What Does It Take To Get Search Engine Optimized?

In today’s digital market, being online just isn’t enough.  Research has shown that consumers are savvy. Before they make a big financial decision, they are doing their due diligence.  The first step in researching options is to conduct a web search. However, if a listing doesn’t appear on the first page of the search results, it might as well not exist.  How do you ensure your website isn’t lost in the sea of search engine returns? SEO!

SEO stands for Search Engine Optimization and is focused on growing visibility in organic searches.  Encompassing both technical and creative elements, SEO helps boost ranking. It also drives traffic and increases awareness of your brand through search engines. There are many parts to SEO from the words you choose to use on your website to the way other sites link to yours.

Most of the web traffic is generated through search engines. Search Engines direct consumers who are looking for what you offer to your page.  While using links on social media and other materials can push visits to your page, the bulk are results of consumer searches on sites. (Google, Bing and Yahoo!).  These sites also rank search returns based on relevance and popularity.  This makes it easier for consumers to find the information that is deemed most relevant and credible.

Ranking is rated by importance based on how many outside links point to the site and how important or reputable those outside sites are.  Here are a few common areas to check when starting out with SEO that will influence ranking:

  • Domain level link features that influence the quality and trust of your site as a whole
  • Page level link features influencing the quality and trust of the individual page specifically
  • Engagement and traffic
  • Page level key words and content
  • Domain level brand metrics based on other sites mentions
  • Page level length and readability
  • Domain level keyword usage based on exact search matches
  • Page level social metrics based on the quality of the page shares

From a consumer standpoint

SEO helps to reach trusted information that best answers their questions faster, without having to sift through less relevant sites.  From a business level, it’s another area to compete in a crowded market.  To ensure your site is optimized for search engine, it’s important to understand how search results are compiled.

When a consumer performs an online search

The search engine returns results that are relevant to the users request.  These results are then ranked based on popularity of the sites providing the information.  Relevance goes beyond keywords to include hundreds of factors to pinpoint more accurate returns. It is then assumed the more frequently the site is visited, and the longer the user remains on that site, the more reputable the information is.  Popularity and relevance are determined through sophisticated algorithms comprised of hundreds of variables including those listed above.

While the science behind SEO is complex, one benefit is undeniable.  SEO provides tangible and immediate metrics to measure ROI.  These metrics can also be used to better optimize websites and improve ranking.  Making these adjustments ultimately provides a better experience and information for the consumer searching for products or services you provide.  Understand how users use search engines! Build your site to provide information simply and in a way that makes the most sense.

Britney Bailey

About Britney Bailey

Marketing Account Manager, Growth by Design

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