SEO is the acronym for Search Engine Optimization. It is a set of techniques that helps your website appear on the results page of search engines like Google and Bing. It does so by influencing its algorithms to define a page's relevancy for a particular search term.
Since the pandemic hit, the world has moved online, and the number of people that prefers buying online than in a physical store has passed the 70% mark. Also, researchers say that 75% of users don't go any further than the first results page on Google.
The main objective of search tools is to bring the user the most relevant result for their search and a better experience, both in response time and quality content, and in the display of information on different devices.
Now that you know SEO is essential to your digital marketing strategy, let's dig deeper into utilizing this tool for your company's gain. We will be using Google as our Search Engine as it's the most popular.
Google, Facebook, Instagram, and other Search Engines use their own set of algorithms responsible for crawling, indexing, and ranking web content. They filter the information that is more relevant to you. Google, for example, uses around 200 ranking factors to define the order of pages presented to the user for each search performed.
As a digital marketing professional, keep in mind that those algorithms are constantly updated to offer a better user experience.
Search Engine Ranking Factors
Even though Google algorithms keep changing, here are six factors that are very important to keep in mind if you want your website to appear on its first pages.
Being an authority on the subject is considered one of the main ranking factors. For example, if you search for the keyword "running shoes" you will probably find Nike on the first page.
Thus, to gain this authority, your website must follow several SEO rules: having a large volume of visitors, being shared several times, having your name mentioned in several places, and a volume of interesting content, links, and backlinks.
Original and Quality Content
The Search Engines prioritize result websites that have excellent and original content. So, if you copy someone else's content, the algorithms will understand that as a fraud.
It's been a while since Google shifted its prioritization towards mobile content. So making sure your website is responsive is a must if you'd like to get a good ranking with Google.
Page load speed
The lighter your page, the better it ranks. Removing unnecessary scripts and optimizing images are ways to make sure your website loads blazing fast.
Keyword in the title
Keywords are one of the most important things for creating an SEO strategy. We will discuss them in the next section. Nonetheless, having the keyword in the title helps Google (and the user) identify if your web page's content is relevant or not because it already speaks about the subject.
Keywords in the content
Having the keyword in subtitles and throughout the content will help you be on good terms with the Search Engine algorithms. It is a sign of segmentation and expertise, but please make sure you use them naturally without too much repetition.
Where to start optimizing my site's SEO?
The first thing you must work on to have a successful SEO strategy is to get to know your target audience and define your buyer personas. Once you know your target audience, you can start creating optimized content that will attract them.
Another essential thing that we should know is that you must optimize the content for every page of your website/blog; every page must have its keyword.
Choosing relevant keywords
How do you usually look for information, product, or service? One of the most common ways is to Google it. This page answerthepublic.com can help you choose the ideal keywords for your website. For example, if you work with chocolates, you can type the word chocolate there, and it will show you everything related to it.
There are two types of keywords: short-tail and long-tail. We will explain the difference between them using the following examples:
Hot Chocolate VERSUS Best Hot Chocolate Produced in Dallas, Tx.
Three terms usually compound short-tail keywords at maximum. Generally, they refer to a broad topic than a specific one. They have a high search volume and face immense competition. Therefore, they offer an excellent opportunity to get more traffic and conversions from organic search.
On the other hand, long-tail keywords are used by a more specific niche; it looks more like a whole sentence or phrase. Also, the person looking for it is sure of what he wants. As a result, the conversation rate is higher.
Ideally, it would be best if you improved both types on your website. In this way, all expressions will be suitable for search engines.
Using SEO Techniques in your digital strategy helps you increase your business's (return over investment) ROI and lowers CAC (customer acquisition costs).
We hope you feel ready to optimize your website and reach the top positions on Google. If you have any questions on how SEO techniques could work for you and your business, please reach out and we will be happy to help you unleash your page's full potential.