For most businesses, SEO or search engine optimization is essential to online success. Businesses offering products or services to the general public, or business sectors that target the public, should implement an SEO program. Companies or individuals not primarily relying on web traffic to build their businesses, and that are marketing exclusively through direct face-to-face contact, or receiving abundant referrals, might not need to invest as heavily in SEO. However, they can still benefit from an SEO program in order to build awareness of their services.
The reason to invest in SEO is that if potential customers or clients are looking for your type of business, they are going to do a search on Google, Yahoo or Bing. They are going to search via their laptops, desktops or smart phones. They will search with keywords that they think relate to your kind of business, and they will most often search with their location (city or county) as part of the search, as that keeps them local. The results of this search will be displayed by the engines in pages of ten listings on each page. You want your business to be on that first page of results, near the top of the results, as high as possible so that you are noticed most quickly by the person doing the search. And when they click through to your site, you have your first opportunity to sell to them. In addition, visitors assume that since your site is near the top of the rankings results, you are there because you are among the best.
There are two processes that are key to online business success.
The first of these is excellent search engine ranking. This is your first level of advertising, and that is very important to realize. SEO is targeted advertising, and it is extraordinarily valuable to bringing in new business.
The second process is your site’s visitor-to-customer conversion—the total elements of your site design, copy, call to action, special offers that psychologically convert a visitor to a customer. This is akin to having a brick and mortar environment that is compelling and comforting to your guests, clients or customers–so much so that they want to buy your wares or services. The SEO is a targeted advertising campaign that brings them to your door.
Developing high caliber SEO brings potential customers or clients to your online door because you’re ranked in the top positions on the first two pages of Google, Yahoo or Bing. Achieving that SEO ranking is a true joining of art and science. Art, in that the copy on the pages of your site needs to be written using keyword phrases that people will search for and that the engines recognize as relevant to the authentic service you are providing. Science, in that the engines are coded algorithms, just statements and statements of code that are analyzing billions of pages of content. No human looks at your site to determine how you are to be ranked. The algorithms do that. So SEO science requires an expert knowledge of how to speak to those algorithms.
At The Placemaking Group, we successfully combine the art and science to build effective SEO programs that drive traffic to your website and can result in new customers and increased sales.
Post written by James R. Acker, SEO Specialist