SEO EXPLAINED AND WHY YOU NEED IT

Pop Quiz! What percentage of your website’s traffic is generated from organic search? The answer will surprise you. In this blog, we discuss how to use search engine optimization to position your business to gain top rankings over your competitors and why it even matters. And yes, we’ll tell you the answer to that pop quiz question that we opened with 🙂 Let’s jump in!


2020’S IMPACT ON SEO

If this year has shown us anything in business, it’s that the best strategy to navigate through the storm of uncertainty is to have the right fail-safes in place that are not easily compromised. What’s more, with increasingly tighter marketing budgets it would not be a bad idea to look into strategies that are not so cost-intensive and more cost-effective. 

Of all other digital marketing strategies and tactics, SEO stands out within both of these contexts. A report by BrightEdge (thanks for the find, Search Engine Journal) showed that over 50% of website traffic comes from organic searches.

One more time…

50% of the traffic your website gets is not purchasable through digital ads or any other “push” strategy!

What are you waiting for? Go and capture that 50% of organic traffic through the power of SEO!

WHY DOES SEO MATTER?

Imagine this, your ideal customer searches online for a solution to a problem only experts like you can solve. From the moment they enter that search, companies like Google and Bing are running against the clock. We have gotten used to instant answers, after all. 

In the case of Google, they introduced E-A-T quality rater guidelines to make sure that the “solution” has the proper expertise, authority, and trust needed for you to make an informed decision.

Now imagine that for multiple keyword searches, your company is consistently ranking high on the result. It’s no secret that consumers want to work and buy from brands they can trust.

What better way to build trust than being considered trustworthy enough to be Google’s consistent answer to niche questions?

HOW SEARCH ENGINES WORK

Due to seemingly constant updates to policies, algorithms, and “best practices” search engines maintain this mystique that paints SEO as an impossibly difficult task!

Here’s a simple explanation of how search engines actually work.

The Three Functions of Search Engines:

  1. Search Engine Crawling: Crawling is the process used by search engine web crawlers (bots or spiders) to visit and download a page and extract its links in order to discover additional pages.
  2. Search Engine Indexing: Webpages that have been discovered by the search engine are added into a data structure called an index. The index includes all the discovered URLs along with a number of relevant key signals about the contents of each URL 
  3. Search Engine Ranking: Ranking refers to the process search engines use to determine where a particular piece of content should appear on a SERP 

Search Engine Ranking: Ranking refers to the process search engines use to determine where a particular piece of content should appear on a SERP

VOICE SEARCH

You may have found yourself speaking to your technology more often these days…

Don’t worry, it isn’t because of the quarantine (although we are just as bored!). Voice search has been on the rise for some time now, and your business absolutely needs to be positioned to benefit from this trend. If you don’t put the work in now, your competitor definitely will (if they are not already).

Here are the three basics of optimizing your business’ online presence for voice search

  • Optimized business listings
  • Website speed
  • Effective content strategy

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