We’ve all heard of the term “SEO” and we all know what it is…right? SEO is short for search engine optimization. Search engine optimization is a methodology of strategies and algorithms used to increase visitor traffic to a website by acquiring a high-ranking placement in the search results page of a search engine (also known as Search Engine Ranking Page or “SERP”) – examples include Google and Bing.
You often hear this term used inaccurately, as some categorize it with Search Engine Marketing (SEM). The difference is that SEO happens organically and it is an unpaid method. SEM is paid-for-position advertising, like Google AdWords.
If a business understands how SEO works and applies the method to its company website, it could improve its online presence by creating awareness for its product or service.
Let’s simplify. You have a business website that sells organic honey. The site is new so it has no SERPs but it’s important that you do because as an owner, you’ve projected that 40 percent of your sales will eventually come from online purchases. How will your site gain a better ranking in a SEO search to make this goal a reality? There are many techniques, but to execute it safely is called a white hat technique.
First, let’s understand search engines like Google. When search words are entered into the search bar, like “organic honey,” Google runs algorithms to show the user the best websites that fit those particular keywords. These algorithms are often referred to as crawlers or spiders that are designed to look for these keywords in a website. Placing these keywords in a website header is important because that’s where the crawlers will look and it is best to use a variety of terms. For example, natural honey or natural sweeteners are other options. However, do not saturate your site with the same keywords. The site may become spam. This practice is also known as “keyword stuffing,” falling under the black hat technique. The search engine has one job and that is to find the most relevant site pages that match the user’s search terms. The other factor in a search is link analysis. It seeks the number of high ranked sites that are linked to your website. This practice will boost the site’s ranking by association. Before I share the top five things all businesses should do to increase SEO, it’s important to understand how search engines are evolving.
In early October, Google launched Hummingbird. Hummingbird was designed to better identify with the user’s search engine habits. Hummingbird is mobile friendly and rather than identifying with just keywords, it is now looking for the quality content in a site. It’s changing the way a user is searching. For example, a user can now search by uploading a photo. Google is not the only search engine making waves. Bing has recently partnered with Pinterest to better assist their users when seeking images. Be sure your webmaster is keeping up to speed with the technological updates and methods that could help your website’s SERP. It could aid your online business more than you know.
Now that you have a better understanding of SEO and feel confident enough to use the term at your next Chamber function, I’ll share five tricks of SEO.
- 1. Update your website regularly. Do you wonder why your Facebook page ranks higher than your website in a search? That’s because you have more activity on Facebook and likely more traffic, too. Be sure the new content on your site is relevant.
- 2. Do NOT duplicate copy. Edit any copy from your website that is duplicated. Read up on Black Hat techniques and be sure to avoid this practice.
- 3. Be sure your URLs have a relevant extension. If your website is www.organichoney.com and you have a page for different flavors of honey, the URL for that page should be www.organichoney.com/flavors.
- 4. Be sure your site has social media icons. If you have a Pinterest page, Facebook and/or Twitter account, these icons should be on your website. If you do not use social media platforms for your business, you should read my article in the October 2013 issue of the Quad Cities Business News!
- 5. Add your new content to social bookmarking. Some examples of share sites are Reddit, Newsvine, Diigo, digg and Stumbleupon. These are a few of many options.
Today, a website is the number one marketing voice for any company. It is vital for every business to not only ensure an online presence, but to apply SEO methods to boost your site’s search ranking. If your website cannot be found, how can you expect your voice to be heard? QCBN
By Donna Werking
Donna has been a client manager at Helken & Horn Advertising Agency since 2009. Donna is well recognized for her work in the community and her proficiency has made her an asset to all businesses under her guidance. Learn more about what you should be doing online for your business by contacting Donna at Dwconsulting1@gmail.com.
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