In a sea of websites and search engines all competing for your users’ attention, how do you ensure your content reaches your target audience?
Think of Search Engine Optimization as a virtual treasure hunt. When your prospects conduct a search— “marketing agencies in Bellevue,” for example—the search engine endeavors to locate the searched word or phrase. The engine can then point the user in the direction most likely to lead them to their desired result, or “treasure.”
According to Forbes, the first five results of a search receive over two thirds of all clicks. The next five receive less than four percent, so it’s crucial to make sure your website places high (in the top five if possible).
How does a search engine work?
When a potential prospect conducts a search, the search engine will “crawl” websites to locate the searched word or phrase. Once it locates a website with a keyword that matches the original search, the engine will rank the site on the search results page. By familiarizing yourself with those words or phrases commonly searched by your intended target and then adding them to your site, you can increase the chances that an engine will place your site near the top of the user’s results.
We’ve outlined 5 tips to kickstart your SEO and improve website performance!
Don’t try to put every key word into every section of your website. Hubspot recommends focusing on one or two keywords or phrases per page. This way, it's easier for prospects to find their sought-after solution or answer to their queries. If your SEO strategy is too broad, search results may not be as useful to your prospects, and you may rank lower in the search engines.
Ultimately, SEO is for the user, not the search engine. By using specific, relevant, and timely keywords, you improve your customer experience and increase conversions.
Conduct key word research
By incorporating the most searched phrases into your web pages, you increase the chance that a search engine will place your site near the top of your audience’s results. Determining who your ideal customer is, and what they need from you, will help you narrow the topics where you should conduct your keyword research. From there, you can further refine your list of common keywords to pick the most pertinent and specific phrases that appeal to your target audience.
Create high-quality content
By keeping your content fresh and timely, whether through new videos, eBooks, infographics, or blogs, you demonstrate to prospects that you’re an expert who’s in tune with your industry and has the solutions they need.
Optimize for local search
Including location-specific content on your website can help improve your business’s visibility in local searches. Encourage your customers to post online reviews on platforms like Yelp, Google My Business, and even Azure Marketplace. Optimizing location-specific keywords can also reduce competition from larger national companies and target your specific audience.
Boosting your website’s SEO requires continual and frequent monitoring. Using tools like Google Analytics can help you see the effectiveness of your SEO in real-time. From there, you can adapt and adjust as needed.
Building and implementing a strong SEO strategy takes time. It requires analyzing effective keywords, familiarization of your competition, regularly updating content, and staying up to date on best practices. By following these tips, you can ensure your website is the hidden treasure your audience was searching for.
If you need help with your SEO strategy, contact us at Emma@emminc.com.