According to the 2012 Digital Influence Index, Canadian consumers believe the Internet is more influential than their friends and family in helping to make purchase decisions. This same study found that when consumers head online to find information about brands and products, 93% use a search engine. Despite this growing trend, search engine optimization (the practice of improving and promoting your website in an effort to increase the number of search engine referred visitors) is still unfamiliar territory for many marketers – myself included!

PowerPoint Presentation

Fortunately, this summer I have the opportunity to learn more about SEO and internet marketing. To start things off, I’ve gone through The Beginner’s Guide to SEO, created by SEOmoz. Without a background in SEO I wondered if the guide would be too technical to follow. However, since it was designed for beginners, it starts off with the absolute basics and explains potentially unfamiliar terms as you go along. This free resource is a great introduction to search engine optimization, and I’d definitely recommend giving it a read if you’re new to SEO or need a quick refresher.

Still not convinced? Below are some of my thoughts and key takeaways from the guide.

The SEO Beginner’s Guide provides you with a lot of new information all at once, but the casual tone and use of fun graphics throughout keeps it from feeling like a chore to get through. It’s filled  with links to outside resources, studies, and tools that help to round out the guide, as well as some practical, hands-on activities you can try to further your learning.

seo guide

One of the things I liked the most about the guide is exemplified by this quote:

Search Engine Optimization isn’t just about ‘engines.’ It’s about making your site better for people too. At SEOmoz we believe these principles go hand in hand.  

These words are some of the first that you read, and this philosophy is repeated throughout the guide. There’s a great balance between technical and practical advice. Marketers should think of SEO as more than just getting consumers to visit your website, since the site needs to satisfy these consumers’ needs once they arrive – a high search ranking won’t stop consumers from leaving your site straight away if they can’t easily find what they want! (more…)