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During the process of learning about digital marketing, one of the areas I struggled in was understanding the intricacies of Search Engine Optimization. Working toward my capstone project, I was most worried about this aspect. Now, I feel much more comfortable in understanding how SEO works on a deeper level. What stood out to me was that approaches often superceded numbers. Meaning, analysis of where and how you're advertising was often a much more reliable metric than how many clicks you are getting.
For many novice users learning SEO, they become focused on vanity metrics like views, clicks, or opens. Though they are good indicators of performance, they only scratch the surface of SEO analysis. For instance, getting 500,000 views is great, but how many of those viewers clicked the link in the description? How many of those users navigated to a search engine later and searched for your brand? Of that small percentage, how many filled out the form? From there, how many responded to communications with them?
Though seemingly far away on influence, SEO effectiveness is the initial building blocks for those other metrics when doing business online. If someone can't find your product, those other numbers don't matter. If your product is being shown to the wrong searchers, conversions will be non-existent. Understanding how the numbers influence each other is one aspect, and how to target the most profitable searchers is the other. Learning how this relationship works will have a great influence on my digital marketing efforts moving forward.
In the upcoming months, I hope to learn further how to communicate needs between departments, how to properly assign responsibile parties, and overall how all of the previously learned information ties together. Understanding advanced SEO skills has been one of the most demanding parts of this entire program, but the trade off has been that I now feel more confident than ever in understanding the key components and being able to analyze the numbers to maximize marketing potential.
SEO is something that is consistently evolving, but must be learned in order to compete in today's high demand digital marketing industry. Understanding and having literacy in the more advanced aspects of it is paramount to any SEO specialist. Though overwhelming, the only way to start learning is to take the first leap. The understanding and experience gained through this process has been exponential, and is a skill I would implore more marketers to learn.
