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Search engine optimization; the process at which websites are optimized into search engines like Google, Yahoo, or Bing with content such as keywords, images, and text. Sites want to have a higher ranking within these search engines to get more organic traffic that can help lead to more customers. SEO can help increase the volume and interaction with a company’s website and the best part is? It’s free! Read below to learn more about how search engines work and some of the strategies you can incorporate as a new or established business to achieve SEO success.

About Search Engines

There are various ways that search engines act when delivering results to a customer inputting a search request. These are important to remember when trying to imagine how your website is formatting itself to the search engine.

  • Process: When having received the search request, the engine compares the search string in the search request with the database of indexed pages.
  • Index: Indexes are created of each page of a website to help the search engine retrieve the webpages when someone puts in a request. The search engine maintains a huge databases of results that can be retrieved later for usage. Indexing identifies expressions and words that describe the page and lists of keywords.
  • Crawling: This is the fetching of ALL webpages linked to a specific website. This process is done with software that is known as a crawler or spider.
  • Retrieved Results: This is the display of results once a consumer enters their search request. The search engine will display these results on the page in order of value to a consumer.


SEO and Business

Search engine optimization is essential to the beginning moments of a business. Consumers are more than likely to click on one of the top five suggested related pages, sometimes referred to as SERPs (Search Engine Result Pages). To begin getting more website traffic, you want to get one of the top screen spots. SEO is a social promoting tool for your website.
The individuals who find you through search engines are more likely to promote the website on social media pages, such as Google+ or Facebook. This is important for the long-term life of your website. The ultimate goal with SEO is to get your website to the top of search results so more consumers find their way to your website. Consumers trust search engines, under the expectation that their keywords are going to take them in the right direction. The more you relate to the expected keywords in search engine optimization, the more trust that is probable with the consumers you are seeking.
The number of people who come into your website and walk away, virtually, is going to increase if SEO is put together effectively. There are many steps to get your site to start ranking organically from SEO, but it is worth it. The conversation rate of visitors to consumers for SEO working websites is higher. The better put together your SEO tactics are, the more likely you are to attract interacting customers who are interested in your business.
Customers want to interact with your brand. This is an essential part of what your brand should be doing to grow your business (more on branding in an up-coming blog post). Websites that are being optimized for SEO will have a stronger chance of engaging customers more successfully with their brand. Hopefully, people will give feedback and leave notes for the brand to better itself and future interactions. You are going to want social media outlets for this to happen more cohesively. Bringing brand awareness to consumers is a big part of what SEO provides. Ranking higher than average for an assortment of keywords can help boost brand awareness for websites working on SEO strategies.


Keyword Research Gets You Ahead

Keyword research educates the marketer or business owner with specific data tied to the searches. This can help resolve questions such as “What do people search for?” “How many people are searching for what?” or even matters related to the format of the data that is being sought. You are going to want to narrow down the topic at which you are attempting to determine keywords. Focus on your audience’s demands and work to create a more evident campaign that targets these consumers. These audience-driven keywords are going to serve as more useful tools over primary keywords and “interests.”
By digging into the essentials of the searching done by target consumers, you are going to begin discovering new, actively adapted keywords. You can choose to put your keywords into a keyword research tool, such as KW Finder, to find the volume for each keyword, as well as relatable keywords, questions, and even topics that you can start to incorporate to get your website to rank from SEO. During this process, you will notice that the relevancy and size of volume to these keywords varies quite a bit. This can leave marketing managers at a bit of a roadblock as both high and low competition keywords have their advantages. Make sure you are looking into the volume of these keywords thoroughly to give your website the best chance of success for ranking.


Spice Up Your Pages

A website’s pages must incorporate keywords from your research to start ranking. Make sure you are using a variety of keywords for each page on your site This will boost your chances of being ranked towards the top of organic search results. You will receive more traffic from the search engines if your pages are specific to their relatable material.
There are a lot of ways that you can spice up your pages to help increase ranking. One idea is to add in an FAQ page or section. Has anyone ever asked you a question about your business? Collect these and you will have ready made content that you can add your keywords to, while providing value to your customers. Providing value to anyone who visits your site should be one of you goals. The more valued content on your website, the more trust you are creating with the customer. Lastly, more content on your site makes it easier to incorporate keywords and start increasing your SEO ranking.


Strategic Search Ideas

Something to think about when trying to get your site optimized for SEO is what is going on in the marketing place that could change how consumers are looking for your product or service. Do customers change what they are searching for seasonally? Do different regions play a factor? What are your competitors doing that you can try to mimic?

Thinking through these questions will give you different search ideas to help structure your site’s content around. Keeping tabs on seasonal fluctuations in consumerism will help with some marketing tactics. Keywords related to the holidays will come in handy as people are shopping online for gifts and relevant merchandise. Region specification is simple when it comes to narrowing down keywords to towns and counties. Think about how to target in each region – is it different from the east coast to the west? If the competition is doing well, they may outrank you again and again with aligning keywords. To beat them, you will have to be strategic in the keywords and phrases you incorporate to your site.


Searching Intent

SERPs (Search Engine Results Pages) help to bring understanding to how searchers want to intake information for specific keywords or searches. The format at which Google displays results from searches depends on the intent that is behind the search. Every search query is unique to its purpose. While there are endless potential search formats, try to focus on the five major types of intent.

  1. Navigational Queries: These searchers want to go to a particular place on the internet.
  2. Informational Queries: Searcher needs specific information, such as height or color.
  3. Commercial Investigation: Wants to compare products and find the best-suited one for the specific consumer needs.
  4. Transactional Queries: Searcher wants to DO something, buy concert tickets, or watch a movie.
  5. Local Queries: Searching party wants to find something local.


Closing Thoughts

Many factors play a part in the search engine optimization. As you work on your site, build up a list of relevant and concentrated terms to use as appropriate keywords. Focus on spicing up your pages with rich content that provides value to your consumers. Look at your competition and adjust your marketing plan to increase your standings on the SERPs. Lastly, make sure that you recognize the intent of your potential customers. Look further into successful start-up measures for SEO for your business if you are seeking an increase in website traffic. SEO marketing has proven to provide businesses with an increase in active customers to their websites if done properly. If you have any questions, please don’t hesitate to reach out to Tracie Felt ( Good luck!