SEO is the backbone of all successful businesses, both online and offline, so it’s no coincidence that SEO has become an industry unto itself.
A well-executed SEO strategy can mean the difference between a thriving business and one that struggles to stay afloat.
But what are some of the most important reasons why SEO is so important? This guide will help you understand why you need it more than ever before and how you can get started with these tips for better ranking on search engines.
Why SEO Is Important
These days, you’d be hard-pressed to find a business that doesn’t have an online presence. Regardless of whether you operate a brick-and-mortar store, a website, or both, SEO will help your business grow.
5 out of the top 10 internet companies didn’t exist ten years ago. And for those that did exist, they were nowhere near as successful as they are today. Why? They all have one thing in common: a strong SEO strategy.
But why is SEO so important? If you’re not already convinced, here are just a few reasons why your business should invest in SEO:
- SEO helps generate more leads for your business.
- SEO can increase your conversion rates by up to 400 percent.
- It helps establish your credibility and expertise.
- It gives other businesses a reason to link to you.
The SEO Basics
SEO, or Search Engine Optimization, is the process of improving the rank of your website on major search engines like Google.
By implementing certain techniques and strategies, you can increase your website’s visibility for relevant keyword phrases.
SEO is an industry in itself, with many businesses devoted exclusively to this one task. One of the most important reasons it’s so inevitable today is that successful SEO means your business will always be visible online.
Search engines are always changing their ranking algorithms, meaning that what may have worked years ago will no longer be successful. And once a company falls off the first page of results, it becomes much more difficult to attract new customers.
That’s why any business serious about its digital marketing strategy must invest in SEO. Luckily there are many resources available to help you get started on developing an effective SEO strategy. It just requires some time and effort on your part.
How to Improve Your SEO Ranking
The ranking of your website on search engines is becoming increasingly important, and it’s only going to become more so as time goes on. The reason for this is that it’s easier than ever to find information online.
The sheer volume of information available means that people will take the easiest route to find what they need. So, if your site isn’t high-ranking, you can forget about being found!
What Is Keyword Research and Why Is It Important?
The backbone of SEO is keyword research. It’s the key to understanding what people are looking for and then creating content that can be ranked for those keywords.
Keyword research is the process of finding out which keywords your target audience is using to find their information. With this information, you’ll be able to create content that ranks high in search results for these popular keywords.
Here are some examples of how to do keyword research:
- Look at the search engine results pages (SERPs) for your desired keywords.
- Use a keyword tool to find out which words people are searching for to find your products or services.
- Survey your customers and ask them what words they use when they’re looking for something similar to yours.
By conducting keyword research, you can learn more about how people are searching for products or services similar to yours, then create content that will rank well in search engines when people are searching with those same keywords.
Improve Your Organic Search
Most companies’ websites rely heavily on organic search, which is a major element of the buyer funnel and inevitably leads to a transaction or interaction with a user.
In the world of search engines, Google has a far higher share than any other single company.
Even yet, it isn’t to suggest that all search engines don’t play an important role in a brand’s visibility—they do. Simply put, Google controls a sizable chunk of the global search industry.
Because it is a clear leader, it is critical to follow its instructions.
However, the residual market share held by other engines is also significant to brands. Businesses in specific industries where voice and visual search engines play a critical role are particularly vulnerable to this trend.
But being in the top SERP with just organic search can be challenging. You can achieve it in several ways:
- Content that you put out needs to have quality. Google penalizes pages with empty content. Furthermore, if you create quality content, people will spend more time on your page, and even bookmark it, which helps your ranking.
- Be original and avoid copy/pasting. By being original, you are not harming your organic ranking.
- Get to blogging, as with it, you can use the most organic way of putting the keywords together. You can explore a wide variety of subjects in a blog, attracting a bigger pool of consumers.
- What’s more, you can insert your keywords as many times you’d like, and in as many variations you can think of.
- Put effort into meta descriptions as they are crucial for SERPs. Meta descriptions are what are shown beneath the title of your page or blog post. If you hit all the keywords in a meta description, your post or page will likely be more visible in a search engine.
- Optimize images by resizing or compressing them so that they don’t take a lot of time to load. If images take a lot of time loading, the page does too, and search engines see that as crawling, ranking you negatively.
- This will automatically improve your page loading time, and you can upgrade your site’s speed to improve loading time even further.
Developing and Managing Your Brand
Your business’s reputation is big – whether you’re a small startup company or a large, established brand.
Your reputation will have an impact on whether people are willing to work with you and invest in your business. And, people tend to gravitate towards established brands when they are searching for someone new to collaborate with.
It goes without saying that online reviews are important for businesses today. A well-crafted SEO strategy can help you manage your online reputation by having clients leave reviews of your services through third-party sites like Yelp or Google Reviews.
However, if your business doesn’t have a catchy name, a memorable logo, or distinct services to offer, SEO might not help you much. It’s important to have a good strategy, but if you are unsure how to develop it yourself, opt for a company with brand strategy services to make sure you are going in the right direction.
Optimizing Your Website for Search Engines
Another step to effective SEO is making your website search engine-friendly. This means providing the necessary content for search engines to index and rank your site.
Here are some basic tips for optimizing your site:
- Ensure that each page on your website has a unique title tag, meta description, and H1 tag.
- Make sure you have a complete navigation bar with links to all of the pages on your website.
- Keep the number of links on each page to a minimum.
- Use keywords appropriately throughout your content. You need to find what words or phrases people would use if they were searching for something related to your business, then make sure you include those words in appropriate places – preferably at least once per paragraph.
- Add social media buttons if you want visitors to share posts from your blog or other pages on your site.
Website Content Optimization
Search engines are always evolving, and the algorithms that power them are continuously being updated to reflect ongoing changes in search behavior. When these updates occur, it’s crucial that your website is optimized for the new algorithm to avoid dropping in rankings.
Website content optimization can be done by editing existing keywords or phrases on a page or adding new relevant content. This allows you to focus on what a user might be searching for and then improve ranking with those keywords or phrases.
Off-Site Link Building
With the rise of social media, shares have become a powerful way for businesses to bolster their site’s rankings.
You can generate off-site links by purchasing ads on Facebook or Twitter, or you can increase your company’s exposure across various social media platforms in order to get more people talking about your business.
If you’re interested in maintaining your site’s search engine rankings organically, you should also consider investing in off-site link building. This usually involves reaching out to other websites and employing them to add a link leading back to your website.
It may take some time for this strategy to yield results; however, it will likely be worth it in the end when you see an improvement in the number of visitors to your site.
More and more people are using smartphones and tablets to do online searches, and this is making local SEO increasingly relevant. Nearly half of all searches now take place on a mobile device, accounting for 60 percent of all queries.
Let’s imagine that you operate a restaurant, and you’d like people in your neighborhood to be able to see your website while searching for the top restaurants in your area.
Aside from the use of local keywords, additional local SEO recommended practices include claiming directory listings, establishing location-specific pages for your site, and developing gateway pages for your business on Google Maps and Google My Business local directories.
Internet Promotion Through the Use of Search Engines
Pay-per-click (PPC), native advertisements, display ads, social media ads, Google AdWords, and more all fall under the umbrella term “Search Engine Marketing,” or “SEM.”
As a means of reaching out to new, niche markets, search engine marketing (SEM) isn’t necessarily an essential part of an overall SEO strategy. SEO and SEM can also be integrated.
The following are some examples of SEM marketing activities:
- Pay-per-click (PPC) and targeted advertising.
- Word-for-word content tailored to your company or product.
- Click-through-rates (CTR) and cost-per-click (CPC) are examples of performance metrics (CPC).
Rankings and Publicity
Search engine optimization (SEO) plays a crucial role in making your business more visible to potential customers when they search for a service or product you provide. The higher your ranking, the more visible you are.
Because prospects are more likely to find and visit your website if you appear higher on a search engine result page (SERP), optimizing your organic page ranking is critical.
Increased exposure and higher rankings go hand in hand, especially when you consider that one-quarter of all online visitors never click past the first SERP.
SEO is all about increasing visitors to your website, and visibility and rankings are two ways to do this.
The coveted ‘Featured Snippet,’ often known as position #0 since it shows above the top-ranked URL, is the holy grail for many online marketers.
To get the most out of your organic click-through, you’ll want to use material from a landing page on a blog that answers questions people are searching for.
Consequently, if your goal is for a higher rank on search engine results pages (SERPs), you need to use SEO strategies that will assist you in achieving that position.
The importance of SEO can be highly underestimated. That’s why this post explained in depth how beneficial SEO can be to your business and how it can help you establish a brand.
Without the optimization, there is a possibility your site will not reach the numbers you dream of. So, hopefully, you now understand how to use SEO to your advantage and make your business bloom.
Author bio: Tomas is a digital marketing specialist and a freelance blogger. His work is focusing on new web tech trends and digital voice distribution across different channels. Digital Strategy One