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It’s fair to say that most business owners know that search engine optimization (SEO) is the best way to grow an online business. Google provides us with a powerful tool that attracts customers to your business.
Yet SEO is underutilized by millions of small businesses and startups. because 47% of small businesses do not invest in SEO. At a fundamental level, the goal of SEO is to improve your online visibility and drive organic traffic to your online store. And since 2018, inbound marketers have claimed that search engines generate the highest quality leads.
Consumers trust online businesses that rank higher. But breaking into Google’s lucrative first page is hard to achieve if you don’t have a good understanding of how search engine algorithms work.
This is just one of the reasons why you should work with an SEO agency. However, selling products and services online requires more than ranking on the first page of Google. Once visitors have found your website, you still have to work to convert browsers into buyers.
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1. Take advantage of expert knowledge
Today’s SEO professionals do more than just drive web traffic to your website. SEO analysis is a specialized area that focuses on generating higher quality leads and increasing conversion rates. Dedicated SEO agencies typically offer “technical SEO” services that analyze your website’s performance. This includes loading speed, missing links, 404 pages, toxic backlinks, spam, etc.
The purpose of this in-depth analysis is to ensure that your website is fit for purpose. A website must function properly and provide visitors with the information, products or services they are looking for.
SEO specialists use advanced tools and techniques to analyze SEO performance on the web. Expert knowledge allows them to conduct in-depth research that determines what your ideal client is looking for. With this knowledge in hand, you are in a better position to curate highly relevant content. Subsequently, there are more visitors arriving at your website with purchase intent. A fully functional website improves your chances of increasing conversions and building your brand.
2. Improve user experience
Online shoppers have an abundance of options – and they know it! If they have a bad experience on a website, they will leave and look elsewhere. Therefore, user experience (UX) is crucial to your website’s performance and ranking in search engines. Around 88% of internet users are less likely to return to a website after a bad experience.
Sophisticated search engine algorithms have built-in metrics that can determine how many visitors interact with a website. If your bounce rate is high and time spent on your page is low, search engines will assume that you are not providing visitors with a good user experience.
The changes you need to make to a page aren’t always obvious. In many cases, they will only be identified by sophisticated SEO tools or experienced professionals who have encountered the same problem with other clients. SEO professionals with the right tools and analytical experience can assess your entire website and eliminate issues that are hampering user experience. The information provided by an SEO agency allows you to make an informed decision about your website design and the type of content you create.
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3. Stay in touch with search engine algorithm updates
Search engines aim to provide internet users with the information that best responds to their search queries. To do this, tech companies use a sophisticated algorithm that analyzes around 200 metrics. The algorithm is also changed regularly.
Google releases about nine algorithm updates each day. The company also does three or four major updates every year. Any changes to the algorithm can have a significant impact on a website’s ranking. This is important because search engines set quality guidelines that prohibit SEO practices that may manipulate search engines. This “dark side of SEO” is known as “black hat techniques” and is penalized by search engines.
With such a volume of change, businesses cannot keep up with search engine algorithms without hiring a full-time SEO expert. Additionally, experience is needed to understand how search engine algorithms work in the first place. An SEO agency is in the best position to monitor algorithm trends and make necessary changes. Since experienced pros already have a deep understanding of the algorithm, it’s easier for them to determine if you need to make any changes to your website or content strategy.
4. Build your online presence
The higher your website ranks in search engines, the more your brand gets noticed. You not only get noticed by search engine users looking for the products and services you sell, but your content is also picked up by other industry professionals. A key SEO strategy is to post content with outbound links to other high-quality content. Content writers usually link to relevant content from the first page of Google, usually one of the websites in the top three positions.
Pages external to your website let Google know that you’re posting high-quality content and growing your online presence on other platforms. Expanding your online presence strengthens your brand reputation. However, you will also receive links from poor quality websites which could hurt your search engine rankings. An SEO agency will perform a link analysis and weed out bad links.
SEO professionals not only help you get to the top of search engines, but they also help you stay there.
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