Search Engine Optimization (SEO) is an important tool for businesses to improve their website visibility, enhance credibility, and reach new customers. As more buyers rely on search engines (Google is of course the big kahuna) to conduct their research and find solutions, brands have realized that having a strong presence in search engine results is critical.
In fact, 93 percent of online experiences begin with a search engine query.
So what does SEO involve? At the most basic level, it requires optimizing the content on a website for search so that it appears higher in search engine rankings when people look for related terms.
SEO encompasses technical aspects, such as improving site speed and usability, as well as the provision of engaging, relevant content. By optimizing these components, websites can attract more visitors through organic search and increase their chances of converting those visitors into customers.
At The Heart Of SEO: Meta Titles & Descriptions
Meta titles and descriptions help search engines understand what a website and its underlying pages are about. A meta title is a title that should appear in the HTML code of every web page, while a meta description is a summary that appears below the title in search engine results.
A few general best practices include:
- Keep meta titles concise, under 60 characters long, and ensure they accurately reflect the page’s content
- Create compelling meta descriptions using 160 characters or less that are relevant to what visitors may be searching for
- While keywords should be used in the title and description, avoid “keyword stuffing” that overloads a page with too many keywords — less is more
How Google Ranks Websites
Google uses an ever-changing algorithm to determine the order of search results. This algorithm takes into account hundreds of factors, including the relevance and quality of content, the number and quality of backlinks from other websites (more on this below), website performance and usability, security, mobile friendliness, and more.
By considering all these elements, Google can return highly relevant search results to users.
That being said, it’s important not to rely solely on SEO as your company’s only marketing strategy. A combination of different online tactics, such as thought leadership content dissemination, social media promotion, and email marketing used in conjunction with SEO efforts will help to ensure that you reach your goals.
Remember those all-important backlinks? This is where good PR comes in—in the form of media placements. Website links to coverage of your business by credible publications are viewed very favorably by the Google algorithm gods.
Boost Your Search Rankings, Boost Your Brand
SEO is an essential component of any digital marketing strategy for businesses that want to succeed in the online world. But such changes don’t happen overnight, as it can often take three to six months or more to begin to see improvements. However, with ongoing effort and patience, the result can be worth the effort, including increased visibility and higher conversion rates, which can lead to increased revenue and profits.
Although brands can take some steps on their own to improve their Google search rankings, working with a specialist can help ensure that the changes made are the most effective. A specialist will be able to review your website, analyze your current ranking position, identify top areas for improvement, and also leverage new trends. They can also regularly monitor and track SEO efforts to determine what’s working and what isn’t and adjust strategies accordingly.
Does your B2B need help planning and executing an effective SEO strategy? We’ve helped countless companies like yours get themselves on the proverbial map through more effective search rankings. Contact us today to get your ascent started!