The Business Owner’s Guide to SEO
Search engine optimization, or SEO, may seem intimidating for small to medium sized businesses at first, but if you know the basics, it’s much easier to understand. Here’s a quick rundown of what it is, and why all business owners need to be using it to its potential.
What Is It?
The purpose of SEO is to help create more organic visits to your website. SEO tells search engines what your intentions are so they can recommend your website for relevant searches. For instance, when someone’s sump pump stops working and they need to call an electrician in their area, they will most likely turn to the web and search key terms that apply to the service they need provided. This is where SEO comes in. It optimizes your website for those key words so that prospective client finds you, and also so that they find you before they find your competition. Read more about how SEO works with search engines here: Google Searches and SEO Tips.
What Does SEO Entail?
SEO pertains to four areas of your website, and these are the main ways in which search engines judge the relevancy of your website. These four areas are content, performance, authority, and user experience. SEO needs to contain all of these or search engines will knock your site down in their search rankings.
Content: Content is the text on the pages of your website. It could be website copy, titles, or descriptions that explain who your company is and what it provides. Content can also be blog posts you’ve written for the website, and even photos. Content should have keywords, but not so many that it looks like it could be spam.
Performance: Search engines judge this on how fast your site loads and if it works properly for the website visitor. All links should be fully functioning. Broken links can hurt your performance rating.
Authority: This is where search engines take into account the type of content you have on your website. Authoritative content that references valuable and credible information is important. Your site should link to other authoritative information, and you’ll want to make sure if other websites link to your site, that they too are authoritative.
User Experience: Is your website aesthetically pleasing? Basically, you want a website that is easy to use, easy to understand, and is attractive. It should also look professional and safe, and not like a place someone might get scammed.
How to Make SEO Work for You
To make SEO work for your business, make sure you keep these things in mind:
- Know your business model and make sure your SEO works for that model
- Optimize SEO for multiple channels. Not only should SEO boost your website, but also your company’s social media and email.
- Also, optimize your SEO for different platforms, such as mobile and tablet.
- Remember that search engine optimization is a constant process. Without updating and optimizing your website on a regular basis, it could lose its place in the search results.