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Optimizing For Google
True, there are many search engines out there, but Google is undeniably king, accounting for approximately 75% of the search market. YouTube, a Google subsidiary, is the second biggest search engine. With this in mind, let’s consider what factors into optimal performance on Google’s search engine.
Google maintains its own index and inventory of the web by continually crawling interconnected web pages for information pertaining to what’s on the page and how and when it is accessed. It does so to be able to return search results quickly – searching the entirety of the web would take too long. This is why a key component of Organic SEO is making sure that your site is crawlable and archived in Google’s index. If not, you won’t show up in searches.
While changes are made almost constantly to Google’s search algorithms – (this is part of the reason a continued SEO effort is so crucial!) – there are two key measures that Google uses to determine how to rank a particular website on a SERP: how “authoritative” a site is, and how “popular” it is.
Invest In Quality SEO
Since the algorithms used by search engines are constantly evolving, your SEO tactics should too. A proactive SEO strategy that keeps up with the changes will consistently place a brand ahead of others that try a one-and-done approach to their SEO. The good news is that SEO is relatively cheap.
Organic Traffic vs Paid Traffic
In contrast to paid digital ads, SEO never turns off, but rather creates a foundation for generating leads that gets stronger over time. This yields a lower cost per lead, one that continues to get lower the better your site performs in relevant searches. A SurveyAnyplace study found that SEO/Content marketing has the lowest cost per lead among digital strategies.
In addition, SEO is 100% inbound. The user entering search terms is already interested in the product/service, making lead-nurturing and conversion. This can save valuable time being spent on marketing efforts targeting individuals who are not shopping for what you’re selling. As your content becomes stronger and more widely disseminated, the more high-quality leads you will receive through Organic Search.
Think Big Picture – Persistence is Key!
Think of SEO as a long-term investment in your business and not a short-term marketing cost. SEO should have a noticeable impact on your business within the first year, but the greater fruits of this effort will be enjoyed in the long term. Because it can take a little while for your content to be shared and your site to establish its authority, an effective SEO strategy is an evolving, long-term game, one that should not be paused or stopped.
A pro SEO strategy will increasingly generate leads and business for years to come. Like a snowball rolling downhill, a continued focus on Organic SEO will continue to pick up momentum, yielding a great volume of more qualified leads as the content of your site becomes more robust and the site is more frequently linked.
How does Google determine how authoritative your site is?
One way is through quality backlinks. Backlinks are links to your site from another source. The more popular and respected that source, the better your site will “look” in being linked to it. This is where producing consistently strong original content is so important!
Let’s say you are a local gym. If your trainers are putting out great weekly content about home workouts, and those workouts are picked up and linked by top athletes as part of their weekly regiment, that not only looks great for your human viewers but in the “eyes” of a search engine, the endorsement of a heavily-trafficked source works to establish your site an authority on the subject at hand. The more of these links, and the more frequently they are hit, the more authoritative your site will be considered in search algorithms.
the second key for success with Organic SEO
Popularity – or positive user experience is the second key to success with Organic SEO. Pleasing your audience is equally important to a successful Organic SEO strategy This is where high-quality content, site design, and ease of accessibility play a huge role. If a user visits your site and finds it difficult to navigate or that the information presented is subpar or hard to digest, they will leave in an instant. This can have disastrous effects on your search performance. By tracking repeat visits and measuring time spent on a page, Google and other engines are able to gauge whether a visitor is satisfied. In an effort to prompt its users with the best results to satiate their query, Google will recommend sites with high user satisfaction.
