Search Engine Optimization is no doubt a hot topic and lucky for us the fire is only growing. However, the question keeps coming up, “Does my Web site really need to be optimized for search engines (organically speaking)?”
I am not going to answer that . . . I am going to let you make that decision. What I will do however is give you some reasons why you might want to at least raise the question. In an effort to minimize my personal feelings on the topic, I have brought together some of the most important facts and tips about SEO that I’ve collected over the last few months, thanks in large part to my Twitter account. Consider this post a series of retweets!
So, without further adieu, here are 10 reasons why SEO “might be,” “arguably is” and/or “probably is” an incredibly wise investment for your Web site – because without an SEO strategy the following will be very difficult (if not impossible) to achieve.
- “Users type what they want to find into search boxes, making
search engines the most precisely targeted marketing medium in the
history of the world.” http://bit.ly/8pDoY9 (via @aaronwall)
quote, @dannysullivan, Search Marketing is “being visible where someone
has overtly expressed a need or desire.” Consumers are actively looking
for your Web site (therefore your products and services), so it begs the
question why are you making it so hard for them to find you?
- “Research shows websites influence 97 percent of clients’
purchasing decisions.” http://bit.ly/dBYj3h (via @hubspot)
how do people find these Web sites? Usually through a Search Engine. So
what are you going to do about it?
- “Your content isn’t good content unless it is optimized for
Search Engines.” http://bit.ly/97Au2u (via @stoneyd)
your users going to find you if you don’t speak their language? You need
to know what keywords they’re using (through research) and optimize
your content accordingly. A great example from @stoneyd’s article: When
you sell “pre-owned cars”, it’s probably best to call them “used cars,”
no matter how you think it sounds. “Used cars” has a Global Search
Volume 750 times more than “pre-owned cars” according to Google’s
- “PPC spend is 88.81 percent, while SEO distribution of clicks is
89.47 percent.” @randfish (via @seomoz)
When Google is reporting that
there are more 88 billion searches monthly (http://selnd.com/9X3tkB),
that’s a LOT of clicks.
@forrester reported companies will
increase spending on SEO and PPC, paying more attention to SEO in the
following years. Stay tuned.
- “Twenty to 40 percent of the search queries on Google are local.”
A good SEO strategy should incorporate a
localized strategy. If it doesn’t, you might be missing out on some
valuable traffic and, more importantly, new business.
- “The more (relevant) tags you add to your video, the better your
YouTube visibility.” @sspencer
Universal Search is crucial
in order to maximize your online presence. With a complete SEO strategy,
your videos, PDFs, images, audio recordings and any other fun stuff
will be (well, should be) optimized.
- “Traffic doesn’t pay the bills. Targeted traffic to landing pages
does.” http://bit.ly/9LR2kX @seo_marketers (via @ioninteractive)Optimize your
landing pages, or all of your pages, because thanks to search engines
there is no such thing as a “home page” anymore. Google, Bing and Yahoo!
will lead the user to the appropriate page of your site based on the
user’s search query. If they click on your site, you’ve won half the
battle. Your page better give them what they’re looking for, because you
don’t want to lose the war (or the sale).
- “SEO today isn’t just great meta tags, it’s about a great product.”
A sound SEO strategy will bring the most out of your Web
site, and in turn your product or whatever it is you are selling. Don’t
fall short: You’ve invested a lot of time and money into your product
and most likely your Web site. Maximizing your presence online will not
only bring you traffic, but if done well, conversions (sales). The best
search ranking factor is having a great product to start with.
- “When it comes to SEO, I’m amazed at how many people focus ONLY
on rankings. Isn’t it supposed to start with rankings, but be about
conversions?” (@tim_eschenauer) I apologize in advance for the
Before you can convert users into clients/customers,
they need to find out who you are, and why you are so great. You can be
on the first page for every targeted keyword on Google, but if you don’t
convert then it was all for nothing. Now is the time to start thinking
about usability, because according to Jacob Nielson, when a page is
redesigned with usability principles in mind, the conversion rate
improves on average 83%. (@ioninteractive)
- Bottom line, making a Web site SEO friendly will (via @randfish
- Provide content users desire and will want to share.
Remember, relevant links back to your Web site are invaluable.
- Enhance the user experience by creating a site that is user
friendly, easy to navigate and hopefully still features great design.
Web usability is a crucial factor when it comes to SEO, because if
people can’t find what they’re looking for on a search engine or your
Web site they can’t buy what you’re selling.
- Enable easy access for spiders to parse the content (and
duplication is not an issue). Creating a Web site with clean,
well-written, optimized code will make all search engines very happy.
Maybe they’ll reward you with a good ranking!
- Help users and spiders get to those deep pages in as few links as
possible through good internal link architecture. Search engine
friendly and user friendly should be the primary goal.
- Not only increase your traffic, but will speak your target
audience’s language thus leading to sales. Keyword research is
crucial to optimizing every website and should be conducted before
lifting up the pen.
For all things SEO, Social Media, and Digital Marketing, I highly recommend following everyone mentioned in this post (Yes, that includes me!)
Learn more about Austin Williams’ digital marketing services, including, search engine optimization (SEO), paid search, paid and organic social media, and programmatic media – complete with tracking, analysis and reporting (because we’re all about outcomes).
Contact us to see how our strategic approach can give your brand the digital edge.