Search engine optimization (SEO) standards are constantly changing. Like social media, email marketing, and emerging technologies such as artificial intelligence (AI), search engines are improving the way in which they deliver results to users every day. To do this, they're focusing on things like localization, page authority, click-through rate, and even searches that come from voice assistants like Amazon Alexa and Google Assistant.

Every business with a website needs to be thinking about search engine optimization. If you’re new to the concept, search engine optimization, usually shortened as SEO, describes any work a website owner or professional consultant undertakes to increase a website’s ranking in the search engines.

Think about your own online habits. When you turn to Google looking for something, how often do you click to the second page to see the results there? How often do you even look beyond the top two or three results on the page? Data shows that third of people go for the first link and click-through rates drop considerably from there down to only 2% for those at the bottom of page one.

Improve your SEO strategy? To say SEO has “changed a lot” would be the understatement of the decade. We’ll often see multiple updates per year from Google – including the Chrome security warnings rolled out to non-HTTPS sites and core “Medic Update”. As a result, marketers are faced with the challenge of educating themselves about each update, adapting their SEO strategy accordingly, and solving for any reduction in organic traffic. Sound like a lot of work? Maintaining an effective SEO strategy does require a close eye and a commitment to quality. And because SEO has changed so much, many marketers aren’t sure what’s outdated, what’s important, and what will move the needle. To break it down, SEO is the process of optimizing your website and content to perform well in organic search. It’s how your content gets noticed, and how companies end up on the first page of search engines like Google. To make effective result first, make sure that your copy is unique on every page. That means you’re not duplicating already written content or borrowing it from other sources. Secondly, make sure that your copy is unique on every page. Thirdly, focus on your longform content. As you develop your content, make sure you’re including facts, stats and FAQ’s in your content. SEO is one of the most effective ways to gain traffic online. And yes, there’s a lot to it, but following the three simple steps above will give you noticeable results you won’t have to wait long for.