Search Engines: Your Best Friend or Greatest Foe?

When the search engines love your website, its content finds their place on the first page of a search engine such as Google.

They can be your newest best friend when they send potential customers to you instead of to your competition. Unfortunately, if you have not done a good job of separating yourself from the crowd with relevant content and have not structured your website correctly the search engines will bump you down, and prospects may never find you.

Because of the value of being a top ranked company, an entire service industry popped up. And their main focus is to help businesses with this so called “Google Dance”. This industry is SEO, which stands for Search Engine Optimization. What does this mean for your business?

The Worldwide Web is the go-to place for people nowadays. They go to it when they want to find information, solve a problem, or get something they want. Therefore, your website is a great and even necessary marketing tool to monetize your business. However, as we explained before, creating a beautiful website that highlights your products, services, office, and staff is not enough in today’s market!

You can pay for traffic with PPC as we discussed in a previous blog post, or you can attract visitors organically (or both). To rank organically, you must do the things that allow the search engines to find you, index you, and rank you on their multiple pages. In the Internet world, this means that you provide valuable information, content and have an optimal site structure. This process involves two types of SEO: The first category is on-page SEO and second is called off-page SEO.

  • On-Page SEO

    On-Page SEO attributes to the things you do on each page of your site to tell the search engines what that page is about. The most important aspect to remember is that each page should target just one or two topics. Don’t try to stuff the equivalent of the Encyclopedia Britannica on a single page of your site! Most websites lack focus. Your website should have a clear structure, and each page should focus on one topic. For example, if you are a caterer, you should have a page with your menu, a page about the services you offer, a page about event themes, a page about catering a wedding, a page that about catering a corporate event, a page about planning a party, and the like.

  • Off-Page SEO

    Off-Page SEO refers items that are done in other places on the Internet to draw attention to your website. For example, when you talk about your catering company on someone else’s blog and include a link to your site, that is called a “Backlink” (a link back to your site). A backlink is like a directional signpost that points visitors and search engines back to your website. When you add a new page to your site, you give the search engines another. If you build it, they WILL come. However, it is only if you let people and the search engines know that you have created it!

There are many books and courses already available on the subject of SEO. That is why we are not going to go into depth in this article. We will cover three core principles that are important to get your site get noticed and attracted your ideal client.

  • Keywords

    It is what your prospects type into that search engine box on places like Google, Yahoo, or Bing to find what they are looking for. Now, while there is a lot that we can say about keywords, the most important thing to remember is to create pages on your website that use very specific phrases, the more particular (niche), the better. For example, rather than having a page about “Caterers,” which is very general, it would be better to create a page about “Caterers for your Anniversary Party” or “Catering Company in Wilmington, North Carolina.” Can you see how you could get a better-qualified customer visiting your site by using more specific keywords?

  • Backlinks

    As we briefly mentioned, backlinks are signposts out in the online world. Backlinks guide people and search engines, back to your site. There are thousands of places to put backlinks and hundreds of methods to create them.

  • Content

    The content you provide are the actual articles, posts, videos and such on your website. Again, make sure you provide relevant and informative content for you potential client.
    There is very little value spending energy and time getting the right keywords and tons of backlinks if your visitor finds little value for them on your site. Do not be afraid to “give away” too much. Your customers will love you for it, and it goes a long way towards building rapport and trust.

To summarize: Your primary focus should always be on providing something of value to your prospects and customers. Secondary, implement the search engine optimization strategies and tactics to help your website rank higher on the search engines. With those focus in place,  your potential clients can find you quickly.

By the way, if you are ready to monetize your business more effectively and accelerate your business results, let’s connect.  I know we can help.

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