If you know anything about digital marketing, you are probably already familiar with search engine optimization. SEO is one of the most powerful tools for businesses, as most consumers use search engines to find new products and brands.
However, not all SEO is the same. If you want to make sure that you get the most out of your business, you need to understand the difference between basic and advanced optimization. At KAFE Digital Marketing, we offer both varieties, depending on your needs. Let’s break down the difference so that you can make the right choice for your brand.

Search Engine Optimization (SEO): A Primer

Before we get into the specific differences between the two levels of SEO, it’s imperative to understand how it works. With that in mind, here is a brief overview of what’s entailed with SEO marketing, and what you can expect from it. This SEO primer is designed to do just that!
When someone searches for a product on Google or some other site, the search engine uses complex algorithms to bring up the most relevant pages. For example, if a consumer is looking for cheap vacation packages, the search engine will bring up sites that offer discounted vacation rates.
As you can imagine, if your company specializes in discount travel or vacation packages, you want to be high on the list of results. SEO utilizes a variety of tools and strategies to help your brand get better rankings. Here are a few of the core elements of SEO marketing.

  • Keyword – a word or phrase that a user types into a search bar. Using our example from above, the keywords could be “cheap” and “vacation.” Realistically, you want to use a variety of keywords so that you can rank highly in multiple search results (i.e., fun vacations).
  • SERP – this stands for search engine results page.
  • Click-Through Rate (CTR) – this is a metric we use to determine how well an ad or search result performs. We measure your CTR based on how many users click through to your site from the search engine.
  • Landing Page – to help you rank better on multiple searches, we will customize different landing pages based on your audience’s needs. For example, one page may focus on the low cost of a travel package (cheap vacation), while another will focus on how much excitement the user will experience (fun vacation).

Now that we understand a bit more about SEO practices, let’s dive into the differences between basic and advanced optimization.

Basic SEO Primer

Ideal For: Local Businesses and Campaigns, Low-Competition Markets
As the name implies, this version of SEO is relatively simple and straightforward. With this kind of strategy, we employ standard optimization tactics. Typically speaking, most small businesses are not optimized for search engines, so the bulk of our work is making sure that you have all of the right pieces in place.
Some of the elements of basic SEO include:

  • Keyword Research – we will create a list of keywords related to your business and then research which terms have the highest number of SERPs. Doing this means we can focus our attention on the keywords that will build traffic the most.
  • Site Audit – there are so many places on your website that can be optimized for search. Meta tags, title tags, image tags, meta descriptions; we will survey all of these components to make sure that they are working for your brand.
  • Content Marketing – creating keyword-optimized content can help your site rank better. Typically, content is in the form of a blog.

During our consultation, we’ll provide more details about what’s included and how your business can benefit.

Advanced SEO Primer

Ideal For: National (or International) Businesses and Campaigns, High-Competition Markets
One of the most significant challenges your brand will face is the fact that everyone is using SEO strategies. For some industries or markets, competition can be fierce, meaning that you have to go above and beyond to get noticed. With our advanced SEO packages, we offer everything in the Basic package, as well as:

  • Campaign Strategy – we’ll work with you create a targeted marketing campaign based on your specific goals and needs. Our SEO strategies will be in service to this campaign.
  • Video Content – for the most part, video content is more valuable than other options (i.e., blog posts). We’ll help produce this content for you and promote it on multiple channels.
  • Off-Page SEO – updating your title and meta tags is considered “on page” SEO because it relates to your specific web pages. Off-page SEO is when we market your brand on other platforms (i.e., social media) to drive traffic to your site.
  • Link-Building and Backlinking – one of the most valuable elements of optimization is creating a network of links pointing to your site. For example, if a blog mentions your brand by name and points readers to your landing page.

Contact KAFE Digital Marketing Today

No matter what size business you own or what goals you have in mind, we can help. We know what it takes to optimize your brand for better search results; we can help build a larger audience for your business, taking you to the next level. Contact us today to find out more.