Search Engine Optimization.

What is it?

Is it just a passing buzz word? A new fad? Will it matter a year from now?

No. No. And absolutely yes.

Search Engine Optimization, or SEO for shorthand, is understanding and properly utilizing the algorithms behind social media platforms and internet search engines. Essentially, it's a strategy for gaining more digital visibility and a higher click-through-rate for your social media accounts and your website.

This can be achieved using the following tactics:

1. Content

Good SEO begins with great content. If your website, blog or Twitter doesn't generate great content, then SEO won't matter. Quality content that is engaging and beneficial to readers will boost ranking in search engine algorithms. This means you have to know your audience inside and out. You have to understand what your audience wants and needs and find a way to provide it to them.

2. Keyword Research

Research key words for each blog post, webpage and social media post. What is the topic of your content? Make sure you use keywords that many people have searched or will search. Think about what you would type into the search bar. Use those words in your content. This is especially important for blogging and Twitter posts.

2. Cohesiveness

With everything you do, make sure it all points back to your blog, website or whatever your landing page is. Tying it all together boosts the SEO ranking of your platforms within the algorithms. This means you'll have better results when you initiate a "Call-to-Action" such as a link on your tweet that takes the reader to your blog, or a sidebar on your website where the reader can see your Instagram posts.

One very important thing to realize when it comes to SEO is this:

SEARCH ENGINE OPTIMIZATION IS A MARATHON NOT A SPRINT.

Don't expect overnight success. It's a slow building process over the course of a few months to a year, depending on your targeted publics and audience. Maintaining your SEO rankings is just as much effort as building. Once you've achieved great analytics, don't stop! Keep the momentum going!

You'll thank yourself later when your brand is healthy and thriving.