What is SEO and How Does it Work?
The online space is a vast and almost bottomless pit of information and resources. You can Google anything, literally, and find an infinite amount of information on that topic. With that in mind, it is easy as a business owner to feel like putting your business out there is pointless or futile. You may think, “there’s just no way anyone will stumble upon MY website, when there’s so many out there just like it.” And to that I ask, have you heard of SEO? If so, do you know what it is?
It might be just a random acronym you've seen floating all over the internet, but never actually took the time to find out what it means. Don’t worry, I totally get it. But here’s the thing…that floating acronym, in so many ways, is the ticket to your success online. If you are wanting to level up your business and be seen by a greater audience, SEO is going to be your go-to tool. Stick with me to learn what it is, how it works, how it is changing and why you need to implement it in your business.
What is SEO?
The notorious SEO, stands for Search Engine Optimization. By definition, SEO is, "the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through organic search engine results." In actual human terms, SEO is the strategy you use to make your website rank higher on the click-worthy scale, to drive potential clients to your site through “google-able” content. Using intentional keywords + phrases and satisfying a plethora of other criteria, SEO will take your already quality content, and elevate it to receive the engagement you want. Still need more explaining? You got it.
Say you're writing a blog about houseplants, since it’s the age of plant mommin’ and we want to keep this relevant. Let's face it, you're not the only one posting about that topic on any given day. There are countless plant ladies in the age of social distancing that are scouring the web for plant blogs, and you don't want yours to get lost in the sea of all the others. SEO is the strategy you use to get YOUR blog post to come up, when someone searches "how to care for your favorite houseplant" in their search engine.
SEO is a really simple protocol to add into your web design and blogging process, that will make the biggest difference. While it may take you hours and hours to actually create your site content, the SEO compliance portion will occupy a small percentage of that and make the most significant impact.
How Does SEO work?
SEO is a system that involves three parties; the search engine (google, 90% of the time), the creator of the content (you) and the "seeker" or the person searching.
The creator puts out content either to educate, engage with the audience in hopes of booking them as clients or directly promoting whatever service or product they sell.
The seeker is the one on the other side, typing in what they're looking for and hoping for the right results. They could be someone searching for a certain service or product to invest in or just someone wanting more information in an area they are lacking.
The search engine is the middle man connecting the two. Using an intricate algorithm of filtering and ranking all of the content on the internet, they put the search results out there for the world that are most relevant, organic, and applicable. Spoiler alert: good use of SEO is your ticket to the top of that list!
As a creator, it isn't JUST about creating content to suit the audience. Also, it isn't JUST about providing SEO that satisfies the search engine. It's about finding the perfect, "Goldilocks zone" between both relationships.
Getting to know your audience
One huge piece of successful content creation, is getting into the mind and heart of your audience. You want to do more than just write something that's directed AT your ideal client. You want to produce content that feels like it was written FOR that person, when they sit down to read it. Try to dive into what the potential client wants from you, in addition to what they want from life on a grander scale. Think of WHO your potential client is, what their other interests are, what problems they are facing, etc. Get to know them and what they need, before creating the content you think will appeal to them. Taking the time and effort to recognize and cater to your viewer's intent will make a significant difference in the way they will receive it, and whether or not they will become paying clients. That is one half of the battle.
The other half, is appeasing the search engine Gods.
Satisfying the search engine with The Right SEO Content
Now that you have your audience's goal in mind, you need to focus on delivering it in the best way. You want it to be optimal for the search engines to understand and find easily. Without catering to the search engines and their formulas, even the most poignant and well-written content gets lost in the masses! And THAT is why we use SEO.
Search engines go through a process of crawling and indexing all of the content on the internet, and rank each article based on its relevance to the inquiry through a myriad of checklists. The search engines also decipher which posts are paid posts and which are organic search results. Organic search results are those that were achieved through meeting proper SEO criteria and not created as an advertisement.
Some of the most important SEO requirements include...
length + choice of title(s)
keywords and phrases
length of content
readability
the use of external and internal links in your post
and most importantly, user experience
In order to create content that satisfies SEO standards and gets the best search results, you have to focus on the principles I listed above and do so in a way that appeals to your potential clients uniquely. The art of connecting with both the seeker and the search engine, is what will kick your online success into high-gear!
SEO is Changing
This summer, the algorithms are changing and bringing huge adjustments to how we interact with SEO. It used to be about things like “keyword stuffing” and “alt tags” and focusing exclusively on your site content. Fortunately and unfortunately, the world of SEO is constantly evolving and a massive update is happening in June. That means a little more work for us business owners keeping up with the changes, but also means we have the opportunity to rise to the occasion and provide content that actually helps our audience and provide value. The new algorithms are emphasizing user experience above anything else and…you guessed it…branding.
Along with user experience (meaning how easy your site is to use and navigate), search engines are prioritizing websites that are searched by name. That means the number of users who search for your brand specifically.
There has never been a better time to invest in your brand and create a value-based client experience.
Small brands can still have success with this new update because search engines are prioritizing sites that users love the most! THIS is why branding matters.
Strategic branding defines:
exactly who you are
what makes you unique
who you serve
how you provide value to your audience
Brand design takes all of that and wraps it up into visual elements that attract your dream clients, create connections, and build a user experience that keeps them coming back for years.
Search engines are finally emphasizing quality over quantity and smaller brands can compete with the power of strategic branding. The more you understand exactly what you do, who you serve and what makes you unique, the more you can provide value directly to your audience and maximize your SEO. If you are ready to take the first step towards improving your brand, click here to schedule a free consultation.
Why SEO?
Here’s the reality: it's 2021 and as we all know, the world has shifted on it's axis. Sadly, so many people have lost or had to change their jobs. Of the job's remaining in tact, most, if not all, have gone virtual. While times are ever-changing and things are going back to some sort of "new normal," some things may never return to what they were. If you ask me, one of those forever-changed things, is the world of online business. With the internet becoming more saturated with websites and businesses just like yours, there is really no better time than NOW to step your game up and invest in your SEO.
Whether you are a small shop selling a homemade item, a doctor wanting to grow your practice through the use of the web, or someone who offers services, like myself; SEO is a staple in getting yourself and your information out there.
It’s SEO Time.
After hearing what SEO is and how it works, I hope you feel equipped and ready to start your journey of content creating with this new tool in your tool belt! For such a seemingly simple process, SEO makes a world of difference in the success of the content you produce. It is the not-so-secretive secret to success, and now YOU are finally in the know!
It's time to take this knowledge and create the most kickass, SEO-friendly content your audience has ever seen!
If you are ready to dive in but would like a little help, click the button below to schedule your free consultation! Let’s talk about how strategic branding and web design can enhance your business and maximize your SEO!
