It won’t be easy operating a business without SEO!
Many businesses find the idea of having a webpage necessary but then become frustrated with the mediocre success of that page. If you are going to play within the online marketplace, SEO is not an option. It is a mandatory part of your marketing strategy – even for small businesses. Within this webpage, SERPs SEO will walk you through the importance of Search Engine Optimization and how it impacts the local and broader online marketplaces Calgary, AB.
What Does SEO Do?
The short answer to that question is that SEO helps people find what they are looking for when they search online. For businesses, that means SEO helps them find quality consumers who are interested in their products or services. That is, it does all of that when the site’s design and content matches the keywords for your niche. If your website is not fulfilling that objective; turn to your Calgary SEO Company — SERPs SEO which can make sense of all your internet marketing services.
The long answer to that question is that, SEO works with search engine result pages (SERPs) to list websites that match the keywords or phrases that an internet user enters into a search engine’s search bar.
The process is a little deeper in that the search engine ranks pages based on many factors, including:
User Experience (UX) on the site
On-page SEO – including how well your site matches the use of keywords. A good example is that you are selling mops, but your targeted keyword is “window care.” That matchup is going to produce poor results. Even when the matchup is close, but not exact, the results can become deficient. An example might be “floor mops” versus hair products called mops for hair. The cross-traffic for those two keyword phrases will produce a higher bounce rate, and that will drive down UX for your site. In this case, SEO must be exact, and that is one reason why an SEO expert is needed.
Off-page SEO – which can include how your webpage is structured. Canonical tags, backlinking, and a myriad of other factors.
Website Structure. For example, how a cookie-cutter structure or template format differs from the format of a professional website. Most website builders present SEO issues. The least of those issues is that many of these websites are identical. More complex problems include duplicate content, limitations on code adaptions, lack of redirect options, etc.
What Does “Ranking” Do for A business Website?
The short answer is that page 1 rankings bring more traffic to your website. What happens once the traffic gets there — is another story. The long answer is this:
Increased Traffic for Page 1 Rankings – We know from several studies around the internet that a page 1 ranking means as much as 40% more traffic. The exact rise in traffic is dependent on factors such as niche, keywords, and search engine. For example, if you rank above the fold on page 1 of Google Search, you can expect about a 30% plus increase in organic traffic compared to the websites ranking under the local map pack or on the 2nd page.
Sets up Higher Conversions – More traffic means more people at various stages of the Buyer’s Journey. That means that a ranking webpage has more access to searchers throughout all levels of the buyer’s journey – Basic search, more in-depth content, ready to buy. The result is usually more conversions from searching, then purchasing — with the help of SERPs Calgary SEO!
Better Quality Leads – Lead generation goes hand-in-hand with the increase in traffic. However, because we are talking about SEO, it is essential to understand how that process works. Leads come from internet users, and you attract better leads when your SEO is high-quality. A generation of leads goes back to keyword usage and the appropriate mix of content depth. That process is all about moving a prospect down the sales funnel (buyer’s journey.)
Content that is Valuable to the User – You’ve attracted someone to your website with keyword targeting. Search engines are watching and measuring those visitor’s reaction. If your content is meaningful, the visitor stays longer – low bounce rate, high dwell times. That metric is positive. If your content is not what the searcher needs, and they’re leaving right away – high bounce rate and low dwell time. It’s especially bad if your website gets clicked on; then the user clicks away in order to click on your competitor. We need to avoid this at all costs.
How your content answers the questions of the searcher is vital to ranking well. Content on your site must address all three levels of the buyer’s journey, i.e. basic info, more in-depth information and expert-level content. Those three levels of content match the process that a potential buyer goes through while they shop.
They first try to answer a question about a problem they are trying to solve. Second, they want more information about a tool or service that helps them solve a problem. Third, they want the most in-depth information about how that tool or service relates to their problem. Content is what drives sales, whether you are attracting users to your website with organic search or pay per click ads. If the content does not help them, those visitors to your site will not linger.
What Can You Do to Increase Ranking for Your Website?
Ranking involves both on-page SEO and off-page SEO. On-page SEO is a general measurement of all the things found on your website that a visitor will see. Those items include blog posts, webpages, projects, galleries, photos, headings, menus, and many other things. Photograph size, location indicators, the framework of your webpage, whether or not you have canonical tags, etc.
Off-page SEO consists of the parts of your website that a visitor does not see: directory listings, citations, contextual backlinks, Google maps optimization, press releases, Youtube channels etc.
Most of the time, off-page SEO is about the experience that a website crawler has. Sometimes, off-page SEO impacts on-page SEO. For example, if your photos are too large and load slowly, a mobile user may bounce to another site. So, what can you do to fix these things? Below is our list of “fixes” for websites that rank poorly.
Measure the Success and Failure of Keywords for Your Niche
One of the most important things you can do to fix poor ranking is to make sure that your SEO and Keywords align with your industry, topic, and niche. You want people who visit your site to find information and products that match their needs, and the only way to achieve that is through proper and relevant keyword usage.
Optimize Your Website
In today’s world, websites need optimization for both desktop users and mobile users. You have an incredibly small window of time to please a mobile user (1.5 seconds.) If you cannot hold the user’s attention for that micro amount of time, they bounce. Your landing page needs to hit many of their pain points to keep the user’s attention. You do this by answering questions quickly. That little fact is why Calgary SEO and keyword alignment is so critical.
For example, if you are selling tires, your landing page needs to make it easy for your visitors to find information. $99 Tire Sale – Find Your Tire Size – It’s fast, gives them access to more data, and keeps them on your page.
You would follow that up with a call to action (CTA) – Order Now – Call Us – For More Information – Find a Dealer Near You. Etc.
Because there is such a small amount of time to move the buyer from a general information search to finding more data, your site must be:
Simple to Use
Contain information that quickly moves visitors down the buyer's journey.
Match the user's expectation from their keyword search
Be simplified and uncluttered (in most cases.)
Fit a wide array of users - desktop, mobile, etc.
Be Content Rich
Content is how you help visitors answer questions. Your website’s content should answer your visitor’s search queries. If you are selling tires, then your content should relate to issues; which a visitor to your site might have about tires. How to find the right type of tire for your vehicle? What is a tire warranty, and do I need one? What does all the code on a tire mean? Do I need to worry about the age of my car’s tires?
Those examples of titles represent questions that a user to your website might have. That is a shortlist. The richer the content library on your site is, the more chances you have to convert visitors to buyers.
Off-Page SEO Review
One of the first things that a business owner should do is review how the off-page SEO works for their website. That process is about understanding what is measurable and how to interpret that data. If you don’t have data for your website, turn to an expert for help. SERPs SEO will understand your local market and online market, and how both relate to your site.
Learn How to Measure the Success and Failures of Your Website-based Marketing
Everything in marketing should be measurable. How do your marketing campaigns stack up? The reason we measure marketing is to identify what works and what does not. When something is not working, it is not necessarily a negative. Instead, it is an opportunity to make changes so that your marketing results improve. The level of success includes keyword targeting success, content success, and click-through rates that indicate how people use your site, etc.
While these fix-it items seem complicated, you can do much of this yourself if you take the time to learn. You can also reach out to a Calgary SEO Company like the team at SERPs SEO who can work with you for parts of this process or do most of it for you. If your website is not functioning to your level of success, give us a call. We work with businesses of all sizes throughout the greater Calgary area.