Are you an AMA Professional Certified Marketer®️? This training is worth 1.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

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Jenny Munn

SEO Consultant, The Munn Group

Jenny Munn is a digital marketer specializing in search engine optimization strategy, training and implementation. She has trained in-house marketers for years and has provided SEO services for B2B, B2C, e-commerce and nonprofit organizations in various industries. In addition, Munn has taught SEO workshops across the country for eight years to help agencies, web designers, in-house marketers and businesses of every size maximize their return on SEO.

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About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

The post Search Engine Optimization appeared first on American Marketing Association.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Meet Your Instructor

Jenny Munn

SEO Consultant, The Munn Group

Jenny Munn is a digital marketer specializing in search engine optimization strategy, training and implementation. She has trained in-house marketers for years and has provided SEO services for B2B, B2C, e-commerce and nonprofit organizations in various industries. In addition, Munn has taught SEO workshops across the country for eight years to help agencies, web designers, in-house marketers and businesses of every size maximize their return on SEO.

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Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Learning Format

This self-paced course features a mobile-friendly mix of videos, real-world case studies and games. You’ll also have access to a subject matter expert in case you have questions along the way.

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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Are you an AMA Professional Certified Marketer®️? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

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Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

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The post The Influence of AI on SEO appeared first on American Marketing Association.

SEO (Search Engine Optimization) is the process of optimizing your website to rank higher on search engines like Google, making it easier for customers to find you when they search for products, services, or information.

Search engines use complex algorithms to determine which pages appear at the top of search results. While these formulas are closely guarded, SEO experts have reverse-engineered key ranking factors over time to develop best practices that help businesses improve their visibility.

The right SEO strategy is about getting found by the right people at the right time. 

This guide will break down how to do that in the most effective way possible.

Why Is Search Engine Marketing Important For Businesses?

Search engines are the starting point for most online experiences. Every second, thousands of users search for products, services, and information, creating an ever-growing opportunity for businesses to connect with potential customers.

Digging a little deeper into the data, it becomes clear that marketing SEO is an exceptionally powerful tool. 

Here are some statistics to prove to you that SEO marketing is a game changer you can’t afford to ignore:

• Google processes over 8.5 billion searches every day.
• Mobile, a subset of the SEO market, is expected to grow at a 10.0% CAGR by 2030.
• For every dollar spent on SEO, businesses earn an average of over $22.
• 58 percent of online searches come from mobile devices.
• Google will garner over 70% of US traditional search ad spending in 2026, which is 10 times the size of Microsoft’s share. 
• 39% of global traffic to eCommerce websites originates from search engines.
• Search intent: 52.65% of Google searches are informational, 32.15% are navigational, 14.51% are commercial, and 0.69% are transactional.
• On average, 69% of clicks go to the first 5 organic search results for any keyword.

Taken as a whole, search engines represent a massive pipeline of potential customers for marketing purposes. 

Furthermore, SEO marketing strategies tend to have a much higher conversion rate than traditional marketing or advertising endeavors. 

Therefore, organizations that disregard search engine marketing do so at their own peril.

Who should use SEO marketing?

SEO is not just for big corporations. Any business or individual with an online presence can benefit from ranking higher in search results. 

Businesses – Local and global brands need SEO to increase visibility, attract customers, and stay ahead of competitors.
eCommerce stores – Since 39% of online shopping traffic comes from search engines, ranking higher directly impacts sales.
Bloggers & content creators – SEO helps drive organic traffic, build authority, and monetize content.
Marketing agencies – Offering SEO services is a must for agencies looking to generate results for clients.

If your audience is searching for what you offer, SEO should be part of your strategy.

How SEO Has Evolved Over the Years

SEO has come a long way from the early days of keyword stuffing and manipulative tactics. Search engines have continuously refined their algorithms to prioritize user experience, relevance, and intent.

Here’s how it has evolved:

Early SEO (1990s – Early 2000s): Websites could rank by stuffing pages with keywords, using invisible text, and building spammy backlinks. Search engines focused more on keyword frequency than content quality.

Algorithm shifts (Mid-2000s – 2010s): Google rolled out major updates like Panda, Penguin, and Hummingbird, penalizing low-quality content, unnatural link-building, and keyword stuffing. This marked a shift toward content relevance and link quality.

Modern SEO (2020s – Today): Search engines now prioritize user intent, mobile experience, and website authority. AI-driven algorithms like RankBrain and BERT analyze content for context, natural language, and true relevance rather than just keywords.

What This Means for You: Successful SEO today isn’t about gaming the system—it’s about providing real value to users through high-quality content, fast-loading pages, and a seamless user experience.

Understanding How Search Engines Work?

To succeed in SEO, you first need to understand how search engines operate. Google, Bing, and other search engines use complex algorithms to find, organize, and rank content—determining what users see when they search.

Search engines follow a three-step process to deliver results:

1. Crawling: Search engines scan the internet using bots (called “spiders” or “crawlers”) to discover new and updated content.
2. Indexing: Once crawled, pages are stored in a massive database (index), where search engines analyze their content, keywords, and structure.
3. Ranking: When a user searches, the search engine retrieves the most relevant pages based on hundreds of ranking factors, such as content quality, backlinks, and user experience.

Understanding this process helps marketers optimize their websites to ensure search engines can find, index, and rank their pages effectively.

SEO vs. SEM: Key differences

SEO and SEM (Search Engine Marketing) are both about increasing visibility in search engines, but they work differently. SEO focuses on organic rankings, while SEM includes paid advertising (PPC).

Which One Should You Use?
The best approach depends on your goals. SEO is ideal for long-term growth and cost-effective traffic, while SEM is great for quick wins and high-intent searches. Many businesses use both for a well-rounded strategy.

The Three Pillars of SEO

SEO success isn’t built on one tactic alone. To rank higher, attract quality traffic, and drive conversions, your strategy must be built on three core pillars: 

• On-Page SEO
• Off-Page SEO
• Technical SEO

Each plays a unique role in making your site search-friendly, credible, and optimized for user experience.

On-Page SEO: Optimizing What’s On Your Website

On-page SEO is all about optimizing your website’s content and structure so search engines can understand it—and users find it valuable. 

Organizations have a high degree of control over the elements of on-page SEO, making it relatively straightforward to optimize these factors and improve search rankings.

Several important aspects of on-page SEO include:

• Content
• Keywords
• HTML
• Architecture

1. Content optimization

Search engine marketing is highly dependent upon the production of good content on a regular basis. 

From this standpoint, content must satisfy a need, generally by supplying information or answering a question. 

At the end of the day, content needs to be useful to rank highly in search results, whether that content appears in text, audio, or video format.

Here are some tips to help you optimize content and rank better: 

Tip 1: Align content with search intent

Search engines rank pages based on what users are looking for, not just keywords. Match your content to the intent behind the search:

• Informational: Answer questions (e.g., “What is SEO?”).
• Navigational: Help users find a site (e.g., “Nike homepage”).
• Transactional: Target purchase-ready users (e.g., “Buy running shoes online”).
• Commercial: Assist with buying decisions (e.g., “Best SEO tools for small businesses”).

If your content doesn’t match search intent, it won’t rank well.

Tip 2: Follow Google’s E-E-A-T principles

Google prioritizes content that is accurate, credible, and trustworthy using Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Improve this by:

• Showcasing author credentials.
• Citing reputable sources.
• Using well-researched, original content.

This helps build trust with both search engines and users.

Tip 3: Use clear headings (H1, H2, H3)

Proper heading structure improves readability and SEO.

• H1: Main title (e.g., “The Ultimate Guide to SEO”).
• H2: Key sections (e.g., “What is SEO?”).
• H3: Subsections (e.g., “Types of SEO Strategies”).

Headings make content easier to scan and help search engines understand its structure.

Tip 4: Break up long text blocks

Large paragraphs hurt engagement. Keep readers interested by:

• Using bullet points for key takeaways.
• Adding visuals, infographics, or videos.
• Writing short paragraphs (2-3 sentences max).

This keeps users on your page longer, improving rankings.

Tip 5: Keep content fresh

Google favors recent, relevant content. Update existing pages by:

• Refreshing old stats with newer data.
• Expanding sections with more insights.
• Fixing broken links and outdated references.

Regular updates help maintain rankings over time.

Pro Tip: Google prefers long-form, in-depth content (1,500+ words) for competitive topics—but only if it provides real value.

2. Keyword research & targeting

Keywords refer to the subject or topic of a content piece that is the basis of a search query. Keyword research and selection are closely tied to content production and fundamental to SEO marketing efforts.

To maximize search engine marketing, organizations should select appropriate keywords, both in terms of search frequency and competitiveness.

From a frequency standpoint, organizations should leverage a keyword research tool to evaluate how often users search for particular terms. Even if a particular keyword is highly relevant to business products or services, it is unlikely to be an effective tool if no one is searching for it. 

Consequently, while choosing a popular keyword is essential to marketing SEO, it is also vital to assess the competition for popular keywords. 

If there are many other companies already using a keyword — particularly well-established organizations with a high degree of online gravity — it can be difficult to break through into the top search results. 

When the landscape is this crowded, it can be a good idea to evaluate related keywords that have less competition.

3. HTML & metadata optimization

Optimization of specific HTML elements can help improve the search rankings of a website or page. In this sense, the way HTML pages are tagged, described, and labeled indicates a level of quality to search engines. 

Taking the time to clean up and maintain HTML elements can have a great impact on digital marketing efforts.

Of particular note, the following HTML elements tend to come into play from a marketing SEO standpoint:

Title tag

The title tag serves as a description of a page, appearing in search results and the user’s browser tab. 

The title tag should include the target keyword and provide an enticing reason to click on the link in the search results. Keep it under 60 characters for better visibility.

Meta description

The meta description appears below the title tag in search results, providing a general breakdown of the page in question. 

Typically limited to 160 characters, this description can deliver additional information that convinces a user to click through to the content.

URL

The URL is the digital address of a webpage that is unique from all other pages. 

To rank highly in search results, the URL should include the target keyword and indicate the site hierarchy. 

If this information does not appear clearly in the URL, it can have a negative impact on search rankings.

Keep them short, descriptive, and keyword-rich (e.g., yourdomain.com/seo-marketing).

Alt text

Alt text refers to the description of an image that was traditionally used to relay information to users with visual disabilities. 

In addition to describing an image, alt text can also include target keywords to help improve search rankings.

Headings

Headings help divide a content piece into separate sections, functioning similarly to an outline. 

There are usually six levels of headings in HTML content, with the “H1” heading referring to the title. 

By dividing content into digestible pieces and labeling each one with an appropriate heading, it can improve SEO marketing efforts.

Schema markup (structured data)

Search engines rely on structured data to better understand and categorize content. 

Adding schema markup can enhance your search result appearance with rich snippets, such as star ratings, FAQs, and event details, making your listing more clickable.

4. Website architecture and SEO

The structure of a website plays a crucial role in on-page SEO. While users may not notice it directly, a well-optimized website architecture improves search engine crawling, page speed, and user experience—all of which impact rankings.

Here are four key architectural factors that affect SEO:

Site map: Helping search engines crawl your website

Search engines use automated bots to crawl and index web pages, determining how they should rank. A well-organized site map acts as a blueprint, making it easier for search engines to find and understand all pages on your site.

Best practice: Use XML sitemaps and submit them to Google Search Console to ensure all your important pages are indexed.

Loading speed: The need for fast-loading pages

Slow websites frustrate users and hurt rankings. Google prioritizes sites that load quickly, as faster pages improve user experience and reduce bounce rates.

Best practice: Compress images, enable browser caching, and use a Content Delivery Network (CDN) to improve page speed.

Mobile-friendliness: Optimizing for mobile SEO

With 58% of searches coming from mobile devices, Google prioritizes mobile-optimized websites. Sites that don’t offer a responsive, smooth experience on smaller screens are penalized in rankings.

Best practice: Use responsive design, optimize images for mobile, and ensure all content is easy to navigate on a phone or tablet.

Website security: HTTPS and SEO credibility

Search engines avoid ranking unsecured websites because they pose risks to users. A lack of HTTPS security signals an unsafe environment, leading to lower rankings and decreased trust.

Best practice: Secure your site with an SSL certificate to encrypt user data and gain credibility with both Google and visitors.

A well-structured, fast, mobile-friendly, and secure website is not just good for users—it’s essential for SEO success.

Internal linking and content structure: Strengthening SEO with a hub-and-spoke model

A strong internal linking structure improves search rankings by making it easier for Google to understand content relationships.

Best practice: Create one main service page or collection page that serves as the central hub. Write supporting blog articles that explore subtopics related to that page, and internally link these blogs to the main service/collection page, reinforcing its authority. 

Link back from the service page to supporting blogs to create a seamless navigation structure.

Off-Page SEO Optimization

While on-page SEO focuses on optimizing content, off-page SEO strengthens a website’s authority, credibility, and trust in the eyes of search engines. 

It does this through backlinks, brand mentions, and social engagement, which act as signals of trust and relevance.

Search engines evaluate these external factors to determine a site’s reputation. The more high-quality references a site has, the more trustworthy it appears, increasing its chances of ranking higher. 

Websites with strong off-page SEO stand out because they have a well-established presence across multiple channels.

To build a strong off-page SEO strategy, businesses need to focus on key areas like link building, domain authority, social signals, and local SEO. 

1. Backlink strategy & link building

Backlinks remain one of the strongest ranking factors in SEO. They act as endorsements from other websites, signaling to search engines that your content is valuable. 

However, not all backlinks are equal—links from high-authority, relevant websites carry far more weight than low-quality or spammy links.

Here are some best practices for link building:

• Focus on quality over quantity. A single backlink from a reputable website is more valuable than dozens of low-quality links.
• Use varied and natural anchor text to avoid appearing manipulative.
• Earn backlinks through guest blogging, expert roundups, and digital PR.
• Create link-worthy content such as ultimate guides, research reports, and original data studies.
• Monitor competitor backlinks and identify opportunities to earn links from the same sources.

Pro tip: Don’t just aim for backlinks—aim for evergreen backlinks. Seek links from pages that get consistent traffic instead of pages that will lose relevance over time. 

For example, a backlink from a well-maintained industry report or research study will bring value for years, whereas a link from a time-sensitive news article may lose impact quickly.

2. Domain authority & trustworthiness

Domain authority is an indicator of how much trust a website has built over time. The stronger the domain authority, the more likely a site is to rank well in competitive search results. Search engines assess authority based on a mix of backlinks, brand presence, and overall site credibility.

Here are some best practices to improve domain authority:

• Earn mentions from authoritative websites through PR efforts and expert contributions.
• Encourage branded searches by increasing awareness through consistent content marketing.
• Optimize for customer reviews, as positive ratings improve trust signals.
• Maintain a strong presence in industry-specific directories and relevant business listings.
• Consistently publish high-value content that naturally attracts backlinks.

Pro tip: Many websites mention brands without linking to them. Use brand monitoring tools to find these unlinked mentions and request a backlink—since they already referenced you, they’re more likely to comply.

3. Social signals & SEO

Although social media engagement is not a direct ranking factor, it indirectly impacts SEO by driving traffic and brand awareness. Content that performs well on social media is more likely to be shared, linked to, and cited by authoritative sources, which strengthens overall search visibility.

Here are some best practices for social SEO:

• Share content on platforms where your audience is active to maximize engagement.
• Repurpose blog content into social-friendly formats like videos, infographics, and carousels.
• Engage with industry communities on Reddit, Quora, and niche forums to establish authority.
• Encourage audience interaction by responding to comments and questions.
• Promote evergreen content regularly to increase its lifespan and reach.

Pro tip: Post when your audience is most active. Analyzing engagement patterns and publishing at peak times increases visibility, boosts engagement, and improves your chances of earning backlinks.

4. Local SEO & citations

For businesses that rely on local customers, local SEO is essential. Search engines prioritize businesses with strong local relevance, and having consistent information across directories helps improve rankings in location-based searches.

Here are some best practices for local SEO:

• Fully optimize your Google Business Profile with accurate contact details, services, and images.
• Encourage satisfied customers to leave positive reviews on local listing platforms.
• Ensure consistency in name, address, and phone number across all business directories.
• Use location-based keywords in content, titles, and meta descriptions to improve visibility in local searches.
• Participate in local community events and sponsorships to earn mentions from reputable local websites.

Pro tip: Don’t just rely on general business directories. Getting listed in industry-specific directories can boost credibility, improve local rankings, and attract higher-intent customers who are actively searching for your services.

By focusing on off-page SEO, businesses can strengthen their digital reputation, improve rankings, and drive long-term organic traffic. 

Unlike paid advertising, which stops working the moment you pause your budget, a strong off-page SEO strategy builds lasting authority that compounds over time.

Technical SEO: Optimizing the Foundation of Your Website

Technical SEO ensures that search engines can crawl, index, and rank your site efficiently. 

Even the best content and backlinks won’t help if your website has slow loading times, broken links, mobile issues, or security vulnerabilities. 

Optimizing these technical elements ensures a smooth user experience and improves search rankings.

1. Fixing broken internal links

Internal links help search engines navigate your website and distribute authority between pages. However, broken links create dead ends that disrupt user experience and hinder SEO. A website with too many broken links signals poor maintenance, which search engines may penalize.

Here are some best practices for fixing broken internal links:

• Regularly audit your site to identify and repair broken links.
• Update outdated links that point to removed or changed pages.
• Use 301 redirects for broken links that cannot be fixed.
• Maintain a logical linking structure to ensure users and search engines can easily navigate your site.

Pro tip: Instead of just fixing broken links, turn them into SEO opportunities. Identify high-traffic broken pages that previously earned backlinks and redirect them to relevant, high-value pages to salvage lost link equity.

2. Website speed & core web vitals

Site speed is a critical ranking factor. Google’s Page Experience Update prioritizes fast-loading websites because slow pages lead to higher bounce rates and lower engagement. Core Web Vitals measure how quickly a site loads and how smooth the user experience is.

Here are some best practices for faster load times:

• Enable browser caching to store frequently accessed resources.
• Compress images without sacrificing quality to reduce file size.
• Minify CSS, JavaScript, and HTML to eliminate unnecessary code.
• Use a Content Delivery Network (CDN) to distribute content across multiple servers and speed up page load times.

Pro tip: Instead of just optimizing images, implement next-gen formats like WebP. These formats significantly reduce file size while maintaining quality, improving site speed without affecting visuals.

3. Mobile optimization

With Google’s mobile-first indexing, a site’s mobile version is now the primary version used for ranking. If your site isn’t fully optimized for mobile, it risks lower rankings and poor user engagement.

Here’s how to ensure your site is mobile-friendly:

• Use responsive design so content adjusts smoothly to different screen sizes.
• Ensure buttons, menus, and links are easily clickable on smaller screens.
• Optimize font sizes for readability without zooming.
• Reduce pop-ups that interfere with mobile navigation.

Pro tip: Mobile-friendliness isn’t just about responsiveness. Monitor user behavior on mobile—if mobile visitors are bouncing more than desktop users, tweak page layouts and content formats to improve engagement.

4. Indexing & crawling optimization

If search engines can’t find or properly index your pages, they won’t rank. Ensuring proper indexing and crawlability allows Google to understand your site structure and rank your content accordingly.

Here are some best practices for indexing and crawling:

• Check if Google is indexing your pages by searching site:yourdomain.com.
• Use canonical tags to prevent duplicate content issues and ensure the right pages rank.
• Optimize your robots.txt file to guide search engine crawlers efficiently.
• Submit an XML sitemap in Google Search Console to help search engines discover your content.

Pro tip: Search engines don’t always index everything. Prioritize crawling budget by blocking low-value pages (like tag pages, internal search results, or outdated content) from being indexed to help Google focus on ranking your most important pages.

5. Website security (HTTPS & SSL)

Google prioritizes HTTPS sites because encrypted websites protect user data and build trust. A site without SSL (Secure Sockets Layer) is marked as “Not Secure” in browsers, which discourages users from engaging and reduces credibility.

Here’s how to secure your site with HTTPS:

• Install an SSL certificate to encrypt data transfers.
• Redirect HTTP pages to HTTPS versions to avoid duplicate content issues.
• Regularly update security patches to prevent vulnerabilities that hackers exploit.

Pro tip: Having HTTPS is not enough—make sure all internal links and images are also served over HTTPS. Many sites unknowingly have mixed content errors, where some elements still load over HTTP, reducing security scores and user trust.

By addressing technical SEO, businesses can improve user experience, increase search rankings, and ensure long-term site performance. These optimizations provide a solid foundation for all other SEO efforts, ensuring search engines can properly index and rank your content.

Step-by-Step Guide to Learning SEO

Whether you’re just starting or refining your skills, SEO requires a structured learning approach. Follow this step-by-step roadmap to master search engine optimization and build a strategy that delivers real results.

Step 1: Learn the basics of how search engines work

To succeed in SEO, you need to understand how search engines crawl, index, and rank web pages. Without this foundation, it’s difficult to optimize effectively. 

Here’s what to do:

• Learn about Google’s ranking process (Crawling, Indexing, and Ranking).
• Study search intent and how it affects results (Informational, Navigational, Transactional).
• Set up and explore Google Search Console to see how Google views your site.

Pro tip: Google doesn’t index everything on a site. To ensure your most important pages rank, internally link them from high-traffic pages and include them in your XML sitemap.

Step 2: Perform keyword research

Finding the right keywords is critical for ranking in search results. Targeting the wrong keywords can mean low traffic, low conversions, or attracting the wrong audience.

Here’s what to do:

• Identify your niche and audience to determine what they search for.
• Use keyword research tools to find low-competition, high-search-volume keywords.
• Analyze search intent to ensure the keyword aligns with your content.
• Target long-tail keywords for easier rankings and higher conversions.

Pro tip: Start with keywords that have low competition but high buying intent—ranking for easier terms first helps you build authority before tackling competitive keywords.

Step 3: Optimize your website’s on-page SEO

On-page SEO improves how search engines and users interact with your content. A well-optimized page increases ranking potential and keeps visitors engaged.

Here’s what to do:

• Write SEO-optimized content that naturally incorporates target keywords.
• Optimize title tags and meta descriptions to improve click-through rates.
• Keep URLs short and descriptive (yourdomain.com/seo-tips instead of yourdomain.com/p=1234).
• Use internal linking to connect relevant pages and improve crawlability.
• Optimize images with compressed file sizes and descriptive alt text.
• Implement schema markup to enhance search appearance with rich snippets.

Pro tip: Each page should focus on one main keyword, with supporting LSI (Latent Semantic Indexing) keywords to help search engines understand the content better.

Step 4: Build a strong link profile (Off-page SEO)

Backlinks remain one of the strongest ranking factors. They tell search engines that your content is credible and worth referencing. A strong link profile increases your domain authority and ranking potential.

Here’s what to do:

• Guest post on reputable industry blogs to earn backlinks.
• Get listed in relevant business directories to improve trust signals.
• Publish original research, data reports, or in-depth guides to attract natural links.
• Engage in digital PR by connecting with journalists for brand mentions.
• Monitor and disavow toxic backlinks that could harm rankings.

Pro tip: Instead of chasing backlinks, build content assets that naturally attract them—data-driven studies, expert roundups, and in-depth industry reports are highly linkable.

Step 5: Master technical SEO (Enhance website performance & indexing)

Technical SEO ensures search engines can properly access, understand, and rank your site. Poor technical SEO can result in indexing issues, slow speeds, and ranking drops.

Here’s what to do:

• Improve site speed by using fast hosting, caching, and image optimization.
• Ensure mobile-friendliness with a responsive design and fast load times.
• Submit an XML sitemap in Google Search Console to help with indexing.
• Fix broken links and redirect outdated URLs to relevant pages.
• Use canonical tags to prevent duplicate content issues.
• Secure your site with HTTPS and an SSL certificate for encrypted connections.

Pro tip: If your site has many pages, prioritize indexing for high-value pages by internally linking them from frequently crawled pages like the homepage or blog index.

Step 6: Track, analyze, and improve SEO performance

SEO is not a one-time task. Ongoing monitoring and adjustments are necessary to maintain rankings and improve visibility.

Here’s what to do:

• Track keyword rankings over time to see performance trends.
• Analyze user behavior metrics like bounce rate, time on page, and conversions.
• Check for indexation issues in Google Search Console.
• Refresh underperforming content by updating data, improving readability, and adding visuals.
• A/B test meta titles and descriptions to optimize click-through rates.

Pro tip: Instead of waiting for rankings to drop, proactively update content every 6-12 months with fresh insights, better visuals, and internal links to keep it competitive.

Step 7: Get hands-on SEO training

SEO takes time to master, but learning from experts can help accelerate your progress and keep you updated on the latest changes.

By taking an SEO course you:

• Learn SEO fundamentals in a structured way.
• Get hands-on experience with real-world projects.
• Stay updated with the latest Google algorithm changes.

Consider these AMA courses to fast track your SEO learning:

• SEO 101 – Master on-page and technical SEO.
• Off-Page SEO Training – Learn link-building and authority growth.
• PPC & Paid Search – Learn how SEO and paid search work together for maximum traffic.

Enroll now and get started with SEO marketing today.

How to Measure & Track SEO Success

SEO success isn’t just about improving rankings—it’s about understanding how your efforts are performing and making data-driven decisions. 

Tracking key SEO metrics allows you to measure progress, identify trends, and refine your strategy over time.

Here are the essential metrics to monitor when evaluating SEO performance:

• Organic traffic: Monitor how many visitors are coming from search engines and whether traffic is increasing over time.
• Keyword rankings: Keep track of where your pages rank for target keywords and how rankings fluctuate.
• Click-through Rate (CTR): Measure the percentage of users who click on your search result after seeing it.
• Bounce rate & dwell time: Analyze how long users stay on your pages and whether they engage with the content or leave quickly.
• Indexation status: Ensure that search engines are properly indexing your pages and no critical pages are missing from search results.
• Conversion rate: Track how well organic traffic is leading to conversions, whether it’s sales, sign-ups, or other desired actions.

How to Analyze SEO Data & Improve Performance

Collecting data is only useful if you take action based on what it reveals. Here’s how to interpret and optimize your SEO efforts:

• If organic traffic is low, revisit your keyword strategy and optimize underperforming pages with better content and internal linking.
• If rankings fluctuate, analyze search trends and update content with fresh information to maintain relevance.
• If CTR is low, improve your title tags and meta descriptions to make them more compelling.
• If bounce rates are high, enhance content readability, improve site speed, and add engaging visuals to keep users on the page.
• If important pages aren’t being indexed, check for crawl errors, ensure proper internal linking, and submit an updated sitemap.

Pro tip: SEO trends change, and what works today might not work in six months. Regularly audit your site, experiment with different strategies, and track historical data to identify long-term patterns and stay ahead of algorithm updates.

By consistently measuring and refining your SEO approach, you can ensure steady growth in rankings, traffic, and conversions, making SEO a long-term asset for your business.

Advanced SEO Techniques in 2025

SEO is evolving rapidly, driven by AI advancements, shifts in local search behavior, and the rise of visual search. As search engines become more sophisticated, businesses must adapt to new ranking factors and user expectations. Here’s how SEO is changing in 2025.

AI & SEO: The Future of Search Optimization

AI-driven search is shifting how results are displayed, with search engines now generating direct answers and topic summaries instead of just listing web pages. Content ranking is becoming less about keywords and more about context, expertise, and user engagement.

AI is also streamlining content creation and keyword research, helping businesses identify trends and structure information more effectively. However, search engines are placing greater emphasis on originality and human-driven insights to filter out low-value AI-generated content.

Local SEO: Ranking for Location-Based Searches

Search engines are prioritizing location-specific searches, making local SEO more essential than ever. Businesses that maintain accurate listings, generate reviews, and engage with local audiences are seeing stronger rankings.

Search is also becoming more conversational, with users phrasing queries naturally. As a result, businesses need to optimize for longer, more specific location-based phrases to match how people search in real life.

Video & Visual Search Optimization

Search engines are giving more visibility to video content and image-based results. Video is now appearing more frequently in search results, with captions, metadata, and engagement signals influencing rankings.

Visual search is also growing, allowing users to search using images instead of text. Optimized image descriptions, structured data, and high-quality visuals help businesses improve their visibility in these searches.

Businesses that adapt to these trends will maintain their visibility and relevance in an increasingly competitive digital landscape.

Want to Learn More About SEO Marketing Benefits?

If you are interested in learning more about SEO marketing benefits and approaches, it can be highly productive to become a member of the American Marketing Association (AMA). 

An industry leader in the marketing arena, the AMA provides countless membership benefits, training and certification, networking opportunities, and much more. 

If you would like to improve your search engine marketing capabilities, join AMA today!

The post What is SEO Marketing? [A Comprehensive Overview] appeared first on American Marketing Association.

But being active online is essential for any brand as customers turn to the internet to research, browse and purchase. In 2021, retail e-commerce sales reached $4.9 trillion worldwide and this figure is projected to nearly double by 2025 to $7.4 trillion according to Statista. 

In this blog, we will look at simple and actionable ways to use four key digital channels to drive awareness, leads and revenue. So, let’s get started!

Content marketing

Content marketing is a great way to make people aware of your business and drive engagement. There are lots of types of content, so it’s about choosing what will work with your audience and what time you have. 

• Blogs are really effective in not only educating an audience but driving them to your website. You don’t have to invest in 2,000-word articles either, try listicles or how-to blogs that will guide and inform. Here are some tools and templates to help you create successful blog posts. 
• Ebooks can drive leads as you can offer them as free downloadables for people in exchange for their personal information. This allows you to add them to your email list and nurture them. 
• Videos are one of the most effective and popular content types out there. Wyzowl’s ‘The State of Video Marketing 2021’ found that 86% of marketers use video as a marketing tool. You can create a range of videos from how-to or tutorials to product reveals to interviews and there is a range of great tools out there now to help you without hiring a professional.  
• Webinars or podcasts may seem more time-consuming but these are great traffic and lead generators. Tap into the niche interests of your personas to offer something of value that they are willing to sign up for and spend time watching or listening to. 

Search Engine Optimization (SEO) 

For many smaller businesses and time-strapped marketing teams, Search Engine Optimization (SEO) can seem like a lot of work. However, it’s a tactic that pays off and can get your brand and content seen by the right people. 

To get started with SEO you should concentrate on two things: keywords and content. After all, it’s going to be pretty hard to get found on Google if you’re not ranking for keywords that are specific to your business or product/service. 

Luckily there are some great free SEO research tools out there to help you identify low-hanging fruit keywords that can change your ranking and web traffic quicker than you would expect. Check out the ‘5 Steps to Keyword Research’ infographic to get guidance. 

Once you have identified keywords, integrate them into your content. Not only your website but also blog posts, social media posts and landing pages. This will drive traffic and target the right audience. 

Social media

Social media is everywhere and its influence keeps growing particularly with influencers in the mix. However, the great thing about social media is that you do not need a big budget to make an impact.

What you do need is to know your audience and concentrate on the channels that will make a difference to your business. 

For example, Facebook is one of the biggest social channels in terms of active users, so it may be worth having a presence there. In comparison, TikTok is focused on video content for a younger audience and may not suit your business. Be selective about where you post and tailor your content to that channel. 

Have a look at this social media comparison chart below from Wordstream to get an idea of the pros and cons of various social networks. 

There’s also the option of social media paid advertising. You can set your budget by day or campaign to keep costs down and the structure of the advertising means you can be highly targeted with your ads. Optimization is also easy as you can also tweak and change content if your ad is not working. 

Email marketing 

Email marketing is a powerful way for businesses to grow their customer base. As people have provided their personal information willingly, they are more likely to engage and click. 

With email, you can also group or segment your lists to ensure they are getting content that is relevant and has some degree of personalization. There are a few different types of email you should consider:

• Welcome – This is sent once a person signs up to your database. It doesn’t require action but is a way to drive brand awareness and engagement.  
• Discount/offer – You can offer exclusive access to products or special ‘member’ offers to drive traffic and revenue. 
• Promotion – Give your email lists a sneak peek of a product launch or raise awareness of a new development e.g. a new app or redesigned website 
• Survey/feedback – This looks to engage with your customer base to get testimonials or reviews and to create brand advocates.  
• Re-engagement – If you have inactive or lapsed people on your list, reach out to see if you can pique their interest again.

Here’s an example from start-up Graza, a new entry to the olive oil market in the U.S. This email aims to entice their email list to purchase the product again with a refill. It is clean, colorful and simple with two clear call-to-actions. 

All of these types of emails should serve to raise awareness, drive traffic and leads or boost revenue. 

There are many tools to help you set up your email database including Mailchimp and HubSpot. 

As you can see there are simple and affordable ways to use digital marketing techniques and channels to grow your business. 

It’s about looking at your business and seeing what channels you currently use that could be optimized or exploring new ones you may not have tried yet. 

Grow your business online with digital marketing

The best way to grow your business is to understand what opportunities you can make online using digital marketing techniques and strategies. AMA teamed up with the Digital Marketing Institute to expand our Professional Certified Marketer program. Earning their Professional Certificate in Digital Marketing also earns you PCM certification. This certification will introduce you to digital marketing and cover key areas such as SEO, display and video advertising, PPC, social media marketing, digital strategy and much more. 

The post Top Digital Marketing Tactics to Grow Your Business [Expert Recommendations] appeared first on American Marketing Association.

By Wilson Lau, principal marketing manager, SEO, AdRoll

It’s no secret that digital marketing has changed considerably in the last three years. In the wake of the pandemic, companies had to shift their strategies to accommodate a “new normal.” This new normal meant new media outlets, new avenues for reaching customers, and sometimes even new products to meet different customer demands. Data-driven marketing has changed significantly in the last two years as consumers have vocalized their expectations for brands. Marketers have learned that consumers want personalized experiences, but they also want to feel that companies respect their privacy.

Traditionally, marketers relied on things like cookies to collect information on their customers and better market their products. They’ve been critical components of many marketing strategies for decades, but they’re on the way out.

Cookies are, in essence, a third-party strategy that collects pieces of data about consumers which are not directly shared by the consumers themselves. These cookies follow you from site to site, effectively sharing information as well as tracking your choices and preferences. In recent years, customers expressed dissatisfaction with this method of data collection. Some consumers are concerned about privacy, which led to differing strategic theories and practices around data collection.

Brands need what is called an omnichannel marketing strategy that leverages multiple touchpoints to convert prospects into customers.

If you haven’t already noticed, many websites are implementing user privacy measures by asking people to opt-in for cookies when they access a website. As society becomes more focused on the importance of user privacy, digital marketing strategy must continue to evolve to keep pace with consumer expectations. After all, if your customers don’t trust you, they are less likely to do business with you.

But what does this mean for modern marketing? Effective, future-focused marketers will not depend on third-party cookies moving forward.

The end of third-party cookies is slated for 2023. It doesn’t spell the end of digital marketing, but it will change the strategies, tactics, and tools. Here’s how to respond and what’s coming next, according to new research from digital marketing and growth marketing platform AdRoll.

Reaching Your Customers Without Cookies

What will the future of marketing look like without third-party cookies? Brands must consider how privacy comes into play as they evaluate data collection methods for their business. We already know that consumers want personalized experiences, so data about consumers will still be critical in a cookieless world. The question is how to reach your customers without third-party data from cookies.

Companies must take a more transparent approach if they want to interact with their customers. One way they can do this is through first-party cookies. The difference here from third-party cookies is that first-party cookies give consumers more choice. They won’t be tracked without their knowledge, and they have a better understanding of who is collecting their data.

Another way that companies can reach their customers without cookies is through email campaigns. Email campaigns are another avenue through which companies can share product information and company updates, and engage with the consumer. It’s a direct way to disperse your advertising and marketing efforts. Companies can also leverage targeted ads and retargeting campaigns to engage with customers without third-party cookies. These options help marketers make sure that their ads are reaching the correct audiences.

It’s possible to reach your customers without third-party data. The best thing brands can do for their business is to create a comprehensive approach and disperse their marketing on multiple channels.

Connecting with Your Customers on Multiple Channels

Brands need what is called an omnichannel marketing strategy that leverages multiple touchpoints to convert prospects into customers. Omnichannel strategies include methods that help you create a seamless customer experience across multiple channels and platforms through which you sell. It serves both the customer and the marketer by creating a consistent experience across platforms. Customers get the personalized and streamlined experience that they are looking for, and marketers get a better understanding of their customers’ needs.

Customers who interact with your brand across multiple channels also tend to spend more money. One study by Harvard Business Review shows that customers who used more than four channels spent 9% more on average than those who used just one channel. This behavior persisted for every purchase that the customer made.

Finding the right strategy is imperative, as customer engagement and loyalty are harder and harder to ensure. One study estimates that retail eCommerce sales worldwide will continue to grow this year and into the future, exceeding $7 trillion by 2025. The great acceleration of eCommerce, which was brought forth by the pandemic, means you cannot afford to neglect any part of your customer journey.

The answer to these challenges is to stop siloing different channels and treat the customer journey as a cohesive, interconnected whole. While different channels will claim that they have the keys to success and that your target market only exists on their platforms, this simply isn’t the case.

Every single one of us wakes up in the morning and checks for text messages and email, and then (more often than not) we scroll through social media. Then, we spend our day encountering ads of various kinds—whether that’s a sponsored Facebook post, a highway billboard, or a commercial for our favorite TV show. There’s simply no escaping this constant barrage of advertisements. This is a challenge for any marketer trying to reach their ideal audience.

There’s a reason many brands aren’t thinking about their efforts comprehensively—it’s difficult. It often seems like the system is stacked against you. Existing systems are built around individual channels—channels with separate algorithms, metrics, measurement systems, advertising campaign methods, and analytic strategies. They’re all measuring things in their own unique language. The modern marketer’s biggest challenge lies in making these separate channels speak to each other, so all of the separate, siloed data paints a bigger, more cohesive picture.

Each of these channels claims that they hold the secret to customer loyalty and satisfaction. We know by now that that promise is simply too good to be true. The burden falls upon the marketer to approach things with the customer in mind instead of thinking of the channel first.

Growing Your Omnichannel Marketing Strategy

There are four key steps to establishing and growing an omnichannel marketing strategy. First, you must leverage customer data. This must always be the center of your strategy. Companies must prioritize optimized, speedy, and agile tech and data activation to execute across multiple channels. Leveraging as much data as possible, and connecting it across channels, helps create a custom experience that transfers fully from in-person to online.

Secondly, you must organize your team around audiences, not individual channels. Organizing around channels leads to a disconnected customer experience and negates your omnichannel strategy and goals.  Over the last three years, our massive shift to an online-focused approach has required a huge amount of collaboration across teams and, for many, sparked new roles and new ways of working. It’s only natural to streamline workflows across channels and make teams aware of how their roles affect one another. Once you’ve organized your team around audiences, you’ll understand why this method works. As a result, each subgroup of your team will be able to focus on the holistic message they are sending to their designated audience across platforms. Every audience member will encounter a more streamlined experience, cohesive brand voice, and unified company message. This can only benefit your company long-term.

Thirdly, you must ensure that your overall message is consistent across platforms. Coordinating campaigns across channels seems like a challenge, but understanding your buyer persona and buyer segments will help. Shifting your focus from channels to customer experiences, understanding your buyer persona, and segmenting your buyers will help you deliver the right message to the right user through the right channels.

The best thing brands can do for their business is to create a comprehensive approach and disperse their marketing on multiple channels.

If you’ve followed these steps, you’re well on your way to a successful campaign. The final and sometimes most important step is to choose the correct metrics.

Input and output metrics help you understand what data points you can draw from the flow of traffic. Start with the output metrics you’d like to optimize. This could be something as simple as the number of new customers. Then, consider the input metrics that would influence the number of new customers you’re getting.

Think of these metrics like a production line. There are stages in production that lead to your desired outcome, just like there are stages in marketing that lead to your preferred metric. This production-line metaphor helps illuminate how you can operationalize your efforts internally, giving you language around each step to lead your company where you’d like it to go. Having this common language and common goal while utilizing an omnichannel strategy only makes your marketing efforts more powerful.

It’s no secret that as society evolves, businesses must evolve along with it—or get left behind. The pandemic made our world more digitally accelerated and interconnected than ever before. There’s no going back to the siloed, separate methods we utilized in years past. The future of marketing, one without cookies, will be more integrated than ever before. 

Wilson Lau is the principal marketing manager, SEO at e-commerce marketing platform AdRoll.

The post Wipe Away the Crumbs appeared first on American Marketing Association.

An added difficulty when it comes to SEO is that it is constantly changing. Search engines routinely update their algorithms, so you need to stay updated on changes. Whatever you were told two years ago, or even one year ago, may not be true at all today.

While some businesses have their own SEO marketing professionals, this isn’t always entirely necessary. There are many SEO resources available at your fingertips to keep you updated on changes and teach you best practices. Here, we’ve compiled some of the best SEO resources to teach you the most important aspects you need to know.

SEO Podcasts

Don’t love reading? Or, prefer to listen to something while you’re driving, working out, or doing some other task? SEO podcasts are a great way for you to learn SEO best practices.

SEO 101

The SEO 101 podcast is extremely beginner-friendly. It will give you the basics of SEO concepts and best practices without overwhelming you with too much information. Each episode of this podcast covers 2-4 different topics in about 30-45 minutes. This is a great podcast for those who are just getting started learning SEO marketing or want to stay up to date on the latest changes affecting the industry.

Experts on the Wire

This podcast is mainly interview-focused and is hosted by SEO expert and consultant Dan Shure. In it, he interviews other big names in the industry, covering a wide range of topics. These episodes are generally an hour to an hour and a half long and there are currently over 100 episodes available.

Authority Hacker Podcast

This podcast is hosted by SEO experts Gael Breton and Mike Webster. It primarily focuses on SEO topics, but also features valuable information about content marketing, digital marketing, and more. The podcast follows a casual, conversational format, with the hosts often rounding up audience questions and answering them. There have been around 200 episodes, so there is no shortage of content to listen to.

Edge of the Web

SEO expert Erin Sparks interviews prominent guests on this podcast. Each episode covers various important SEO and digital marketing topics. There are over 300 episodes and it is still going strong with new, informative episodes each week. It is a great source to find out the latest industry trends.

Online SEO Courses

From beginners in SEO to professionals brushing up on their skills, online courses are a great resource. There are many options out there customized to different experience levels. These are just a few of our favorites.

HubSpot’s SEO Training

This free SEO resource is a short, higher-level introduction to SEO. It will take just over an hour and a half to complete. The course will walk you through how you can determine your site’s SEO potential and show you how to develop a strategy. It will also teach you how to create content that ranks and build links to that content.

SEMrush Academy

SEMrush is one of the leading providers of SEO tools for marketers and they also have a learning center called SEMrush Academy. In it, you will find courses related to SEO, social media management, PPC, and content marketing. There are courses for beginners and more complex topics for more experienced SEO professionals. All of the courses are completely free and are prepared by SEO experts Greg Gifford and Bastian Grimm.

Yoast SEO Academy

If you use WordPress for your blog or website, you are probably familiar with Yoast SEO. Their plugin is one of WordPress’s most popular plugins. This is why their courses are a great place to learn about SEO for blogs and WordPress sites. The free course is full of useful details from which beginners to advanced professionals can benefit.

Google Analytics Academy

If you’re currently working in SEO marketing, you are probably already using Google Analytics. If you would like specific information about Google Analytics, this is the best place to go. After all, it is coming directly from Google. There are several courses available depending on your experience level and/or interest in the topic. There is Google Analytics for Beginners, Advanced Google Analytics, Google Analytics for Power Users, and Getting Started with Google Analytics 360. An added bonus is that when you complete these courses, you earn certifications. This can boost your resume and application during job hunts.

SEO Blogs

Blogs are a fantastic source of up-to-date information on SEO best practices. Plus, there is absolutely no shortage of blogs covering this important topic. The options are almost too numerous to mention, but here is a list of some of the best.

Search Engine Land

This blog is one of the best places to find “breaking news” as it relates to SEO. They always have the most recent information on anything and everything related to search. In addition, you will also find evergreen information and opinion pieces.

Search Engine Roundtable

This blog reports the most relevant and interesting SEO topics around the internet. It is unique because it is not simply a recapitulation of content. Instead, the articles connect the topic to a larger trend or idea. This helps readers understand how the topic fits into the larger SEO picture.

Moz

This SEO blog is a fan favorite for a reason. Its topics are almost endless and it is an excellent source of quick, reliable information. If you are ever in a situation where you need to know something ASAP, you can count on Moz. Their content is always clear and comprehensive and you can count on it being trustworthy. In addition to excellent written content, you don’t want to miss out on their Whiteboard Fridays. These are weekly videos that break down interesting and relevant topics in a different format.

Google Webmaster Central Blog

This is another place where you can get information directly from the source. Here you will be able to stay on top of all of Google’s latest announcements. Other contributors can also publish hot takes, analyses, and predictions. But for the most accurate information, check out Google’s original announcement post.

Using These SEO Resources Will Only Help You

As you probably know by now, there is no specific formula that will get you a number one ranking on Google. However, knowledge is still power. These SEO resources can provide you with valuable information to help you reach a higher ranking on search engines. Ultimately, this leads to more visitors to your website and more paying customers.

The post Best Resources for Learning SEO Marketing appeared first on American Marketing Association.