Search engine optimization – better known as SEO – is the practice of increasing the quantity and quality of website traffic. Website SEO uses organic search results to increase brand exposure and website traffic. It’s about understanding people and what they’re looking for online. Once you know your audience, you can deliver the content they want, which in turn improves engagement. We previously discussed the best strategies to implement during COVID-19 and SEO is one of the most crucial aspects. Let’s take a look at why SEO is so important and also learn some tips you can apply to your business to get higher in the top search engine rankings.
Why is SEO important?
SEO tools are important because search engines are the heart of online traffic. While paid ads and social media can still be effective, most online traffic comes from search engines.
Search engines cover a lot more digital real estate and end up in front of more people. SEO results also get more clicks than paid ads. About 3% of people (2.8%) click on paid ads. SEO offers up to 20 times more traffic than paid advertising. With stats like these, you just can’t ignore its importance. If SEO seems too complicated to handle, consider hiring an SEO company.
It’s impossible to talk about SEO without recognizing its longevity. Good quality SEO by a business is evergreen. The content will still be there on your website, continuing to drive traffic for weeks, months, and years. Paid ads only last as long as the money does. SEO never goes away.
There are several types of website SEO that an SEO company will use for your website. The most common are content SEO, image SEO, and offsite SEO. SEO content is optimized website content like articles and blog posts. Image SEO covers meta descriptions and names of images on websites. Offsite SEO refers to elements of a website that can affect search engine rankings, such as high quality backlinks. All of these elements work together to create a higher ranking.
Website SEO audits
SEO audits are one of the many ways an SEO company offers SEO advice for a website. This audit examines the current performance of your site so that a business can understand where to go from there. Search engines use many different factors to analyze and rank websites. An SEO company will use an audit to check your site’s performance against these factors. This helps determine what issues need to be addressed in order to take your site to the next level. They will provide you with a list of everything you can do to improve your website’s SEO after the audit.
This audit covers things like onsite SEO and hyperlinks, the current state of your SEO content, and the backlinks you get from other websites. Backlinks are an essential part of an SEO strategy, but not all links are created equal. It does not reflect well on your site if you are linked from a questionable source. An audit is useful because the first step in SEO for a website is to understand your current situation.
Create useful, high-quality content
The most common mistake people make when writing SEO content for websites is not paying enough attention to humans. Great quality content is written for humans first and search engine crawlers second. If you focus too much on the keywords, you end up with a muddled mess. Instead, build your content strategy around useful, high-quality content that users love to read.
Make sure to divide your blog posts and posts with titles and subheads. These headers create pauses in the content and make it easier for humans and robots to process. The title should provide information about what the following paragraphs will cover. These days, people rarely read an entire blog post. They tend to focus on the things they think are most relevant to them. The titles stand out from the rest of the content and are eye-catching. People can browse the post for a particular title and read that section.
It is good to have links to content on your website, but these link names should be clear and concise. A good example would be “https://yourcompany.com/projects/our-first-project” because the link clearly displays all the information that a person might need.
Effectively use backlinks
One of the most important website SEO tools is backlinks. Backlinks have been used in marketing and SEO for years. The more links you have to your website, the better your traffic and reputation, not to mention your ranking on search engine results pages.
While good quality backlinks are as effective as they’ve ever been, the way you develop those backlinks has changed over time. There was a time when you could just get backlinks to any website and that was enough. These days, however, things are a bit trickier.
The links should be generated on websites which not only have high authority themselves, but are also relevant to the originating website. For example, a restaurant should aim to get links from directories and review sites. It would not be appropriate for a company selling skateboards to be connected to a baby products website, even if that website was the most authoritative in its niche. A successful SEO company will integrate backlink strategies into the overall content marketing strategy.
Another common tactic that no longer works is posting links to your site on blog posts and forums. While this technically creates a link to your website, it is a low quality link that the search engines will penalize you for having. Get high quality links from high quality sources.
Keywords are the lifeblood of SEO. This is something everyone knows. The problem is, not everyone understands how to use them correctly. One of the most important SEO tips for website owners is to make good use of the right keywords.
Keyword spam – using keywords as much as possible – is looked down upon by readers and search engines. People can know when you’re trying to spam as many keywords as possible, and they don’t like it. It is also bad for the search engines because they want to see the correct use of the keywords. Keywords should be used a handful of times in the text, with a keyword density of around 2-4% at most.
Try to focus on unique, long tail keywords so that you have less competition. Don’t use the same keywords as everyone else. Try to find something that people are looking for to find you. There are many ways to find and create good long tail keywords. Google itself has several SEO tools that you can use.
Optimize your pages
They call it “search engine optimization” for a reason: you have to optimize everything. Optimizing your pages means finding ways to make your site load quickly and efficiently. Distribute the content to make it more readable, so people are less tempted to feel overwhelmed and click off the site.
User engagement is a key aspect of website SEO, and they will leave your site quickly if the experience isn’t optimized. A high bounce rate can cause websites to rank lower in search engines.
There are a lot of things you can do to optimize your content. Compress images to load faster, consider how elements are placed on the page, and include site links and navigation when you can. The more your pages are optimized, the more effective they are at capturing leads and converting them into customers. Check out the chart to learn more about how to effectively optimize your pages. A perfectly optimized page is a page where all of these elements are implemented together. Even a poorly optimized aspect can ruin the effectiveness of other aspects.
What is SEO? Turns out the answer is more complicated than you might think. SEO allows your website to load quickly and efficiently. It gets links to your website for people to visit. It uses the keywords correctly. Ultimately, SEO is all about driving organic traffic for your website in an efficient way.