In the ever-changing digital landscape, SEO has become indispensable. But for many organizations, it seems like a mysterious and impenetrable fortress that comes with a hefty price tag. But that’s not necessarily true.
SEO isn’t just a fancy strategy for big brands—it’s a key to unlocking your potential as a business. A well-optimized website means better visibility online, which translates to increased credibility and customer trust. Brand trust often becomes loyalty, encourages repeat purchases and eventually drives revenue.
Put simply, the potential ROI for SEO can be significant.
SEO is a marathon in which every mile counts. Small, calculated steps can yield significant improvements and, just like training for a marathon, a little effort every day is better and less taxing than a single big push once a year. By weaving some simple SEO strategies into your digital fabric, you’re positioning your site and your brand for long-term success.
Quick wins with on-page SEO
In the realm of SEO, on-page optimization is the low-hanging fruit. At its core, on-page SEO refers to optimizing content, HTML source code and individual pages to improve user experience and earn relevant traffic. The best part about on-page SEO is that companies can bake it into their content creation process or use their CMS to optimize older content after it’s already published.
Let’s start with title tags. These are the clickable blue headlines displayed in search engine results. They are one of the first things a user sees, and as such, they need to be compelling and accurately reflect your page’s content. An optimized title tag is a subtle yet powerful signal to search engines about the relevance of your content. It’s like the headline of a newspaper article—it should grab attention and provide a clear summary of what the reader can expect.
Next up are meta descriptions. These brief snippets of information appear beneath title tags in search results. A well-written, descriptive summary of the page can pique user curiosity and improve click-through rates. While not a direct ranking factor, meta descriptions play a critical role in user engagement. They are like the blurb on a book cover—it can mean the difference between being overlooked or being picked up by a curious reader.
URL structures, too, carry weight in the SEO world. Clean, concise URLs that accurately reflect your content improve user experience and are favored by search engines. The two URL examples below illustrate the point best. One of them is far better than the other in terms of content clarity and expectation setting for the page.
Finally, content must incorporate relevant keywords for search engines—and ultimately users—to find it. Imagine a bakery that specializes in gluten-free products. Naturally, words like “gluten-free bakery,” “gluten-free bread,” and “best gluten-free cakes” should be used appropriately (and naturally!) across their site. This gives search engines clear indications of what the business offers and helps steer interested users in their direction.
High-quality content for SEO
We’ve all heard the adage that when it comes to SEO, content is king. Not just any content, though. High-quality, value-adding content that meets your audience’s needs is what search engines seek. Creating this type of content is certainly strategic, but it doesn’t have to be a huge task.
Creating valuable content begins with understanding your audience and giving them information that answers their questions or meets their needs. Many organizations struggle to create informative, SEO-friendly content that doesn’t overtly promote their product or service, but that is exactly what’s required. Search engines reward those pieces of content that provide the best, most unique answers to user queries.
An active blog or news section can also keep current and potential customers informed and engaged. It’s a signal to search engines that your website is a continuously updated resource for quality information, thereby improving your chances of ranking higher. New content is the digital equivalent of hanging a sign outside your door saying you’re open for business.
Conduct regular SEO audits
The same way regular check-ups ensure our health and tune-ups keep our vehicles running smoothly, consistent SEO audits safeguard website health. These audits provide invaluable insights into your website’s performance, uncovering strengths, weaknesses and opportunities.
Consider a business that has seen a recent dip in website traffic. An SEO audit might reveal that a high-traffic blog post has been buried in the site architecture, resulting in fewer views. Or maybe the website has unknowingly accumulated broken links, which can impact user experience and SEO performance.
Even the simple act of examining keyword performance can lead to valuable discoveries. If a keyword you’ve heavily targeted is no longer driving traffic, it might be time to reassess and refocus your efforts on more effective ones. User-friendly and (relatively) inexpensive tools like Moz, SEMrush or Ahrefs can help with keyword research and website audits.
SEO is a marathon, not a sprint
Like a marathon, SEO is about endurance and persistence. Even with limited resources, taking the first step in SEO can lead to substantial growth. Remember, when it comes to SEO, something is always better than nothing. So start small, stay consistent, and watch your website evolve into a powerful business tool that can capture and keep search engine and user interest.
Ready to get started? Contact Inprela to learn more.