To teach the basics Google has published an SEO starter guide. (Let’s be honest, when was the last time you used Bing anyway?) Search engine marketing comes in two forms, paid search and organic search.

This is where search engine optimization comes in.  For more information on Google click through rates check out this interesting study which claims that “on average, 71.33% of searches result in a page one organic click. Google offers great advice about description Meta tags, URL structures, and XML Sitemaps in their starter guide, but some people without coding experience might start to panic here.  If those terms sound confusing or overwhelming don’t worry, there are plenty of SaaS options that make SEO simple.  A huge tool for search marketers is Moz. Moz offers software to help simplify SEO and they have over 35,000 customers to date. Not only do they provide software services but they are also a community of sorts.  Moz community members can post blogs to share advice and insight with other search marketers.  The founder and former CEO, Rand Fishkin, has his own blog featured too.  Fishkin notably has a reputation for yellow sneakers, even at fancy shmancy marketing conventions around the world.  He says that this is to differentiate himself from everyone else in the field, he claims those in tech aren’t really good with names.   A yellow symbol used to stand out, that sounds pretty familiar. 

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