To understand the importance of SEO (search engine optimization), we first must know how surf engines work. As SEOMoz says: ‘Imgaine the World Wide Web as a network of stops in a big city subway system. Each stop represents a unique document or a web page. They use links to drive thru the path. SEO is a often mistaken marketing tool, that many do not see the importance of. Whilst many would not believe so, SEO is one of the most influential and important marketing tools of the latest century.
Search engines determine the importance of popularity. The more a website or web shop is visited, the higher it will be valued. However, this is all being done by mathematical equations, also known as algorithms. However, all search engines work differently and it will not come as a surprise that GOOGLE and Bing require different approaches. Hence, the users are fundamental. To target the users, one must first get to know them. What will they be looking for, which keywords will they use? What steps do they take? Will your page be filled with enough relevant information. The navigation on the website needs to be clear and smooth running. It is important to know that search engines do not think the way we do, they are not ‘human robots’. They scan a text based on keywords, relevance and links. Therefore structure is very important.
Though most people do not know, search marketing was already established in the 1990. It just became much more important over the years. As we said earlier, SEO breathes marketing. Your website can be as great as it can get. Without SEO it is more likely that it will not gain many visitors, hence will it remain unknown. Not only does the website need loads of great content, it also needs to be promoted. Great content is not easily made, it needs to be thought over, to be discussed. Others need to link to your content for it to raise.
Keywords are fundamental in the SEO process, they determine everything. Therefore, keywords should not be thought of lightly. A search engine consists of million and millions of databases that all focus on particular keywords. The amount of the keyword used will be measured, in order to optimize the relevance. The best way is to use the keyword seemingly in titles, text and metadata. Spelling and punctuation will be scanned as well as the order of which the words are written.
The other side of the medal is keyword abuse. A keyword can be overly used when trying to optimize as well as possible. Keyword overuse can occur when the keyword is placed multiple times in the titles, url and links. You might think that sky is the limit while using your keyword, but nothing could be more untrue. It can really harm your website. It is best to use the keyword as naturally as possible. As said earlier, make sure the keyword is in the title, same for the url. Use it seemingly at the top of your page. If your page is about sports, make sure the word sports are within the first sentences. It can be used 2 or 3 times in the body text, but keep in mind to not overuse it. Last but not least, include it at least once in the meta description too, in order to optimize the SEO.
Rich snippets are the ‘extra’ text that can be under the results in the search engine. It is a great tool to attract more attention to your url. It is a structured data that provides more information about the results that have appeared. Make sure it is to the point and includes the keyword.
Reasons why to use SEO
There are many reasons one should look into SEO. First of all, it is very cost-effective. Compared with other online marketing tools, SEO ensures of an ROI, whilst not being overpriced. Even though social media might be a bit more important when it comes to your company identity, SEO should not be underestimated. It will give you more allure on the web, it makes your content be seen. Another very important reason is that all your competitors are already doing it. Whilst they already invested in SEO, you are still doubting about its efficiency. State your position and keep moving forward.
Another, from utmost important reason is that it is sufficient for your market share. Before people purchase a product or service nowadays, online reviews are read. Not to mention that a lot of purchases are done via the internet nowadays. For your page to catch the eye, it must be within the first page of the search engine results. A lot of people think that: ‘If its not on the first page of GOOGLE, it does not exist’. And if your company does not pop-up, your competitors will.
GOOGLE Analytics and SEO
GOOGLE analytics track down all the information gathered from the SEO campaign. This lets you easily impressions and track down the clicks on your website. By identifying how the traffic was driven to your site, will give you the advantage of knowing what is relevant to your website. This will be done by the use of Adwords, keywords that identify with the great content you are providing.