Searching for You: The Importance of SEO in Your Business
With the digital platform ever growing, Search Engine Optimisation (SEO) has become integral to growing an online business. With most websites being entered via organic search, it has become critical to have SEO and keywords built into your marketing strategy. Keyword searches from websites like Google and Yahoo generate a search engine results page (SERP) and you want to be at the top of that list. Through implementing SEO strategy into your marketing, you are creating a wider audience for your products.
Still Searching: What is SEO?
SEO can be defined as the ongoing process of refining search engines (like Google) to make sure they can read data and create algorithms to maximise access to content. In other words, making sure that a page has generated what the user is looking for. SEO includes optimising solutions like Schema mark-up and rich snippets. Schema is microdata that creates snippets out of content from websites.
Google enters your website and directly lifts the content to be shown on SERPS, giving the user a preview of what they can gain from visiting your site. Integration of SEO strategy into your content is essential as well. Effective SEO is providing users with quality content that incorporates the keywords they were using and reflects their desires. This allows for organic traffic on your website.
More Than One? The Types of SEO for Your Business
Every business is unique with its very own challenges and goals. Naturally, there are different types of SEO that reflect those needs. It is important to incorporate the type of SEO your business needs into your digital marketing strategy. On-page SEO considers the content that is on the page. Its solution involves using keywords to optimise content to increase a business’s website ranking on SERPs.
Off-page SEO investigates links that direct people to a business’s website from other websites. For example, ‘backlinks’ that other publishers have placed in their sites that lead to your website are looked on favourably by Google’s algorithm, as your website appears to be a legitimate source of user content. This, in turn, drives your website ranking up. Finally, technical SEO examines the technical makeup of a website, specifically investigating the code of the website’s architecture.
Websites with more intrinsic code are considered more professional and thus rank higher in the SERPs. Recognising what is most important in your business model means you can enact an SEO strategy that reflects the needs of your business.
What’s in a Keyword?
Keywords are at the heart of SEO. They are what the searcher types into Google to locate what they’re looking for. They can include everything from singular words to multifaceted questions. They are vital to the formulation of page content. Therefore, it has never been more important for your business to implement a keyword SEO strategy to outperform your competitors in SERPs.
Creating a keyword list directly tailored to the needs of your business will help your ranking develop in search engines. Continuously developing this and refreshing the words in this list will continue to attract visitors to your site. Using keyword search tools like Google Analytics and Keyword Search Tool help you recognise the keywords associated with your business, and implement the correct strategy. This aids in targeting keywords that your competitors may not be using and helping your business stand out.
With technology consistently diversifying, keywords have also had to adjust. Due to the development of artificial intelligence, voice search is now becoming the norm for queries. This means your keywords need to be refined for another medium in your SEO strategy. Incorporating long-tail keywords into your strategy will only increase traffic if a searcher is using voice search.
Long-tail keywords are more conversational in tone and are naturally longer as they mimic questions. They are more specific and usually include location. Featuring long-tail keywords in an SEO strategy can only aid your businesses growth and exposure on search engines.
How to Create Effective SEO Strategy
Creating an SEO strategy that maximises customer exposure to your business or product is key. Being able to define your topic area is important. Think about what you are selling, what is your expertise? From there, you can argue your brand’s purpose and why you are the ideal business for the consumer’s needs. Defining your audience is an important part of your SEO strategy as well.
Knowing who you are selling to helps optimise your keywords and create reachable targets. Analyse the habits of your current customers and who your competitor appears to be targeting. Recognise the benefits of what you are selling. This helps you streamline your services for the customers who will avail of them.
Naturally, keywords follow this. Knowing who you are targeting and your content core means that you can create keywords that are specific to your business. Optimising keywords create organic traffic to your site and will increase your ranking in SERPs. Consistent publishing of good content that is relevant to your product or site will be considered reliable data in Google algorithms and build your ranking. Content that includes Schema mark-up and rich snippets effectively enhance keyword search and drive traffic to you.
Every digital marketing platform enacts SEO, as it is a proven method of exposing businesses to potential customers and creating growth of companies. It can be a daunting task to develop an SEO strategy. Here at ProfileTree, we recognise that companies need help. As a team, familiar with the nuances of SEO and digital marketing strategy, we are equipped to promote your brand and aid in its development. Contact us today to see some of our solutions to create SEO growth in your company today.