SEO (Search Engine Optimization)
Driving More Organic Traffic
To Your Website.
What is SEO?
Search engine optimization, commonly abbreviated as SEO, refers to the process of ranking your website higher on the keywords your customers are searching under. This is important to consider as the higher your website ranks, the more likely customers will convert through a lead form or a phone call.
How Does SEO Work?
How search engine optimization works is pretty straight forward. Search engines like Bing, Google, DuckDuckGo, and more send virtual robots to crawl your website for keywords, page layouts, and technical data. Based on this information, it decides which content is more useful to it’s users, and ranks the page higher in the results.
Here are a few of the specific things it looks for on a crawl:
Keywords
Keywords help determine when your page will rank for a specific search. They can be as simple as one word, or could be full on questions, prepositions, comparisons, etc.
If you’re looking up “Why are Honda S2000’s so expensive?”, a page focused on the beautiful, slant nose Porsche 911, or a low-riding Chevy S10 street truck (getting carried away), shouldn’t come up as the first result.
Page Content
For a page to reach the number 1 ranking on a Google Search, it has to be deemed the most useful content for the end user.
Picture this, you’re looking to make a casserole for your next holiday dinner, and you search “Holiday Recipes” on “OffBrandSearch.com”. You stumble on a page that’s only a paragraph long, and details only the ingredients list for the recipe. You’re probably visibly frustrated at this point, no? You really needed the ingredients, cooking instructions, etc. You also most likely question the usefulness of OffBrandSearch.com, and consider switching to an alternative search engine.
Google wants to avoid this scenario with its users.
By creating quality content with a sizable word count, images, graphics, etc., you can begin to convince search engines that your site is delivering the best resources for its users, and you will see your site start to rank higher in the search results.
Backlinks
Now that you’re a content generating warrior, you’ll want to generate backlinks both within your website, and from outside sources.
Backlinks are hyperlinks that send users to different pages on your website. The more backlinks a website possesses, the more search engines refer to you as an authority on the particular keywords you rank for.
Internal backlinks are when you refer to other pages on your site (i.e. you can meet our awesome team, here).
External backlinks are when an outside website points to yours (a tech journal talks about the latest iPhone in a blog, and provides a link to the product page on Apple.com).
Technical SEO
Technical SEO is a little more ambiguous but just as important as the above. It focuses on things like page speed, mobile optimization, URL structure, navigation hierarchy, and more.
This will require more of a background in web development to properly execute, so you may want to consider hiring a web professional to assist with these updates. Especially if your website is older, and outdated, an overhaul may be the solution you’re looking for.
Is SEO Expensive?
Search engine optimization is one of the cheapest ways to generate more organic traffic, and can often only cost you time.
Since you already have your website, adding and editing page content regularly for SEO will help ensure that your website ranks for the keywords your customers are most often looking for, and generate leads for your business.
Digital Frontiers offers a free SEO audit with every consultation.
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