Why is Search Engine Optimization so important?
Search engine traffic remains one of the most highly converting and regular sources of traffic for many types of businesses, despite the rise of other newer platforms. There is a great focus on action when it comes to search engine traffic, as most people are “googling” to either solve a problem or discover an answer. They are looking for information or looking to make a purchase, so if you deliver what they want, chances are they will turn into customers.
SEO is a very competitive landscape and everyone wants to rank #1 on each important keyword. Good search engine ranking does not come easy, and a well thought out and long term SEO strategy needs to be in place if you wish to rank high on your desired keywords.
If done right, and with a lot of patience, SEO will deliver the promise of leads, clients, growth revenue and new traffic.
In order to create a strategy and a plan, one must first know all the steps in the process.
The general SEO process starts with either a technical or content audit, or both.
The main purpose of a technical audit is to take a look at every element on the site or landing page that can have any sort of impact on the overall SEO performance. One of the most critical elements is speed. If your pages take too long to load the result is a high bounce rate and loss of potential clients or customers.
Usually a technical audit needs to go in-depth and can take weeks to perform, depending on what issues are found with the site.
Content Audit is best suited for large websites with a great deal of content but can work just as well for smaller sites. During this process, content is analyzed in order to see what needs to be removed, rewritten or repurposed in order to get the most out of search engine traffic. Drops in traffic can occur, but it usually means that you are left with relevant traffic, one that can convert users into customers and earn revenue.
One of the key aspects of content audit is to make sure the content displayed on your website focuses on and is relevant to target audience. As soon as Google indexes your new and improved content, conversion rates should start climbing higher and higher.
2. Technical SEO
The process behind technical SEO is as follows:
– Index status.
– Crawl budget.
– Crawl errors.
– Internal links.
– Site/page speed.
– Broken links.
This process should be treated as whole, because fixing individual items on this list won’t be nearly as effective as fixing all of them. It is important that everything works together in order to get the best results. Increasing the speed and functionality of the site and webpages will most likely result in a higher conversion rate.
3. Keyword research
In order for your content to reach the right audience, you need to understand what people search for and how they search it, in direct correlation with how search engines use keywords to deliver results.
High value keywords and molding your content around them will have your site or webpages appear in front of other competitors to potential clients or customers. If people are unable to find a product or service your business offers, then they cannot buy from you.
4. Location Demographics
Location is often times very important to local businesses or clients who offer services in a specific region. Google rewards websites with highers ranks in the search engine based on relevance, distance and prominence when it comes to region specific businesses.
Ensure that you have accurate NAP (name/address/phone) information related to your business and content that at lest references the area where you wish to promote your services or products.
5. Content Strategy
Your content needs to have a strategy behind it or it will result in the loss of potential customers or clients and most importantly, wasted time and redundant content.
There are 4 main pillars of a content strategy :
1. Foundational content: This is the largest part of your content that targets main keywords and topics related to services or products.
2. FAQ content: It is a good common practice to have pages that answer common questions your target audience might be looking for on Google that are related to similar services or products you offer. Breadcrumbs and a SEO-friendly URL are a must.
3. Authoritative content: Allow your customers or clients to post content such as comments, reviews.
4. User experience: Your users cannot reach the information you want them to reach if the experience on your site is not user-friendly. Think of how to simplify the process to make it as simple as possible.
6. Content Writing & Editing
In the end, writing content is all about moving people towards a conversion, so the content on your site or webpages must be engaging and well optimized, and written with the target audience in mind. If your content engages people and they share it, Google will reward you with higher rankings.
Content is the way to go on how you build and demonstrate authority, relevance and trust, so make sure the content is well-written and thoroughly proofread.
Since you’re unable to control Google or other search engine’s rankings, it is imperative to understand how the search algorithms works and how to tailor your keywords, content and user experience around it. It is no simple task, however following the above mentioned steps while keeping 3 main objectives will earn you SEO success.
– Know the audience you’re targeting.
– Create great and engaging content for above mentioned audience.
– Offer your audience a simple and efficient website experience.
In order to get where you want to be, a process and a plan needs to be in place. This is no different for SEO, and it will be an on-going process of tailoring content to best suit your needs. Due to how the search algorithms and ranking change everyday, it is important that once you finish a SEO strategy you immediately start working on the next one.