So You Know what search engine optimization is, but you don’t really know what it is. we get it.
Search engine optimization, or SEO, is taking the business world by storm. So, what is it and why is it important? For starters, it’s a huge part of search engine marketing. Sure, most marketers tell business owners that improving SEO helps you get “ranked higher on search engines”. But what the heck does that even mean? And what does that have to do with you or your business? First, we’ve got to get down to the basics; What is a search engine and why is it so important?
Long…long…ago, back to a time, oh so far away…was a world without technology.
Whoa. What would people do when they didn’t know something or had a question? Go out and find the information themselves, ask someone they knew, or just live life not knowing stuff, or worse…live life knowing the wrong information. How time consuming, inefficient, and kinda sad. But that was the lay of the land. Now that revolutionary technology like computers, internet, and machine learning have come into the picture, the entire process for acquiring knowledge has changed dramatically.
Knowledge is power.
Search engines and things have only been around since the 90s. When there was only one, simple query form that could search FTP (file transfer protocol) sites. Now it’s evolved into a robust group of search tools, with Google, by far, being the most comprehensive, widely known and used by curious people all over the world. It also offers the most features, other relatively big search engines that people can use are Yahoo and Bing, and there’s even more niche search engines than that, like YouTube, for videos, and Unsplash and GIPHY for images. But the rabbit hole does get even smaller, with search engines that only pull results based on specific parameters.
Now, quite simply, people who need answers to their burning queries can just go online and type their question to retrieve a barrage of related websites that contain related keywords answering their questions. Keywords? Yeah. Search engines are just machines after all, they have algorithms, or ways they’re programmed to quickly find information in the sea of words and things that live online. Just like you tell the search engine what to look for, programmers tell search engines how to look for it.
Wading through the deep.
Remember that barrage of information you get when you type the question or keyword in? How on earth does all of that get arranged? Specific order of the websites you see before you aren’t in that order on accident. Especially the very first results you see. Well, what do you know? There’s an algorithm to arrange those too. And that’s where search engine optimization comes in. Search tools like Google, Yahoo, and all those other ones are programmed to find relevant websites based on a set of rules. The better you are at making your website fit those rules while also expressing your business vision, the higher on the list you go.
But does Search engine optimization even make a difference?
Uhhh yeah. Data shows that over 75% of people won’t even go past the first page on Google searches. Do you? Imagine being on the 100th page. Adding to that, a whopping 53 percent of organic (not paid or ads) website traffic comes from search engine results, with most of those searches (approximately 92%) coming from the Google search engine, versus the 2.2% on Bing and 1.5% on Yahoo! According to Statcounter data from 2021.
This means you’re leaving a huge chunk, (over half!) of website traffic and business opportunity on the table when you don’t optimize your website for search engines. Adding to that, algorithms and updates for these are always changing with the effort to improve SEO as technology and marketing campaigns evolve. Search engines are getting more specific or just plain, “changing their minds” about what they think is “relevant” to a specific search query. So routine website audits and updates need to be maintained or you’ll fall lower on the list. And fast.
When was the last time you searched for your business?
In today’s digital market, your website not only has to look good, but it also needs to drive traffic. Traffic comes when they search for things and find your website at the top of their list. Or at least on the first page of Google. How your website is written on the front end and coded in the back also matters. Robots or “bots” are programmed to use keywords, backlinks, quality of content, and (much, much) more as a determining factor when producing effective search results.
So, what happens when you type your business, product offerings, or services into a website search engine? Do you even have a structured list of keywords your customers are using to find you? Does your business appear in the top listings for these words? If you’re drawing a blank on how to even begin your SEO strategy, do not fear. Our marketing team specializes in offering each client affordable, customizable, website optimization solutions to meet their internet marketing needs and increase website ranking.