Updated: Sep 4
It’s one thing to have a website. It’s entirely different to have a website that gets results. Look, anyone can have a website. There are tons of programs out there to be able to throw up a site quickly and relatively painlessly. However, if you want that site to do anything, if you want to have anyone go to that site, basically if you want anyone to find your business you need Client Engagement or SEO.
But what is SEO? The internet throws around a lot of acronyms and SEO is one to know. It stands for Search Engine Optimization. SEO means increasing both the quantity and quality of visits to your site through organic searches. So, not through paid advertisements.
To break it down even more it means understanding how people search online. Easy right? Well, even though it sounds complicated and technical, there are specific steps a website can take to increase the number of visits, keep those who visit on the website longer and boost the potential for purchasing.
So in a nutshell, you want your business to be at the top of the list when people are searching for something related to your business. That’s the quality part. You don’t want people coming to your site who are really searching for something else. You wouldn’t want Google sending people to your website as a resource for cheap flights or hotels when you really sell canoes and kayaks. You really only want clicks on your site that will yield results.
So you may think I could just throw some money at it, pay for some ads and that will get people to my site. It may sound like a quick fix in theory, but the best way to get clicks is through organic searches, not paid advertisements. In fact, according to moz.com, of all the searches that happened daily in the United States, only 2.8 percent of people click on paid advertisements. For the average consumer, organic search results appear more credible than their paid counterparts.
But you need to get them to your site and to get them to your site you need to be at the top of the search list. How do you do that? One concrete way to increase traffic is through content. But not just any content - high quality, relevant content. Your website needs to be chocked full of information about who you are and what you do. This will make you more attractive to search engines such as Google and Bing and place you higher on search engine results pages (SERPs).
This can be accomplished through the use of keywords and phrases used in your industry. These are frequently used words that someone might type in a search engine when looking for answers to questions or products and services.
You may have to change your website design to make it more attractive to a search engine. You also may need to add more content in the form of tutorials, blogs, videos and infographics. You will also have to change content frequently to stay relevant. The more engaging and compelling the content is, the more likely people are to stay, navigate your site and hopefully make a purchase or utilize your services.
In the end, boosting your website’s SEO is work, but it’s worth it!