Updated: Mar 11
There's a very high chance that if you're a business owner you've heard of search engine optimization, also known as SEO. What you may not know is how SEO applies to you specifically, how it might be hindering or improving or business, or why it should be a huge part of your digital advertising strategy.
Simply put, SEO is the process of improving your site to reach more people through organic search engines such as Google, Yahoo!, and Bing. The stronger visibility your website pages have in search results, the more likely you are to reach new customers and improve your conversion rates.
In this article, we'll break down what exactly is SEO and how you can use it to improve your website (and your business).
Table of Contents
What is SEO?
As we mentioned above, SEO stands for Search Engine Optimization. All businesses (both small and large) need to have a set of standard practices that are designed to improve the functionality, appearance, and ultimately the positioning of their website within search engine results, also known as SERP (search engine ranking position). There are many ways to maintain your website's SEO. One of the best ways to ensure you have a strong SEO position is to maintain your website regularly and consistently to improve upon its operations.
When someone searches for your type of business or product online and they find you it means you have a strong organic reach - if you want new customers you must maintain this level of reach with diligent effort. A strong SEO strategy that focuses on adding value and functionality to your website will improve and maintain the quantity and quality of the traffic that you receive - all of which translates to a form of currency when it comes to buying Google's respect.
Stronger traffic results in better conversions, brand trust, and overall reach.
Why is SEO Important?
SEO practices are no longer optional for businesses that want to remain visible among their peers while gaining new customers. It is the backbone of your website's value and if you don't communicate your value with Google on a consistent basis then your business will probably be overlooked when it comes to ranking it among other businesses that are just like yours.
Google, and other search engines, will grade you based on the clarity, design, and functionality of your website, among other things.
And because advertising in 2022 is a competitive market it's important for you to know that your competitors can monitor your traffic, advertisements, and general efforts to try to outperform you. If you're not focusing on maintaining pace with them at the least then it's hard to imagine that you'd be able to outrank them.
Good businesses have good websites, and all the websites you see listed on the first page of your preferred search engine didn't end up there by accident - they've put in the work, and more importantly, the time, to outrank their competition and have a better ranking than them.
No one can guarantee that you'll end up on the first page of Google, but, with a little elbow grease, your chances of getting there are much, much higher.
Easy Ways to Improve Your SEO
We know that unless you're a professional SEO can be pretty intimidating, but we promise, it's easier than you might think! As we keep stressing SEO efforts need to focus on improving the quality, clarity, and functionality of your website, above all else.
So how exactly can you improve your website's SEO?
Start and maintain a blog that you update regularly. Ensure your blogs are at least 1500 words and include photos and/or videos in all your posts.
Ensure all images and videos on your website have alt tags and tag descriptions (if applicable), including the images and videos on your blog pages/posts.
Write using smaller sentences that are easy to understand and avoid passive voice.
Update your blog regularly - we highly recommend that you release at least one piece of quality blog content each month, although, bi-weekly or even weekly is more ideal if you have the resources to do so.
Ensure all of your web pages have a decent amount of writing on it - this is called long-form content (LFC). If your web pages have more code than content it will impact your search engine ranking position (SERP).
Try to acquire backlinks if possible and update these links at least once per month.
Ensure your checking your website for failing links - links that expire or don't relate to your business or product will impact your SERP.
Try to set your website up in such a way that you have pre-determined funnel systems that help your visitor easily navigate your website and find what they're looking for.
Use plenty of buttons, hyperlinks, and other routes of functionality to help guide your visitor. Ensure all of the above is set up properly and operating.
If you're using a web builder such as Wix or Squarespace then there's very little internal maintenance you'll need to do on your dashboard to update your websites core functionality - if your website is built on WordPress, however, then you'll need to log onto your site every few days to update and manage your plugins as well as to monitor for any threats or attacks. Failing to do so can result in website and functionality errors that will impact your ranking position, especially if these updates go unmanaged for prolonged periods of time.
Take the time to learn about headers, specifically, header tags - ensure you are using them appropriately and consistently throughout your website.
Ensure you have integrated any and all Google affiliated assets to your website including Google Analytics and Google Search Console.
Ensure your Google Analytics account and your Google Search Console are connected to one another.
Check the speed of your website and make adjustments where required.
How to Measure Your SEO Efforts
Let's say you make and maintain all of the changes mentioned above - how do you know if your efforts are working?
If you've followed all of the steps above then your website should be connected and integrated with Google Analytics. It's an excellent tool to get familiar with and is used by beginners and experts alike to measure most (if not all) of your websites traffic.
Essential for tracking your progress, Google Analytics is a staple for those who want to track their website's performance. With reliable data, you're able to monitor and adjust your campaigns and initiatives as they happen in real-time. In every digital marketing strategy tools like GA will help you to navigate your digital ship to better shores.
You can use Google Analytics to track your audience's behavior and determine where they're coming from, be it directly by entering your website's address, from social, referral, or from a paid advertisement. You can see where they land on your website and where they are "falling off", or, exiting - which can help to indicate what pages are and are not working their best.
You can also set up custom campaigns, view behavior, and monitor conversions and sales.
To quickly determine if your reach is improving look for an increase in your users, sessions, bounce rate, and session durations.
While GA is fairly easy to use it's always recommended that you spend some time watching tutorial videos, reading articles and posts, and learning the ins and outs of how to operate even its most basic of functions.
Click here for the Ultimate Beginner’s Guide to Google Analytics 4 (NEW 2022 Interface) by Website Planet - its LOADED with useful information to help you get started.
Setup Your Own Campaigns
Another fun way to measure your reach, and your marketing efforts, is to create a campaign that you have set up in such a way that you can monitor its success with internal efforts.
Let's say, for example, you sell shoes, and you're having a 30% off sale. You can set up a dedicated landing page on your website where you direct people to go to from your social channels to get their promo code for this sale - by having a separate landing page you'll be able to see how many people came directly from your advertisements to get their promo code, giving you a direct idea of how many people were interested in the sale, and how many ultimately followed through to receive their promo code and finalize their purchase.
No matter what you do for your business it's important that you are consistently making positive strides and putting out positive campaigns to engage your audience and fuel your digital footprint.
For more tips on how to improve and develop your SEO take a look at our comprehensive 2022 SEO Guide. The team here at KTMG Technical Engineering is always available to help our web visitors find manageable ways to bring their business to the next level.