Today’s leading marketing techniques are unrecognizable to what once was. The flyers, billboards, and commercials that were at one point the dominant tools used to spread awareness of a brand or company pale in comparison to three little letters that have taken over the scene today. SEO. Search engine optimization is how businesses use Google to make their online presence appear first when a potential customer searches terms similar to what their site has to offer. Marketing and advertising are quickly becoming centered around this practice as more customers search the web for businesses than ever before.
Given that SEO is now a staple in our ever-expanding digital market, using it to increase business visibility is a vital skill to learn. Knowing what your customers are searching for and how to guide them to your site is the key to increasing visitors to your site, thus increasing the potential for a sale. But how? How does SEO enhance visibility? Let’s explore.
The foundation of SEO is based on the ways in which customers search for what they need. Keywords are the words customers enter a Google search to ask Google to deliver content about those terms. By tailoring your content to meet those types of search request needs it triggers Google to place your site above others. The more often those keywords are found on your site, the more prevalent Google will assume your content is to the search request so it will be placed front and center when results are delivered back to the customer. So instead of having to dig through pages of results, Google will make your business listing more visible to the searcher.
Keywords are the beginning of the process. The next layer to increasing visibility is by providing relevant content. Google’s main objective is to deliver the best search results that are as close to the original request as possible. By including articles, graphics, charts, images, and plenty of dense, in-depth content your business will appear to have more information to educate the customer who originally requested the term related to your business so it will bump up your listing to appear first over other sites that provide less information. The more you ensure you are offering customers rich content that pertains to what your business can offer to meet their needs, the more beneficial Google will view your site. In turn, this will increase your visibility when searched through keywords that match your site.
In the type of market we have created, competition is both a healthy and a dangerous thing. With so many businesses offering similar products or services, customers now have a plethora of options to choose from. Where it was once easier to be the leader in your industry, today, customers have more of a say in where their money goes. Education is the key differentiator now. A business that provides informative content will be made more visible than others on Google searches. By having your customer’s best interest in mind and offering them information rather than just a sale, Google will increase online visibility. This will quickly lead to an increase in sales.
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