Marketing your business and getting it seen by the right people at the best time isn’t always an easy process. There are a variety of marketing options to achieve this, but Search Engine Optimization, or SEO, is one of the most successful and cost-effective.
Yes, the rules change with alarming regularity and some marketers like to proclaim the death of SEO because of that. But, one thing that isn’t going to change is that your potential customers will Google keywords that should be associated with your business. And, if your website doesn’t feature high up in those results, you’re going to miss out on sales.
With the right SEO campaign in place, you won’t be missed by potential customers and your brand should go from strength to strength. What might seem like a lot of effort, in the beginning, can result in long-term organic growth for your company. Indeed, according to Econsultancy, 73% of in-house marketers consider SEO delivers an excellent or good return on investment (ROI).
How SEO Works
To ensure we’re all on the same page, here’s a quick SEO 101.
SEO is the process of creating and maintaining a website that naturally sits high up in search engine result rankings. There are a number of actions you need to take to get your website in line with SEO needs. The most important ones are:
- Ensure all content on your site is good quality.
- Keywords and phrases naturally feature in all your content.
- Content should be regularly updated and uploaded.
- Shareable and engaging content, is a must.
- Your customers must be able to trust that all your content is correct and reliable.
- All content should be relevant to your potential customers and users.
If you can include all of that in your content, then your search engine rankings will climb. And, as everyone knows, the higher you rank in search engine results, the more potential customers will visit your site.
How to Make Your Site More SEO Friendly
If you think your company website doesn’t contain enough of the right content to give you a strong SEO standing, you should take action. Steps you can take to improve your SEO are:
- Research the content on your competitor’s sites.
- Conduct a thorough review of your own website.
- Identify key pages for visitor attraction.
- Research some keywords and run a free-to-use program highlighting your SEO score for those words and phrases.
- Arrange for some content to be re-written or freshly created.
- Identify content that’s relevant to your audience that could be easily shared on the right social media channels.
- Ensure your site is always up-to-date and that content is regularly added or improved.
As you can see, while experts and agencies might have the upper hand due to their experience, everything on that list should fall under the remit of your existing team. If it doesn’t, then you might have some extra work ahead of you!
But, once you’ve conducted the initial research, review and updates, the maintenance of any site that’s optimized for SEO, shouldn’t be time-consuming. Diarise weekly checks and updates. That way you’ll always have time to ensure your content is doing what it should – speaking to and engaging your target audience with naturally relevant topics.
Remember to Keep Keyword Placement Natural
When it comes to ensuring a good share of relevant keywords and phrases are in your content, remember it must always be a natural development. The web scrapers that are used during searches and to rank results are more sophisticated than ever. That means they’re more aware of when content has been written specifically to include a high density of keywords and phrases and could penalise your efforts.
Instead, written content, videos or images, and their titles must always be, first and foremost, relevant to your target audience. If you suddenly add content on a topic that doesn’t fit with your audience’s requirements or your brand, Google and other search engine bots will get suspicious.
A good way to ensure your content always ticks the right boxes is to employ a content creator you can trust to follow your guidelines – both on topic and brand. If you prefer not to have a full-time staff member to conduct this task, there are some great freelancers out there. Or, if you would like the support of an experienced agency that’s been recommended to you, then that’s another option. But, it will come with the price tag to match that experience.
However, if you want to reap the rewards from SEO friendly content, again and again, you have to have the right content. Think carefully about which route would work best for you, financially and creatively.
And don’t forget, the ROI generated from the best SEO optimized content can keep on giving, months, sometimes even years down the line.
Don’t Follow Fads
It’s always tempting to follow the latest fads in all areas of life. But, if you do this with your marketing strategy, you could easily lose the loyal following you’ve managed to build. So, while social media channels and influencer marketing can work for some businesses, it doesn’t work for everyone.
That doesn’t mean you shouldn’t be aware of what’s happening in the world of SEO. When Google, Bing, Yahoo! and other search engines make changes to their SEO requirements, you need to know. In some cases, those changes might require you to make changes to your content.
But, if you’re creating and sharing content that is the perfect fit for your brand. Content that naturally features the keywords, phrases, and subjects your target audience are interested in, then any changes are likely to be minimal.
SEO is the marketing strategy that keeps on giving – provided you do it well. So, make sure you’re among the brands that make the right investments and populate their website with content that satisfies your users and SEO requirements, even if they shift and change a little. Your customers will thank you – and so will your profit margins!
What’s the best way to get more visitors to your website through the search engine? Search engine optimisation is a process of manipulating the ranking of a website in a search engine’s organic results—often referred to as “natural” ranking. In Dornan.Net, our goal is to put you on the map, get your ranking higher and turn your visitors into customers or followers. We employ a holistic SEO strategy that includes the use of images, local and video search, news search and industry search engines.
When it comes to marketing your business, we utilize the holistic digital approach. We create buzz, send targeted traffic to your website, retarget and focus on delivering an ROI. You invest on digital, you enjoy conversions.