What Does SEO Mean to You?
Every time a website utilizes its SEO strategy, an angel gets its wings. OK, not really – but it’s equally magical! SEO or Search Engine Optimization is today’s popular buzz acronym and if you don’t fully understand what it means for your site – you’ve come to the right place. Here’s what you need to know:
How Does SEO Work?
It doesn’t work at all if you don’t have a strategy in place! That would be like having a car with no gas…or fryer oil…or corn. Or whatever else cars are cruising on these days. But we’ll get to that.
On the web, there exist robots that we like to call ‘search engines’. They use a magical algorithm to comb through the copious amounts of content in cyber space and pair relevant information with search queries. Once upon a time, marketers would research which keywords their target audience used to search for their information. These keywords would then be weaved throughout every shred of the marketers content so that, when a search was conducted, the searched keywords would align with the keywords used in the marketers content and poof, a match was made. While the concept is still the same, the math has evolved. Now, we can be more conversational with key phrases that represent concepts instead of keywords. Search engines are able recognize the concept behind the search, which significantly broadens the power behind key phrases and how marketers can use them in their content.
When your website is optimized that means these robots are identifying your site content with these searched phrases and concepts and ranking your site as a viable source for information. Bottom line – If you want people to find your site during their search queries, your site absolutely must be search engine optimized. Here enters your brilliant digital agency. Equipped with an expert web design and development team, they will master craft your SEO strategy.
How to Build Your SEO Strategy
SEO isn’t a little switch you flip to suddenly illuminate your website. It’s a strategy that utilizes several components and requires regular, consistent effort to maintain. Here’s where you and your digital agency will start:
Step One: Find Your Key Phrases & Concepts
If you don’t have key phrases and concepts, you don’t have SEO. It’s the root of your Internet success. It’s the food that those search engine robots thrive on. It’s the cheese to their macaroni. Get it?
Your digital agency should provide services for combing the web to determine what key phrases and concepts best associate with your organization. From there, your team will utilize a tool like Google Keyword Planner to determine how keywords are used and which are used most frequently before developing the phrases and concepts that will serve as your search engine algorithm bait.
Step Two: Use Your Keywords
Give the people what they want. As you create content for your website, key phrases and concepts should be intricately woven throughout every single page. Your content should still read naturally and convey the necessary information, so if you doubt your ability to effectively implement these key phrases and concepts, hire a professional writer to get the job done. Many digital agencies have one of these handy wordsmiths on staff.
Step Three: Build a Blog
Don’t run away screaming just yet. Blogs are your friend! Your somewhat exhausting friend that is beyond helpful – but kind of talks too much…
Website content isn’t enough to get your site noticed and highly ranked by search engine robots. To avoid showing up on the second or third page of someone’s search query (where you’ll likely never be found), you absolutely must be creating new, original, industry relevant content to nab robot attention. Those little buggers like to be entertained!
Consumers are smart shoppers. They’re doing their homework before pulling the trigger on a purchase and while it may seem like this is a more difficult sell, it can actually work to your advantage. Amuse your audience with the information they’re looking for. If you give them useful, relevant blogs from which to base their opinions, you’ll build trust and help to shape their thoughts on the subject while growing your reputation as an industry authority.
Produce at least two article per week and stuff them full of key phrases, focusing on only once concept. Bake at 350° and voila! You’ve got a tasty snack for those search engine robots to nosh.
Keep in mind; blogs aren’t the only source for information out there. With help from your digital agency, you should be regularly launching press releases, social media campaigns, email marketing initiatives and other content-based marketing ploys to increase brand awareness and SEO activity.
Step Four: Link, Link and Then Link Again
We’ve exhausted all of the ‘on-page’ SEO tactics you can use; now let’s switch gears and talk about ‘off-page’ SEO tactics, which depend heavily on link building. The idea is to create cyberspace buzz around your website. Encourage people to click on your links and their action will send a signal to search engine robots saying, “Pick me! Pick me! People like me!”
There are a lot of ways you can do this. Share your website link with other local businesses and agree to share theirs. Write a blog or press release, post it on social media and include a link that redirects the reader to your website. Invite guest bloggers to write for your blog and become a guest blogger for someone else’s blog to tap into new audiences.
Step Five: Track Your Tactics
Many marketers fail to incorporate this final step. You can’t just hurl a bunch of stuff out into cyberspace, cross your fingers and hope it finds the right people. Well... you can – but it doesn’t make any sense! SEO strategy is a science. It’s measurable! Google Analytics is just one of many tools out there that will display the results of your SEO strategy to determine which activities are working and which aren’t. Use these results to tailor your strategy until it’s so refined – you don’t know what to do with all the leads! Just kidding. You’ll know what to do…
Let’s try this question again. What does SEO mean to you?
Your answer should be – everything! The Internet is full of look-alikes; billions of brands and companies, all fighting for a little bit of the limelight. SEO is how you will get your talents noticed by the search engines responsible for placing your beautiful site in front of knowledge-thirsty consumers. Tickle their fancy by choosing and using the right key phrases that speak to desirable concepts, creating original new content on a regular basis, encouraging activity through link building and most importantly – tracking your results. SEO is a full-time job that requires constant attention in order to work properly. With it, your website will flourish. Without it, your website will sit in a dark corner, sadly awaiting a lost passerby to pay it some attention.
Make your website happy! Work with a digital agency that provides custom web design and development services and has proven expertise in ethical SEO practices. It’s also a good idea to consider hiring a professional writer to do your word bidding.