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SEO in digital or online marketing is where you aim to increase organic traffic to


Creating new content to target keywords, and improving your site to be better understood by search engine crawlers.

For more information on on-page factors, this Moz article is a great resource.

Here, we’re going to cover the basics of keyword research, how to decode search intent, and some content optimization tips to help your pages rank for their target keywords.

A simpler way to think about keywords is as queries people use and type into search engines. Often, this replicates how we talk when asking questions; sometimes it is more of a “caveman speak” format, where you might type “buy new iPhone” versus “I want to buy the new iPhone.”

First up, let me share how there are two different types of keywords: short tail and long tail.

    Short tail keywords are two or three words in length and typically of high volume, e.g., “mens shorts,” which returns 38,000 monthly searches in ahrefs keyword explorer.

    Long tail keywords are four words or more in length and generally of lower volume, e.g., “mens shorts with pockets,” which returns 40 monthly searches in ahrefs keyword explorer.

How people use keywords in search engines to buy products

When it comes to choosing a keyword you want your page to rank for, it helps to understand the intent behind the associated search query. Search queries fall into the following categories:

    Navigational queries are searches entered with the intent of finding a particular website or webpage. For example, a user might enter “facebook” into a search bar to find Facebook’s site rather than entering the URL into a browser’s navigation bar or using a bookmark.
    Informational queries normally begin with “how to,” “what,” “why,” etc. Content that genuinely provides helpful information relevant to the query ranks for these keywords.
    Transactional queries are searches that indicate an intent to complete a transaction. This entails typing a product name directly into the search bar, e.g., “samsung galaxy.”

When it comes to the customer journey in search engines, it’s important to understand how people move from not knowing what product they are looking for or want to confidently making the choice to purchase.

Let’s start with a general product such as smartphones. If you’re a long-time smartphone user, then you may use or have considered using the current iPhone model. But what if you want to see what else is on the market before you jump to your next upgrade?

At this point, you’d turn to a search engine and type in an informational query such as “best smartphone.” You’d get a lot of buyer’s-guide-type articles listing the top 10 to 15 smartphones, and you’d most likely click the top result. After reading the article, you might come away thinking the new iPhone model doesn’t sound too bad after all, but you also like the look of the new Samsung Galaxy.

Here, you’d probably like to learn how they compare on features and reliability, so you’d turn back to a search engine and search another informational query, such as “apple iphone vs samsung galaxy.” \


You turn back to the search engine and type in a transactional query “buy iphone.” From there, you most likely find Apple’s site, and you complete your transaction.

How to choose a keyword

Now you know how users go through the purchase journey and how to understand the intent behind a search, so let’s now find ways to do keyword research.

Keyword research can feel overwhelming. You’ll have questions like, Where do I start, How do I find one, How do I know if my keyword is going to rank, and How long does it take? We’ll walk you through getting answers to these questions.

    Where to start with keyword research. First, think about what your product is or what category it exists within. For example, Shopify is an ecommerce platform, so we want a page to rank for this search term. What’s a general term to describe your product?
    Use paid tools or free tools to get competitive insight. There are a lot of free and paid tools available, but the best free tools for Chrome are Keyword Surfer and MozBar, both available as extensions. With Keyword Surfer, you type your keywords into Google and it gives you keyword volume in the address bar and on the SERP.
    
An important takeaway for on-page SEO

MozBar lets you know the domain authority and page authority of a website—essentially how reputable or strong a website is and how well trusted a page is, respectively.

No matter what type of search query your page is targeting, know that when it comes to choosing a keyword, Google and other search engines want to rank the pages that have the highest likelihood of concluding the searcher’s journey. In the specific case of Google, it wants no additional searches, and it doesn’t want the user to hit “Back” and click on another search result.

When you’re picking a keyword to target, you can get a good idea of what the search intent is from the top 10 results on a SERP.

To do this, simply search the term and make a note of whether the page is either an article or a product page. For now, pay attention to only the organic listings and not the ads, which are marked “Ads” to the left, or any SERP features like People Also Ask, images, videos, or local listings.

You’ll have a score such as “9/10 product pages,” and from there you get an understanding of the user’s search intent, which will be to make a transaction.

If you’re doing content marketing for your store, you’ll want to look for the majority of the 10 listings to be articles as articles best cater to informational searches.

To further narrow down the search intent, you can get ideas from Google or other search engines. For example, if I’m looking at building a page to target “habanero hot sauce,” I’ll have a look at the “Related searches” box at the bottom of the SERP. In short, this list gives me an idea of what users are expecting to find from their search queries.

As “habanero hot sauce” is a short tail keyword, if users get to result 10 and still don’t see a listing to click, these pre-populated terms might help get them to the query they’re really looking for but didn’t know how to phrase.

I can make a note of these phrases because some of them are good long tail keywords that I can use while creating my product page with the goal of getting it to rank.

I can use them as subheadings, in the product description, or in meta description and title. We’ll dig into how to do this below.

Build your keyword into the URL or slug

The URL is anything that you type into the address bar that ends with , .ca, etc.. The “slug” is what comes after the first forward slash. Slugs and URL paths are used interchangeably but mean the same thing.

Once you’ve chosen a domain name, your URL is set and you can’t change it. However, slugs can be changed or customized. Note: If you are changing slugs, be sure to add redirects to your new pages. We covered how to do that above.

The reason to build your keyword into the slug of each page is primarily to make it clear to both the user and the search engines what the page is about. Also, you want to be careful of keyword stuffing in your URL and slugs.

Build your keyword into your image naming system

Building your keyword into your image naming system means both saving files with the same name as the keyword target (e.g. habanero-hot-sauce.jpg) and using the keyword as its alt text when you upload the file to your store.

If you have more than one image being uploaded and you’re confused on what to name your files, use differentiators like habanero-hot-sauce-ingredients.jpg for a photo of the ingredient label and habanero-hot-sauce-example-dish.jpg for an action photo of a model applying sauce to food.

As we said above regarding optimizing images, you want to write your alt attributes carefully.

Alt text is used when a browser can’t properly render the image, and also for web accessibility. It’s best to describe in plain language what’s in the image to help people with imparied vision have an idea what the image displays.

If writing an accessible alt text attribute and you naturally use the target keyword, that’s great, but it’s recommended to prioritize this approach over keyword stuffing alt text.

Creating an SEO-friendly page is about making the information digestible for the reader, not necessarily the search engines. It’s the formatting that can get readers where they need to go, through use of headings, bullet lists, or numbered lists.




You may hear that length is a deciding factor on whether a page ranks or not. My take has always been, if you have a monster-sized article or page, that’s because the topic deserves it and is in need of a 101 or beginners’ guide.

It’s rarely a good idea to add more words to an article to hit a metric that promises a ranking page.

Off-page SEO

Off-page SEO can include reputation management like customer service and being present on social media, but essentially it boils down to building backlinks, which are links that point to your site.

The more high quality, relevant backlinks you have, the better your pages will rank. You know the importance of having high ranking pages in search engines based on where clicks go from the earlier diagram above.

There are two methods in which you can build links to your website: active efforts and passive efforts.
Active link building

Active link building is when you put together a plan and strategy for the pages you want to build links from—with an understanding of why you want to build them—and then executing that plan.

Generally, active link building is time intensive, as it’s a competitive strategy to get into. Journalists, influencers, and other writers get pitches all the time, so your pitch has to be compelling.

There are a couple of principles you can take forward when requesting anything from another site:

    Put what’s in it for them up front in your pitch. Yes, the nature of your request is to get something (a link), but what’s in it for them? Is what they’re linking to out of date or a page that no longer exists, or are they missing something vital in their list? Give them a reason to consider your request.
    
    Don’t request links from people who are your competitors. This may seem obvious, but a lot of link requests come from people who want coverage in the same product and topic area because there’s an existing resource. For example, if you’re selling athletic gym shorts and you find a buyer’s guide on what to look for when buying gym shorts and it’s by a brand that also sells shorts aimed at your niche, it’s better not to waste time reaching out to them.

Now that you’ve got the principles down, let’s look at some active link building tactics:

Broken link building is where you find pages that link to sites that have a page removed, recreate content similar to that of the dead content, then tell anyone linking to the removed resource to instead link to your content. This works because it’s bad for a website's SEO to be linking to pages that don’t exist.

To perform this technique successfully you’ll need an SEO tool that allows you to crawl pages and find broken links and an outreach tool that lets you hunt down email addresses.

You’ll also need to find out what was once on that now broken page. Fortunately, you can do this with the Wayback Machine, a free archive of web pages from different moments in time.

Here’s the process you can expect to follow if you use this tactic:

    Choose a website that exists within your niche and publishes content you would happily have a link from (e.g., If I owned a business that sold skin treatments and essential oils, I would look for a website within the aromatherapy space, which could be a competitor business or a blogger).
    Use your SEO tool to find any 404 links, the pages with the most referring domains or links, or a page that you know you have a product or collection on. Use the Wayback Machine to get an idea of what was on that page and see if you can create similar content to what was covered on it. Note: You should never copy the text from a dead page, as this is copyright infringement.
    Use your outreach email tool to find the content manager and reach out to let them know about the broken link, how this is bad for their SEO and reader experience, and that you have a page covering this topic. Hopefully, the end result will be they replace a broken link with a link to your business.

Unlinked mentions are when your business is written about on another site without a link back to you.

For instance, your business might be given as an example in an article that sells comfy loungewear apparel but doesn’t link to your homepage.

With tools like Google Alerts or some SEO tools that have this feature, like ahrefs, you can get a notification to your inbox if your site is mentioned.

Once you feel that getting a link from this site is worth reaching out to the writer or content manager, then go ahead and ask for a link to be credited to your mentioned business.

Passive link building

Passive link building involves daily duties or business as usual but can help compound your SEO efforts over time, even though they’re not typical SEO-enhancing activities.

    Create an amazing product or service. The easiest way to get people talking about your business online is to have a great product or service that’s worth talking about. This is when people share your business with friends and family because you’re doing something special that makes you stand out. This takes a while to catch wind, but it’s the best way to build a business and a solid SEO tip.
    
    Provide amazing customer service. Great customer service is spoken about. Equally terrible customer service is also spoken about. But it’s average customer service that goes under the radar. While bad customer service can get you written about, which, technically, is good for SEO (remember that time United Airlines dragged a passenger off one of their planes?), it’s obviously not good to be known for giving poor customer service. So focus on providing amazing service.
    
    You don’t have to go above and beyond—it’s a matter of doing the little things really well and finding moments to deliver delight. Remember this saying: “People remember what you did long after they forget what you said.”
    Responsive on social media.
    
    Being responsive on social media isn’t about jumping on any and all conversations, or joining in on the banter between brands on Twitter. It’s about getting back to your customers when they reach out for help. Once you get the basics down, then you can consider liking or commenting on Instagram posts or Stories where your passionate fans tag your products.
    
    Build connections with social media and online influencers. This is thought of as networking, but a better way to think about it is as trying to make friends online. If you know what an influencer or passionate writer of the field is interested in, send them that article or product they would love, or leave a thoughtful comment on their post.
    
What is SEO in digital marketing?

It comes down to building trust with these people. Once you have trust, then you have attention. Once you have attention, you have enrollment and permission to share ideas or your perspective.
    
    Converse on forums and discussion boards and comment on blogs. Being present in communities like Reddit, Quora, or niche industry forums where your ideal audience hangs out online can help you build a good reputation and eventually customers. Use these spaces to encourage conversations with the right people, respond thoughtfully, and drive excitement and enthusiasm.
    
    But be careful of promoting your business too often. Aim to only do that if the person is looking for recommendations or your product solves the problem they describe in the comment.

When customers research products in your category, you want your store to be one of the top search results. But the only way for them to see your page in the results is to put time and effort into learning the rules that govern search engines and apply those rules to the structure and content of your site.

Working on SEO for your store can feel overwhelming in the beginning, but once you get the hang of it and iron out any issues, it can be as simple as tweaking pages to help them rank better and finding new keywords to create pages for. You’ll begin to see results slowly, but you will see movement increase over time, and SEO will be a great flywheel to bring in new customers for your business.

How do I start SEO?

    Find a keyword which has good search volume
    Understand the search intent of your keyword
    Write your page using your keyword research data
    Optimize your page meta title and description
    Publish your page
    Build links to your page or website

What is the difference between SEO and SEM?

The difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is that SEO focuses on increasing organic traffic, while SEM includes both increasing organic traffic and running paid ads to increase traffic.

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The most important part to keep in mind is that SEO contracts should be of at least to a year to generate good results since it’s a continuous process. Feel free to request a proposal if you want our quote!

It’s Time To Take An SEO Decision

After reading this article, you should what an SEO company is, what they do and what are the benefits of working with a strong SEO agency. You’ve probably realized it’s quite important to choose an SEO agency that you trust!

At K6, we always recommend working with an SEO company rather than having someone in the house.

Why? Our SEO team has a lot of experience working on hundreds of projects. What’s more? We almost always cost less than you hiring someone in the house.

While hiring someone who has some technical knowledge of SEO and one or two experiences seems like a good bet, you won’t have the expertise of an entire SEO team supervising the work of that employee.

This is what you pay for when you hire an agency: the combined experience of multiple SEO experts for an affordable price and SEO services.

If you choose to work with an SEO company, we’d be honoured to talk to you to see what your needs are and how we can help your brand reach its goals. Our SEO experts at K6 will help you succeed with SEO.

Why Hire an SEO Company? – Why It’s Important for Business

For online businesses and eCommerce sites the list of requirements for running business is long.

Marketing by itself is filled with a huge selection of marketing types, strategies, and sub-categories that each offer a wide range of considerations.

Most people know about search engine optimization (or SEO) already, but they might not understand how important it can be for long term success.

So why hire an SEO company? Why is SEO important for your business’s website?

With so many other budgeting concerns for online businesses to think about, something like search optimization may get pushed to the back burner.

For online businesses in particular, balancing efforts across multiple channels means identifying which ones offer the best benefits and deciding how to improve on them – for everything from social media, to paid advertising, to email outreach and more.

The benefits of hiring an SEO company might not be as apparent when accounting for the time and effort involved, and when considering that sometimes the nature of search engines often means that it feels like a guessing game.

But for experts in SEO the benefits are very clear and the factors involved are much more apparent as well.

Because search engines like Google and Bing often modify their search algorithms, many companies are frustrated by the seemingly arbitrary shifts in traffic and loss of keyword rankings.

For websites that don’t know what they’re doing or for businesses that aren’t aware that they could be doing something wrong – SEO can feel like it’s not worth it.

SEO Companies Offer Better Expertise with Pro Strategies.

So here’s why to hire an SEO agency.

The Numbers Speak for Themselves

Traffic that comes from internet searches represents an enormous percentage of online browsing.

Data compiled by BrightEdge found that search engine traffic (referred to as “organic” traffic) makes up 51% of all website traffic. Google alone gets 5.6 billion searches per day, making it a critical piece in the search funnel for how users get to what they need – this means it ends up accounting for more than 40% of revenue.

People use search to find what they need. It’s as simple as that.

 The reason that SEO is still so important is that consumer behavior is still dictated by the prominence of search – Google (and to a much lesser extent Bing) are still the go-to resources for how web users  find what they need.

Search engines are everywhere now – people perform searches on Google, Bing, Facebook, Amazon, Baidue, etc. all the time. These resources are so ingrained in web browsing behavior that they still easily represent the largest marketing channel in the world, as well as the type with the highest ROI.

In fact organic traffic is so important that 44% of companies now make SEO a part of their marketing strategy. They also discover that SEO offers the best return-on-investment out of any digital marketing strategy. In polling, 32% of marketers say that out of all their strategies, SEO offers the highest return on investment.

A Search Engine Journal poll found that this number could be even higher, with nearly 49% of responders claiming that SEO gave them the best overall ROI – more than email marketing, paid ads, or social media.

This because out of all the most popular marketing strategies, SEO is comparatively low cost, but has the potential for huge returns over time.

Here are some other reasons why SEO is important for websites: The first Google organic search results get as much as 32.5% of the average traffic share. Making page #1 rankings, and spot #1 positions highly desirable for any business.

Similarly, page #1 results claim as much as a 91% of the total average traffic share!

Searchers rarely want to go past the first page of results to find what they need, this means that businesses that are stuck on page 2 and beyond could be severely missing out.

One of the benefits of hiring an SEO company is that you can get a professional team to oversee this entire channel for you.

Because search optimization can be somewhat involved many companies prefer to have a team or an agency that can give one hundred percent of their time and effort on handling it.

An agency that specializes in search optimization is going to know better than you.

One reason why to hire an SEO company is because they’ll be able to exploit the best tools, resources, and strategies to keep up with the changing landscape of SEO. By outsourcing your efforts to an agency, you’ll be able to focus on other areas of your company.

SEO is also a fast-evolving industry. Search engines like Google and Bing are constantly rolling out new updates which sometimes leave businesses struggling to keep up.

In 2019 alone Google released 6 major updates to their search system, those were just the big ones, they normally implement small adjustments to their algorithm dozens of times per month.

SEO agencies can monitor Google news channels and SEO news forums to keep up with algorithm updates and their effect on search results.

Many agencies are able to watch their client’s site health to see if they’ve been hit by an algorithm update, and to give advice on how they can repair their site when needed.

The advantages of hiring an SEO agency means that they’re able to expertly optimize on-page elements including page meta-titles, meta-descriptions, internal site-links, and keyword density with strategies that are proven to work over time.

When done properly these results can help boost organic performance slowly but surely – and they often involve keyword research and content editing that can be time intensive and resource consuming for most business owners.

Instead of trying to optimize SEO on their own (and possibly making things worse) many choose to outsource the work. This is why SEO is important for business.

But when done right, an agency will be able to use your performance data to fine tune and adjust your campaign.

So why hire an SEO company to read your data for you?

Grow Your Sales (Not Just Traffic)

Good SEO is about more than just traffic. By performing keyword research that focuses on industry language and searcher behavior, SEO agencies and digital marketing companies are able to focus on bringing in the right kind of traffic.

Being able to discover and target intent-driven keywords means gaining traffic specifically for people who know what they want and are ready to buy.

This is another reason why SEO is important for businesses who want to leverage their existing performance, professional SEO will help your brand to focus on keywords that gain you sales, and to ignore keywords that don’t.

Google keyword search intent funnel

For eCommerce sites, business-to-business companies, service-based organizations, and more – the benefits of hiring an SEO company are clear.

Consumers now do 70% of their research online before getting into any sort of sales conversation.

Website analytics and performance data can be analyzed to find areas of your site that provide the best opportunities, and that can continue to grow long term.

It also helps them discover intent-driven keywords that provide you the best valued. Combining this data with ranking data allows SEO workers to go URL-by-URL and focus on web search traffic from people who are more likely to convert.
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