If you’re a growing business, then the importance of good Search Engine Optimisation (SEO) in your content strategy shouldn’t be understated. The competition to be visible online is fiercer than ever with various search engine algorithms and advertising to compete alongside. Whether you’re a business, a freelancer, or a content creator, mastering the ever-changing art of SEO is the key to unlocking new successes.
Why is SEO important and how can you properly implement it into your content to achieve good visibility online?
What is search engine optimisation (SEO) and why is it important?
Imagine the internet like a digital battlefield full of businesses competing for your attention. Google, of course, has the biggest market share when it comes to search engines. It may come as no surprise to you then that Google processes 8.5 billion searches a day. Now consider how many searches are also going on over at Bing or Yahoo.
Your business is one out of a million plus search results. It may begin to feel like you’re shouting into the void vying for attention. But, it’s the level of your SEO that will determine how easily your customers find you. Ideally, you’re looking to get one of the top spots on Search Engine Results Pages (SERPs).
SEO is fine-tuning your content to include a variety of search terms and principles that help you rank more highly. It will require a lot of tweaking until you get this right and begin to see results. If you’d like to know more about writing for SEO, check out our seven top tips for SEO copywriting.
The Power of Organic Traffic
Of course, paid advertising is a powerful ally when it comes to conquering a Page 1 rank on Google. But—once you have harnessed the power of good SEO in your marketing strategy, you can reap the rewards without spending a penny.
As well as saving you money, organic traffic can see you bringing in a steady number of visitors. Sometimes, the occasional surge of visitors that come from paid advertising will be all you need to define success. If you’re having a sale or looking for event sign-ups, then this strategy can help to support your promotional efforts.
Contrastingly, if you’re looking to attract people all year round, then tightening up that SEO will ensure better results. It can also help to give off an air of trust and credibility as it shows to search engine users that your website can answer their query better than anybody else. The effect is greater brand authority with more people having confidence in your products or services.
Navigating the Algorithmic Maze
Search engines use complex and ever-changing algorithms to keep search results refined. They want to help users find the answers to their queries even faster and more accurately than before.
It’s always good practice to continually update your website and review the content. This shows search engines that your website is maintained and is a trustworthy and authoritative source to direct people to.
Removing useless web pages, and updating meta tags, headers and backlinks will all help to communicate the value of your site. If your SEO is out of date, or it only gets a look over once a year—it’s going to negatively impact your ranking. That’s why it’s so important to be aware of just how much of a commitment is required to maintain good SEO before you set out on your journey.
Enhanced User Experience
As well as drawing more visitors to your website, keeping up to date with the latest SEO practices can also enhance user experience. Things like quick loading times, a good mobile-user interface and accessibility, all count towards your ranking score.
Within itself, a positive user experience is a good way to keep people on your website as well as coming back to it. This all increases the likelihood of conversions to your products or services.
Most websites will have at least one aspect that could be tweaked to improve SEO when it comes to functionality. Exploring this could give you a quick uptick in site ranking.
Keep it Local
If you’re an SME looking to target audiences within your local area, then SEO can be just as effective as paid advertising. Optimise your content for searches that locals could be using. For example, a local search for a marketing business based in Plymouth, Devon, could look something like this:
· Marketing and PR near me
· Marketing and PR in Devon
· Plymouth marketing and PR
However, for this to work it’s imperative to keep your My Business profile on Google updated. Make sure your business information is accurate (address, opening times) and obtain positive reviews if you can. This will all help to increase your visibility to users in your geographical area.
Mastering SEO for Lasting Success
By embracing SEO principles, you are equipping your business with the tools necessary to come out the other side of complex algorithms on top. It ensures the long-term success and sustainability of your online presence, helping your content to reach and resonate with the right audience.
In the relentless pursuit of online visibility, remember: the journey may be ongoing, but the rewards – increased traffic, enhanced credibility, and sustainable growth – make the path an indispensable one for any business.
At DCA PR, we can offer digital marketing and content services ranging from the production of SEO-optimised content for your website to SEO keyword research and more. Get in touch with our team for a friendly chat about your SEO and Content needs.
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