Why you should optimise your content for search engines

If you’re looking to grow your business’ digital presence, you’ve probably heard of the term SEO before.

Search Engine Optimisation, or SEO, is all about the searchability of your website. In other words, SEO determines how easy it is to find your business on Google, or other search engines.

Now you might be wondering, ‘How do businesses reach the top of Google search results? Surely they would have to pay?’

The answer is, well, yes and no.

Paid Google Ads appear at the top of most search results, but they are clearly marked as advertisements. 

All the other results you see are organic, and appear on the first page because their content is optimised for search engines. 

Multiple consumer behaviour reports have shown that customers are far more likely to trust a Google search result that isn’t an advertisement, so SEO should be an key part of your digital strategy.

SEO doesn’t mean paying for ad space.

Sound SEO practices mean that your website will rank for those search terms that are most important to your business, without having to pay a dollar for advertising.

For example, if you’re a vegan cheese brand, we would start by conducting thorough keyword research (and competitor analysis) to understand which terms are most relevant to your business.

From there, we might recommend optimising your web content to perform for keywords such as vegan cheese, vegan dairy, lactose free cheese and other terms that are strategically important for your search engine rankings.

Optimising your web content is a long-term strategy that can give you a high return-on-investment, if performed correctly.

Results are measurable.

Google Analytics allows you to track a number of metrics relevant to your website’s search performance and ranking.

When it comes to SEO, you’re marketing to people who are already looking for your products or services, and Google Analytics gives you powerful insight into their online behaviour. Best of all, analytics are instantaneous and up-to-date.

Understanding Google Analytics also allows you to easily pinpoint which aspects of your SEO strategy are and aren’t working, and make any needed changes from there. 

Your potential customers need to find you.

We’ve all heard the saying, ‘Location, location, location.’ It makes sense; people need to see that your business exists in the first place, if you want any foot traffic. 

The digital business space is no different. Think of your business’ ranking on Google as your location – and the first page of results as prime real estate. Your potential customers are already there, and you should be, too.

Modern consumers love to do research to find exactly what they’re looking for, and Google is their go-to. They’re already out there looking, and if you’re not one of the first few results, your competitors probably are.

Ranking high on Google enhances customer experience.

It’s 2020. We all know by now that a strong online presence is absolutely crucial for surviving the modern business landscape; but even digitally, enhancing your business’ customer experience remains extremely important.

We mentioned earlier that location is equally as important in the digital space as it is for brick-and-mortar shops. Being easy to find is a big part of customer experience. People don’t have to work to find you. After all, there are so many other options out there available right at their fingertips.

Good SEO builds your brand credibility. 

Ranking well on Google shows that your business is professional enough to have made that happen. Google loves quality content that displays positive user behaviour; and if you’re ranking high in search results, customers can trust that your business offers exactly that.

Not only does it tell potential customers that you care about your business, but it also tells them that people like them are searching for you, too.

If you are thinking about optimising your content for search engines, contact the team at Powered PR today.

AUTHOR: Nicole Odviar

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