What is SEO?
I’ve covered a lot of information about content marketing, but I keep getting asked “Alex, how do I rank and drive traffic to my site?”. Well, that’s where something called SEO comes in. SEO stands for Search Engine Optimization. According to Wikipedia, it “is the process of affecting the visibility of a website or webpage in a search engine’s unpaid results”. Basically, it’s like getting “Free” traffic. Now, why is it “FREE”, because everything costs money. Even when you think you are not paying for advertisements to get traffic, you still have a heavy investment of all the different things that have to go together in order to allow you to rank. Thus, it takes a fairly considerable amount of time and energy in order to rank for your keywords. In the gist of it, searchers will search for some answers using a string of keywords which will yield results. Those keywords are a part of SEO and allows your web page to pull up in search.
Why should you Care About SEO?
Regardless of where you are in any buying funnel, you are searching with some intent behind it. Just as you would search for an answer, so are a lot of other people who are looking for your products and services. The difference is, people know an advertisement when they see one versus an organic search result. Think about what you would actually click?
An article by http://marketingland.com/new-click-rate-study-google-organic-results-102149 Stated:
“On average, 71.33% of searches resulted in a page one Google organic click. Page two and three get only 5.59% of the clicks. On the first page alone, the first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.”
Now don’t you want some of that traffic?
Where does content marketing play in SEO?
When you write content, you want to focus on a topic. These topics could be considered to have or use keywords in them. There are several steps in your buying funnel process. Regardless of where your customers are at, your potential buyers are searching for things that are either directly related to your business or even relevant to your business’s products and services. When you provide the visitor with content and information that allows for them to solve their problems, it allows you to become a trusted authority and a resource where they can turn to for answers. Don’t get me wrong, this will definitely take a lot of time to develop, but it all pays off in the end.
Think of it this way, if you’re out to make a final buying decision on a product or service, are you just going to pick whom you’ve never heard of? OR are you going to do some research and go someplace that you know will be helpful and that you can trust?
Who is the biggest?
Currently, Google holds the most search traffic in the world, this is why so many people are focused around Google’s algorithm and what is happening and going on with their search. So, how much search traffic does Google hold? According to comscore.com, they hold about 64.4% of the search. Now this number might be tricky because other search engines license Google’s search technology and thus your ads can appear on those search engines, but that is a discussion for another day.
What Does Google Require?
If you’ve been reading the past few blog posts, then I’m sure you know that it’s content! That’s right, content!
Okay, it’s not just content, so don’t go around slapping any junk upon your site and come to me and ask me why it didn’t work. There are some guidelines that Google does have, but it really boils down to really good content.
Think of it this way, when you’re looking to purchase a camera, how do you search? You might be looking for information as follows:
- What are the best digital cameras?
- What are the top 4 digital camera brands?
- What’s better brand x-model # OR brand y-model #
- Pros and cons of brand x-model#
- On Sale for a brand x-model#
- Free shipping for brand x-model#
Finally, you purchase your camera. There might be a few hundred more steps to this. But look at the commonality, if you have your keyword in there and truly provide really amazing content you can be found! Eventually, people will trust you as an expert and want to buy your stuff.
Please note: Don’t spam your keyword! Make your content seem natural and so readers can understand you. If you don’t make if where people will understand you, then you’re really depleting the quality of your information and your visitors will just go somewhere else for their information.
Here are some quick tips on helping you get started:
- Google is looking for high-quality, relevant and truly unique information that matches the searcher’s query.
- They will know how relevant your page is based upon the content that is written, how much it is shared and a lot of other factors.
- One attributing factor is that the most relevant sites that link to you, do boost up your authority. (Please note: this is a really broad definition and there is a lot more to this!).
- The more engagement that you get the more “value” your site has. This could be in the form of sharing or comments, etc.
- How friendly your site is on different platforms. This means can people read the information on mobile? How easily can it really be read and used?
- How much truly unique content does your site have? Does it have a lot of thin content that just is fluff?
- How fast does your website load? If it takes a long time to load you will have to consider that people using mobile devices will just leave!
There are many more ranking factors, but the ones above will help you just get the ball rolling on your site.
Keywords in the right order can help you generate traffic. You have to work on creating content around topics for your keywords and the content has to be really amazing!
Don’t be greedy! Share this information to your friends, family and co-workers!!