Why is SEO important and often neglected by organizations? Often, it’s because how it works is misunderstood. Continue reading and learn how to properly leverage SEO for successful website optimization. Mark Huvenaars

We reached out to our expert, Mark Huvenaars, Founder and Digital Marketing Strategist at Railtown Media, to provide best practices.


Consider the importance of …  

  • Tracking SEO Efforts
    Use methods like spreadsheets, project management tools, or specialized software. Keeping activities organized and accountable shows what’s working and helps refine strategies. Clear tracking is key to understanding progress and justifying SEO investments. 
  • Using Tools that Align with Your Website
    Use SEO tools that fit your website’s Content Management System (CMS). Plugins like RankMath and Yoast for WordPress are proven examples. They cover basics like keyword optimization and readability which boost chances of your content being discovered on search engines.

    Tools offering broken page “404” monitoring and redirects improve site health and user experience reducing any frustrations being experienced by site visitors who might find broken website pages instead of the content they are seeking.

    Choose tools that simplify SEO management and boost results. Many cover SEO basics for free. Premium tools are ideal for large or content-heavy organizations. 
  • Setting a Cadence for Regular Review
    SEO is not one and done. It is ongoing. Initial website setup and meta optimization is just the start. Meta optimization involves the refining of meta tags for webpages to improve visibility and ranking on search engine results pages (SERPs).

    Regular reviews drive long-term success by being agile and responsive to how target audiences are finding and interacting with website content. Monthly digital marketing insight reviews combined with active SEO tactics when publishing new content are recommended.  
  • Leveraging Data for Insights
    Tools like Google Analytics 4 (GA4) and Search Console provide valuable insights into performance and user behaviour. GA4 focuses on user-centric metrics which provides insights into user journeys across devices and platforms, giving a comprehensive view of user behavior over time. These vital SEO tools help guide future SEO efforts, drive content marketing strategies and ensure continuous improvement for achieving business goals.  
  • Optimizing Images
    Have you ever had to wait for website content to load? Avoid this problem by optimizing images to improve site speed and SEO. Use descriptive filenames, alt text (a description of the image), and compress images to reduce load times. This enhances user experience and boosts search engine rankings. 
  • Optimizing Social Media Posts
    Apply SEO principles to your social media and make it easy for people to find your social content using keywords. Optimize YouTube videos and other social media posts for search discoverability. Use keywords, descriptions, and hashtags to improve visibility and engagement.  
  • Adapting to Artificial Intelligence (AI) using SEO
    SEO fundamentals may evolve with AI advancements. However, best practices like tracking work, using the right tools, regular reviews, and optimizing content will likely remain essential for the foreseeable future.

It’s easy to see why SEO is often considered somewhat mysterious and done by experts that ramble about Google algorithms, user sessions, and engagement. By not fully understanding its importance, it is often considered a black hole where money is being spent without clear results. 

Mastering best practices for SEO will lead to success over time. It is crucial for improving lead quality and customer experience enabling organizations to thrive. Reach out if you have questions about how optimizing SEO can play an important part of your strategy for success.  


About Angelia Darnbrough, Founder & Marketing Strategist, Pivot Point Marketing

Angelia develops strategies for success using Relationship and Inbound Marketing, combined with solutions selling, to consistently attract and connect with audiences. Her passion for fostering targeted conversation that clearly conveys the value that organizations uniquely provide in the market generates growth opportunities.