What is SEO and why do I need it?
Many business owners have heard of it, but what is SEO? Search Engine Optimization or (SEO) is a method of affecting the visibility of websites and web pages through on and off-page optimizations, in a search engines unpaid or (organic) search results. With proper, up-to-date techniques, Search Engine Optimization helps increase the quality and quantity of organic traffic that your website receives.
Coming towards the end of 2017, it is more important than EVER to have a strong online presence if you want your business to out perform your competitors. Search engines are the most important source of new visitors to websites with Google stealing a 72.48% of the global market share, Bing with 10.39%, and Yahoo with 7.78%.
Studies have estimated that 85% of consumers begin their search for products and services on the internet and 48% of those people are using mobile phones. What this tells us is that having a well thought out search Engine Optimization or SEO strategy is essential to businesses digital marketing strategy. For example: If you’re a lawyer, you want customers with case issues landing on your website. It’s not going to help your business if someone searching for a insurance agent ends up on your page. In fact, Google even penalizes websites with high bounce rates due to the fact that people are ending up at a page that isn’t relevant to what they’re searching for. With the proper search engine optimization in place, targeted traffic is directed to your website based on search terms (keywords) that are relevant to your business or service.
When and How Should I Optimize My Website?
If you’re just building a website for your product or service, SEO techniques should be implemented during the web development process. This way, when Google first crawls your website it will see everything in place as it should, rather than indexing things that aren’t there and then finding it later. This will have a larger impact on your visibility post website launch.
Search engine optimization is broken down into two categories, on-page SEO and off-page SEO. Initially, when your developer is building your site they are (or should be) including your keyword(s) into the areas such as: Title tag, meta description, alt tags on images, and making sure the URL structure is your domain forward slash your page or post. Example: www.yourwebsitehere.com/about-us. Google likes clean, short, URL structures (or ‘permalinks’) – It makes it easy for the googlebots to index your pages.
As far as the on page content goes, you want to make sure your keyword is in the heading or (<h1>) of your page, and used a few times throughout the content. Instead of what’s called ‘keyword stuffing,’ where you add it as many times as you can throughout the page, try using variations of the keyword. For example, if your keyword is ‘bail bond,’ your relevant keywords would be: bail bonds, bail bondsman, bondsman, bonding company, bail bond service, etc. Try to always maintain a keyword density in the range of 3-6% per page (depending on length of content).
The above mentioned methods are referred to as on-page SEO. Off-Page SEO techniques refer to link-building, guest posting, reputation management, business or service reviews, and public relations.
Google Ranking Factors
So again, what is SEO? At the end of the day, Google is constantly changing their algorithms making it harder and harder to appear on the first page. So what are you supposed to do? We recommend hiring a company like us that can identify and tailor specific initiatives that your business needs to not only get to the first page, but stay there as well. Like the saying goes, “SEO is a marathon, not a race.”