The Importance of Search Engine Optimization

The term search engine optimization (SEO) is nothing new.  It is almost as common as the term “search engine” in this internet savvy world. Yet, several corporate websites and professional web pages have to discover the importance of website content optimization.  The argument is that the mother companies of these websites have already invested in social media marketing or traditional public relations strategies. As a result, their businesses are growing and earning profits. So you ask,  what is the need for search engine optimization?

Search Engine Optimization Brings Your Company to the Forefront

Search engine optimization (SEO), or website optimization, is the process of making changes to a website so that it will rank higher on search engine results. To be more direct, SEO is the process of making alterations to a website so that web users notice the website immediately when they search the internet for a particular product or service available in a specific region or city.  

There are a number of optimized elements on a website that search engines use to evaluate its relevance and readability.  Some of these elements are:

Page Titles: A page title should denote the core objective of the page; not only a company or organization’s name and standard welcome message.  Often this causes search engines to bypass such pages. The best option would be to use content targeted phrases for the page and include a company, organization or agency’s name after that.

Text-Based Navigation: Search engines cannot read images. There are several websites whose navigation systems are done with images. These need to be replaced with text based navigation systems that the search engines can follow. Text-based navigation is where a path can be created to  links, information about those links and widgets featured on the website. These key words also known as anchor texts are content in menus that are are categorized as more readable within the content and can be clicked to reach the desired web page.

Placement of Keywords and Phrases:  The placement and prominence of keywords as well as phrases in website content are important for search engine placements.  A good example of this is to place the leading keyword or phrase in the first paragraph of a page rather than including it in the middle of the content. Using larger font sizes as well bolding the particular text can also increase the page’s ranking on search engines.

ALT and META data: These are often ignored by several web developers but are crucial elements of a website’s optimization.  These are tags not seen by the website's users; they are embedded in the site’s coding. ALT tags refer to captions that describe an image.  In optimizing your company’s name, an ALT tag placed behind the image of a company’s logo is ideal. Meta tags are lines of code included in the uppermost section of your site’s code. They communicate the page’s subject matter and relevancy to search engines.

Search engines evaluate a website's relevance and readability based on these factors. The website is then assigned a ranking on the search engine results page. The relevancy or the level of optimization a website’s content has determines its position on search engine results. Search engine visibility can also be achieved through using automated search engine submission tools. These tools can regularly submit a website’s address to not only national and local search engines but directories as well. Using these tools in conjunction with website optimization can dramatically impact the amount of traffic directed to your site.

It is a known fact that over 60% of Internet users will not look beyond the first page of search results.  Hence, it is imperative that you hire the best SEO services company to boost your websites search engine rankings.

Search Engine Algorithms

A search engine algorithm is a unique formula that search engines use to determine the significance of a web page. However, each search engine has its own set of rules. These rules determine whether a web page is genuine or features spam as well as if it has any significant data that would interest internet users. The search engine giant Google continues to release new algorithms and these updates largely impact a website’s ranking on search engines.

For example, Google’s Panda Update is a search filter that was introduced in February 2011. It was developed to stop websites with poor quality content from working their way into Google’s top search results. Panda is updated from time-to-time. When this happens, sites previously hit may escape, if they’ve made the right changes. Panda may also catch sites that were not detected previously. A refresh also means “false positives” might get released.

On August 1, 2018, Google announced a huge search algorithm update, which had lead to several online businesses SEO reporting of ranking and site traffic fluctuations. Google's Core Search Update nicknamed the Medic Update, had big impact on websites related to health, finance and e-commerce. The core purpose of this update was to penalize websites that hadn’t optimized their pages to the latest trends.

How Can Search Engine Optimization Help Your Business?

Every business, agency, educational institution, medical organization or government department should have a website today. In addition, if a business’ website isn't found by search engines, it will be considered non-existent.  Professional SEO services can help a company increase its website's relevance and in turn, move it higher in the rankings when searched.  Search engine optimization should be an essential part of every online marketing strategy as it can generate more quality traffic to a website at a relatively lower cost.

Optimizing local search presence provides several advantages to a business. It will boost sales, increase both offline and online visibility, as well as help a business connect with its customers. The latest Google statistics tell us that about 20% of search queries are related to location. That is, online customers search for a particular product or service in their respective area. Moreover, with the proper SEO strategies businesses can:

1. Attract and connect with a larger number of customers

2. Reach mobile users

3. Increase local visibility

4. Achieve better conversion rates

5. Build brand awareness through better rankings

6. Boost traffic to the business’ website

To know more about how SEO services and strategies can help your company, contact SGS Technologie at (904) 332-4534, info@sgstechnologies.net .

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