SEO has become a real buzzword in the marketing biz, and with reason: in our digital-first world, organic online growth is hard to come by. Businesses need users to find their website fast and then convert them into customers; SEO is the key.
The bottom line is that SEO (Search Engine Optimization) works. First and foremost, SEO is about having an optimized website that ranks high on search engines. Ideally, you want to land on the first page of search results, increasing your visibility exponentially.
The factors that most influence SEO are page speed, domain authority, site navigability, mobile friendliness, quality of content and number of relevant inbound and outbound links. These factors should be kept in mind when building your SEO strategy.
So what exactly makes SEO such a valuable tool in marketing and promoting organic growth?
Here is a breakdown of how SEO works and why it’s so effective.
A central concern for businesses, especially small or startup businesses, is building a reputable brand and creating brand awareness across marketing channels. When SEO is brought into the picture, it’s all an interconnected circle of life, so to speak. The better your SEO, the higher your website and brand will rank on serious search engines. That means more people will see your brand–and connect with it. That increases your chances of gaining “brand fans” who will tell others about you and recommend you. Side note: this is why it’s essential to maintain a solid brand strategy online!
Honing a focused, effective SEO strategy means creating inbound traffic. That is a win-win situation for a business; it cuts down on the need for paid advertising (hello, budget buster) while driving organic traffic to your website. Instead of paying to appear in searches, your SEO strategy will draw in users naturally by creating the best user experience.
Build Trust and Authority
Creating valuable content that is relevant and attractive to your users is one of the most powerful ways to improve your SEO. Since creating valuable content that meets the needs of viewers typically requires expertise to write about, your content has the potential to build trust and authority for your business within your industry. It makes sense: producing expert, high-quality content will increase your reputation amongst your competitors and your target audience.
There is another layer to content creation and SEO. The better quality content you create, Google will reward you by ranking you more highly on search pages.
Because SEO helps people find you and your content faster, it helps nurture relationships with new and existing customers. As trust builds with them based on the value your content brings and helps them, the more likely this will translate to higher conversion rates and an organically growing customer base. Speaking of conversion rates, SEO increases your visibility and reach, allowing you to more easily attract and convert new audiences.
This is also true of keyword rankings–the more keywords you rank for, the higher your chances are that prospective customers will find you. More opportunities like these may allow you to reach audiences you previously didn’t connect with.
Now that you grasp how valuable an effective SEO strategy can be for your business, it’s time to look at the flip side. Here are some of the most common mistakes businesses make when attempting to improve their SEO.
Avoid the Most Common Mistakes
- Targeting the wrong keywords
It’s a common mistake to riddle your content with keywords that are either irrelevant to your audience or business. The danger here is to reach the wrong audience for your business or to confuse Google and significantly limit your reach and ranking.
- Keyword stuffing
Google is smarter than you might think. It can detect when you are extremely over-using SEO keywords in your content and doing so will actually hurt your ranking. While increasing your use of targeted keywords is a smart strategy, overdoing it to a degree that is unnatural and disrupts the flow of your content will ultimately hold your content back.
- Random external linking
SEO is improved by including relevant external links in your content. If you link websites that are random, irrelevant or from sources that are not reputable, it will hurt your ranking. Always choose links to quality external sites that are legitimate and add value and relevance to your content.
- Leaving out the meta description
There is no piece of real estate as valuable as the meta description, that little paragraph that appears under your website link on the search engine results page (SERP). It’s your one and only chance to telegraph what your content is about and how it can help viewers get the results they are looking for. Use it wisely; write a clear and concise description that tells readers that your content is worth perusing. Although the meta description no longer directly affects ranking, having a tight meta description improves click-through rates–which does affect ranking. So it’s a valuable tool to perfect.
Having an effective SEO strategy is crucial to gaining a wider audience, driving organic traffic to your website and building trust with your audience and within your industry. This is no small feat, and building a winning SEO strategy works wonders for your business if it’s done right.
Looking to improve your SEO strategy and increase traffic and conversions on your website and across your channels? At Wyred Insights, we love working with businesses to make their technology better…and improve their marketing. Give us a shout to find out how we can help make your business better together.