Search Engine Optimization
What Is Search Engine Optimization (SEO)?
SEO refers to onsite content and requires creating website pages with good information that will engage visitors while also telling Google what your site is all about. If a visitor checks out more than one page and stays on your site for several minutes, that’s a good indication of your site’s relevance. If a visitor lands on your website and immediately “bounces” off, that’s a bad sign. The visitor experience is of utmost importance to Google so your site content must appeal to human visitors while still informing search engine “spiders” of the topic of each page. Keywords in the domain name, meta tags and page content are still important—plus snippets and structured data—but too many keywords can be considered “spammy,” so there should be only a smattering of keywords in the title, description and text. SEO requires balance between page content that flows smoothly for the reader and also tells Google the topic of the page.
Why Is Content Still King?
When visitors lands on your website, will they find the information they’re searching for? If the answer is “yes,” it will help you convert visitors to customers AND it will help with your search results placement in Google. Win-win! You don’t want visitors to be disappointed and “bounce” off your site within a few seconds of finding it or only visit one page. That affects your analytics and tells Google this site doesn’t deserve to show up well for the search terms that brought these visitors here. Bummer. The longer someone stays on your website and the more pages visited, the more Google (the algorithm) thinks your site is worthy of recommending. And, of course, the more valuable the information you provide to potential customers, the more likely they’ll convert to new business. So SEO isn’t just about keywords, titles, metatags, snippets and structured data, it’s about the basics of well written, appropriate content.