Web Site Design SEO Marketers Learn how to explain SEO with clear explanations and write effective creative to get their site to rank high in a Google search for example where they want it to show up.

Web Site Design SEO Marketers learn how to explain SEO with clear explanations and write effective creative to get their site to rank high in a Google search for example where they want it to show up.

Fast Company: How do you explain the whole search engine optimization process to a non-engineer?

Ali Baban: Typically, I have to get a little bit of overview, explaining some of the basics to help people understand the concept. … How the search engines work, how they rank websites. The overall explanation is very simple. … It’s the engines. The engines are set up to find the exact content that a user is looking for based on keywords. … So, if a user wants to look for an article and they’re clicking on a page with a lot of keywords, that’s a page that’s indexed by the engines, that’s going to show up higher in Google searches. If a user is looking for a specific picture they’re looking for a photo, that’s a photo that’s indexed by the engines. So, there’s a definite hierarchy of content.

FT: What should a site owner do if they want their site to rank high in a Google search?

AB: You have to be proactive and do regular things to get your site and your content indexed by the engines, depending on where you are. If you’re just starting out, it’s a great idea to write a monthly SEO newsletter. It gets you off the ground and increases awareness with your users. That’s something that I promote frequently. If you’re starting out with a visitor-generated strategy, host a meetup event, or whatever you think it takes to get your content indexed by the search engines. And then, as you get more visitors, people are starting to share content that you’ve produced, sending your content to Google first. That’s a great way to get your content indexed by the engines and get people sharing it, as well.

If you’re somewhere like BuzzFeed, your team is responsible for writing great posts and producing videos for the web, and then the content gets shared. If you’re the blog owner, if you see two articles that are created on the same day, even if they are two different people, you’ll notice that one has already been indexed and the other hasn’t. … Facebook is another piece to it. Facebook algorithmically decides how long the content will stay on people’s pages and how long a post is visible on someone’s page. So, if you really want your post to be visible on someone’s page, you have to work on making sure your content is shared.

FT: Is there any specific content marketing strategies that you recommend for a small business owner?

AB: If you want to build a direct relationship with users, and if you’re just starting out, make sure you’re user-generated, so users can send your content directly to you. Because by the time you start to write ads to promote your content, users are already sharing your content. That means that their previous interaction with your content will be on Facebook, through their friends, through their posts on your page, as well as on other social platforms.

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