SEO is what helps your website get noticed
So you have a website now, that’s great! But what if no one ever sees it? Well, that’s bad. You have spent all of that money to get a nice fancy website to show off your business, services, or products but your sales conversions haven’t increased dramatically, not in the way you had hoped it would. That’s where SEO (Search Engine Optimization) comes into the mix. It used to be where you would hire someone who knew Google really well and they would add a few keywords and meta descriptions to your website’s header section and you would increase in rankings, unfortunately it is just not that simple anymore.
With the increasing changes to algorithms that Google has pushed out over the years, with others like Bing following suit, SEO is becoming more of an art form and requires a great deal of patience and technical know-how to properly optimize your website. The focus has shifted on what ranks and what doesn’t, and if you don’t keep up, the further back in search results you show up. There are a lot of key factors that play into your website’s performance in search engines and we’ll discuss a few of the more important ones to think about when it comes to your existing website, or if you are a new business looking to have one built.
Is Your Website Mobile Optimized?
Back in the Spring of 2015, Google had made an unprecedented change to its algorithm in which searches made on mobile devices such as phones and tablets would see “mobile optimized” websites in search results first, pushing ones that weren’t further back and most times unseen. This came about due to the fact that statistics about the use of mobile devices was growing at a faster rate then anyone had imagined. More people began to use these devices for more then just posting photos of what they were eating to Facebook or Instagram, they were using them to search information about local businesses or researching a brand they were interested in buying something from. Hence the shift in Google’s logic in showing relevant content to who was searching for it.
However, this left many website owners shuffling to get their website optimized for mobile devices, and there are plenty of them still out there who haven’t really caught on yet and are now starting to feel the effects of Google’s big change. With something called Responsive Web Design (RWD), it allows web designers & developers to create a website that “adapts” to different viewports on different devices, allowing you to maintain a single application as opposed to having one for desktops and one for mobile devices. If you want to see and example of this, feel free to open this website on a tablet or mobile phone and you will see how it adapts to the different screen sizes, or just shrink your desktop window.
By upgrading your website to Responsive Design, Google will mark your site as “mobile friendly” and will show your website in results on mobile devices. If you have an existing website and you are not sure, you can add the URL to your site on Google’s Mobile Friendly Tester and it will let you know whether your website is mobile-friendly or not.
Unique & Relevant Content Is the Key to Success
This is probably one of the areas that clients struggle with when starting up a new website for their business, but has one of the greatest impacts on search engine visibility. A search engine’s key role is to serve up results based on searched keywords or key phrases in order to provide the best user experience. Having good quality, unique, and relevant content that pertains to your services or products will allow you to establish an authoritative position over your competitors.
There are number of ways you can create content for your website, but the two most tried and true ways are either write it yourself, or hire someone to write it for you. Here at Omnia Creative, we mix it up a bit because we feel that you really don’t know your business until you start writing about it and helps streamline what your business is really about. During our discovery phase on projects, we go through a 10-point checklist and ask a series of simple questions about your business. This helps us gain insight into your industry that allows us to better research your target audiences and develop strategies for on-site page optimization when we start putting your website together. Also, it will allow us to take the acquired information to our in-house copywriters so they may help draft up the copy for your website if necessary.
There are three main factors that we focus on when it comes to content for your website:
Finding similar copy somewhere on the web and just “spinning it”, or changing a few words does not make it “unique”. In fact, as algorithms improve, search engines are able to determine if your copy is too similar to copy on another website and will penalize you for it. The same goes for just copying from another website and passing it off as your own. Since the origin of where you copied it from has legacy behind it and is the original source of the material, the search engines will know this and you will get hit with the Duplicate Content penalty.
This is where writing about your business helps you to determine how your business is “unique”. You may be a candle shop in downtown Philadelphia and there are 10 others within 1 square mile of you, but what makes your shop so unique? What sets your business apart from all of the others? How are you different? The answers to these questions are what end-users are looking for when researching a local business before clicking the “Shop Now” or “Contact” button on your website.
By having unique and relevant content on your website that cannot be found anywhere else on the web will help establish that you are an authority on the subject matter and will rank you higher when searching for your types of services or products. This aspect will also help in areas of Content Article Marketing and Social Media Marketing if you should choose to embark on doing some off-site seo campaigns to further drive traffic to your website.
By Google’s standard, you should have at least 300 words or more on a per-page basis while ensuring that the copy is relevant to the subject you are speaking about, and that it possesses a high keyword density. Just having 3 or 4 sentences as an introduction about your business on your home page isn’t going to cut the mustard. When users are researching a business to purchase services or products from, they want to know whom they are buying from and that they can trust your brand.
Good placement ensures higher conversions
There are now 3 levels of placement within Google’s search results: Paid Ads (PPC Campaigns), Local Listings (Maps), and Organic Results. Each play a pivotal role in developing strategies and each deliver different results based on your market and audience. SEO is an investment not only in time but money as well, but if it is done right, it will have a positive impact on your ROI. Developing a good strategy to get a client to outrank their competitors and gain great visibility takes a great deal of technical skill and patience when it comes to the SEO game.
PPC ads are ads where a business had paid for certain keywords that they would like to be shown for in search results. They are signified by the little yellow marker next to each listing and usually range from 3 – 4 results depending on the search criteria. Paid ads allow you to bid on keywords or key phrases and depending on competitiveness of those keywords will determine how much you need to budget for your ad spend in order to run a successful campaign.
Pay-Per-Click campaigns offer the quickest results in lead & traffic generation and have proven to be effective in Search Engine Marketing. As of 2015, by cross-pollinating a well thought out PPC campaign with good On-Site Page Optimization has shown a 25% increase in clicks, 27% increase in profits, and in some cases a 200% increase in conversions.
(We will be offering this service soon, just developing a baseline pricing model that we can offer to our clients)
Local Citations & Listings
We often hear horror stories from our new clients that their address or phone number is listed wrong across multiple directory sites. This causes many problems not only with those who are trying to reach you, but also plays a part in why you’re business is not being shown in Local Listings in search engines, especially in mobile searches. There are many outlets that try and “strong arm” you in paying a boatload of money to have it corrected, Yext & YP to name a couple.
However, there are tons of free directory sites that you can submit your business listing to that would help to overpower those that have your business contact info listed wrongly. By having your business contact information consistent not only across your entire website, and with several other key directory sites like Google My Business and Yelp, it will help combat the negative impact on your listing in search results.
Organic Search Results
These are the listings that show up below the ads and local listings. Having good unique and relevant content on your website will help ensure good placement within these results. As statistics have shown, those placed at the top receive about 1/3 of all clicks, where as 2nd, 3rd, and 4th position receive 63% of clicks, leaving 4% click-through rates for everything below them. Also, that 70% of users never click through to the second page of search results., meaning you’re business is virtually invisible to most of your audience.
Hire An Expert SEO Strategist
Just in recent years, the focus on business and search engine visibility has shifted. More and more people are asking questions about SEO and how they one-up their competitors in their local markets, and has become the focal point of discussions when starting a new project. There is a great deal of work that goes into to developing a good SEO strategy, and by utilizing the right tools to perform analytical research about your business and targeted audience allows us discuss different options based on your needs as a business.
There are a lot of companies out there that will take advantage of clients that aren’t in the “know” and often leave them after months of investing time and money with nothing to show for. We at Omnia Creative have always lived by being fair, open, and honest with our clients and we set realistic expectations and goals up front so you know full well what you’re paying for and what you can expect from us. We thrive on our clients doing well because we strongly believe that when our clients are successful, so are we.
So if you are interested in finding out more about how we can help your business reach it’s potential and increase profitability, feel free to contact us today and we’ll be glad to answer any questions you may have. But if you are reading this and you decide to seek services elsewhere, please become more educated on the subject so you know exactly what you are investing time and money into.