Integrating SEO strategy | Improve website search ability
Search engine optimization (SEO) is an essential part of a digital marketing strategy. Before we get to integrating SEO strategy let's first understand what SEO is. Then we'll understand how integrating SEO strategy is essential digital marketing strategy.
What is SEO?
SEO stands for Search Engine Optimization. SEO is an essential digital marketing strategy when used correctly results in higher search results. Google will display results based on a person’s query. Optimizing a website for these queries result in access to website traffic which can lead to new customers. SEO is considered a long term strategy. It is considered more beneficial than advertising. Integrating SEO strategy is essential to digital marketing. If you want to be found, learn SEO basics or hire some help.
On-Page SEO refers to two parts of your website. The written content and HTML code. In other words, optimize for images, keywords, headings, Meta, title tags, internal/external links, ALT tags, XML sitemap creation and submission to search engines. Learn to optimize these areas of the website in order to gain traffic to your website.
Off Page SEO
In contrast to on-page SEO, Off Page SEO refers to other websites linking to yours. Off- site SEO involves link building and social media marketing.
Link building is more common off-page SEO. Other websites link some of their website information to your website. This link as a result lets Google know that your website is important.
Integrating SEO strategy: Outline goals and target market
Ultimately we all want our website to rank high enough in search engines that people can find us. If the website seems like it may be professional and solve customer needs, perhaps they will convert to customers. In contrast, a poorly designed website may cause visitors to flee.
One really great way to connect with people is to write really great content. First of all your website pages must be informative. Prove yourself capable of doing the job visitors want and then your website should be capable of closing a sale. Secondly, you can also blog about your expertise.
People search all the time for solutions to their problems. Think about the problems you solve for customers. What would they search on Google for? Write about it. Write a blog post. Blog posts have the ability to create new content that is different than your static pages. Each post gives your website a new URL that can be searched by a potential customer.
Trust is key to making visitors convert into customers. Make sure your website is professional, aligns with company goals and connects to the right target market.
Is your website professional?
Have a good look at the quality of your website. Getting traffic to your website is most of the hard work. However, upon arrival are visitors content with what they see? Or in contrast are they fleeing for your nearest competitor?
Website design has evolved a lot over the last few years. Technology is getting simple and yet complicated at the same time. People sometimes build their own websites and do a beautiful job. However without the underlying knowledge of web design sometimes functionality suffers.
Fast loading website are important. Visitors will leave if it takes longer than three seconds to load. Additionally clear navigation and a call to action that gets users to take action need to be implemented. Other measures of website function and usefulness include usability, performance, social, and security. A website lacking in any of these areas will have poor results. Consequently do some research to make sure your website is up to snuff.
Integrating SEO strategy: Google Analytics
Hopefully you have Google Analytics set up on your website. If you are using WordPress there is a variety of plugins that can give you analytic data as well. Google Analytics will compile data about your website visitors, how long they stay on a page, how quickly they leave and page hot spots. Use these reports to find out about your website visitors. Pay attention to the trends and focus on doing more of what is working.
SEO is a long term strategy
Search engine optimization is a long term strategy. However it is considered better than advertising. Learn the basics of SEO and incorporate it into your website. If you don’t have time, you may consider hiring someone to help.