The need for SEO, or “search engine optimisation” is a vital digital marketing tool. But do you know why it is so crucial? Simply put, SEO is the process of improving and increasing visibility to your site within Google, Bing and other search engines. The higher the visibility, the more traffic and opportunities you have to attract prospective customers to your business.
The more effective your SEO, the higher you rank on a search engine result page (SERP). This is especially important when 75% of people never click past the first page of search engines.
When it comes to your website, content and SEO are interconnected and both of these elements together complement each other. Due to this, you need to focus on creating great content and motivating visitors to stay longer on your website. A smart way of accomplishing this is through your website content.
What is SEO
SEO ultimately has an end goal of improving your website’s position in search engines, which consists of two kinds of SEO: on-page and off-page. A well developed SEO strategy will have both of these.
On-page SEO is everything on your website you can control. Such as producing content related to high-value keywords, title tags, alt tags, mega descriptions and keyword placement. Your keywords however, have to be well-researched and carefully chosen to be effective. For instance, look for keywords that have high search rates and low competition. You can also add secondary and tertiary keywords within your content, as will still offer value alongside your primary keyword.
Your content is also a vital part of on-page SEO, as it is used to reach and engage audiences. Content for example, can include:
- Web page content
- Videos
- Blogs
- Social media posts
- Podcasts
All the effort you put into generating on-page SEO optimisation ultimately improves the usability of your site. Which will overall create a more trustworthy and positive customer experience.
Off-page SEO on the other hand, involves everything that happens away from your website. Which consists of promotions and backlinks on other websites that influence your own rankings and drive traffic to your website. For example, links and promoting content across various platforms such as social media.
Website content
Content is extremely important for SEO. It needs to be high quality, appeal to the visitor and have a solid SEO strategy. As in the end, Google will only place valuable and relevant search results positioned on the first page of the SERP. When writing your website content keep in mind:
- Length
- Readability
- Tone of voice
- Formatting
- Keywords
- Linking
- Alt text
There are many ways to keep your reader interested and absorbed into your work. For instance, you can incorporate SEO into your website through the use of copywriting.This needs to keep the visitor hooked, as well as professional to get noticed. Fortunately, trusted businesses such as MAD Communications will work together with you and your business in order to create the perfect brand personality for your website. Along with this they will help convert your ideas into inspiring and engaging content, getting your website shared and recognised.
Why is SEO important?
This is all important, as to gather information, search engines such as Google and Bing use ‘crawlers’ or ‘bots’ to gather all the content they find on the internet. These crawlers start from well-known pages and follow the internal and external links. This information is placed within an index and analysed to determine the order your website should appear within the search results. Helping people find exactly what they’re looking for, whether text, news articles, images or videos.
Whether your website is successful, brand new, small or large, SEO is important. As this is something to some extent you can control. Without SEO, it would be hard to seek the websites we want on a daily basis, and with SEO ever changing you should never stop optimising your website. The first five results account for 67.60% of clicks in Google, attracting a much greater chance of clicks and attention.
