Search Engine Optimization (SEO) Services

What is Search Engine Optimization (SEO)?


If you have ever had a conversation about digital marketing techniques, you’ve probably he ard the term SEO tossed around. You might know that SEO is important and has something to do with Google. But what exactly is SEO?

Search Engine Optimization (SEO) is a vital digital marketing tool. But do you really know how SEO works? Even if you have a basic understanding of what it entails, you may still not have a solid grasp on this complex and multifaceted process –– and that’s OK. That’s why you hire an expert (Me!). However, even when recruiting a professional to do the leg work, it’s important that you also have a working, foundational understanding of one of your biggest, long-term marketing programs.

Why Is SEO Important For Your Business?

In short, SEO is crucial because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. It’s also a valuable tool for brand awareness, building relationships with prospects, and positioning yourself as an authoritative and trustworthy expert in your field. So, here’s everything you need to know about SEO and why it’s vital to succeed in today’s digital world.

As a business, there are many things you rely on to help draw in new customers. Advertising in some form or another to promote brand awareness is often used. Having an established website is another key factor for drawing in new customers, but only if it’s properly optimized for search engine discovery.

 

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How does Search Engine Optimization (SEO) Work?

Search Engine Optimization or simply, SEO refers to the ranking of your website pages in search engine results. When someone types a key or question into a search engine (Google, Bing, Yahoo), a list of website pages materialize. Those results are ranked according to what that specific search engine determines is the best fit for your query. These search engines have algorithms and bots sifting through web pages on a continuous basis, and evaluating the relevancy and topic of each page as they crawl across the internet.

At Slicketts Digital, we optimize our client’s website to rank in top search results for keywords that bring in the most qualified traffic. Not all who claim to know SEO are able to rank for terms bringing in the most converting traffic. Contact us today to learn what we can do for you.

What is an SEO strategy?

Optimizing a website for discoverability isn’t just one thing. It’s actually a combination of tactics that work together to increase relevant traffic. While employing any of the following strategies is helpful, SEO is most effective when you can pull all the levers available at once.

 

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Keywords

Long gone are the days when keywords were the only SEO technique that mattered, but that doesn’t mean they aren’t still crucial. The difference is that today, keywords must be well-researched, carefully chosen, and judiciously used in your content in order to be effective. But what are keywords, exactly? Keywords are words and phrases that prospects use to find online content, and that brands can then use to connect with prospects who are looking for their products and services. Think about how you use search engines. Every time you open your browser to “google” something, whatever you type into the search box is a keyword!

When undertaking the key steps of keyword research, to find the most relevant search terms for your site, it’s important to look for ones that have high search rates and low competition and to choose “short-tail” keywords (such as “shoes”), “long-tail keywords” (such as “red high heel shoes for sale”), and local keywords (such as “red high heel shoes for sale in Chicago”) to work into your content. Along with a primary keyword, you should also have secondary and tertiary keywords as they will still offer value to your business.

Content

Content is a vital part of SEO because it’s the vehicle you use to reach and engage audiences. Knowing your angle and crafting content that fits is essential. For instance, if you owned a hardware store and wanted to increase your visibility, you might publish a series of blogs about tools selection, repairs, care for your tools, and more. When a person who wanted to know about home improvement went looking for that information, your blog or other site content would be served in their search results, and you’d be able to build a relationship with that prospect by providing valuable information. The idea is that when the time came for that prospect to buy tools, for instance, you’d be the first hardware store that came to mind.

Today’s content must be educational, but also interesting, relevant, and shareable. Content comes in a variety of forms, including:

  • Web page content
  • Videos
  • Blogs
  • Infographics
  • Podcasts
  • Listicles
  • How-to guides
  • Whitepapers and e-books
  • Social media posts
  • Local Listings
 

Off-Page SEO

Off-page SEO involves external optimization practices that happen away from your site rather than on it through backlink building. Part of Google’s algorithm for determining if a web page is relevant or good quality is backlinks from other quality websites, which ultimately tell search engines that your site is valuable and builds authority. There are many tactics to backlink building, and some of the current best practices include guest blogging, creating lots of infographics that will be highly shared, and using influencer marketing in your content.

Local SEO

Local SEO is becoming increasingly important as more and more people use mobile devices for search. These days, 60% of all searches are performed on a mobile device , and nearly half of those searches have local intent. So, let’s say you own a restaurant, then local SEO would ensure that when people in your area went looking for the best restaurants in town, they’ll come across your site. Along with using local keywords, other local SEO best practices include claiming directory listings, creating location-specific pages for your site, and creating pages for your business (also called doorway pages) on Google Business Profile local directories and Google Maps.

Search Engine Marketing

Search Engine Marketing (SEM) refers to paid marketing efforts, and it includes things like native ads, Google AdWords, social media ads, pay-per-click (PPC), Google shopping ads, display ads, and more. I know what you’re thinking, SEO is all about maximizing organic opportunities, but hear me out. Although SEM isn’t always a major component of a comprehensive SEO strategy, it does have its place as it can help you reach new and highly targeted audiences. You can also make your SEO and SEM work together. Examples of SEM advertising activities include:

 

  • Paid and targeted campaigns
  • Keyword based copy that specifically relates to your business or product
  • Performance indicators such as click-through-rates (CTR) and cost-per-click (CPC)

Why Does SEO Matter?

Simply put, there are thousands of pages that can pop up for a search query, and users will usually only view the first few pages before they try to adjust their search. If a site is not properly configured to match a search engine’s requirements for a great page, then the website and page may end up ranking too low to be seen.

The more reliably search engine bots are able to find your web page, the more likely your website will be ranked higher in organic results (results that are not paid for as an advertisement). Therefore, it is imperative to have web pages deal specifically with keywords that are popular for the audience trying to find your website.

How is SEO Achieved?

Unfortunately, SEO algorithms are mercurial and quite complex. Design/layout, navigation, and user experience (UX) are all important components to an effective SEO strategy. The frequency of new, quality content being added to a website is also relevant. As Google often says, “content is king.” Making sure the right keywords are used is imperative. If a website is keyword stuffing, this can easily get you blacklisted and truly hurt your ranking results. Bots do not want to see a spammy website. The age of your website will also play a factor. That is why it is important to add quality content on a regular basis.

Today companies typically hire agencies to assist in their marketing, advertising, and SEO work. This work requires industry knowledge because of its constant changes and updates. It can take a lot of work to be good at attracting virtual traffic to a website. If you want a strong online presence, then SEO is going to be essential for your marketing plan.

A website must be built and designed in order for customers to find it. When your target audience or key demographic is searching for your service or product, will you be listed near the top of search engine rank results or at the bottom of them? If you start working on your SEO, then the answer should be YES!

 

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