SEO: How to Increase Your Visibility in Search Rankings in 3 Steps
- 6 min read
- Bojan Zidarević
If you’re in any way involved in modern business practices, you’ve probably heard of search engine optimization, also known as SEO.
Companies use search engine optimization techniques:
- to boost visibility in search engines,
- to get traffic to their websites,
- to achieve their business goals.
But what exactly is search engine optimization? How can you rank higher in the search engines? Why do some websites appear at the top of the search engine’s results, and some don’t appear at all?
The thing is, SEO isn’t some incomprehensible stuff that only experts understand. It’s a system that can be learned and applied to any website to boost traffic by ranking high in the search engine results.
Why would you want to rank high in search engines?
Well, to start with, 93% of all online experiences begin with a search engine, and the first five results in Google get 67% of clicks. Speaking of search engines, Google accounts for more than 90% of global organic search traffic. You need to have excellent visibility on the Google results page.
In 2014, Conductor found out that 64% of all web traffic comes from organic search, compared to 2% from social, 6% from paid search, 12% direct and 15% from other referral sources. If this still hasn’t convinced you that you need SEO, read on, and you’ll probably change your mind.
In this article, I’ll explain what search engine optimization is and how can you implement SEO techniques to grow your traffic and increase your sales.
What is SEO?
Let’s start by taking a look at what search engine optimization is.
Search engine optimization (SEO), according to Wikipedia is: the process of affecting the online visibility of a website or a web page in a web search engine’s outstanding results—often referred to as “natural,” “organic,” or “earned” results.
Let’s translate that to everyday language: SEO is the process of optimizing your online content, so that search engines show it at the top of the search engine page results (SERP).
What does that mean?
It means that if, for example, you have a website that sells handmade jewelry, you can use SEO methods to optimize your website, making sure that, when someone searches for handmade jewelry, your site appears at the top of search results.
Here’s an example of a search engine results page (SERP):
Depending on the keyword, the first 3-4 top spots will be usually taken by paid search ads, and below that, you will see unpaid (“organic”) search results. Every time you search for something, search engines like Google, Yahoo! or Bing will show you relevant results based on several criteria: your search query, location and so on.
But SEO is not simply a tool for getting free traffic to your website. Sure, that’s one of the main advantages, but the whole idea behind it is to optimize your website for the search intent.
Search intent is the reason why somebody starts a search query. In some cases it can be simple: if someone searches for “buy DVD’s online” that person is most likely looking to buy DVD’s online.
How we help our clients with SEO
We help our clients achieve their goals with advanced SEO strategies which include both on-page and off-page SEO. We achieve better Google SERP ranking for targeted keywords which get our clients improvements in organic users count.
As a result more users find your websites and interact with them.
During our work we keep track on the progress that is being made:
On-page and off-page SEO
There are two broad categories of SEO:
- on-page SEO and
- off-page SEO.
On-page SEO refers to all Google’s ranking factors that are determined by directly looking at the page you’re trying to optimize, such as headlines, HTML tags, content, keywords, etc.
Off-page SEO refers to all the variables Google looks at, which you are not in charge off, such as the number of links to your page, social media mentions, guest blogging, etc. All these elements are essential in your SEO strategy..
Three steps you need to take to improve your website’s visibility
Now that we’ve discussed what SEO is let’s take a look at what steps you can take today to increase your visibility in Google SERP.
1.Research your keywords
The first in creating a good SEO strategy is keyword research.
What exactly is a keyword in SEO?
The keyword is a phrase you’re trying to rank for. For example, it can be: “cat food,” “PPC software,” “fishing gear” or “used cars,” depending on what business you’re in.
You start your research by jotting down keywords ideas related to your business. Then you can expand that list by using keyword suggestion tools like Google AdWords Keyword Planner (to use it, you need to have Google AdWords account) or Ahrefs keyword explorer:
You can also use other free or paid keyword research tools, but the critical thing to remember is that you’re looking for keywords that have:
- have a high search volume (people are looking for the keywords),
- have low difficulty ranking (less competition for the same keyword),
- are relevant to your site.
Keyword research can sometimes be a bit boring and tedious work, but it’s necessary to do it right. The better you research your keywords, the better your overall SEO efforts will be.
2.Create your content
Content and SEO are closely linked – if you have no content you don’t have anything to rank for in the search engines. After you’re done with keyword research, you have to create content about targeted keywords.
Content can include things like:
- blog posts,
- eBooks and so on.
By doing that, bots which crawl your website will understand what keywords you should rank for. A word of advice, though – don’t write for search engines, write for people.
Google is getting better and better in creating algorithms that interpret data on your website and match it to search intent – in other words, Google bots “understand” what your webpage is about and concentrate on user experience.
If you merely stuff your texts with keywords without offering any real value, like some people used to do years ago, Google may penalize your website. Concentrate on helping your visitors solve their problems, and you’ll be alright.
3. Optimize your website
Search engines don’t just read your website’s text – they also understand your code. Optimizing your system is a crucial part of on-page SEO.
There are eight elements of code you need to need to make sure are optimized.
- Title tags
- Meta tags
- Domain name
- URL structure
- Site structure
- Alt tags
All these elements of code contribute to the overall ranking. The better they’re optimized, the more “points” you get with Google when it crawls your page.
SEO is an essential factor in any digital marketing strategy. If you have an online business or an offline business with a website, you should invest your time and effort in doing at least some basic search engine optimization.
I hope this guide has cleared up some things for you regarding SEO, and if you have any questions about how to implement SEO methods on your website, contact us, and we’ll help you out.
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