Search Engine Optimization—or SEO—is a term that may sound scary at first, but is simple when you break it down. It’s the process of optimizing your online content (website, blog or otherwise) for search engine algorithms like Google’s. Search engine algorithms are what look at all the content on the web, and lay it out on the search engine results pages. This is where your business will get found, or be lost in the world of “second page and beyond.” Your business’ SEO efforts are what determines your SERP (search engine results page) ranking, and consequently, determines how “findable” you are online to your customers.
Still confused? Basically, SEO is the process of tweaking your website, blog and other online content so that Google, Bing and other search engines will put you at the top of the search results page when customers start looking for you online.
Why does SEO matter to my business?
Optimizing your website and blog content with the right keywords, meta data and other SEO factors will be hugely beneficial to your business.
If you play your SEO cards right, it will get your business found when customers ask Google and Bing about things relevant to your business. If you’re a business attorney in Los Angeles, SEO can help you be found whether local Angelenos are searching “best business attorney in LA”, “copyright my logo”, or even "should I set up my business as an s-corp?".
Here are the four biggest reasons you should care about SEO, no matter what your business is:
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If one person types in “best business attorney in LA” into Google, and your business is at the top, then they’re likely going to click on your name. But there isn’t just one person Googling that term—there are thousands. Each person who clicks on your name from Google is another boost to your website traffic, and more potential business for you! Hello SEO, hello more traffic, hello higher revenue!
Offering helpful solutions for customers
Optimizing your content for specific keywords like “best legal entity for realtors” means that when a customer goes to Google to find answers, they’ll find you. Creating a name for yourself in your industry as a helpful, informative brand will improve your reputation, and get more customers flocking your way!
SEO makes marketing easier (and cheaper)
If a customer can find you at the top of Google search results by typing in “best business attorney in LA” then why would you need to pay for an AdWords campaign? SEO is what determines where your business appears on Google, so optimizing your content for the search engines just makes sense when it comes to where you spend your marketing bucks.
Don’t give business to your competitors
Still not sure why you should use SEO? Well here’s a big one—if you don’t implement SEO tactics for your business, then it’s your competitors who will be found when local customers go looking. Someone has to be at the top page of Google, right? If you’re not employing SEO tactics for your business, then it will be your competitors who show up when your potential customer turns to Google for advice and answers.
Search Engine Optimization is important to consider when creating and publishing any kind of online content—whether it’s your business website, blog or otherwise. The better your business gets at optimizing your content for SEO, the more likely you are to be seen online, and the more business you’ll get to your storefront!
SERP: Stands for Search Engine Results Page. The list of results that search engines formulate and present to the user after a search is made. Your SERP rank is where your website/content appears on the list of results.
Backlink: When one webpage hyperlinks to another website; very popular in blogging and creative writing. The more backlinks your website gets, the better your SERP rank!
Keyword: A word or phrase that a consumer enters in search. Your website and content should be optimized to draw in the consumers who are searching for specific keywords. E.g “best hairdresser Texas”.
Metadata: Data that tells the search engines what your web page/content is about. This helps the search engine algorithms know if your content is relevant to what the consumer is looking for.