SEO, its relevance, and how to create an SEO strategy

Many people and businesses believe that Search Engine Optimization (SEO) is a critical digital marketing tool, but even if you have a clear understanding of what it means, you might not have a firm grasp of this dynamic, multifaceted creature anyway.

SEO is a collection of tools and techniques that help your website rank higher in results from search engines, thereby driving more traffic to your site and potentially more business.

SEO consists of multiple different elements, and knowing what they are and how they function is key to understanding why SEO is so important. In short, SEO is vital because it increases the visibility of the website, which means more traffic and more opportunities for converting prospects into customers.  

It is also a valuable tool for brand awareness, building relationships with potential customers, and establishing yourself as a trusted and authoritative expert in your field. So without further ado, here’s all you need to know about SEO and why it’s crucial in the digital age.

The key elements of SEO

Keywords

Gone are those days when keywords were the only proper SEO technique, but that doesn’t mean they aren’t vital now. The difference is that today, keywords in your content need to be well researched, carefully selected, and appropriately used in order to be effective. But what exactly are keywords? Keywords are words and phrases used by potential customers to find content online, and may then be used by brands to connect with prospects seeking their products and services.

It is essential to look for keywords with high search rates and low competition and to select short-tail keywords (such as cats), long-tail keywords (such as Persian cats for sale), and local keywords (such as Orange County cats for purchase) to work on your content. You can also use keywords to optimize all of your titles, URLs, and other SEO elements on your website.

Content

Content is a critical part of SEO, as it’s the tool that you’re using to approach and engage the public. For example, if you owned a nursery and wanted to increase your visibility, you might be willing to publish a series of blogs about gardening, selecting the right plant species, growing tips, and more. When a person who wanted to know about gardening began searching for this information, your blog would come up. By providing reliable and relevant information, you will be able to build a relationship with that prospect.  Hence, when the time came for that prospect to buy a plant, you would be the first nursery that comes to mind. Content today should be informative but also intriguing, relevant, engaging, and shareable. Content comes in a variety of different forms, including:

  • Content of web pages
  • Photos-Videos
  • Blogs
  • Infographics
  • Podcasts
  • Ebooks and whitepapers
  • Social media content
  • Local Listings

Off-Page SEO

Off-page SEO involves external activities, rather than on-page optimization practices, that happen away from your site. Backlink building is the primary method used for off-page SEO since quality backlinks from external websites inform search engines that your site is valuable and of high quality, which helps create authority.

Backlink building has many strategies, and some of the current best practices include guest blogging, creating lots of highly shared infographics, and mentioning creatives or influencers in your content.

Local SEO

With more and more people using mobile devices to search, local SEO is becoming incredibly valuable. Fifty-seven percent of all searches are conducted from smartphones and mobile devices these days, and half of those search queries have local intent.

For example, if you owned a restaurant, local SEO would make sure that when people in your area searched for the best restaurants in town, they would come across your site. Other local SEO strategies include claiming directory listings, generating location-specific pages for your website, and creating business pages on Google My Business, Google Maps, etc., in addition to using local keywords.

Search Engine Marketing

SEM or search engine marketing refers to paid marketing campaigns, including native ads, Google AdWords, social media ads, pay-per-click, Google shopping ads, display ads, and more. While SEM is usually not a significant component of a comprehensive SEO strategy, it has its place as it can help you reach new and highly aimed audiences.

Understanding SEO’s importance for modern business entities

Visibility and Rankings

One of SEO’s key aspects is increasing visibility, which means that prospects can quickly find you when searching for something you have to offer. Visibility has a direct bearing on your ranking. The higher your rank is on a search engine result page (SERP), the more likely prospects are to find you and visit your site. The more successful your SEO efforts, the better your ranking and the higher your visibility, which is particularly important if you realize that a quarter of web users never click past the first results page.

Website Traffic

Increased website traffic is one of SEO’s key targets, and when you improve visibility and rankings, you increase traffic. Contemplate this for a moment: nearly 33 percent of the clicks go to the first ranking page, and over 75 percent of all clicks go to the first five listings. If you want to find more prospects through a search engine, then you need SEO strategies that will help you list among the top five positions, and preferably number one.

Authority

The concept of authority in SEO is relatively new, but to search engines, it is becoming more critical because it is becoming more relevant to web users.  Authority essentially means your website is credible, high-quality, relevant, and has something to offer. If your site has high authority, then it will rank high in the results, and subsequently, a higher number of prospects will come to trust your brand. A robust SEO and SMO proposal can help you gain more authority.

A better User Experience

Another reason why SEO is essential is that the time you spend on creating high-quality content and optimizing your site with on-page SEO enhances your site’s usability, creating a seamless and positive user experience.

For example, if you take steps to make your site responsive, it will make it accessible from a laptop or desktop and for all of your mobile users as well. Similarly, you can reduce your bounce rate by increasing your page load speed and motivate visitors to spend longer on your website. Close to half of all consumers expect a page to be loaded within two seconds, and the longer the load time, the higher the bounce rate and the lower your conversions.

How to create an SEO strategy

Forget the traditional methods and techniques of SEO; forget everything you know about SEO, instead think of it as an ever-changing field, as the stairs at Hogwarts. As the behaviors of users and the capabilities of the search engines develop over time, standards are coming and going in a blink. Believing you can exclude SEO from your digital marketing strategy and just ‘wing-it’ may keep you from reaching your full business potential. It is not just the digital marketing sector that is evolving; your company’s industry is maturing as well. So you really can’t “set it and forget it” when it gets down to SEO because, unfortunately, you are not Molly Weasley. You need to measure and supervise how well everything works, so you’re always one step ahead of the competitors. 

Here are a few points which you need to remember when developing a strategy:

  • Who is in the target market?– Today’s SEO isn’t just about attracting as much traffic as possible but attracting high-value visitors interested in what you’re offering. What is your audience looking for, in terms of demographics? How do their web searches perform? Where are they from? The more specific your replies become, the more valuable your SEO investments become. Google Analytics is the perfect place to begin your research!
  • Most people search on mobile devices – You don’t need statistics to show you that the online mobile market has exploded in the past couple of years, overtaking desktops. Optimizing websites for mobile browsers is critical if the search engine results pages are to rank you well. In Google’s Mobile-Friendly Test, enter your site’s URL if you are unsure how your website measures.
  • Search engines are developing – Do you immediately think they’re talking about Google when someone references search engines? The tech giant holds such a significant market share that ‘Googling’ has become a verb. However, on alternate pages, such as Microsoft’s Bing or DuckDuckGo, a good percentage of the searches occur.  Search up your site on Google alternatives to see where you rank. Simply enhancing social media engagement and adding meta tags could be all it takes to boost you a few ranks on Bing.
  • What is your audience looking for? – The average user just a few years ago did not trust search engines to comprehend interactional inquiries. They searched for clunky phrases such as “bakery new york.” Now people seem to feel comfortable typing in things like “who bakes cakes near me?” Search habit changes are typically slight but can influence which keywords are most important to your website. Instead of focusing on keywords that will provide you with more traffic, focus on those that transform into conversions, revenue, and profit.
  • Easy navigation reigns and quality content is king – what will improve your traffic is a user-friendly website, with intriguing and easy to find information. With unique content, each page needs to be designed around keyword themes, so search engines can easily index yours and rank you higher. Positive attitudes from site visitors are your best option for a better ranking, so keep the content natural and earnest, avoid jargon, and keyword stuffing to prevent users from leaving the site unsatisfied and hurting its ranking.
  • Links to your website are incredibly valuable – Search engines will consider it as an indicator that your site contains useful content when another website links to yours. Not so long ago, it was all it took to get dozens of links from low-quality sites to boost your ranking. The importance of a link to your website today depends on the quality of the website that links to you. Only a few links from high-traffic websites to your company will do wonders for your ranking!
  • Social media has a prominent role – last but not least, social media is an ever-changing platform that has become a highly profitable marketing channel from a basic communication platform. Many users continue their social media searches and make their way to the site of a company. Sharing up-to-date, interactive, and personalized content will attract more people to your profile and, ultimately, your website.
  • Research is the secret to SEO – Monitoring your search engine ranking is crucial to producing better results. Start by tracking the website’s most important metrics to establish a baseline for your performance. Make minor improvements to the content and see if you note an increase in your site’s traffic or rankings. Stop continuously making multiple different adjustments, so you can still keep track of what was responsible for improved results.

Expansion

Ultimately, the core reason SEO is essential is that it can help you achieve many of your business objectives. SEO can help you build better relationships with your audience, improve your customer experience, enhance your authority, drive more people to your site, give you a competitive edge and increase conversions, which means more sales, more loyal customers and more development for your business.

Search engines are imperfect. 

A final point worth mentioning is that SEO is essential because search engines are not perfect, and if you do not take steps to counteract their failures, then the price will be paid by your website.

For instance, if a site does not have a proper link structure, then search engines may not efficiently crawl and index it, which may lower rankings. Also, coding errors will completely obstruct search engines, making it virtually impossible for your site to rank, no matter how many hours you put in other SEO efforts. Many common areas in which search engines can experience problems include:

  • Duplicate pages
  • Forms
  • Pictures, audio, video, and other non-textual content
  • Languages and semantics

Final thoughts

As you can see, SEO is a dynamic undertaking involving a wide range of strategies, methods, and practices. These practices are continually changing as habits of customers, and web users evolve, as new technologies develop, and search engines update their algorithms. For any business that wants to be visible online, SEO is still of utmost importance, so your efforts are worth it.

SEO can help a business achieve a number of goals, including brand awareness, traffic, conversions, customer experience, and more. That’s why it’s so important for digital marketers to have a solid understanding of what SEO is, how it can help achieve goals, and what the most cutting-edge best techniques are.

We’ve covered some of the critical components for your effective Digital Marketing Plan’s SEO campaign. Beyond that, there is a range of marketing tactics that indirectly influence how the site rates, such as ads, email marketing, Pay Per Click.

That means you can’t afford to approach every single campaign individually. All of their campaigns are integrated by the most successful brands to ensure that there is always something moving their leads one step closer to converting into a client.

Seeking professional help can really give you that edge if you are a local business or just starting out.  Search for “best SEO company Orange county” or “Digital Marketing company California” Whatever you do, make the best use of the resources available and see your business reach new heights!