Some people assume that if you have a marketing campaign that is above average, it will work just as well as an average or even lower performer. In business marketing however, there is an exception for this – an especially powerful exception called SEO and Inbound Marketing. SEO is that can be that one marketing strategy that drives your business higher than many others which is why it should be foremost in your marketing efforts.

For B2B marketers, SEO and Inbound Marketing have both been called “Death Knell” for most B2B sales and marketing strategies because you have already run out of ideas. If you can search for your competitors, your market and sell better, you will, most certainly, have a better marketing strategy. To prove this, it is important to understand how Google works and what Google wants to see from you. First let’s start with the real basics of how SEO works.

Typical SEO and Why It Matters

Search Engine Optimization (SEO) is the process of optimizing web pages according to human readable and readily understood standards. If your search engine search capabilities have been poor, you’ll need to improve that to be more competitive. Search engine marketers agree that in order to optimize for optimum conversion rates, you must not only be able to identify what the desired conversion is, but you also need to be able to track that through a pixel device or software applications that help you know what the keywords are along the way. So here are the basics of SEO.

Your SEO Strategy should consist of a combination of manual and automated tasks. Manual tasks include everything from checking or updating your list of the most popular search terms to Google Analytics or even maybe scraping your competitors’ sites. Automated tasks include, but are not limited to, doing the keyword analysis, as well as getting the related content up to speed and generating it. Doing the keyword analysis is probably the most important because it is what drives a lot of high ranked sites like ours.

Just as important is the creating the content. SEO consists of summarizing and summarizing the key keywords into graphics and then getting the content up to date with the updated words. Developing content on a regular basis is not sufficient either. Quality content needs to be updated, refreshing and in a meaningful way so that the content is better up to date. Otherwise, the quality content only slightly outspends your competitors that may be using this highly optimized approach.

Earning the most rankings

There are three things that every company that is trying to drive conversions to their site needs to do in order to do that: generate more content and improve the quality and alignment of that content with the keywords they list to get the highest rankings. The keywords alone will not always drive your conversions. Rather, you have to address the websites’ actual meta descriptions.

The meta description should explain the content it contains so that it effectively explains who the company and what they are doing. Again, everything should be relevant and since Google relies on the understanding of the person that the content is written for, they will need that accuracy. Only by doing these three things can you drive high rankings.

It should also be noted that even though Google does not make updates to the ranking algorithm, SEO marketers work on optimizing their site to continuously improve performance. That means that every single day, you can ask Google to add new words to your rankings. Which one of these three things would you add to your site?

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In most cases, it should be the custom domains to help direct customers back to your site. You might still need to ensure that your websites’ file sizes and CPU usage are not more than what normal users will tolerate. This might mean to either lower your web quality to better fit the realm of normal users or to increase the size of your websites. While it’s likely that you’ll need to rely on manual and automated tasks, the advantage to the manual traffic boosting step is that when you can just ask Google to add new words to your list, you will not have to worry about your site incurring the second and third-highest costs per conversion.

This story originally appeared on ValuePenguin.