Part 1: SEO // A Marketing Essential

What is SEO

SEO (Search Engine Optimization) is a way to improve your website so that search engines such as Google, Yahoo, Bing and others can grasp its intent and give it a higher ranking on Search Engine Results Pages (SERPs)

Fact // Google processes over 3.5 billion searches daily.

 

Why SEO is Important

SEO is important because websites ranking highest on the first page of a SERP are more likely to get noticed and attract additional users. Google now uses a system called RankBrain, a machine-learning, artificial intelligence algorithm that sorts search engine results and how users interact with those results. To do this, RankBrain primarily pays attention to the amount of time a user spends on a site, also known as dwell time, and the user’s click-through rate (CTR). Google defines CTR as the number of clicks your ad gets divided by the number of times your ad is shown below.

 

Doing the Math

Statistic // Dwell Time for the top 10 URLs is 3 minutes and 10 seconds
Equation // CTR= Clicks ÷ Impressions
Statistic // The average CTR, across all industries, is 1.91% for a search ad and 0.35% for a display ad

 

While RankBrain plays a key role in SEO, currently, quality content creation ranks number one. It is the best and most effective way of optimizing your website.

 

3 Ways Content Optimizes Your Website

Create Relevant Content

Creating knowledgeable and useful content is vital. The primary way to attract and keep users on your site longer and ultimately raise your ranking is to provide expert, relevant and timely content. The length of a topic varies depending on the subject matter. Brian Dean, a recognized SEO expert, suggests articles in the 2,000-word range but points out that if the topic is entirely covered in less words, go with that. No matter the length of your material, update content regularly to keep it fresh and appealing.

 

Study // A recent study found that more extended content (like ultimate guides and long-form blog posts) outranked short articles in Google.

 

While we are talking about content, the popular adage, “A picture is worth a thousand words,” applies to web content, as well. Photographs, graphics, and illustrations are good examples of how to quickly convey an idea more effectively than using text alone to get your message out.

Add Visual Content

In conjunction with useful, relevant evergreen printed content, images often help make the written word clearer and easier to understand. Currently, embedded images are favored because a user on your site can put them on their own site. Users then often link back to your site which also raises your SEO ranking.

Encourage Comments

Intelligent, relevant content also encourages more people to comment on your posts. Further, you can invite users to comment on your posts. Search engines track that kind of activity and like to see an active user community.

4 Benefits of Optimizing Your Website

  1. SEO improves your SERP rankings
  2. SEO generates more quality user traffic looking for the products and services you offer
  3. You don’t pay for ads in SEO vs. PPC ads costing an average of $2.32
  4. SEO moves you ahead of the competition

 

 

 

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