In the world of digital marketing, one of the most important — and most confusing — topics is that of Search Engine Optimization or SEO.

The concept behind search engine optimization is straightforward: you want to “optimize” your digital content so that it can be found by your target audiences when they’re using various online search engines.

But the complexity of SEO and the fact that search engine companies don’t share their ranking algorithms push too many marketers to employ so-called SEO experts to run this side of their business.

The complex technical side of SEO can definitely be valuable, but the true key to optimizing your digital content for search engines is rather simple: provide content that your audiences will find to be engaging, valuable, and shareworthy.

If your content is engaging and valuable, people who find your website will spend time there consuming the content, returning for more, and sharing the content with others. This consumption, return visits, and sharing will all be seen favorably by the search engines.

Yes, you should always consider “optimizing” the content and structure of particular webpages, but always remember:

When people find value in the content where search engines lead them, they’ll demonstrate their appreciation through engagement, sharing, and mutually beneficial relationships.

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