We live in a world where literally everything is digital. Among other forms of technology, the internet has made life so much easier compared to how things used to be in the past. A few years back, one had to travel miles just to ask about the benefits of a particular product or to simply schedule an appointment with their doctor. So much time, energy, and resources were wasted in the process, both on the consumer’s and entrepreneur’s part.
Forgive the slight mumbo jumbo, but an online presence is one of the most important things in the business world these days, and all business owners should know this by now. Competition in the business world these days is more about how many people know your brand, products, or services, and there’s no better way to reach out to your target prospects as well as existing customers than through the internet of things. When you create a stunning website and take your business online, this is precisely where the journey begins, rather than ends.
How much sales you make at the end of the month will be determined by how many visitors your site gets every single day, and how many of these visitors are converted into buyers or regular visitors.
Ever wondered how to increase your site’s visibility on Google and skyrocket your web traffic? Well, this is exactly where search engine optimization comes in and for business owners out there, here is a guide on how SEO works.
The Basic Goal of SEO
In this age and day where almost everyone owns a tech device such as a computer, laptop, tablet, or smartphone, consumers no longer stress themselves out when looking for services and products or information they need. They simply go online and Google it up to get information that they can use to make a decision on where, what, and how to buy what they need!
But just for a reality check, upon typing a set of keywords or phrases to perform a search on Google, most internet users click on the very first few results they get, precisely from the first, second, or third SERP.
This means that for your business/products/brand to reach out to the maximum number of netizens, your site should appear on those first results when a search containing a keyword or phrase related to what you’re offering is performed. This is the major principle on which SEO is built. According to Edge Marketing’s Darrent Potts, organic search engine optimization is one of the best marketing strategies online business entrepreneurs can use to boost their sales and fast track the growth of their business. It usually involves a combination of tactics used to optimize a website so that it can get higher ranks on search engines, which would consequently result in higher traffic to the site and higher revenues from increased sales.
The ability of a site to rank high on search engine results is determined by a number of factors. One of the most important among them is content.
Google (and other search engines) usually have an indexing system designed to determine the sites to display on the results based on things like the quality, correctness, reliability, and originality of the content on the site, as well as its relevance to the performed search.
Content could be text (written), video, images, and so forth. Other common SEO ranking factors that Google bots and crawlers consider as they index a site include:
- The site’s mobile-friendliness
- Accessibility and security
- User-friendliness and page speed
- The site’s domain authority, age, and URL
- Clarity of business information provided
- Links and social signals
On-page SEO refers to the efforts that can be made to improve the inner structure and composition of your website to attract search engines. This ranges from improving the content you provide and how often you do so, to keeping crucial information up-to-date, including relevant keywords and resourceful links in your content, and providing information to search engines and visitors on what each and every page is all about. Some important aspects of on-page SEO may include
- Providing Title Tags – A summary of what each page is all about in 70 characters or less.
- Including Meta descriptions – A snippet containing more details about each page on your site and what the content is about… this should preferably be a short 3-sentence paragraph that includes the main keyword.
- Content – To help improve your SEO, it’s best to include headers (H1, H2, H3) in your content to not only make it more readable by your audience but also help search engines understand it better. It’s also important to include hyperlinks that point to other pages within the site to provide more value and make the site easier to navigate. Additionally, including names and ALT tags for images and videos used on the site can help rank your site higher for online image/video searches.
The good thing about on-page SEO is that the website owner always has control over the factors that matter.
On the other hand, off-page SEO is more to do with search optimization elements that you may have no direct control over, but they are also highly important as far as your ranking is concerned. It’s more about building trust with your target audience as well as search engines. One of the ways to do this is to get quality backlinks with authority websites or blogs. Also, getting your business and website listed on major online directories can convince Google and prospects that you’re a legitimate business, especially if you ensure consistency when you provide your business information at the various platforms. And remember, getting your content liked and shared on social media or promoting your brand on social sites can also go a long way in boosting your off-page SEO.
The revenue you get from your venture’s online presence will largely depend on how visible your website is, the amount of traffic it receives, and the number of leads converted at the end of the day.
Even as you plan to invest in paid advertising and Pay per Click campaigns to promote brand awareness, search engine optimization is definitely a marketing strategy that you don’t want to overlook in today’s business world. Luckily, the above few pointers can help steer you in the right direction.