If you’re a small business owner, you have a lot on your plate. It isn’t uncommon to have to dabble in HR, resourcing, sales, and other facets of your business when it’s small. Luckily there’s one thing the average business owner can spend less time worrying about: online advertising.
Social media and other online services have made it easier than ever for business owners to handle marketing in the digital space. You may not know how SEO works, but that doesn’t mean that you don’t benefit from it.
Why You Should Know How SEO Works
In 2016 alone it’s estimated that Google experiences 9,022,000,000 searches every day. When you have that much activity happening, you can’t afford to ignore how you can show up in search results.
If you’re a small business owner, it’s safe to assume that you may be willing to try out SEO on your own or outsource it to a different company. If you don’t know how SEO works, how can you be sure that you’re getting the best results possible?
Do you know how or why your website shows up in search results? Are you aware of what you need to have an SEO friendly site users will love?
If you don’t know the basics of SEO, you can’t expect to have a robust SEO campaign. Even if you have a different business running your digital search campaign, there are some things you need to know about how SEO works to ensure you’re getting your money’s worth.
Curious about what you should know about SEO? After you read this post, you’ll know the basics of SEO.
PPC and SEO Are Different Things
Let’s start off with a common misconception in the digital marketing world. SEO and PPC can help you market yourself online, but they’re different services.
PPC stands for pay-per-click advertising, and they’re the text ads you see pop up in search results. They’re an important part of your digital marketing campaign, but they’re different from SEO.
SEO stands for search engine optimization. This involves a variety of techniques that are used to help your website be more prominent in search. This can involve content writing, tagging, the layout, and responsiveness of the website.
Knowing the difference between the two is the first step to knowing how SEO works. Once you see that both are different services, you’ll understand how better use both to complement each other.
Popularity and Authority Matter
Have you ever wondered how Google, Bing, or a different search engine determines which sites to display? Site popularity and authority are important, and understanding how they work will show you how SEO works.
When Google notices that people are flocking to a site with certain search terms, it’ll start to climb in the rankings. Websites with a lot of page views, repeat visits, lengthy time spent on the website, and a high number of incoming links and social mentions and links are signs of site success.
These factors play heavily into how you display in search. Sites that have all four of those qualities will rank higher than sites with one or two.
The language you use to describe yourself is important online and plays a key role in how SEO works. People enter certain search terms when they’re looking for information online, and having the right keywords on your site and its content can benefit SEO.
This is why it’s important to do keyword research and not use ‘buzzwords” when you write site content. You’ll want to make sure that content contains the right search terms so people can find your website. This is why keyword research is crucial, you want to make sure you have the right terms so the right people can find you.
Be sure to also use keywords when you post on social media. Social search is important now, and having posts with the right keywords can help you reach people on social platforms.
Internal Linking Is Key
When you have the words contact us on your website, would clicking on them take visitors to a page with your contact information? Do you have links to your most popular product pages linked to keywords through out your website?
If you aren’t internally linking to content, you aren’t utilizing its SEO power. Having links in relevant keywords helps add authority to your site and boost your rankings.
The “contact us” page is only one example of simple interlinking. There are a lot of ways you can link to content on your website. As long as the links are helpful and are in places that make sense, you’re off to a great start!
You Can Have Too Much Of A Good Thing
You know that keywords are an important part of your SEO campaign. And you know that the right kind of linking within your site can help SEO. But did you know it’s possible to use too many links or keywords in your strategy?
The overuse of keywords is called keyword stuffing, and it can drastically harm your SEO campaign. If Google believes that you’re using too many keywords in your content in an effort to boost rankings, they’ll show your page less in search.
Too much interlinking can also harm your SEO campaign. If the links aren’t helpful or if there’s too many in the text, Google could also penalize you.
It’s important to only use SEO tactics sparingly and when they make sense. If you overuse them to inflate your rankings, you’ll end up doing the opposite.
Site Speed Is Important
You’ve optimized your content with the right amount of keywords and taken time to properly interlink them. Your website may look ready to go, but you could be missing an important element to SEO.
Site loading time may seem irrelevant, but it factors into how SEO works. Pages with poor loading times won’t rank well because they want to recommend websites that will give users the best experience possible.
Site loading times are so important that mobile site speed is now a ranking factor. Test your site loading time and see where you could improve.
SEO is Always Changing
Someone that knows how SEO works today won’t be an expert in the practice forever. SEO is constantly evolving, and eventually, there will be even more effective techniques to use.
Google and other search engines are always refining their ways to curate and show content. That’s you need to stay on top of the latest techniques.
Do you have questions about how SEO can help your business? Contact us so we can help your next digital marketing campaign.