Navigating the world of online marketing is a difficult beast. Especially given the rapid pace of changes that occur on the internet. It’s important that as businesses, we do our best to keep up with the trends and make ourselves relevant for our target audience.
A huge part of this is search engine optimization, otherwise known as SEO. You may have heard of the term before, because of its relevance nowadays. That, combined with CRO (conversion rate optimization), is one of the most effective strategies employed by business websites today.
So – how does SEO work, and why is it so important? Let me explain!
What is it?
As I mentioned it above, it stands for “search engine optimization.” However, that doesn’t explain very much on its own beyond the obvious of trying to make your website appear more in search results. There is an art to this method, in fact – if you want some examples of how it works, you can see them here.
As far as the tactics involved, it is usually a combination of looking internally at your own site and looking externally at how the search engines work. The latter is surprisingly important, as you cannot truly do the former without it. There are a few terms you will want to keep in mind for this discussion.
Now, these engines operate via an index of websites. The primary search engine today is Google, but there are plenty of others that exist, so I will try to speak generally here. Within the indexes, there are descriptions of the content for a website and its URL.
Now, these sites do something known as “crawling.” This is the process in which it looks for new webpages or ones that have updated. The index is either expanded or updated when appropriate.
Now that you know that you can turn your attention back to your own business page. Your goal should be to fine tune your site to show up in these indexes so that when someone searches a word or phrase related to your products, you show up in the results! This can be done in a few ways.
Applying it to Your Business
While this might sound complicated or intimidating, it really isn’t! There are a few questions you will want to ask yourself to start out. The first is whether your website is showing up in search results at all. Is it registered in the search engine of your choice?
Next, consider the content of your page. It’s critical that you have good content available. Without this, you are not going to maintain an audience, let alone attract anyone in the search algorithm!
If you’re in Calgary and having some concerns about these topics, there are a few solutions available. There are plenty of Calgary SEO services you could consider. Ideally, one of these services exists to give you guidance on how to adjust your website and how to work within the search engine rules to boost your own page in the results.
Hopefully, this gives you an idea of what to expect. Whatever you decide, getting assistance from professionals in the field can help boost your effectiveness in the algorithms and increase your presence in crawls and indexes. If this all feels complicated or like something you would like to delegate, you might want to think about a service like this.
This might not feel like something you need to learn about, but even if your page is doing well, you should always keep it in mind. It is one of the best ways to stay competitive in today’s market due to the vastness of the online space. You can see some statistics about how many people search on search engines each day here: https://www.ama.org/marketing-news/what-is-seo-marketing/
As you adjust the content on your website, you will probably only need to make small tweaks. One of the biggest facets of this is the concept of keywords. This is due to the methods that engines use while crawling. If you choose a relevant keyword, you will be boosted in searches!
Some other notes to keep in mind are to make sure that your content is both relevant and timely. It should also have deliberated and clear intent. In conjunction with your keyword or phrase, this is a good foundation for boosting your page.
You may also want to look at the structure of your site. Having something that is easy to navigate both on desktop and mobile is increasingly vital as so many users are searching on their phones! If you are finding that you aren’t reaching a larger audience, these are all things to take into consideration for revision.
Taking a step back and re-examining your page even when it is doing well is never a bad idea. While I believe in the phrase “if it isn’t broken, don’t fix it,” I still think that fine-tuning is valuable!
Now, if you’ve stuck with me this whole time, I commend you! While these topics might not be the most exciting to learn about, they can certainly be a benefit for increasing traffic to our websites. Ideally, this will also increase sales (and thus profits)!
There are a lot of resources out there to dig deeper. You could read more here if you want, as I think a well-rounded understanding will serve you best. Just remember that there are professional companies out there that can assist you if you are not entirely confident in your own SEO chops.
There’s no shame in that, either. It takes a long time and a lot of learning to fully grasp how to work search engines in your favor. I would say the first step once you know about indexing and crawling is to improve your own site first.
Make sure it is appealing and relevant for the audience you are targeting. Landing pages are a big part of this, as well as pop-ups or eye-drawing colors. Just do your best to optimize!
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