SEO, or Search Engine Optimisation, is a technique utilized by digital marketing specialists to attract more footfall to a particular website and to influence increased conversions for a certain product or service.
This is achieved by way of helping the site to climb to the top of online search results, thus making it more easily discoverable.
If you’re a business owner, the intelligent application of SEO could lead to significant improvement when it comes to your company’s performance.
So – how can your business utilize SEO tools to best effect? In this article, the bloggers at Property Solvers explore a few straightforward approaches that may serve to improve your business’ online presence.
The use of keywords is one of the most widely recognized aspects of SEO. It’s extremely easy to insert keywords into your website’s content – and there are plenty of free online tools available to help you do this.
Simply use these tools to seek out the most popular terms that are currently being used to look for your product, service or field of operation, then distribute them organically within the copy on your site.
This will then ensure you appear higher up the search results for internet users who are looking for businesses just like yours.
The use of keywords is ideal for “narrowing down” the potential audience for your page – after all, quality is better than quantity. There is no point in attracting millions of visitors if your products or services don’t meet their specific needs.
By using terms relating to your particular location and the precise nature of what you are trying to advertise, you’ll be able to draw the attention of members of your ideal demographic.
For example, a real estate business might decide to share regular online “spotlight” updates featuring homes for sale that are of a certain kind or in a particular geographical location.
By including keywords that refer to this specific information, the company is more likely to attract house hunters who are interested in the relevant region or nature of the properties in question.
Landing page copy, social media posts and blog content can all be optimized in this way – but, for a little extra clout, you should also insert keywords into page and section titles, HTML tags and even the file names of the images you use.
Undertake keyword research regularly to find the most popular current search terms. Many free online tools allow you to narrow down your search to focus on your local region.
Don’t forget “long-tail keywords”. These are lengthier phrases that will help to really focus on a specific demographic.
Keep all of your company’s online information regularly updated. When search engines record that new content is regularly uploaded to your site, they’re likely to bump it further up the search results.
Many businesses include a blog on their website in order to achieve this. By posting regularly – ideally more than monthly – you can help to keep your site as discoverable as possible.
Of course, all of these blog posts should contain current top keywords. They should also stay totally relevant to the field in which your business operates. Anything you share should be unique, original and interesting.
Your fresh content doesn’t need to be text. It can include fun or interesting images and infographics, interactive features like polls or quizzes, or even video.
This type of material is handy in other ways besides keeping your site fresh. It’s also shareable, so anyone who finds it interesting will be able to pass it on to their contacts through social media, or by featuring it in other types of online content.
If you run a travel company, you might create an infographic depicting the results of a poll about the good and bad elements of particular destinations. People who find this infographic may then share it with their travel companions as they try to decide where to visit.
This will see more people interacting with your content, influencing search engines to bump your site higher up their results.
This technique crosses over with some aspects of the previous section.
The sharing of your company’s content across the internet and social media is an example of “link building” – so named because, as the material you create makes its way to new locations, it can create links or pathways that users can follow back to your website.
This directs more footfall to your products and services.
However, you don’t need to simply wait for people to share an infographic you’ve created. You can approach link building in a range of different ways.
One technique is to make contact with relevant online journals and news sites, offering your expertise and explaining that you are happy to be interviewed or to provide quotes or opinions for their articles.
Ideally, the resulting content would include a link back to your own business’s website.
You can also write “guest blogs” – content intended for publication on a different person’s website with a link back to your own.
For example, the owner of a financial advice company could write a piece for a site specialising in weddings in order to provide advice on how best to save for your big day or honeymoon. The wedding site gets free content, and the financial advisors get a little free advertising.
It’s even possible to link build through use of social media. Share your content on any of your social streams for easier sharing, and always be sure to use the right hashtags and handles for the best possible coverage.
Like, share and comment on material shared by other relevant individuals and organizations too – they may just return the favour and create even more interest in your brand.
The above are just a few options when it comes to SEO for your business. There are plenty of effective techniques you can use – but the three featured in this article offer a superb place to start.