Many business owners have at least heard the term “SEO”, also known as Search Engine Optimization. But what exactly is SEO and how can it increase your website traffic? Search Engine Optimization is the process of obtaining traffic from the “organic,” free search results on a search engine.
Search engines have four major functions: crawling websites, building an index, calculating rankings and serving the results to people searching the internet. Periodically, search engines crawl the internet, looking at various websites, indexing all of the content for each page into a database. Using secret algorithms, they determine the value of certain page elements such as keyword density, inbound links, and even site structure. When performing a search query, the search engine uses the indexed information to search relevant search results.
Each major search engine (Google, Bing, etc.) has organic search results, containing web pages, local listings, videos and even more depending on the search criteria. To determine the ranking of each search result, search engines use an algorithm and the information indexed during their crawls.Factors such as loading times, navigation, and overall content are factored into the equation. When partnering with an experienced, knowledgeable Internet Marketing Firm, they can help improve these organic rankings through various on-site and off-site optimization techniques. These optimization techniques may include but are not limited to:
Onsite SEO: The content and infrastructure of your website.
- Research for best keywords/keyphrases.
- Optimizing content to target the specified keywords/keyphrases.
- Creation of new content targeting specific keywords/keyphrases.
- Optimization of website infrastructure.
- Optimization of website navigation.
Offsite SEO: The content about your business from other online sources.
- Developing a high-quality incoming link profile.
- Managing a relevant and active social media presence.
- Creating business citations.
Carefully Craft Content
When it comes to Search Engine Optimization and increasing website traffic, content is key. Using the correct keywords and creating customized content is essential to making sure your business’s website stands out from the rest, ensuring your site is ranking better than the competition.
As Search Engine Optimization begins to improve your website’s organic search ranking, more potential customers will be exposed to your business. Recent research has shown that the majority of customers searching online are much more likely to pick a business on the first page of Google, making it very important to improve your ranking.
In recent years, the popularity of online shopping and search engine’s has increased. This has created a situation where potential customers find credibility in a business’s search ranking, with most customers preferring to do business with those on the first page. As your ranking increases through Search Engine Optimization, so does your credibility online.