Search Engine Optimization (SEO) is a technique that web developers and other experts use to improve the organic ranking of a website. The idea is to adjust specific areas and content of a website so that the page relevancy increases, thus pushing up the rankings within search engine results. Google uses many different techniques to score a site and develops a score based on signals. Experts in the field of SEO tailor a website to improve the score, thereby increasing the visibility and traffic.
- Traditional Techniques with New Technology
While it is true that the style of marketing has evolved, the same concepts apply when talking about the new techniques used in the marketing field. What this means is that organizations looking to market their business online still need to understand the behavior of their customer base. The key to improving a businesses’ visibility relies on the ability to know the customer well. Therefore, learning what problem a person is trying to solve and how that person looks for information on solving the problem will help develop a message. The closer that the message is to how a customer is looking for information on solving the problem, the better the results. In terms of websites, search engines rate the content of a website and score based on how relevant the sites are to what a web user is looking for.
- Convince with Tailored Content
Companies will draw positive results when their content matches the words that web surfers use in a search engine. The way that this happens is through the use of certain words, called keywords, within the text of the site. Specific words and phrases, however, are important. This is why it is important for designers of the website and the site owners to develop a clear strategy regarding content. The strategy must align with client behavior. Otherwise, no matter how clean and functional the website is, search results will not drive traffic. Take, for example, a full-line hunting and outdoor store. Keywords that revolve around the concept should be included in the content and information posted. Even the location of the store, which in this case is Jasper, Alabama, should be part of the keywords. Essentially, the website needs to be designed so that it is search engine-friendly. To that end, the way that customers think about the product will drive the keywords. Once the keywords are established, combining your design with a strong value proposition, a call to action, and clear navigation is a great way to increase the number of visitors to your site and draw attention to your business.
- Strategy is Long-term
Even if your keywords and content are well-aligned, it may take time for a search engine optimization strategy to produce results. This is because other factors may come into play. For example, one of the ways that Google determines the value of content is to see if other sites with the same keywords link to your website. As you build high-quality content, it may take some time to obtain such links. However, good “sister” content will eventually be found. As you wait, continue to build more content and add to your site. Regularly updating the site is another factor.
SEO is a long-term strategy. As with all long-term strategic plans, it should align with other components. This is true not only with search engine optimization but with all marketing. Each component builds on the other. Therefore, think about each aspect of the business, how your company markets each aspect, and how these complement each other. For example, how does your Facebook strategy align? Do you have videos on YouTube? Are you publishing articles elsewhere? Each of these areas should build on each other. If you have a Facebook page, posts should have the same keyboards and drive traffic to the page. YouTube videos should do the same. As the content quality improves and more is added, the long-term effects will be positive. Lastly, SEO is not easy. Do not be afraid to seek professional assistance. SEO companies in Toronto can help drive traffic with expertise that is difficult to achieve when going about it on your own.