The importance of optimizing your website for search engines in this era of digital content consumption is undeniable. “Google” is both a noun and a verb, as the act of searching for content online is a daily practice for most internet users.
Those 3 stats should be enough to convince you that SEO is a vital aspect of your marketing strategy. But, what about your business performance?
How does SEO marketing impact your bottom line?
SEO isn’t quite as simple as it used to be, but it’s not rocket science either. SEO can be boiled down to a few key factors, each with important elements to pay attention to.
Just a few short years ago, SEO was almost completely focused on keywords and keyword density as the primary ranking factors. You picked a keyword and you made sure your website content was littered with that exact term as much as possible. In 2009, that was an effective SEO approach. But, as technology and human behavior has evolved, so has the search engines’ ability to decipher the difference between good, quality content and shallow, pieced-together content littered with a specific keyword.
This is why your number one focus for SEO marketing should be the quality of your website’s content. In an effort to demystify what “quality content” is, we use a measuring stick called E.A.T. to evaluate all web content. When looking at content, make sure it shows:
Expertise: Quality content provides value to the reader because it offers an expert outlook on a topic. It offers deeper insight than content from an amateur because the content creator has built up experience and can speak firsthand about the subject. While readability is important, you should resist the urge to keep all your content surface-level.
Authority: Do you actually know what you’re talking about? We’ve all read online content that gave a bunch of tips and tricks, but no verification that the content creator has the expertise or insight to be giving them in the first place. Statistics (like the ones above) are a great way to show that your content is rooted in reality and not just a hunch.
Trustworthiness: Although trust and authority can overlap in some ways, the main factor for establishing trustworthiness in your content is external linking to similar content from other domains. Search engines like to know that you’re a team player. Linking to other, similar content will not only establish search engine trust, but it will let your audience know you care about them and not just your bottom line.
“On-Page SEO” is a term that refers to the often-unseen technical components of your content.
These are typically found in the website code and can serve as the primary means by which a search engine knows what your website is about.
There are several areas of on-page factors to optimize, but the ones above have been shown to have the most impact our a website’s SEO.
Back in 2016, Google realized that most web traffic was coming from mobile phones and began using mobile-first indexing for all websites. This means your mobile site is now the way in which Google judges the quality of your website.
This is an often-overlooked aspect of a website’s SEO, since websites are typically built for desktop browsers with the mobile version being an afterthought. With this shift in Google’s indexing process, marketers need to reevaluate their website’s mobile version as a primary means of optimizing their site for mobile best practices.
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