Search Engine Optimization 101: What you need to know about SEO
Ever wonder how you get accurate results when you search for something on Google or Safari? Did your computer read your mind? In a way, yes!
Google and other search engines use a processing system that utilizes Search Engine Optimization (SEO) practices to help provide you the best results for what you’re looking to find.
This is why SEO is an essential part of your marketing strategy — so potential clients and customers can find you! SEO concentrates on growing your site’s visibility in search engine results, meaning it can improve rankings, drive traffic, and increase awareness in search engines. The higher a website naturally ranks in organic (nonpaid) results of a search, the greater the chance that the site will be visited by a user.
Google ranking is based on a complex mathematical equation called an algorithm. That algorithm changes about 500 times a year and gives a score to every website. Score ranking is based on a multitude of factors including the age of your domain, relevant content, keyword placement, how many visitors the site receives, extending to off-site platforms like Facebook, Google+, LinkedIn, etc., and so many more.
There are a few things to consider when starting SEO:
Content. Before leaping into the world of keywords and rankings, you need to start with quality content. This is the most important component in improving your search engine visibility. Your content should be one of a kind, relevant to your target audience, and regularly updated. And don’t stop at the well-written webpage; creating digital content like a video is a good way to rise in the ranks, as videos usually see more engagement and are considered more credible than plain text.
Meta Tags. All content that appears on your site should have meta tags, which are the titles of pages and brief descriptions you see when a search engine delivers results (see Google’s “Forbes” result below). Meta tags include title tags, keywords, meta descriptions, and more to help search engines categorize pages correctly.
These tags should be unique and provide the search engines with suitable information about a specific website. Content should include relevant keywords that you want to rank for.
Website Functionality. Your site should be easy to navigate, responsive (working across desktops, laptops, tablets, and mobile devices), and have purpose. Building a strong site foundation and providing clear navigation will help search engines rank your site quickly and easily. This will also, more importantly, impress visitors and encourage repeat visits.
Off-site Platforms. Update these platforms (Twitter, Facebook, LinkedIn, Google+, etc.) regularly and be consistent with keyword phrases. Having keywords that correspond with your website content will help search engines tie the sites together. This also helps with rankings.
Call your Impact team member today to learn more about SEO and to find out how to become a part of our growing SEO program. For even more information, check out our blog post about SEO best practices.