If you're a business owner, you've certainly seen the term "SEO" and you've been pitched about your need for SEO marketing. Yet, there's still a lot of confusion about this specific type of online marketing. Almost any business can gain traction online quickly with paid ads. However, SEO marketing is a long-term commitment to establishing trust in your brand online.
Let us clarify a few online marketing terms for you before we move forward:
First, Let's Understand What A Search Engine Does
Your search engine sees you as its customer. Hence, each search platform (like Google) is constantly trying to provide the best, most relevant website for the search you've performed. The engineers behind search engines have created complex algorithms to determine any given website's relevance. As a result, these search algorithms compile hundreds of factors. A few include: website traffic (how many people visit your site), keyword usage, inbound links, content length and readability, and even social media.
Next, What Exactly is SEO Marketing?
SEO Marketing is a specific type of content creation. It focuses on proving a website's relevance to search engines. In turn, the search engines show your site to people who are searching for sites like yours. Over the years, you've probably learned that the top two or three listings on any search page are paid advertisements. You're not alone. It's suggested that nearly 80% of consumers ignore those top listings. While many businesses have focused on this pay-to-play advertising method, organic search has become the more trusted result for searchers online.
Is SEO Marketing Important For My Business?
Online marketing is complicated. There are thousands of online advertising options, from banner ads to pay-per-click to directories to email marketing to social media. But, with over 3.5 BILLION searches per DAY on Google alone, organic search is extremely important. If you want to create a solid online marketing foundation, and be seen in organic search results, you're going to need to focus on creative content that drives traffic to your website.
Technically, SEO marketing is free. All you need to do is update your website with optimized content frequently and consistently. However, if you don't have the time or inclination to copy write, optimize content, develop imagery, and monitor analytics, Filament is here for you! SEO marketing is the marathon of online marketing, not the sprint. It will take time for the search engine algorithms to notice your content. But, once they do, your relevance will increase. The end result? Your site will be found more often in the sea of information on the world wide web. Consistency and patience are needed when you first start working on SEO, but it will pay off when you reach the top of the search page.
How Do I Optimize My Website For SEO?
First, you'll want to do some research to figure out which keywords you need to focus on to optimize your site. Often, we use Google Trends to see what's being searched for a specific topic or customer. This site tells us which keywords we may not have thought of.
Next, find out if the static pages of your website have been optimized for search. We use a plugin called Yost SEO to help us make sure we've got keywords identified and optimized on all pages.
Finally, put a schedule together and start developing new, original, optimized content for your website. Blogging is our favorite way to show search engines that our client's sites are relevant. You can check out our 4 Ways To Leverage Your Blog Content for more detail, but in a nutshell, when we write and optimize a blog, we can share it over multiple platforms including:
- On a website
- On social media platforms
- As white papers, downloadable guides, e-magazines, or e-books
- As printed marketing collateral
SEO Marketing Today And In The Future
Because search engine algorithms are ever-changing, your SEO marketing strategy will always be evolving. Only a few years ago, search was all about the quantity of keywords on your web pages; today, the algorithms are more sophisticated. Most of all, you'll need to provide relevant content that not only speaks to your target audience, but to the search algorithms as well. The team at Filament takes pride in staying on top of SEO trends and best practices. If you could use some help getting organic traffic to your website, contact us. We'd love to chat, and to see if our team can help.