Even if your company has a brick-and-mortar shop, chances are the majority of your publicity will come in the form of internet searches and website visits. For many of your potential customers, the first interaction they’ll have with your company will be through your website or social media accounts. When the vast majority of potential customers make first contact with your company through the internet, it’s crucial to ensure that the largest possible number of people are actually viewing your website.
Depending on your business niche, your potential customers may do a fair amount of research before deciding whether to go with your company or with one of your competitors. But, many people will simply do a Google search, click through a couple websites, and settle on the first company they find that fulfills their search criteria. With this in mind, it makes sense that you’d want your company to show up at the top of the search page whenever someone searches for a company such as yours. This is exactly what SEO — search engine optimization — aims to do. Effective SEO boosts your website’s ranking in relevant search results, so that your company appears on the first page — or even at the very top of the list — for potential customers to find. Therefore, effective SEO increases the traffic on your website, which in turn can increase sales and can greatly affect your company’s overall success.
To be sure, you can hire an outside consultant to overhaul your company’s website and SEO. And, if you have enough money to do this, it can certainly be worth the investment. However, there are changes to your website that you can make right now that will have an impact even without a professional makeover.
To begin with, make sure that all of your website content is factually correct and up-to-date. SEO takes into account a website’s usefulness and authority level, in an attempt to send internet users to the highest quality websites. Double check all of your web content, especially blog posts, to ensure that it is all relevant to your company, and that all of the topics are ones you can speak on with certainty and clout.
Because SEO operates primarily on keywords, find a few keywords that are relevant to your company and your website, and be sure to use those phrases throughout your site. This will make your content easier for search engines to find, and more likely to show up in the first results after a search. Use the keywords often, but only as often as sounds natural. If you overuse keywords, your SEO can actually become less effective, as you will essentially be tagged as spam. For instance, a company that offers SEO services in Toronto may use the keyword “ATFM SEO Services Toronto” in their blog posts and About Us page, but overuse would be detrimental to their campaign.
As you’re adding in and refining keywords, go through your website and add internal links. Internal linking is exactly as it sounds — it’s the practice of linking to your own webpages. For instance, if you’re writing a blog post that touches on a topic you have previously written about in another blog post, then use the new blog post to link to the old blog post. This keeps users on your website for longer, and provides them with additional information, as well. Go through your old content and add internal links, and then make it a habit in all forthcoming content to link back to previous content.
Be sure to monitor the page view frequency and length on your website, and you’ll be able to see the impact that effective SEO can make!