Search Engine Optimization

An Important tactic for driving traffic to your site

SEO is an acronym that stands for Search Engine Optimization, the process of optimizing your website to get organic traffic from the search engine results page. This process of optimization is easier than it appears to be. Basically, search engine helps the customer to look up different websites to better understand what the site is about. Which helps them deliver more relevant results to those who are searching for certain keywords.
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Search Engine Optimization is the process that organizations go through to make sure that their site ranks high in the search engines for the desired keywords. For instance, you have an article about the importance of Product Description and in order to take your content in front of the right people, you should optimize your blog in such a way that it appears on top when anyone searches for the phrase “Product Description”.
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Google’s algorithm

The ranking of these search results is determined by Google’s algorithm. We can divide them into two categories:

On-Page SEO :
These factors are all those things you can influence from within your actual website. The ranking is partly decided by this. These factors include technical aspects, content related aspects, or the quality of the copy on your website.
Off-Page SEO :
These factors include links from other websites, social media platforms, and other marketing activities. They are a bit difficult to influence. The most important factor is the number and quality of links pointing towards your website.

Google has a market share of 92%. That’s why it pays to optimize your website for Google instead of Bing, DuckDuckGo, or any other web search engine.
Google’s search ranking algorithm has undergone countless changes. In the past, nobody could predict all the possible methods to push low-quality sites to the top of search results, but Google dealt with them as they came – with the help of algorithm updates. Let’s have a look into it:

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1. Google Panda

This evaluates websites on the basis of their quality of content. Pages with high quality content are given higher ranking positions.
What triggers the Panda?
• Thin content
• Low quality content
• Untrustworthy content
• Duplicate text
• Article spinning
Improving your content’s quality and remove all that offends users.

2. Google Penguin

This evaluates the website for their link profiles. If the link is placed on pages contextually related to your linked pages, if they are surrounded by content related to your linked pages, if they point to you from trustworthy sources or if they come from multiple different domains, the website’s ranking is positively affected.
What triggers the Penguin?
• Buying links
• Lack of anchor text diversity
• Low quality of links
• Keyword stuffing
Dig and scan your website’s link with Web CEO’s backlink quality check tool, correct it accordingly.

3. Google Pigeon

The two algorithms – one for traditional web search, other for local search. This was made so that these two algorithms cooperate better. The website rankings are determined by its business location and distance from the user.
What can you do?
• Create high quality content related to your niche
• Use keywords that include your location
• Optimize your site for mobile devices
• Build links from reputable sources
• Use texts, images, and videos in your content that are strongly associated with your location
• Gain positive reviews and testimonials from your customers
• Leverage structured data on the pages of your websites

4. Google Hummingbird

It aimed to improve the search itself, by interpreting the user intent behind a query, it made the algorithm return webpages that would be the most qualified for the task. The context around keywords became just as important as the keywords.
What can you do?

If the user has asked a question, provide answers in your content and be generous with details, synonyms, and related words. Thoroughly research the subject before you write about it, as point is to help the reader not confuse them.

5. Google Fred

It is the minor updates to Google’s algorithm that are made every day.
What triggers the Fred?
• Aggressive advertisement
• Thin, low value content
• Poor user experience
Make your content worthy of being called ‘competition’ and your experience exceptionally smooth.

6. Google Mobilegeddon

It is the mobile search ranking factor, the user experience quality when viewed on small screens. This was developed by seeing a significant increase in the number of searches being conducted on mobile devices.
What can you do?
• Responsive design
• Large font
• No unpayable elements
• Space between interactive elements
• No separate website
• Loading speed

These were the few Google algorithm updates along with many others, which will help you a lot in Search Engine Optimization. Let’s dig into the benefits of SEO now.
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Benefits of Search Engine Optimization

Every business needs to invest in Search Engine Optimization, as it helps build brand awareness for your business as search engine users are more likely to trust a site that is on first page search engine results pages (SERPs) than brands who are not. If you are a small business owner, you should utilize the concept of SEO to make a strong web presence and bypass your competitions to gain new customers. Here are a few benefits, which are stated below:

1. SEO traffic is more likely to convert
Search traffic has the best conversion rates for most websites. And you are positioning yourself in such a place that your business will win more conversions for sure.

2. SEO does not involve any paid advertising
You can increase your website traffic without having to pay per click. It helps you to invest in more efficient areas. It is economically friendly and will fit into your budget.

3. SEO influence purchasing decisions
It happens because of the developed trust and credibility that has been build throughout. It vastly affects the purchasing decision of your customers.

4. SEO can decrease your cost per acquisition
It is far less expensive than advertising to acquire customers. The only cost is to hire the best SEO Company unless you have experience in website coding and Google algorithms.

5. SEO provides 24/7 promotion
It does not sleep, meaning your rankings do not disappear overnight. You can increase it all day. Once you are up, it will be promoted even if you are busy sleeping.

6. SEO builds trust and credibility
As we all know that people trust Google. They use it rigorously every day to find anything. By this, your business will also build trust with your customers. Approximately 37% of search engine clicks are on the first listing.

7. SEO is a long term strategy
It can take up to 6-12 months to see the optimal rankings. Just as it takes time to move up the rankings, it does the same to move it down. But once you are placed up, you rarely move down.

8. SEO helps to increase the brand awareness and equity
Apart from conversions, it helps to build your brand equity. People will become more aware of your brand with the help of SEO. They should know about your offerings so that they make the purchase in the future.

9. SEO educate your customers
Customers use a search engine to do research and what they find helps to make them an informed decision. High ranking allows you to educate potential customers, which directly builds trust.

10. SEO drives offline sales
A lot of customers do research online before visiting the store. This helps in driving offline sales as well. This is because they are using search engines to research, but visit your store to make a purchase.

11. SEO will help gain market share
If you are on top, customers won’t know about the hundreds of alternatives. And you will gain market share by being on top. They will never scroll further. Because 75% of users never scroll past the first page of search results.

12. SEO, Best PR strategy
In order to rank high, you must have quality backlinks, which are links from external websites that link to your website. This requires publicity, the two work hand in hand. Hence it promotes your business publicly.

13. SEO will increase safety and security
It will force you to make your website secure. Which will protect the visitors from viruses and fraud. Which ultimately boost your rankings as secure websites and significantly increase your rankings.

14. SEO improves the UX
As SEO will improve the overall performance of your website it will lead to the betterment of the user experience. To rank high on Google, your website must be relevant. And in order to be relevant, you will have to offer a great user experience.

15. SEO will increase your blog traffic
As the authority of the website rises, your blog’s individual ranking will also rise. And the content is more likely to be found on Google. Which will result in gaining more referral traffic by promoting your blog.

16. SEO improves your ROI
Integrated marketing will influence SEO rankings. It also increases the overall ROI that is Return On Investment. A study shows that organic traffic can result in more than 40% of business revenue. And also, local searches has over 18% of purchase made within that day.

17. SEO is often measurable
It is measurable which means you can measure your conversion and the sources of it. You can also keep a check on the progression of your website rankings and traffic. With the right tool you can measure the keywords that are most valuable to your business.

18. SEO, a strong customer base
There are over billions of people online and 93% of the online activities are started on the search engine. There are 40,000 searches every second and 3.5 billion searches every day. Creating a massive customer base and opportunity for your business to be found.

19. SEO increases sales and leads
It will definitely help you increase sales if you offer a viable product or service. A study found out that, one small business generated over $103,510.98 worth of SEO results in just 5 months. Invest in the best strategy and achieve higher conversions.

20. SEO, more clicks than PPC
Organic SEO listings receive 90% of clicks. Many users of search engines tend to skip paid ads, due to their trust in Google’s algorithm. You will likely gain more traffic than the advertisers on same the keywords.

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If you have gotten this far, you should have known a lot about Search Engine Optimization by now and about how you can position your business to generate more search traffic. The ultimate goal is to get more exposure and traffic for your website, which can boost your business. As online sellers, you are making a huge mistake by not leveraging all the SEO benefits. And you are also losing money every day your website is not optimized in the search engines. Practice sustainable SEO, keeping in mind your target audiences and you will be benefited in the long run.