SEO is important and in fact, it’s more important than ever before. As more people are now doing more online, more businesses have recognised the importance of moving online. This is where SEO plays a pivotal role. SEO enables businesses to enhance their visibility online and that means that their website gets the traffic it needs in order to drive sales.
SEO is made up of a number of elements and in the competitive digital world, it’s vital that you know what they are and how they work. SEO is crucial for creating brand awareness, harnessing relationships and positioning yourself as an authoritative expert in your field. So, if you want your business to get noticed, remain competitive and generate more traffic, then you need to do what other businesses are doing – get your SEO right!
What Is Search Engine Optimisation (SEO)?
SEO is the strategy that businesses and brands will use to ensure that their content and their site becomes more appealing to the likes of Google. It is part of marketing and is especially important as it will help you to generate organic traffic. Your site will be given a ranking based on your SEO strategy and this is the way in which search engines will position you in their search results. However, there is a lot to it and there is on-page SEO and off-page SEO.
On-page SEO will involve producing high-quality content that includes keywords. The content is then optimized so that search engines can crawl through your pages and recognise what the content is, how relevant it is and whether it actually offers what searchers are looking for.
Off-page SEO involves increasing visibility by linking to appropriate content on and off your site. This means attracting backlinks that increase traffic and improve rankings. This involves promoting content across many different digital platforms such as social media, guest postings or content syndication.
Top Reasons Why Your Business Needs SEO
SEO Increases Visibility and Rankings
When it comes to improving the visibility and ranking of your business, SEO is crucial. This is because SEO can help to make your website and your business visible, which means that people will be able to find you easily as well as the likes of Google search engine. So, when it comes to visibility, this is linked to your ranking as they go hand in hand. When you rank better on a search engine result page, the more visible you become, so the aim should be to get to the top of search engine ranking pages. When there, this will mean that more people will click through to your site and that will increase your organic page ranking.
When people use search engines, they very rarely go beyond the first page because this often has what they are looking for.
Increased Website Traffic
One of the most important aspects of SEO is increasing website traffic. When you increase your visibility with the likes of Google you will see the benefits as you are going to experience a growth in traffic. The number 1 spot on Google gets around 32% of clicks and so, moving up one place in the search results can help to increase your click through rate by almost 31%.
So, if you want to increase traffic, then you are going to need to look at how important the right SEO practices are as these will help you to move up the rankings and towards that number one spot.
SEO Builds Trust and Credibility
Trust and credibility are two reasons to focus on SEO. The aim is to ensure that your website is trustworthy and credible. With the right SEO practices, search engines will consider your website trustworthy and credible which means that it will begin to rank. There are many elements that help to enhance your authority and this is down to things such as natural links, optimised on-page elements and content as well as positive user behaviour.
Unlike other digital optimisations, establishing authority will do so much more for your brand. It does take time and effort but in time, if you do everything right, you can be sure that every search engine will rank you higher.
Improves Visitor Experience
Your marketing strategy might be aimed at ensuring your website improves its ranking but it helps to improve the visitor experience as this will help to drive organic traffic to your website. With excellent content and on-page SEO optimisation, your site will become more usable. This gives visitors an enhanced customer experience.
If you create a mobile responsive website, you will appeal to more users and that will also help with your search engine ranking. It’s essential that you make your website as usable as possible across a range of devices. Furthermore, SEO will help to speed up your site and that will not only encourage people to stay on your site for longer but it will also make it easier for them to take action.
Improves Conversion Rates
From your site speed to engaging content and search engine ranking, if you make sure you have a presence online, then you are going to see an increase in conversion rates. This can be achieved in many different ways such as local search which has become an integral part of the success of small and medium-sized businesses. SEO will ensure that your website and your business gets noticed and with that, you put people one step closer to a transaction.
Whether it’s site speed, mobile friendliness, site navigation or quality content with keywords, it all helps to enhance conversion rates.
SEO Helps In Brand Building
Brand building and SEO can go hand in hand because it can help to generate organic traffic but also improve the reach of your brand and enhance the image of your brand. Link building can help to build your brand while content marketing is also a great way of telling people about your brand. When you bring content and SEO together, you will have the power to engage and connect with people, giving your brand more of a presence. It will include the use of keywords so you can reach certain people while you can also target niche audiences to help build your brand.
SEO Is A Long-Term Strategy
SEO isn’t something that delivers overnight success. It becomes part of a strategy and that means that it needs to be tried and tested to determine what works and what doesn’t. What this means is that it is a long term strategy that ensures you get picked up by search engines and the right audience. It is an ever-evolving strategy as you will need to move with trends and changes. Therefore, you will need to follow Google and their algorithms as well as ensure you provide your audience with everything they require, all of which is ongoing.
SEO Best Practices
Align Your Content with Search Intent
When it comes to SEO, it’s important that the content you create aligns with search intent. This means that it has to match what your audience is searching for when they use search engines. Top content will appeal to their needs and that means you have to match their search queries, all of which are split into three groups:
Informational queries – These cover a broad topic and can include the likes of “New kitchen” on “London” both of which will return thousands of results.
Navigational queries – These are direct queries that look for a single website or page such as “Ford” or ” Heinz”.
Transactional queries – These queries reflect the need for the user to perform an action such as purchasing a new coat.
So, your content has to meet these needs because search intent is a vital part of connecting with your target audience.
Write Unique Titles, Descriptions and Content
Titles, descriptions and content all have to be unique. Therefore, you will need to provide meta descriptions and titles as well as headings. All of this will enable searching engines to crawl through your site in order to determine the kind of content you provide. When search engines can determine your content, they will then index your website and it will begin to rank.
Furthermore, everything has to be unique. Plagiarism is frowned upon by Google but by copying content, it could result in your website not ranking at all.
Image optimisation is crucial because images that are not optimised will slow down the speed of your website. Google expects your website to reach a certain speed but if images are holding back your website, then you will be penalised. Your images should not be any larger than they need to be and they should be in the right format.
Optimise Page Speed
Your visitors expect your pages to load in a matter of seconds. If it takes too long, they will leave and head elsewhere. This bounce rate will weigh heavily on your Google ranking and you will be penalised for this. Therefore, you should ensure that pages are not too resource heavy and that your visitors can find what they need when they need it. You should also make sure that your website loads quickly on mobile devices because Google is now taking this into consideration when ranking your website.
Improve User Experience
User experience is everything and with an enhanced user experience comes more sales and increased visitors. As your traffic grows and more people spend time using your websites, the likes of Google will realise that your website is credible and has authority. This means that users should be able to navigate your website easily, find what they are looking for and take action. All of the content should be easy to digest and relatable while it should be structured correctly too. All of this will appear to Google and help to push your website up the rankings.
Publish Quality Content
Content is everything and you should ensure that your content is engaging, useful and informative. Google has the ability to determine the quality of your content and how relevant it is to searchers. If you haven’t created high-quality content then you will need to place a focus on ensuring everything is right. You will also need to create unique content as plagiarism is penalised.
Use Internal Linking
Internal linking is especially important as it enables Google to understand your website better. With the right internal linking, Google will be able to rank your website and when you use links with descriptive anchor text, it will be able to identify which pages are important on your site. Furthermore, internal links also help to boost user experience and that can help to improve engagement.
The reason that backlinks are so important is that they inform Google that another website or resource considers your content to be valuable. As your site earns more backlinks, Google and other search engines will consider your site to be authoritative and credible and that will help to improve your ranking. Backlinks are earned in a number of ways and this includes natural links, manual links and self-created links. However, it is worth remembering that not all backlinks are considered valuable.
So, it is clear to see that SEO is important if you want to improve your online presence. Many businesses fail to recognise its importance but with the right approach, SEO can transform your ranking, online presence and the reach of your website. If you follow SEO best practices, then you can optimise your site and set it up for real success. For more information and to find out how we can help to drive more traffic to your website and improve your ranking, get in touch with us today.