If you have been involved in marketing your business, you've probably heard of search engine optimisation or SEO. Marketing is crucial to businesses if they want to catch the attention of potential customers and retain the brand loyalty of existing customers, and the best way to do it is through search engine optimisation. But how does SEO really work, and how can it help your business market its products and services?
SEO is made up of different elements and understanding what those are and how they work together is essential if SEO is to work for your business. The intention of SEO is to help your website attract more traffic so more people visit the site and purchase your products and services.
SEO is also a valuable tool for brand awareness, building relationships with prospects, and even showing you as an authoritative expert in your industry.
What is SEO, and how does it work?
SEO helps you build your website traffic. You might ask how it does that. Basically, search engines like Bing or Google use bots to crawl pages on the internet and scour for information related to the user's searches. They then rank the results by relevancy.
Imagine an online loan company wants to drive more traffic to their website. They would have the search terms that people commonly search for when looking for their products and services incorporated into their web pages. For example, CreditNinja offers online installment loans so they might include keywords and phrases including their company name, instalment loans, personal loans to drive more traffic to their site.
Search engine bots estimate how well your web page answers what the user is searching for. Unlike paid search ads, you can't pay search engines for a higher organic search ranking, which is why SEO work is crucial for better rankings.
SEO marketing will:
Increase web traffic
As mentioned, the main purpose of SEO is to drive website traffic, which makes it an essential tool for digital campaigns. But like anything, it is not always simple to do, which is why you may need the services of an SEO marketing company to keep up with the competition.
In the early days of digital marketing, a site owner could rank highly by stuffing their site with as many keywords and search terms as possible. Unfortunately, many of those keywords and search terms were irrelevant to the search. These days, search engines favour high-quality sites and content, so simply cramming your pages with popular search terms no longer works.
That doesn't mean you shouldn't use keywords. You simply need to incorporate keyword research into your marketing process. This can be done through a keyword planner tool where you can check the frequency of searches for words and phrases related to your business.
SEO is a long-term investment
If you rewind the clock a decade, SEO was much simpler. You just needed to cram as many keywords and search terms as possible into your website to quickly go up the ranking.
However, Google algorithm updates have introduced critical changes in how they rank web pages, meaning SEO became much more complicated. Today, Google gives the highest rankings to websites with quality content, a high level of social proof and which uses relevant keywords in an organic context.
So, is SEO a long-term investment? The simple answer is yes. You might think SEO isn't worthwhile because it doesn't produce quick results. However, that's a big mistake.
SEO works by starting small and builds overtime. It starts by building your audience. Every time a person reads one of your articles or blogs, you'll have a new audience. And, the more high-quality articles you share, the more potential traffic you'll have.
As your content attracts more repeat visits, the better your ranking becomes and, consequently, the greater the number of new visitors you will attract. It is a virtuous circle. And then, other sites will refer to you as well, pushing more traffic to your website, which you can convert to sales and clients.
One of the best things about SEO is that it works with both old and new websites. So, you can build a brand from the ground up, or you can use your old website, spruce it up with high-quality content, and gradually grow your audience.
There are many reasons why you should consider SEO for your business. From gaining more audience to building your brand. The more you invest in SEO, the greater the benefits to your business. That's why if you're looking to market your products and services online, SEO is the way to go.
Copyright 2021. Featured post made possible by Sally Trase of Start Grid/Searchtides for CreditNinja.