Years ago, simply having a website gave you a competitive advantage. However, as technology and the internet continue to grow exponentially, having a web presence isn’t enough. These days, your page must be optimized for search engines and conversions if you want to be prosperous. Successful SEO can attract more traffic to your website, increasing your visibility and potential customers. Read on for a detailed explanation of this technique, its importance in modern technology, and proper practices.
What is Search Engine Optimization?
Search engine optimization (SEO) has been the talk of the town for a while, but what exactly is it? Search engines, such as Google or Bing, have become the gateway to the limitless wealth of knowledge on the internet. Without search engines, you either need to know your exact link, or you must sift through billions of websites to find the information you seek.
When you type a question or subject matter into these sites, the response is a SERP, a search engine results page (that long list of webpages with your “answer”). The higher a website is on the SERP, the more traffic it gets. Most users never click beyond the first results page and frequently only click on one of the first few links.
The goal of SEO is to use different practices to help your page rank higher on search engine results, making your website more discoverable. You want to rank high on a SERP when users search terms relating to your content, products, or brand. These users are more likely to engage with your website and potentially become customers.
Here is an example of how this technique can work for a business. Take a travel business that caters to customers looking for international vacations, and they have a blog article about some of the top all-inclusive resorts around the world. If their optimization practices are good, a user searching ‘best all inclusive’ will have a better chance of finding that article and ultimately be directed to your brand.
Read our past article on why it’s important for even small businesses to implement SEO into their marketing plan.
Is My Site Optimized for SEO?
You can use several tools to check if your site is optimized adequately for search engines. The first is Google Analytics, which helps you get insight into your site statistics according to the most powerful search engine. It tells you how long users stay on a page, your bounce rate, and conversion rates for each of your pages. Other metrics you can look at are titles, headings, and keyword rankings. Site speed as well as internal and external links are also essential. Consulting a professional optimization company can significantly assist in assessing your current techniques and provide helpful suggestions on ways to improve.
PRO TIP: Consider using our FREE Online SEO Audit to see how healthy your website is!
The Importance of Investing in Search Engine Optimization
Good SEO helps establish your brand web presence on Google and other relevant search platforms. It builds a functional website that helps users find what they want. When implemented correctly, optimization improves website conversions. This is because it is organic – it connects users to your site that are already searching for your content. Search engine optimization also helps retain existing traffic. It keeps users on your website longer, reducing your bounce rate.
Proper Search Engine Optimization Practices
Search optimization is no longer simply about keywords. In fact, nowadays, there is a whole arsenal of optimization tools at your disposal.
Utilizing Keywords Appropriately
Thorough keyword research is the first step to successful optimization. A research tool can find your niche’s most commonly searched words and phrases. Pepper these relevant, value-rich keywords into your content.
Writing Long Content
The optimal length for a blog post is about 1,600 words. Search engines consider longer content a superior source of information, and people spend longer reading on your page – these factors help you rank higher. Be sure to include keywords and other value-rich content that keeps users engaged and interested in returning.
On-page optimization applies to building pages with headlines, subheaders, meta tags, URL slugs, and keywords. Use keywords in your headline and introduction paragraph, then mention it between .5 and 2.5 percent throughout the copy, using relevant context. Overusing keywords can negatively affect rankings.
Off-page optimization is all the external avenues you use to generate website awareness and referral traffic. Using influencer marketing, brand mentions, social media, online answers, video promotions, event submissions, or reviews can be off-site practices.
Mobile Sites are Modified
The significant majority of users access websites via mobile phones or tablets. Optimizing your site for mobile access is a critical aspect of SEO. Responsive design is an essential element of mobile site transferability.
Page Speed is Up to Speed
As website speeds have grown, users have become increasingly impatient. Users tire and look elsewhere when your website or forms take too long to load. Slow pages drive away potential customers and current users.
Consistency is Everything
Search engines favor updated websites and content. Consistency is key – you should be posting between two and four times a week. For most businesses, the easiest way to do this is to make monthly blog posts, which increase inbound traffic substantially.
Backlinks are Everywhere
It significantly helps rankings when a highly reputable website links back to yours. These backlinks signal your credibility to search engines. Contacting influencers, content creators, or other blogs relevant to your niche can help build relationships where you can link to each other’s pages.
Site Structure Makes Sense
Site structure signals the most important pages to a search engine. You can place content in a logical hierarchical structure that is easy for bots to process. This lets you put your premier pages at higher tiers, increasing their visibility.
Spotted Fox Digital Marketing Can Help Your Website with SEO
Implementing website optimization can be incredibly complex. If your business needs assistance with professional optimization, Spotted Fox Digital Marketing can help. We offer the best search engine optimization services in Eastern Washington. Our years of experience assisting commercial business brands and websites increase their visibility and conversions by implementing optimization practices. We work with you to understand your business needs and help grow your business organically. Contact us or visit our website to start optimizing your site today!