines like Google and Bing, thus bringing in more organic site traffic and leads. SEO drives inbound web traffic SEO is a fundamentally different marketing practice than, say, paid advertising. In decades past, the traditional marketer would pay for ad space in television commercials, on highway billboards, on printed flyers and brochures...

If you own a small business with a physical location such as a store or office, local search engine optimization (SEO) is an extremely important factor for your success. Your potential customers are walking and driving around, usually with their smartphones, searching for businesses like yours. The question is, will they select you or your competitors? It’s up to you to provide great products and services. However, local SEO often determines whether or not people even step into your business in the first place. Working in the local marketing space, specifically text-based marketing, I’ve observed some major local SEO trends along with best practices on how to benefit from them. Google continues to dominate local SEO. Google is the most important factor for optimizing your site for local search engine traffic. Google My Business and Google Maps provide local customers with guidance and directions when they’re searching for a business. Make sure you have an accurate and up-to-...