Who am I writing my content for, a human or a machine? With inbound marketing, we know who we're talking to. Of course, the content should focus on our buyer persona and provide them with helpful information.
But what good are the best recommendations if the interested party can't find them in their search? So, should we write for the machine? The connection between SEO and inbound marketing is explained in this blog post.
What is search engine optimization (SEO)?
SEO
SEO ( Search Engine Optimization ) is nothing other than the optimization of your fantuan data website for search engines . Strictly speaking, it should be called "search engine optimization," because that is the goal of the effort.
When done correctly, SEO methods will help your website rank as high as possible in the organic search results (SERPs), bringing attention to your business.
Search engine optimization is a subset of search engine marketing. Image search (e.g., Google Images), video search (e.g., Google Video), news search (e.g., Google News), and vertical search engines are all possible targets for optimization (e.g., Booking.com).
Theoretically, it might make sense to perform the same optimization for other search engines like Bing, Yahoo!, or DuckDuckGo, but we'll stick with Google here because, with a market share of 75% worldwide and over 90% in Germany, it's by far the most relevant for you.
Bringing Google and Inbound together
Through updates to Google's mysterious algorithm, the number one search engine has repeatedly changed its preferences over the years, be it through Penguin, Pands, Pirate or Hummingbird.
While a few years ago the focus was on keywords and links, Google has gradually changed its ranking algorithm in recent years to increasingly focus on the relevance and authority of websites (Penguin, Pandas and Hummingbird Update).
On the one hand, Google is avoiding harmful practices like keyword stuffing and hiding information in white space, and on the other, the search engine is increasingly adapting to users' wishes. This is due to its ever-improving ability to read search queries to determine their true intent.
Individual web pages are increasingly being indexed based on their overall content and their relevance to search queries. This tactic makes Google increasingly more precise, so that people in front of screens generally receive the results they expect for their search queries.
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