Chapter 2
Leveraging SEO for Improved Visibility
IN THIS CHAPTER
Understanding why SEO still matters
Looking into the top search engines
Focusing on the SEO basics of keywords and metatags
Optimizing your web presence for search engines
No matter how popular social media may be, search engine optimization (SEO) must still be a part of your toolkit for a successful, broad-spectrum web presence. The goal of SEO is to get various components of your web presence to appear near the top — preferably in the top ten — of search results on general search engines or specific social media services.
You accomplish this by selecting appropriate search terms or keywords and then optimizing content, navigation, and structure to create a web page or profile that’s search friendly for your selected terms. At the same time, you maximize cross-links from social media to increase the number of inbound links to your primary website.
Fortunately, you can optimize social media, from blogs to Facebook, very much the same way that you optimize a website. Some people call this social media optimization (SMO), ...
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