The internet is full of information and webpages, but only a small part of those is seen or used frequently. The reason is that those pages contain the most relevant information for internet users – according to search engines such as Google.
That is how search engines work: when a user searches for a certain keyword, the search engine offers only the most relevant information. Improving the relevancy of your site for your target audience and their search terms is the key to getting your website shown in search results.
You could also pay for visibility by turning to Search Engine Advertising (SEA). Most users, however, tend to trust the organic results over the paid ones. By optimizing your website to search engines, you will not only get more visitors, but also reduce the pages' bounce rate, and thus increase conversions and, ultimately, also sales.
What is SEO?
SEO is the process of optimizing the content and structure of a website so it gets listed higher in search engine results.
SEO makes sure that the search terms your target users type into the search engine are also present in the content of your website. Using those search terms strategically in your website improves the way search engines evaluate your site as being relevant to the user query.
It's important to understand the influence of the following factors on SEO:
- How do search engines work?
- Which keywords are relevant to your business are used in queries?
- How accessible are your web pages to search engines?
- How can you leverage your geographic presence?
How can SEO affect your business?
Consider this example. A competitor of yours has done a lot of work researching keywords and optimizing his website. His product will be more likely to show up in search engine results than yours. Not because his product is better, but because it’s easier for the search engine to find it.
That is because search engines show results that are relevant to a query’s keywords and to the geographic region of the user. Pages that get a lot of confidence from visitors, i.e. that get a lot of traffic, are also ranked higher.
Statistics show that 75% of users do not get past the first page of Google. So, if you are not listed in the first page, there is a chance that your page may never be seen. That explains why in 2015 more than 54% of companies increased their budget on Digital Marketing and SEO.
When to perform SEO on your website?
Are you building a website? Now might be the time to consider doing search engine optimization. It is possible to optimize a published website, but it may require changes to the web structure, a content revamp, and other time-consuming modifications.
Editing existing website content to search engine optimized content can be a difficult process, which could lead to awkward results.
How to perform SEO?
Some of the best quick-fix methods that can help your website show up higher on Google results:
- Have an appealing title that includes your specific keywords
- Add a meta description to each page, of no more than 160 characters, that captures the attention
- Write powerful content that answers the questions of users precisely and accurately
- Never insert keywords into already written content – this will decrease the quality of the content
- Create internal links within your website pointing to relevant pages
- Check and fix broken links
- Create external links to refer back to websites from which you have quoted
SEO is a science based on the knowledge of the way search engines work. If done correctly, it can improve your business with higher rankings and better visibility.