An Introduction to SEO

You may not know it, but Search Engine Optimization (SEO) should be a key part of your marketing strategy in today’s digital world. What is SEO? In simple terms, it is manipulating the signals your website gives off which are used for search engine ranking by Google and other search engines. 

SEO is different from pay-per-click (PPC) advertising because SEO results in better search engine rankings which will continue to drive traffic whereas PPC traffic stops when the ad expires. When Google performs a “crawl” on a website, their algorithms determine which website code to review. This results in a search ranking when people ask Google to find information about a business or service they need. Some of the items search bots or “spiders” look for include:

  • Meta descriptions
  • Page titles
  • “Alt” tags
  • The website structure including how the pages interrelate and use of internal links
  • Outgoing links to other websites
  • Which websites link to yours, called inbound or backlinks

Next, the search engines perform what is called a “copy assessment”. The spider looks at every page and sentence and makes a determination of how keywords are used, whether those keywords have the right context, and where the company is located in relation to the searcher. The copy assessment also reviews how keywords relate to each other and whether different topics are given their own pages. You can’t just stuff the website full of keywords like the “good old days”. The search engines are smarter than that and it will hurt your website ranking.

Using an SEO expert like DigiSphere Marketing can be the difference between having a website attractive to search engines and easily found by new customers, or languishing many pages from the top search results with little or no traffic sent to your business. We optimize customer pages manually, rather than simply auto-creating Meta titles and tags like some competitors. This ensures your website is giving off the right signals to be recognized as active and current.

Important is also growing in how a website relates to a company’s use of social media. The search engines look to see how your business interacts on social media platforms. DigiSphere Marketing will take the time to review your social media presence, keep it current and active, and get the engagement your company needs from shares, views, and likes.

When it comes down to it, how easily people find your website when searching directly impacts where your new customers come from and your bottom line. Studies have shown that over half of all traffic to your website is from organic searches. If you aren’t paying attention to SEO as part of your marketing strategy, you should be. DigiSphere Marketing will make sure your website is attractive, current, and recognized by search engines to help you market your business. Call us today for more information at open enrollment educational videos.

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