Why Search Engine Optimization is Still Critically Important… and How to Get Started
The majority of online traffic is driven by search engines… people putting in a search term or a question and getting, usually, many search returns.
Over the past 20 years, it has become increasingly difficult to rank on the first page. That makes a sound search engine optimization (SEO) strategy even more important than ever. If you want to build an enduring, effective presence on the Internet, you will want to rank for some relevant keywords.
Good Search Engine Optimization (SEO) can bring you organic traffic — traffic not generated by ads. Results in search engines cover more digital space, appear more credible, and receive far more clicks than paid advertisements. For example, the organic results account for 53% of website traffic and paid search engine ads 27% (from Yoast).
SEO is also one of the few online marketing tactics that continues to pay dividends over time, with only moderate additional investment needed. Paid advertising on the other hand will last only as long as you continue to pay.
PARTNER UP
Your best bet is to hire someone to set you up properly and train you on the regular actions you or your staff can take to feed your SEO machine. The most effective way forward is as a partnership, where you learn the easier and non-technical steps you can take and your professional performs the more specialized, technical work.
Optimizing your site will help deliver better information to search engines so your content can be properly indexed and displayed within search results. What appears in your search results is also critical in catching peoples’ attention and inspiring them to click through to your website.
SEO GOALS
First, you need to set goals in consultation with your marketing company to get the ball rolling.
FIRST STEP — A WEBSITE ANALYSIS
Improving your marketing begins with a Website Analysis. We would look at your entire site and tell you where your site is performing poorly and what you can do to fix it.
Conversion for Sales — website copy is there to sell. This doesn’t mean it has to be “salesy” but it should empathize, intrigue, and present a solution to your prospect. A Website Analysis will give you concrete ideas on making your copy (text) more effective.
Site Architecture — A website is a marketing vehicle. This is something many web designers and developers fail to fully grasp. Has your site been effectively written and arranged to LEAD your prospects through to the action you want them to take? Or is it a mishmash of seemingly “useful” information that people need to search through and figure out? As Jay Abraham said, “People don’t just want information; they want expert, empathetic guidance.” A thorough Website Analysis will give you concrete ideas on optimizing the structure of your site… to emphasize the most critical content and guide the person to the purchase (or to sign up for a newsletter, or to phone you).
Search Engine Optimization — We will use specialized tools to let you know how your site is doing now in Google, and what can be done to improve rank.
Factors such as page load speed, site security, mobile friendliness, headings, arrangement of critical terms in the text, inbound links, amount of content (in the site and on individual pages), frequency of content addition and more will be assessed.
Summary
Your website is a VITAL and CENTRAL part of your online marketing efforts. It will often give you the best return on investment. Although you will likely also use email marketing, social media, and more, the website is usually the central piece of most businesses’ online presence… and deserves to be made the very best it can be.
If you would like to have a free, introductory Website Analysis of your website’s search engine ranking and its sales effectiveness, please fill out this short form…
