What is SEO, and why is it important for my company?
With the constantly evolving world of the Internet in our digital age, having great content alone won’t set a company apart anymore. To get content noticed, it’s necessary to consider and eventually implement SEO–search engine optimization–in various forms of content and collateral, and across your company website, if you have one.
Google defines SEO as, “Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results.” So what does that really mean for you? In order to get noticed in the saturated medium that is the Internet and digital marketing, you’ll need have your content rise above the rest in search rankings. SEO extends beyond using keywords throughout your content, it involves a digital marketing strategy, and often consulting with a SEO expert at least while you’re getting started.
The first step to having great SEO is having great content. Search engines, like Google, Bing or Yahoo!, categorize web pages based on keywords. Most search engines use programs called ‘spiders’ or ‘crawlers’ to analyze individual web pages across the Internet. These ‘spiders’ read through web pages and index them according to the keywords that show up most often and in important sections of the page. There’s no way for a search engine ‘spider’ to know what your page is about unless you use the right keywords in the right places like the title and headers, and generally towards the top of the web page.
If your web page has several sections, consider using various headers and include a variety of important keywords in them. You don’t want to overuse the same keyword repeatedly through out the same webpage because the search engine might mistake your web page for spam–this is also a ‘cheat’ called “keyword-stuffing.” It’s a good practice to use a variety of similar keywords. For example, if your web page is about dogs, you might consider using the keywords ‘canine,’ ‘puppy,’ ‘pooch,’ ‘pup,’ or even ‘mutt’ instead of just using ‘dog.’
Additionally, if a search engine ‘spider’ sees that many other web pages of similar content link to your web page, the search engine will give your web page a higher rank. Your web page will rank even higher if the pages that link to your web page are highly ranked themselves.
While there are ways to try to ‘cheat’ the system to get your content ranking higher it’s not recommended for a variety of reasons. First, the ethics of doing so are questionable; second, search engines continuously change the algorithms that determine how content is ranked based on a variety of criteria; and lastly, search engines will catch on to what you’re doing quickly and will bury your content further down in the rankings.
Getting started with SEO doesn’t need to be overwhelming or take a considerable amount of time. Unless you have an experienced SEO expert on staff, we recommend you find a Digital Marketing Agency that has a proven track record in SEO and SEM (search engine marketing) to get you started. With a trustworthy company that is dedicated to helping you reach and exceed your goals, you’ll be successful with SEO in no time. We are here to help you with your SEO and digital marketing goals. Contact us today to learn more about SEO, and to get started working together to make your goals a reality.
Founder and Senior Consultant on ZION Digital Marketing. Alexandre is a Brazilian SEO Expert since 2004 and his experience in the Digital Marketing arena has been proven among those years by considerable results among his customers.