The way any business or enterprise will get clients is simply by letting people know about the business and that is called marketing. If no one knows about what you do, how do they patronize you? The next question is, what does a business do so that they can be known or how do they go about marketing their brand, products and services? To answer this, we need to consider another question. Where are people located?
Although there are many ways to market a business including traditional media like television, radio, and newspaper, etc., it is the 21st century and the best place to get the attention of people is online. A larger percentage of people spend considerable time interacting with their different devices; their computers at work or at home and also their smartphone which is practically with them all day.
Since this is the case, reaching them online where they are is the wise thing to do. One of the best ways to market online is through search engine optimization which is a major part of digital marketing.
Search engine optimization or SEO, as it is commonly called, is the process whereby a website is optimized so it can rank high in search results when using engines like Google, Yahoo, Bing, etc.
How SEO Works
Search engines operate by crawling the web for related content when a user types in a search criterion. While crawling, the engine looks out for specific keywords, links, descriptions, and contents. With all these, the engines rank websites based on how relevant their content are to the search criteria. You can read a more detailed explanation here.
To make a website rank high, it must meet the relevant criteria. For a site to meet these criteria, SEO tools are used to optimize it. SEO can be performed on a website in two ways which are:
These refer to activities that take place on the website. They involve the actual web design and population of its content. Tools like keywords, meta-tags, outbound links and of course the right content are used. It also involves designing with the human visitors in mind. The website should be attractive, user-friendly and easy to navigate. Optimizing scripts such as HTML and CSS, making the site load fast by proper use of images and videos are just a few ways to achieve this. Another important strategy is making the site responsive so it properly renders on any device is key.
This involves practices that are carried out outside of the site. Activities such as building inbound links, social media engagement, placing ads where necessary and web directory listings among others. These activities generally help promote a website’s online presence.
Using both forms of SEO enables search engine bots to locate your website and then rank it appropriately. Also, when users get attracted to your site and spend time there as a result of the on-site activities you have implemented, it signals to search engines that there is quality content on your site and therefore, they push it high on the list.
Based on all these factors, the search engine bots rate and rank each site. The sites with the highest scores based on the search criteria appear not just on the first page but also on top.
How Do You Get started?
Because SEO demands time, knowledge and expertise, hiring an SEO company to handle your search engine optimization needs is highly recommended. Companies like Rise Online in Birmingham have different options for business ranging from a full-service SEO to guiding you on what to do by giving you an SEO DIY roadmap.
Depending on your budget and your needs, you can find an agency to totally handle all your SEO needs or implement certain aspects that you may not be able to tackle yourself, leaving you to implement those you can. Whatever the case, with a professional agency, your site will receive the much needed help.
Some agencies may also offer different forms of training suited to individual companies. This may include consultations for those who like to keep things in-house. Once you determine what will work best for you, look for an agency that can offer those services.
Marketing a business is a key ingredient in making it successful. As the world keeps getting smaller by reason of the internet, one of the best ways to do this is through online methods such as digital marketing and search engine optimization. With this, you can reach millions of people with little effort as compared to other forms of marketing.