By: Marina Ruiz

Search engine optimization, whether you are familiar with this topic or not, I feel compelled to note that being engaged and educated in a field of interest will get your foot in any door. I am on the search engine optimization team at Harmelin Media in Bala Cynwyd, Pennsylvania as their summer intern. Here are some interesting and important things to know about SEO (an important piece in PR and the communications industry).

SEO Defined:

SEO is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume.

So Why is SEO Important?

While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. Here’s  what Moz.com has to say about Mozlow’s hierarchy of SEO needs:

1. Crawl accessibility – so engines can reach and index your content
2. Compelling content –  that answers the searcher’s query
3. Keyword optimized – to attract searchers & engines
4. Great user experience – including a fast load speed, ease of use, and compelling UI on any device
5. Share-worthy content – that earns links, citations, and amplification
6. Title, URL, & description – to draw high CTR in the rankings
7. Snippet/schema markup – to stand out in SERPs

All in all, the end goal is to rank first, or on the first page of any search engine results page (SERP’s). In order to accomplish high rankings, you must consider keywords, on-site content, page titles, meta descriptions, back/inbound links, and more. SEO is not something that happens overnight, so with accurate research, patience, and dedicated time you can get your brand or company to rank first in Google results. 

Check out Moz.com, it is a great resource for anything related to SEO from free SEO tools to SEO knowledge and education. You can also familiarize yourself by going online to Google Academy and become certified in Google Analytics, it’s not only free but shows future employers that you know your stuff.