You hear about the importance of SEO - search engine optimization - all the time. But are you actually taking the necessary steps to improve your organization’s SEO? Not sure how? InLoop explains: It’s practically impossible to discuss digital marketing without eventually landing on the topic of SEO, which stands for search engine optimization. This process of purposefully and intelligently structuring your website content in hopes of achieving better ranking in search engines such as Google is arguably the most important and efficient tool for effective digital marketing. After all, what good is your content if no one is able to find it? Understanding the Importance of SEO Every SEO strategy is built around the concept of ranking organically in search engines - as opposed to paying for advertising within the search engines. The advantage of a top spot in a page of results is significant: the first organic search result will generate approximately 33% of clicks. With a reported 75% of users never scrolling past the first page of search results, the ability to harness the power of SEO for successful online exposure is more important than ever. By investing in SEO, associations can generate a high traffic volume to their websites, and in turn their overall business. Below are five simple tactics you can implements to improve your site’s SEO today: 1. Increase credibility with link building Much like an endorsement from a public figure, establishing links to well-known websites increases a newer website’s credibility. Google’s algorithm relies on these associations when determining the most relevant results, knowing that trustworthy sites are inclined to link to other reliable sites. Thus, by simply creating that credible link, Google will give your website a greater search authority and place it higher in results. 2. Create content hubs to provide quality Google determines ranking based on content relevancy, which means crafting a website that is rich with both relevant AND high quality content is key. This can be achieved by creating content hubs - networks of interrelated information housed within your website. The easiest way to build those networks it to create links between related information, and expand on subjects by incorporating relevant external information. 3. Incorporate unique keywords into your content Integrating related and specific keywords into website content is a powerful tool when it comes to increasing organic search ranking. Google and other search engines scan the text of your site to determine its focus, so make sure to be focused and descriptive to help it match your content to the right searches. Remember, most similar businesses and associations will likely try utilizing the same keywords, so it’s essential to use unique terms that are very specific to the content on each page. 4. Share more articles on social media While social shares alone will not impact a page’s position in search listings, social media profiles carry significant weight elsewhere. The value of active social media channels in gaining SEO is chronically overlooked, which means you can quickly create some serious traction when implemented correctly. Not only does social media shape the content of your search results, beefing up any website’s online presence, it also serves as a search engine of it own (think about how often you search YouTube or Facebook when trying to find information, for example). Recent studies have found that 74% of companies and 82% of agencies employ social media in their SEO strategy. 5. Publish relevant content The old saying “Content is king” still rings true in today’s digital age. Quality content is the number one driver for your search engine rankings, and there is no substitute for great content. Engaging, interesting content created specifically for your intended audience increases interactions and keeps them on your site longer, which increases overall site traffic and improves your site’s authority and relevance. Want more tips for improving your organization’s SEO? Check out InLoop, an online platform for associations interested in curating and publishing industry content!