SEO – Search Engine Optimization – is an important part of your growth strategy. Not only is it essential to your brand presence, it’s an impactful way to bring real buyers to your site! Just focusing on a few key components of SEO will get search engines to favor your site, generate more traffic to it, and increase your conversion rate (convert searchers into buyers?). Let’s go over some terminology that our clients often have questions about and why they are important to incorporate into your SEO strategy.
Keywords are the words or phrases that searchers enter into search engines to find what they’re looking for. In order to draw people to your site when they’re searching for products, services or information related to yours, you need to use frequently searched and subject relevant keywords in your web content.
Longtail keywords are very specific multi word phrases that searchers use when they are looking for something in particular and are not just doing a general search. Using longtail keywords in your web content is helpful in drawing potential buyers to your site. Those searching with longtail keywords are most likely past the researching or “general keyword searching” phase and know exactly what they want and are far more likely to become buyers through that longtail keyword search result.
Meta descriptions are the short summary or tag in HTML that come up under the title of your link on the search engine results page. Meta descriptions are an opportunity to draw users to your site over other search results that pop up. Click through rate (CTR) is also a reason to optimize your meta descriptions as Google, for example, will move your link up the search list the more times it is clicked.
Page titles are the clickable headlines that show up on the search engine results page. Because they are the first impression of your page you want them to be unique, an accurate description of the content, user targeted, and made up of only the most relevant and important keywords (not key word stuffed!).
Keyword frequency is the number of times a keyword appears on a website. It is important to note that you CAN overdo it by using too many keywords—something called key word stuffing. Google will actually penalize you for this because you will look like a spam site. Use the most important keywords in the title, in the description, in the H1 tag and sprinkle a few variations of the word throughout the text where it sounds natural.
Take the next step
We believe that a strong SEO strategy is an important component of your overall growth plan for your business. Our basic client strategy, which incorporates all of the above concepts and more, has actually been adopted as the brand standard for several of our corporate clients, because it’s so effective. If you want to learn more about how you can best implement an ongoing SEO plan as part of your overall marketing strategy, or learn how we can support your content strategy at large, email Cortney today!