The importance of SEO
SEO is extremely important for increased visibility and searchability but offers so much more value than this.
Irrespective of the size of your business or brand, you need SEO to take you to the next level. Whether you are a one-man band or a multinational, SEO provides you with an opportunity to reach new people and create new possibilities for your brand.
Here, we will take a look at what SEO is, how it works and why it is important to you and your business.
What is SEO?
SEO (Search Engine Optimisation) can be defined as the process of optimising a website so it appears in prominent position in search engine results. Effective use of SEO requires a sound understanding of how search engines function, what people are searching for, and how and why people are searching. Correctly implemented SEO makes a site successful in appealing to both search engines and end users.
SEO builds trust and credibility
The purpose of SEO is to build a strong foundation for a smart, stylish website that has an effective, clean user experience. It will also be easy to find thanks to the trust and credibility of your brand and your digital properties.
Ensuring you have the appropriate presence in search engines such as Google is something that has many layers of depth. Trust and credibility are built up over time as a result of having quality backlink profiles, machine-learning signals, positive user behaviour and ensuring your on-page elements and content are correctly optimised.
However, the effort taken here will reap dividends. Establishing authority in search engine results will do more for your brand than any other digital optimisations. The problem is that it’s not possible to build your trust and credibility overnight, as is the case offline. You will develop and build this authority over time.
Establishing your company or brand as an authority will take commitment and patience, but you must also offer a quality, reputable service or product that enables customers to trust your brand.
Have high visibility on Google
As most people know, Google own a much larger part of the search market than their competitors, such as Bing and Yahoo. Of course, all search engines will contribute to your brand’s visibility, but Google owns approximately 75% of the overall search market. It is the undisputed market leader and therefore following their guidelines is important.
Google is the most visited website in the world and is also the most popular e-mail provider globally with more than one billion users. Such is their dominance; YouTube is the second biggest search engine in the world. Being highly visible and a resource that is trusted by Google (and other search engines) will always work in your brand’s favour.
Naturally, the remaining 25% of the market that is owned by the other search engines is valuable to your brand too.
SEO practices are continually updated
Google are constantly changing the search engine world; they make thousands of algorithm changes annually – and your brand’s SEO must adjust alongside it. Being proactive and monitoring major changes will benefit your company.
Unfortunately, if you fall too far behind, it can be a difficult obstacle to overcome and you face being left behind. You need to constantly monitor changes in order to stay ahead of your competition and stay on page one of the search results.
It’s always very good for business to have SEO tactics on a brand’s website and across all digital properties, but if this is for a short-term engagement (due to, for example, a specific advertisement campaign or budget constraints) your site will ultimately hit a point when it can no longer improve.
SEO can lead to new opportunities
First class SEO will always find a way to discover and then leverage new opportunities. This will allow your brand to not only be discovered, but to excel. The better understood a brand is, the more opportunities will arrive in order to help increase your online presence.
SEO is a long-term game
SEO can have a very noticeable impact within the first twelve months of your plan being implemented. If all has gone well, many of your actions will have a lasting impact. The more time, budget and effort that goes into your SEO, the better and longer your website will be considered a worthy contender in your field of expertise.
As the market changes and evolves, it is better to follow the trends and make changes accordingly. However, your site doesn’t need intensive SEO recommendations to improve. Even basic SEO best practices being implemented will lead to an improvement in traffic to your website.
Local SEO and the increase of mobile traffic
Due to the rise and domination of mobile traffic, local search is now a fundamental part of the small and medium business success stories. Local SEO aims to optimise your digital properties in a specific area so people can find your brand or business easily and quickly. A local optimisation focuses on specific areas such as cities and towns or regions. This establishes the viability of your brand’s messaging on a local basis.
By optimising your website and the content by including local backlinks and relevant local listings, you can take advantage of local SEO. To promote engagement on a local level, you should optimise your Knowledge Graph panel, your social media profiles and your My Business listing on Google.
You should also place a strong emphasis on any user reviews that have been left on Google, as well as other review sites such as Revoo and TrustPilot.
Maxweb are SEO pros
In the fast-moving world of the internet, making sure you’re on page one of searches is more essential now than it ever has been. But managing SEO can be a daunting task.
If you are looking to improve your use of SEO, Maxweb are available to help you. We can offer you bespoke SEO advice, whether you are a company, a brand or an individual. Please call us on 0151 652 4777 or e-mail us via firstname.lastname@example.org and we can work together to improve your use of SEO and we can massively benefit your business
Posted on Monday, September 28th, 2020 in Digital Marketing.