Search Engine Optimization, otherwise known as 'SEO', is a term used to describe a number of strategy elements which can help your website rank higher on search engines, increase your visibility and drive conversion.
By improving elements of your website 'organically', or without paid advertising spend, you can direct traffic to your website which could result in sales or appointments. The higher you rank in search results for specific keywords the easier potential clients or customers will find out about your services or products. This influences the customer impression of your credibility and authority in your niche/industry plus it means that you are appearing virtually before your competition.
Read on for a brief synopsis of SEO elements to be aware of for your web page -- both on page and technical -- as well as local SEO to include in your strategy plans.
On-Page SEO:
Did you know that each individual page of your website is considered in your SEO ranking/scaling? By optimizing the layout and content of your website you are adjusting the 'on-page SEO' of your business.
Here are some ways that can be done:
Keyword Optimization: Using terms which relate to your product or service regularly on your website will help reinforce your niche for the search engines. The more that a term on your website matches a search term which someone enters into a search engine the better a chance you have at moving up the ranks. This doesn't mean flood your page with keywords, though. Use caution and be deliberate to make the most of the opportunity.
Content Quality: Relevant content that is helpful to the end user and updated regularly will show an attentiveness which search engines reward.
Internal Links: Linking to other relevant pages on your website (i.e. 'About Us' or 'Returns FAQ') search engines better understand the relationship between topics on your website which shows an understanding of how a customer/client might navigate the site and therefore affect your ranking for ease of use.
Technical SEO:
Your website's infrastructure is an important part of the online experience of the business. It is not only where new conversions take place but repeat transactions too, ideally. Every one knows what frustrates them about using websites personally so holding your business website to those standards is a good first step!
Here are some ways that can be done:
Site Speed & Page Load Time: People lose attention fast. If you want someone to make a purchase or book an appointment make sure that your load time is fast and efficient. You can run your website through any number of free evaluators on line for an idea of how a search engine might see the site perform. Have a question or concern about site speed? Your web developer can help! Not working with a web developer? Ask your service provider for tips.
Mobile Optimization: Most people use their cell phones for initial searches if not final purchases. How does your website look on a small screen? Is it easy to use? Does it load quickly? These are things to consider from the perspective of your customer or client.
Crawlability: Search engines send bots like Googlebot to crawl, or comb, your website. There's no clue when this is happening so operating best practices at all times is a good standard. Having a clear site architecture (navigation) of the site and up to date, relevant web pages will help your ranking when the Googlebot comes knocking.
Local SEO:
Are you a service or business which looks for 'local' engagement? Perhaps you are a plumber or cafe which wants to increase awareness in the local area about your business. Local SEO are the pieces that affect where you fall in local searches.
Here are some ways that can be done:
Google My Business: Setting up a Google My Business page is free of charge. By claiming and verifying your listing you are 'ticking a box' for legitimacy in the mind of the client or customer. A Good My Business page is a great way to tell your potential clients and customers where you are located and when you are open for operations. Be sure to keep it up to date!
Local Keywords: The importance of keywords can't be understated. If you're a local business looking to attract regional attention you should consider search terms specific to the area and avoid generalization. (i.e. "Best bakery in Chicago" rather than "Bakery" etc.)
Online Review: Encourage customer reviews on your Google My Business page to help positively influence your SEO ranking. And don't leave a dozen 5 star reviews unanswered! Taking the time to personally reply to each review -- good or bad -- shows that someone is actively engaging with your business which will help affect your ranking also. Search engines want to know that your business is legitimate and engaging with reviews is one way to demonstrate that.
Summary:
A comprehensive SEO strategy includes on-page, technical and local elements to affect search engine rank and ultimate conversion.
Get in Touch.
Have a question about SEO and using it better for your business? Get in touch today. Write to Liz@litirmarketing.com.
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