SEO – it’s the thing that everybody wants but very few people want to take on. It can be time consuming, overly technical, and confusing for those who aren’t seasoned professionals. But it’s a crucial part of your digital strategy. Here’s why:
When done correctly, SEO kicks your website up higher in SERPs (Search Engine Results Pages), which drives more organic visits. At the end of the day, this is a HUGE first-step towards generating new leads and new business.
Think your SEO strategy is a bit off or, even worse, non-existent? In this article, we’ll outline the basics of what you need to know about keywords, linking strategy and meta descriptions.
One of the first things you should do when tackling your SEO is to look at your targeted personas and use them to develop an initial list of 5-7 ideal keywords. Keywords are the words and phrases that your customers and prospects are typing into the search bar when looking for products and solutions like yours.
There are many free tools available for keyword research. These tools will help you determine which keywords your competitors are ranking for, how hard it will be for you to rank for certain words, and what the monthly search numbers for each of your keywords look like. All of this information will help you identify which keywords and keyword phrases are worth tackling.
Pro tip: different sites and tools will provide different information, so it’s worth it to try a few out and see which you like and which you don’t!
Now that you’ve identified 5-7 keywords that are relevant to your services and your personas, it’s time to think about your linking strategy.
Search engines analyze the popularity of websites based on the number and popularity of pages linking to each site. That means the more links you can generate to your site from other trusted sites, the more relevant you’ll appear to the search engines. Search engines also look at metrics such as spam, authority and trust. Think about it this way – trustworthy sites tend to link to other trustworthy sites.
Another important part of your linking strategy involves backlinks. When building out your backlink strategy, it’s important to keep an eye on what sites are linking to your website and if so, are they including keywords in the anchor text.
META Descriptions are hidden snippets of code that provide a quick summary of a web page, and they’re important because they’re used by search engines to summarize a page’s web content in the search results. Meta descriptions can also appear when people share your page content on social channels.
There are a few basic rules you need to consider when writing META Descriptions such as length, the right keywords to include, and uniqueness. In terms of length, the range of characters is 130-160. Keep it short and to the point.
The main goal here is to get the visitor to click your link, find the solution they’re looking for on your web page, and ultimately turn that click into a lead. If you trick users into thinking your web page covers information that it doesn’t, the user will leave quickly. If search engines find that a lot of users are being “tricked” by your webpage description, it may punish you and push your website lower in the SERPs.
It’s also important to not duplicate META Descriptions. Each page needs to have a unique and compelling description, that includes a focus keyword and/or keyword phrase.
Beyond the Basics
This is just a quick overview of the importance of SEO and how it can impact your business and bottom line. When you play by the SEO rules, you can increase organic traffic, generate more leads and become a trusted site.
If you’re ready to learn more about how PUSH 22 can help you increase your SEO and help you get more out of your website, contact us.
This blog post was written by A. Quinn, PUSH 22 Account Executive.