A lot of my clients ask me this question on a daily basis. In this blog I am going to share with you what SEO is exactly, why it is so important and what you can do to make sure you are on the right track.
What is SEO?
Search Engine Optimisation (or SEO as it is most commonly referred to) is a strategy used by savvy digital marketers to content enable websites, in order to increase website traffic. When websites are search engine optimised, they appear in a high ranking, or 'prime' position within search engines such as Google, Bing, Yahoo etc etc.
The concept of SEO is to ensure the content on your website is so relevant, targeted and packed full of 'keywords', your website is seen as 'authorative' or 'well regarded' within your industry (or product offering field) by search engines. Search engines will then present your website to 'searchers' who they believe it is most relevant to.
Why is it so important?
Search engines are designed simply to help people find what they are looking for on the internet. Not rocket science right? Wrong. Search engines are intricate systems that are made up of a number of algorithms, that rank, mark, review, crawl, block, list, score (I could go on) the content of your site. The intelligence of search engines is unfathomable, so let's be honest, search engines own the internet. If your website is not held in high regard with (or even known to) search engines, your website doesn't exist on the internet and this is why SEO is so important to the success of your website and business.
What can you do to make sure you're on the right track?
So, how do you make sure you are on the right track with your website content? Before starting your business, I am confident that you asked yourself whether you believed there was an appetite for your product or service in the B2B or B2C market and what your target market's 'customer profile' was. This is called 'profiling' or 'segmenting'.
Let's use the example of Joe. Joe has recently started a local landscaping business which offers a wide range of landscaping services within his local area. Joe has spoken to most of his current customers and has realised that they all share similar traits. They are all aged between 35 and 65, own their own home, work full time, have 2 or more kids, travel 30 minutes or more to their workplaces and live within 50 kilometres of his office.
Joe himself is actually 27 years old, has no kids, lives at home with his parents and is super into playing World of Warcraft with his friends online. Does this sound like his target market? Not in the slightest. If Joe was to write the content on his website in a way that appealed to his own profile, he wouldn't attract any customers. When writing content for your website (or having someone else do it), it is ESSENTIAL that you are writing for your target market. Ask yourself the following questions:
- What kind of language do they use?
- Why would they need my service or product?
- What features of my service or product are most appealing to them?
In Joe's case, it is evident that his customers are widely time poor, they all have full-time jobs and kids to look after. As home owners, they take a lot of pride in their home, so want to ensure it is always looking the best it can. The following content would be relevant to his target market:
"Joe's Jolly Local Landscapers can make your gardens and lawns look like they are straight out of the brochure. Our services include; lawn mowing, edging, trimming, sculpting, maintaining, watering and pressure cleaning. So, whether you are looking to sell your property and need an affordable mini-makeover, or are too busy with work or kids to do it yourself, we can look after all your landscaping needs, at a very affordable price. Our landscaper's service Redcliffe, Clontarf, Margate, Rothwell and North Lakes and are available 7 days a week. Contact us today for a free quote."
See how the above covers all avenues of his target market needs or wants? It appeals to the time poor and the proud home owner. It also covers his services in a variety of ways and also outlines exactly what suburbs he services (not just postcodes or regions).
The first step in having good SEO is having good content. Content that is rich in meaning, relevance and variety. People search for things in different ways, so if your product or service can be referred to in alternative words or phrases, make sure to include every possible variation in your content.
Key take away.
Go to your website now and ask yourself the following:
- Is my content relevant to me, or my target market?
- Are my products/ services all listed?
- Are my products/ services listed in a variety or ways?
- Do I have enough content on my site that is relevant to my customers?
If writing content is not your forte there are a number of businesses (including Konvert Consulting) that offer this service at reasonable prices.