Search Engine Optimization (SEO) is used to maximize user traffic to the website. It can be best described as several methods and practices used to improve the way that a website is seen and interpreted by a search engine. On paper, this sounds easy enough, however the concept can actually be quite complicated if not executed correctly. There is a lot of work that goes on behind the scenes to ensure that the best tactics and practices are applied onto a website to ensure the best results for traffic, rankings, conversions & leads. With Google frequently updating its algorithm, it can be very easy to overlook certain tactics that can help you rank without taking the risky techniques that could result in penalty.
There are three basic strategies that will help you succeed in your SEO campaigns.
1) Ongoing Optimization of Your Website
2) Updating your website with Fresh, Unique Content
3) Building Your Brand Authority
1. Ongoing Optimization Of Your Website
While I'm sure that you have in mind what keywords you would like to appear for in Google searches, it is impossible to just create a website and appear on page one. There is a lot of legwork required in order for Google to see your site as relevant for the services that you offer. For example, if you were to leave your Title tags as "Home Page" this is not saying too much about the page, outside of the fact that it is the home page. You want ensure that you are speaking specifically to each page and the services you offer; not only for search engine purposes, but also keep in mind the usability of the consumers visiting you website. Simple optimization of a websites title tags, meta descriptions and content can make improvements.
2. Updating Your Website With Fresh, Unique Content
Ensure content on your website is informative, unique and fresh! Google loves fresh content, so it is important to ensure that the content on your website doesn't go stale; Google may think that your website is not relevant and being used anymore. The easiest way to ensure that your content is relevant and fresh is through posting to a blog. By writing content at minimum one time a month, this will ensure that your website has not only content that is relative and informative to the users, but Google is able to see how the content is relevant to your business and topics/services that you may be trying to promote to entice new customers & visitors to your website.
3. Building Your Brand Authority
In July 2014, Netcraft reported to have received 996,106,380 responses from websites currently existing on the internet. Of the nearly 1 Billion hostnames, only about 178,558,568 websites currently active. Now of course, not all of these websites are going to be competing with your business, or your location. However, it is clear to see that it can be difficult to be found in this sea of information. So how do you differentiate yourself from your direct competitors? Well, it is important to ensure that people are talking about you! The easiest way to do that is through social media. Platforms such as Facebook, Twitter, LinkedIn, YouTube and Google+ are strong platforms that can assist you in communicating with your audience, and create a community. You can share photos, blog posts (from your own site, or other relevant sites), information about new products and services " the opportunities are endless! You want to make your community want to engage and talk about your products/services.
Seeing the results you want from your SEO campaign can be quite the journey. However, great results will be achieved by ensuring that you maintain the ongoing process of being fresh, exciting and relevant both in the online and offline world!