Being online is not enough; you have to be easily found by customers. Every business owner with a website recognizes this fundamental truth. Being easy to find takes work and specialized technical knowledge. Many business owners have heard of search engine optimization (SEO) but maybe haven’t gotten around to investing in it. The time to invest in SEO services has come because it is an affordable and effective way to get found online.
Why SEO Services Are Essential to Your Business
In short, everyone with a business website is competing to be found online. Hardly anyone goes past page three in Google’s search results, so if you don’t pay attention to SEO, potential buyers will end up going to a competitor who did invest in SEO to be found. Simply having interesting content on your site is not enough because so many factors determine where your site appears in search results. An SEO professional will be able to work with the various search factors to make your site easier to find.
Your site could end up high in the search results by accident, for one or two keywords. Those results won’t last, though, because search rankings change as competitors emerge or change their own content to make it easier to find. Those businesses will push your business down in the search results, to the point where hardly anyone sees that new service you’d like to be found. The same thing can happen when local competitors do a good job of making themselves visible.
Local Searches on Mobile Devices are a Huge Opportunity
Something like 70% of smartphone users are searching for businesses and products on their phone. Having a website that looks great and performs well on smartphones and tablets (as well as on laptops and desktops) is essential. In fact, Google may give you a small boost in rankings if you have a mobile-friendly site.
If your business depends on walk-in traffic you cannot ignore local SEO, which is exactly what it sounds like. You want your name, phone number, and physical address listed on multiple pages so you can come up in relevant searches by local customers. List your physical address on each page. If you have multiple locations in the area, list them all on a Locations page. While paid advertising on Google might make sense, it cannot be a substitute for tweaking your site constantly so you get the best possible search ranking. SEO services know-how makes a brick-and-mortar store easier to find.
What a Professional SEO Service Does
An SEO company can do some of the difficult keyword research for you and help you create a strategy to make the most use of keywords that your target customers are using. This means that an SEO company does lots of work on your site and off to generate traffic. On your site, they can use keywords in a way that is most likely to help your search rankings by:
- Including them in page descriptions;
- Using them in page titles; and
- Incorporating them in on-page headers, page content, and image tags.
Getting quality backlinks to your content (meaning from other reputable sites) is one of the most important things they’ll do off your site. Those links not only generate traffic themselves but they make the site look better to Google.
Being found online is a constant battle to achieve, which is where an SEO expert can be valuable. This is why a consistent investment in SEO services makes sense. You’ll save time and money by working with someone who knows what works and, more importantly, an SEO professional will know how to use the right keywords in the right way.