Why Your Website Needs Search Engine Optimization

What is Search Engine Optimization (SEO)?

If you ever asked yourself “what is search engine optimization?”, then you have landed on the correct page. The purpose of search engine optimization is 1) to have search engine “crawlers” find your site and pages and 2) rank your site in relevancy so that it will be at the top of search engine results. It is a way to increase the number of visitors to your site. Many aspects are involved in the process such as the words on your pages, placement of the content, and the way other sites link to you on the internet.

Keyword Research

Keywords are essential to search engine optimization. They are the foundation of creating the number of visitors to your website. Keyword research is basically market research. It tells you what people are interested in and the quantity of people researching for that particular entity. It is important to know what terms and phrases potential clients are using to find your company on the Internet. Doing investigation for your company’s keyword demand will allow you to find out the most commonly used terms to target search engine optimization. With this intelligence you can remain updated with the market conditions, respond to changes in customer demand, and produce products and content that potential clients are actively researching. Without this knowledge, you are missing out on a lot of traffic. Thinking about jumpstarting the keyword research process? Below lists are a few suggestions:

Niche Markets

Using niche markets, come up with a few terms or phrases that potential customers might use when they are looking for your website or a product on your site.

A niche market is a subset of a larger market. Niche markets help smaller companies discover those untapped keywords that buyers are using. Usually niche markets are grouped into categories commonly referred to as niche clouds. A niche cloud is simple map that identify niches closely to your product. For example if a niche cloud is labeled soccer ball, the niche markets could be how to get recruited by colleges or soccer camps is area. It is recommended that you start your keyword research process using niche cloud maps because they identify the needs and wants that are often missed by other firms. You want to get in the heads of your potential clients. Your keyword research buyer persona should include –age, gender, hobbies, things that they struggle with, and what they hope to accomplish. Depending on the niche, you may have several different buyer personas which is fine. This will help you revise or add to your original niche markets that may have been overlooked.

Using Keywords

Plug the terms and phrases into a research source such as Google Adwords’ Keyword Planner, Google Insights for Search, or Google Trends Keyword Demand Prediction.

Google Adwords’ Keyword Planner (GKP) is the most commonly used source when starting the keyword research process. It suggests keywords and phrases, provides an estimated search volume, and predicts the spending budget for your campaign. The problem with GKP is that it does not generate new keyword phrases. For example when you type in the word “basketball” into the search bar, the other phrases suggested are “college basketball, online games”. The GKP only shows keywords that are intimately tied to the keyword you entered. Keywords that are closely related, not intimately, are rarely suggested i.e “basketball hoop”. These are the most profitable phrases in your market. This is one of the reasons competition is high for ranking: many companies are using they exact same words or phrases. We are not suggesting that GKP isn’t a great tool to use, but it is important to think outside of the box that they provide as well. There are dozens of less competitive keywords that are beneficial for your business. Hence, utilizing niche markets is great way to understand your industry and customer demand.

web-search-engineUsing the keywords you have found, rank them into 3 categories: head, body, and long tail.

These are usually single-keywords with a high amount of search volume and high competition. Head keywords are thought to be popular because that can have anywhere from 500 to 5,000 searches a day. i.e “shoes”. In actuality these terms make up less than 30% of the web searches.

Body: Body keywords are 2 or 3 word phrases that are more specific than head keywords. ”DSW shoes” or “Nordstrom shoes” are examples of body keywords. These terms have lower competition, but can still be competitive.

Long Tail: Long tail keywords contain hundreds of unique phrases that very specific. These phrases make up majority of the searches online. Understanding the long tail keyword demand is necessary because they bring the bulk of search referral. They also catch people in the buying/conversation stage. A person searching “Blue mary jane pumps size 8” is most likely looking to buy the product not browse.

Why is search engine optimization useful?

Search engine optimization provides clues that engines can use to understand the content on your site. More than likely, consumers who are researching your website will use the major commercial search engines such as Google, Yahoo, or Bing. They are the primary method for navigation for internet users. What makes search engines unique is that they generate targeted traffic. There are people out there looking for exactly what your site has to offer! Without search engine optimization, your site will remain invisible and you will miss opportunities to drive traffic to your site. Websites and businesses are constantly competing with one another for traffic and visibility on search engines. Creative content, high quality writing, use of audio and images will help to satisfy your potential clients.

How to best use seo without damaging your site’s reputation

1Search queries — These are the words that users type into the search box to satisfy his or her needs. Search queries provide a convenient way for users to find what they are looking for on your site. When users can easily find what it is they are looking for on your site, they are less likely to be disappointed. For example if your company sells rental cars, having a search query for the user to narrow what car they prefer is necessary.

2Quality Content — Many search engines are focusing on sites that offer creative quality content. Sites that offer relevant information stands to gain more visibility and higher ranking. As a business, investing in the quality of your content creation is essential to search engine optimization. The benefits of producing visitor-friendly content can yield positive results in ranking, sales, visibility and more. SEO success is based on elements of engagement for the user. Make sure your site includes elements of multimedia. Make sure to include indexable content by placing words or phrases into HTML text. For example, on any image on your page, provide a text description using “alt attributes”.

3Title Tags — The title element of your page should be a concise description of the page’s content. There are many things to consider when optimizing page titles for search engine optimization such as length, keyword placement, and creativity. The length is important to consider as most search engines only display the first 75 words. When developing your title tags, it is recommended that you place keywords closer to the start of the title. Lastly, the creativity of your title tag plays an important role in user experience. The title tag is a new visitor’s first interaction with your brand therefore you want to convey a positive first impression.

4Keyword Abuse — The quality of keywords is far more important than quantity. Many companies have resulted in keyword abuse to receive high ranking by stuffing keywords into all multimedia that is on their website. Keyword density is not a part of modern ranking. Therefore the document with more keyword terms is not necessarily going to rank higher than the document with lesser keyword terms. Generally, you should include the keword in the title tag, 2 -3 times in the body, once in the alt attribute of an image, and once in the URL.

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