Most of the traffic on the internet today is driven by the three major commercial search engines, Google, Bing and Yahoo!. You can generate traffic to your website with social media and other methods such as email campaings, but search engines are still the main way people look for and find stuff on the internet. With the ease-of-use that mobile search brings, this trend is certainly not going to reverse itself either.
So, what do search engines do?
They provide targeted traffic - people who are searching for goods and services, to a set of results based on their query. The art of SEO is having your website appear as one of the results. Preferably as close to the top of the list as possible. If the search engines can't find your site, you're missing out on a great opportunity to increase your exposure and drive traffic to your website. Investing in SEO can produce a great ROI when compared with other types of promotion and marketing.
Search Engine Optimization In a Nutshell
Understand Your Target Market
One of the most important SEO strategies is to know your audience. Once you understand what your target market is looking for, you can reach out to them more effectively. You should have some understanding of this before you even begin your website development, but this is paramount when it comes to SEO.
When someone uses a search engine and finds your website, will they find what they were looking for? Search engines answer this question literally millions of times each day. That means the results must be relavent to their query. So ask yourself - is your website is giving your users the content they are looking for?
If not, there's a few things to look at. Are you targeting the right market? Is your content consistant with what your market is looking for? There are quite a few possible solutions. Schedule a consultation with one of our Solutions Engineers, and find out how our search engine optimizaton services can help you get found, get effective and get paid!
Cretate Content for Human Users - NOT Search Engines
There are generally three types of search engine queries that people make:
"Doing" - These are transactional queries where the user wants to do somethiing, such as purchase concert tickets or listen to music.
"Knowing" - These are informational queries where the user wants to know something, such as a particular showtime or the best reasturant in Charlotte.
"Going" - These are navigational queries where the user wants to go to a specific place on the internet, such as Twitter or the homepage of ESPN.
How people use search engines has changed over the years, but the overall concept is as basic today as it was in the beginning...
Looking for Something?
It all starts when someone needs something. They could be at home at their computer, or in downtown Anytown on their phone. Search engines have become the first port-of-call when something needs to be found. Except maybe your eyeglasses or car keys...
It's Out There Somewhere
It used to be that you needed to be at your computer to look for something. Now you can simply get out your phone and just 'OK Google...' it. Regardless of how your users are looking for you, the terms and phrases they use to look for you is called a query. Once they've entred they've entered their query, the search engine magically begins to search it's database to give them the most relavent answer.
Hopefully on Page One!
Once the search engine has run a query through it's database, it offers a selection of the most relavent results, usually listing about ten per page. These are often refered to as Search Engine Results Pages' (or SERP's, if you're geeks like us!). The goal is to have your website listed as highly as possible on the first page of the results.
If at First You Don't Succeed...
Sometimes the search engine can't figure out what the user is looking for. Normally when a user is unsatisfied with the results, they simply try again using a different phrase. If someone is looking for a product or service you offer and you're not showing up on the SERP's, it's time to do something about it. Schedule a consultation with one of our Solutions Engineers, and find out how our search engine optimizaton services can help you get found, get effective and get paid!