Whether you’re launching a new brand or looking to increase established market share, search engine optimization (SEO) is an essential component of businesses marketing.
With the power to increase brand visibility—and resultantly recognition and trust—SEO implementation can make the difference between successful and failed market capture.
Why SEO is essential for your business
When you perform an online search, the search engine will display results according to its database of indexed pages. Content that it has ranked as more relevant to a search term and user will show higher up in the search results. Content that is ranked as low quality will be buried under many search results pages (that no one has the patience to click through) or not shown at all.
Search engine optimization is a collection of techniques that influences how search engines index your content. One of the techniques includes strategically-written page titles and metadata that highlight relevance to users and search engines alike. Search engines usually display the meta descriptions in search results and the wording can make the difference between a click or a pass.
For a website to be found by potential customers and achieve high rankings in a competitive industry it must abide by certain content and technical principles. Further, because the algorithms change over time, websites that are optimized regularly maintain better visibility.
People come first even in SEO
It’s important to note that the many optimization techniques are designed to make your website more attractive to algorithms. However, changing algorithms are not your target audience. People are. All the content on your website should, first and foremost, appeal to your users and guide them through your sales funnel.
For search engines such as Google, user experience remains one of the biggest determinants of website quality. As such, your site’s ease of navigation becomes a major SEO ranking factor. When structuring your website, how visitors will interact with it must be considered. There should be clear menus and quick links to the most valuable information and products visitors are seeking. Internal and external links to and from high value sites support this goal. It is also important to conduct regular website maintenance. By fixing broken backlinks, addressing 404 errors and making sure your site remains as user-friendly as possible, you help maintain good ranking.
Content is another measure of website quality. Is the writing and other content on your website unique, engaging and regularly updated?
Including helpful resources, such as well-written and designed articles, FAQs, videos, infographics and white papers, guides visitor’s journey through your sales funnel, promotes your brand as a knowledge base and encourages brand trust. This valuable content informs search engines that your site is a quality content source, increasing rankings and traffic. Plus, it provides valuable content to share on social media, an important aspect of any off-site SEO strategy.
Achieving a top ranking doesn’t happen overnight, and brands will have to monitor their progress long-term. Marketers use several tools to gather data and extensive experience to determine the effectiveness of your optimization strategy. We look at data such as visitor engagement, behaviour and conversions to measure how people arrive at your website, what they are looking at and which pages and campaigns are performing best, as well as a host of other useful metrics.
Search Engine Marketing Will Help Grow Your Business
With the potential to increase sales leads, revenue, and visibility, SEO has the critical power to transform your brand.