See Where You Are & Determine Where To Go With SEO
How SEO is the gift that keeps on giving.
Is your website not generating enough traffic? Well, you’re in luck. Today I will go over the benefits of using Search Engine Optimization (SEO) to increase the traffic and usability of your website.
What is SEO?
SEO is tech tools that scan websites or content for keywords so websites can appear higher on search engines such as Google, Bing, or DuckDuckGo. They are the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Search results are important because 93% of online experiences begin with a search engine and 81% of people perform some type of online research before making a large purchase.
Currently, the biggest sources of website traffic are:
- Organic Search (51%)
- Paid Search (10%)
- Social (5%)
- All Other (34%)
The Four Pillars of SEO:
- Technical SEO
How well your content can be crawled and indexed (making it easy for Google to understand your site’s architecture). A way to improve this pillar is by using search bots. Search Bots can crawl your site, and ensure the site is user friendly. They focus on having a mobile-friendly design and fast page load speeds by reducing 404 pages, broken links, duplicate content, and useless pages.
Having the most relevant and best answers to a prospect’s question. Improve your content by building out a target keyword list through research and crawling the most direct competitors. Look for high search volume, high purchase intent, and low competition. A great tech tool for this is KWFinder.com.
3. On-Site SEO:
The optimization of your content and HTML. After using KWFinder, take what you learned and place the high search volume words on your main page and HTML link (what appears when you make a Google search). Here’s a great guide for the importance of on-site SEO!
4. Off-Site SEO:
Build authority to ensure Google stacks the deck in your favor by using backlinks. Backlinks are a key indicator of how authoritative Google perceives a website and is a critical ranking factor (kind of like a voting system for Google). As a new website, this will be a top priority for earning links that are authoritative, industry-relevant, and at scale.
Link building examples could include a press release and PR outreach initiative, researching where and how competitors earn links to replicate proven strategies, guest posting, or link-worthy content (i.e. infographics, research, tools).
Social signals are an increasingly important rank factor as well because followers, shares, and engagement can increase rank.
Benefits of Using SEO
The benefit of SEO is that it saves the company money by bringing down advertising costs (because it’s a free/earned source of traffic). They provide a higher number of closed sales because it targets people already actively looking to make a purchase (14.6% of closed sales are achieved from SEO leads, compared to 1.7% from outbound).
So rather than advertise to an uninterested audience, SEO helps you reach the users when they are interested in you. Unlike paid media, SEO lives on after your ad campaign so you can keep on improving your messaging and brand.
SEO can help build credibility and awareness by ranking top searches showing buyers that you are a category leader. They reach brand new users and add value to them with an “answer.” They’re looking for information and you create a page that provides that solution.
SEO In Practice
I recently used an SEO search bot to review a Shopify store I ran throughout December 2020. I originally signed up for KWFinder at the beginning of the month but didn’t realize it was only a free-trial that expired after one week. Due to this, I used SEOptimizer because it was free and covered all four pillars of SEO. It told me areas that needed my attention and left me to fix the issues (the paid version makes the changes for you but the free version only tells you the areas that need improvement).
After my first run, my overall result was a B-. The areas that needed my attention and addressed were the SEO and Social areas. Specifically, for the SEO category, I needed to update the description snippet on my HTML (what appears when you do a Google search). After making this adjustment my SEO score increased from a C to a B+.
For the Social category, they recommended creating a business YouTube page and a business LinkedIn profile. I did not do this because I was closing my shop but adding those two platforms to my website would increase my Social score immensely.
After running the bot on my website, these are my results. My page did include links to my social media pages (Facebook and Instagram) but didn’t have direct examples of the social media page content on the website, a comment/review system for each item, or a linked business profile for YouTube or LinkedIn. This is why I received an F for the Social category.
A quick break down of SEOptimizer’s categories
SEO is the high-frequency words on my website that determine its position on a Google search. This also includes the item tags.
Usability is the fluidity of the website. This makes sure each link works (no 404 error pages), each page has content and there are no obstructions on the website.
Performance measures the page load waiting time and compares it to similar websites. This tells the owner how they stack up to competitors or if something isn’t working correctly prompting them to find and solve the issue.
Social is the linking and presence of social media posts and handles that allow people to follow your business.
Security checks the links on your page and ensures they aren’t corrupted or spam. This ensures your customer’s information isn’t stolen and their device isn’t compromised. Having a good security rating gives customers peace of mind when they make a purchase and increase your brand’s public perception.
For people who want insight into their website performance or other websites’ performances, I’d definitely check out SEO. It’s one of the only tools that teach the user where and how to improve their websites after each use.
Start using SEO and see where your website ranks.
You never know where to go without understanding where you currently are.