Google now uses user engagement metrics to determine the quality of content and webpages it’s ranking on its search results pages. Considering customers from SEO convert 14x higher than almost any other marketing channel, it’s time for SEOs and UX specialists to work closer together.

Long story short, it’s a high-value channel. In fact, customers convert 14x higher when coming from SEO than any other marketing channel. For comparison, traditional strategies like print ads and direct mail have a 1.7% average conversion rate.
57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. As a CEO, it’s important to make sure your organization is investing in SEO.

There’s no gaming the system. Don’t try to add a ton of keywords and hide them with white text. Also, don’t use the same keyword a million times on your website. No user is going to like that. Remember, search engines are trying to help people, so if your website doesn’t do that, they won’t show it. It’s always best to ask “What does my searcher really need?” and provide that.

The whole goal of search engine optimization is to get people what they want. The best way to get started is to dive in. Here you’ll learn the basics of SEO, how to run an audit, and how to come up with strategies that will help you look like a superstar.

Ultimately SEO is all about getting your content in front of the user. Because there are complexities in any major code changes (such as trying to shift from client-side to server-side), it’s important to keep a creative and open mind.

These are some terms we’ve used throughout the SEO guides that we thought could use a little bit more explaining. You’ll also hear all these terms frequently as you get started in SEO. Huge credit to Moz.com for the great definitions!