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Organic Search Engine Marketing 101

No matter what field you specialize in, it is important to take a step back and review the basics. Overdrive Interactive specializes in several different aspects of digital marketing, including SEO, paid media, and social media. To keep teams on the same page, we cover the basic best practices whenever possible, allowing team specialists to sharpen their skills and employees from other departments to learn new skills. Last week one of our SEO Specialists, Ian Cappelletti, sat down with the summer interns to go over Organic Search Engine Marketing 101. The agenda included best practices when working with SEO, keyword optimization, and ultimately how to turn all website pages into great SEO opportunities.

What follows are the key takeaways that I compiled from Ian Cappelletti’s informative presentation:

Critical Moment

SEO 101 opened with the first step: knowing your organization’s target terms. By pinpointing these terms, it is much easier to establish your “Critical Moment.”

Critical Moment: the moment is when a consumer or prospect is actively seeking your offerings or information about your offerings.

By mapping out who you want to be targeting and when, there is a better chance of grasping this critical moment.

critical moment


The ABC’s of SEO
A trick to remembering the most important factors of SEO is learning its ABC’s.

SEO isn’t a step in the process, it’s a part of each step in the process. When applying the ABC’s of SEO, it is important to be fluid throughout each step. This way the information will come easier with each click!

Page Elements

An important part of SEO is the page you are actually optimizing. There are three important parts to a webpage that can be optimized: Headlines, Body, and Meta/Title Tags. The elements of the page are what will bring in traffic to your site, so using high-quality keywords can only help to fully optimize your site. Adding descriptions, keywords, and images to your content gives search engines more to document.



SEO 101 had four key takeaways:

  1. Know your target terms
    1. Understand the SEO priorities of your organization
  2. Know which page elements to optimize
    1. Headlines
    2. Body Copy
    3. Title and Meta Tags
  3. Develop keyword-rich copy for each element
    1. Follow best practices for the page elements listed above
  4. Remember to write for your audience via the target term
    1. “The audience is not an algorithm”
    2. Write to a person, not to a “search engine robot”


Overdrive Interactive is an SEO company in Boston that drives measurable ROI. Our search engine optimization programs not only drive natural search traffic – they connect prospects to high quality user experiences that encourage desired behavior. Our SEO services and the resulting search engine presence connects visitors to content that satisfies their needs. As an award-winning Boston SEO firm, we are passionate about your success!

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