What Is SEO?
SEO stands for “Search Engine Optimization.” Essentially, SEO is the practice of increasing organic search engine rankings. As your website moves up the page in search results, you will receive more visitors, and ideally more qualified users. More traffic is better but the quality of traffic matters too. The goal is to match the right people with the right pages on your website.
How SEO Works
How does Google know what to display in search results? The answer is easy—Google doesn’t just know. They have to be told. A list of links doesn’t magically appear after you type in a phrase or question. It’s strategic. It’s Search Engine Optimization. There’s a lot of hard work that goes into the entire process. Here’s the rundown.
These are just the basics of how SEO works, but you’ll get the gist. Search engine optimizers and copywriters create keyword-rich content that supports the intended search. From there, we do work on the backend of the website to make sure Google can understand what it’s seeing. We make sure search engines are reading the site the right way.
Next, search engine crawlers go out and gather information from the content on your website. That text is indexed and fed through an algorithm that connects your content with search queries based on the keywords, phrases, and semantics. Google then prioritizes everyone’s content based on how important they think you are. The algorithm is an important piece in how SEO works. It determines your importance based on several factors including trustworthiness of your website, external links, keyword usage, social media metrics, etc.
Unique Content for SEO
SEO best practices include a word count. When our clients hear this, many of them are concerned about website clutter. “Will it be too much? Will it look crowded with words?” No, it won’t. We tactically design every page so it looks clean. “Will people actually read all of it?” They may or they may not, but Google definitely will.
For search purposes, it’s better to have more unique content for SEO than less. Your website must have useful content that features keywords and phrases used by people who search for your products or services. Google needs things to read. It’s necessary to have fully developed written content on the website in order to pull for keywords in a search. We want to make sure your website has the proper amount of copy and keywords so you will show up in search results. Without long-form unique content for SEO, there simply isn’t enough for Google to pull from.
You can’t win where you don’t play. Your website won’t show up for keywords that aren’t on your website. It’s that simple. Search engine optimization has very specific variables for successful implementation. Using a keyword once or twice probably won’t result in any traffic. Using a keyword too many times, known as keyword stuffing, is bad for SEO too. Search engines recognize this as spam and won’t fall for it.
Think of SEO as a dating app profile. You don’t want to look uninterested but you don’t want to come off as too desperate either. You have to find the right balance so you look available and approachable. It’s the same with SEO. You want to use the keyword enough so your content is relevant to the topic.
Writing content for SEO
SEO is all about user intent. It’s not just about writing content for SEO, it’s context. It’s about what people are searching for and how they’re searching for it. For example, if you search for “Furniture Restoration” on Google, you get a mixed bag of results—restoration companies, DIY blogs, even a video from the Hallmark Channel.
Let’s refine that search. There’s a huge difference between “Furniture Restoration Service” and “Furniture Restoration Tips.” “Service” distinguishes that the user is looking for a transaction. They want to pay someone to restore the furniture. “Tips” shows that the user wants to repair the furniture themselves. They’re looking for a step-by-step video or article. The goal is capturing your audience through writing content for SEO.
Your target audience is what matters. If you’re a furniture restoration business, you want to focus on people who are looking for a business. If you run a DIY blog, you want to focus on the people looking for tips. It may seem like a no-brainer, but capturing the attention of the end-user is your goal.
A Few Things To Consider
SEO vs. Paid Search
- SEO isn’t a quick fix like Pay Per Click (PPC). It’s a time-intensive, ongoing process. It may take weeks, even months, to see results depending on how competitive your industry is. But don’t worry. Even if you’re in a highly competitive field, there’s always a way. You just have to put in the time and effort to see your rankings increase.
- If you have a time-sensitive sale or event that your business is trying to promote, SEO may not be your best option. Again, SEO takes time. By the time you see results, the promotion may be over. PPC or social media ads are often more beneficial for a quick turnout.
- The more TLC you put into your SEO, the better your results. Search engine optimization has to be nurtured and cared for. It’s something that you have to keep working at. That being said, the pages continue to do the work for you. Unlike paid search, SEO stays in the long run. Once you stop feeding money into a PPC campaign, the promotion stops. Your content-driven pages continue to benefit your SEO strategy as long as they’re on your website.
- There is no guarantee of claiming the top organic spot. SEO processes have no control over search algorithms or ongoing SEO efforts made by your competitors. Rankings can fluctuate on any day, at any time. If you want to be the first visible result on a page, opt for a PPC campaign instead.
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