As a marketer that works with web developers daily, I know that content may not be top priority on their long list of to-do’s. However, for the success of a company, it is essential. If your team doesn’t have a designated marketing person or team, and you’re not a seasoned content creator, I have 3 letters for you to learn: S.E.O.
So what is SEO? It stands for search engine optimization. Basically this represents guidelines for gaining traffic to your website (or one you’ve been hired to create), and doing it organically. What is organic traffic? This is the results people see without being targeted, no paid ads, no cold calling - just desired results because your company offers something that they are interested in.
Today’s market is extremely competitive, so it is important to take every step in making sure that your webpage stands out and is easy to find. Think about how you find information daily… how to make fried chicken? Where to get your car fixed? Or even when a new movie is being released? You search for it, online, right? 9 times out of 10, you’re probably going to run a search for it on a site like Google, right? Then, most likely, you’re going to click on one of the first couple results that pop up on your screen, because they include keywords relevant to the search that you performed. This is an example of SEO. You search for a term that is relevant or appears on a company’s website, and Google recognizes that term/phrase and yields the webpage to you as a result. Thus, increasing traffic for the website, and a lot of times, without any cost to them.
Utilizing this idea, or service, is essential for any marketing department. Actually, according to a recent survey done by HubSpot, about 64% of marketers actively invest time in search engine optimization. So if you're not, you're falling behind.
Now that you have a basic understanding of what SEO is, we can talk about some of the benefits.
1. Better PR
The better your SEO is, the more people that will see your company name pop up on their search engine results. While most companies, like CakeDC, offer specific services (and input specific keywords into ads), we have very detailed SEO streaming from our website so that we do not miss a potential client. It is the goal to be in the top 3 results of a search engine like Google.
Even if someone is searching for something your company doesn’t offer, they may see you, remember you, and use you in the future. win-win. Start building your reputation! For example if you wanted to search for CakePHP web development, you may see:
2. Increased Traffic
This is a no brainer. The more keywords that trigger your webpage at the top of consumer results, the more people that will click. This generates better quality leads, in my opinion. Things like cold calling, or cold emailing, while still effective, have become outdated. Inbound marketing compared to these avenues has produced better return, without becoming annoying to your potential leads. When you aim your focus on specific consumers looking for services that are related to your business, you can build better relationships.
Perhaps the best benefit of SEO? The cost… or lack of cost. SEO gets clicks, and sales (we hope!) for the wonderful price of $0 per month. How? Well, Google’s organic rankings come from their algorithm, which determines which webpage’s information relates closely to the “searcher’s” inquiry. This can result from keywords coming from your web pages that may not be imputed on any sort of ads you may be running (we will talk about paid ads in a future blog).
This doesn’t mean that getting a perfect SEO score (yes, you can test it) comes for free. It is important to have good content, detailed content, in all areas on your webpage. Make sure each page describes services you provide, or products that you sell, in great detail. Have pages for each option, and make it accessible like this:
It’s time to beat out the competition, are you ready? I first recommend seeing where you stand. There are a few tools you can use to test your SEO score. One example is: Woorank. I like this site because it gives you your score, shows the good, the bad, and the ugly. The tool also shows you what you can and should do to improve your SEO. You can try most tools for free, or get extra optimization help by paying a premium.
Once you run a report, it’s time to get to work. Fix the issues, and constantly monitor your information. I do think it’s important to mention - don’t expect results to happen overnight, it can take up to 6 months for SEO strategies to yield return. If you’re like me, and impatient, just chill. Put the work in, and get the reward.