A company that does not utilize search engine optimization (SEO) online in the digital age might as well be shooting themselves in the foot as far as growth is concerned. Page ranks and search engine results rely on optimization of digital content to show at the top and draw in customers who search out services online. Having a strategy in place is one way to make SEO work for your company, but it may take more than that to make it stick.
Why Use SEO
SEO is not just some fancy term for a strategy employed by bigger companies to squash competition from the little guy. Strategizing how to catch people in online searches is like casting a wide net to capture all those who might be interested, even just a little bit, and bringing them to your business. SEO is about showing up online to make digital content work for you while you are busy building the back end of the business. Keyword searches help target users in search engines and build an audience who is hungry for what you offer. The focus needs to be visibility in the digital landscape. Once you achieve that, you have accomplished half the battle for customers online.
Talking about SEO, keywords, and linking back to webpages is great, but if a strategy does not exist to make it work for your company, it is pointless to fret about what words will draw people in. Think more clearly about the following strategies to bring people in using SEO to your business:
- Keyword search: if people cannot find you online, nothing else matters. Start with a list of keywords and phrases that apply to your business. Check out competitors to see what they are doing or outsource someone to help do this. Get a list together of what websites are using similar keywords and how they use them.
- Know your baseline: if you don’t know where you are starting, you don’t know where you are going. Keep a spreadsheet that tracks what you need to start the process. Check in with progress to see where traffic is going online. If they are drawn away from your digital content, try to figure out why and work to optimize content by going back to keyword searches and the basics. Be sure to look at least once a month to see whether there are improvements in website traffic as an indicator of success in your strategy.
- Analyze your goals: if you don’t know your goals, you are bound to fail. If you want to increase traffic on your website, take a look at what converts people. Check out pages that improve what you offer including sales, services, and products. If you offer what people want, they are more likely to be drawn to your business, but beware this is fleeting and can change all the time.
Know Your Content
When you develop content for your business, you need a strong strategy in place to make sure it meets all your goals and objectives. Look at a few keywords and phrases on each page and add more to the list where needed. People are the best indicator of success in your business. If they aren’t showing up, then you need a new strategy. Submission of content from directories and websites is key to search engines and SEO content. Check into Yahoo! or AdSense to see how they run things. Indexing online can increase traffic to your business.
Over time, you will want to test and measure the performance of your SEO strategy. Check rankings and see if what you implemented is actually drawing people toward your company. SEO is complex and evolves faster than many companies realize. Hire outsourced support for creation of new SEO strategies to keep fresh and current, which will continue drawing customers to you for a long time to come. A little bit of work up front can mean a huge payoff and reward for your business.