MARKETING MAYOR | SEARCH ENGINE OPTIMIZATION
Search engine optimization, or SEO, is an umbrella term for a series of practices used to adequately enhance your website’s visibility and site traffic. SEO best practices encompass a variety of techniques used to enhance the way your website appears on the search engine results. Some of the methods we integrate into the practice include keyword research and integration into content, localizing your content for the anticipated market, and ensuring that your website fits the niche for which you are engaging with. Combined, all of these tools and tactics can optimize your website on the search results list.
What is Search Engine Optimization (SEO)?
As mentioned previously, search engine optimization, or SEO, is used to maximize the potential that your website has by promoting your website to the top of the search engine rankings so that it has more visibility and exposure. When done correctly, SEO uses specific keywords that match the niche of the product or service that you’re promoting so that users can find your website easily when typing that keyword into a search engine, namely Google. Google then allows us to bid on those worse on your behalf and the higher bid places your website to the top of the search results.
Keyword integration is done by thoroughly researching the keywords that match the niche of the product or service that you’re promoting. Keywords are then integrated into the content of your website so that users are easily able to find your website and connect with your products or services. For example, someone using Google to search for a local restaurant may use keywords such as ‘pizza,’ ‘burger,’ or ‘restaurants near me.’ These are all examples of popular keywords that would then need to be integrated into your content in order for the user to engage with your website and its relevancy to their needs.
Along with using the correct keywords that are identified with your website, you’ll want to establish a niche for your products and services, so that keywords and audiences can be narrowed down. If a user is looking for restaurant supplies instead of an actual restaurant, we’ll need to incorporate niche words and phrases, as well as a target audience, to distinguish the two agendas that sound similar when searching on a search engine. Defining your niche market will ensure that your appropriate target audience is met.
Search engine rankings play another important role in the overall success of search engine optimization. When the right keywords are integrated into your content, we’ll then use those words to bid on and increase the ranking of your website on the search results. The higher your ranking, the more reliable and reputable your website will appear on the results to those looking for your products or services. Since many users are not likely to scroll through pages of results to find what they’re looking for, increasing your ranking ensures that you’re more visibly present on top of the page.