SEO and Link Building
Abel Tolpin
WWU Alum and avid juggler with a degree in Marketing. Interested in analytics, data, SEO, and lifelong learning.
So what exactly is SEO, and why are there always so many people blogging about it?
Search Engine Optimization and Why It Matters
SEO is the optimization of a website so that it gains more traffic from search engines like Google and Bing. This means trying to get the website to appear near the top of the search results by appeasing the algorithms that search engines use to rank websites.
SEO matters because 68% of all website traffic is sourced from organic and paid search, with 53% coming from organic. Additionally, only 0.63% of google search users actually click on results from the second page. This means that if you are skipping SEO, you will not get nearly as much traffic.
Sounds important, how is it done?
Every technique used to do SEO can be looked at as a way to feed the positive feedback loop that that getting to the top of the search results allows. With more users giving more clicks, which leads to more other websites citing yours, which leads to a higher search result. However, this loop isn't possible without a foundation of good content, a readable website, and the use of keywords.
Some specific techniques used to do SEO are
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What is Link Building?
Link building can be thought of in a similar way to citations, where if a specific paper is cited many times, it's likely that it's a good one. Search engines use a similar methodology when ranking websites. Link building is the process of building a network of other websites that link to your own.
At the core of this process is creating high-quality, useful content that other websites legitimately want to use as a reference. On top of that though, link building is a strategic game, where you must identifying relevant and authoritative websites in the same niche or industry, reach out and build relationships, do guest blogging, and more. Essentially, link building is the process of becoming a part of an industry community, which means a lot of research.
SEO in Fashion
With the fashion industries saturated nature, and the increase in online sales, the industry is looking more and more like every other segment of e-commerce, where SEO is incredibly important. For companies in the industry, creating high-quality and informative content, optimizing product descriptions and titles, and building a strong backlink profile can be the difference maker between the second page of google when someone searches for a new pair of pants, to the first, giving them significantly more conversions.