Search Engine Optimization (SEO)
WHAT IS THIS?
Search Engine Optimization (SEO) usually falls under an Internet Marketing Plan. Its goal is to improve search engine (e.g., Google, Yahoo, Bing) rankings when a potential customer searches on keywords that are related to the product or service that you sell.
When a customer finds you through a search engine in the normal search results, that is called organic (i.e., unpaid) traffic.
SEO has a technical component; part of which requires knowledge of website development and architecture and how other websites link to your website.
But much of the work in Search Engine Optimization has to do with the quality and uniqueness of content, length of content on a page, layout of content, and words used in the content that helps give the reader (and search engine) the overall context that the content describes.
The goals of a search engine are to direct someone to helpful content based upon what the person is trying to find.
So, it is the goal of an SEO campaign to understand what people are seeking and developing rich content that responds to that.
The third piece of SEO is building links. Over and over, correlative data have shown that good rank in search engines is due in part to reputable websites linking to yours.
Combining important technical work on your site, high-quality content, and additional links to your site; this strategy helps search engines “discover” your valuable content and guide prospective customers to you; and it also helps prospective customers understand your offer better because your content is of high and thoughtful quality!
Unlike some other strategies that may have an immediate return, SEO work can take many months to see real benefit. That’s why SEO is only part of a more comprehensive Internet Marketing plan.
WHAT IS THE RETURN?
If SEO is done successfully, you see more relevant traffic in greater volume for the types of searches done by your targeted prospective customers.
If your specialty is tie-dyed apparel, a thoughtful SEO plan may give you much higher ranking on searches like, “tie-dye sweatshirts” and “hippy clothes” rather than focusing on a broader sweep of “women’s casual apparel”. In the case of the first two, those site visitors are much more likely to purchase than a broader audience.
The long-term impact of on-going SEO work is often the difference between success and inevitable failure of a traditional ecommerce company that relies on prospective customers locating its website.
The benefit of SEO success means that in as soon as a few months, you could have a free source of qualified, targeted prospects coming to you. And a website that gets – for example - 30-50% of its revenue from free organic traffic is often in a much stronger position than a website that pays for advertising for 90%+ of its traffic.
WHAT DO WE DO?
ReturnItUP and its associates will conduct an SEO audit of your website. We’ll learn about your business and your customer demographics. We’ll study how these customers are finding vendors like you. The SEO plan will take all that information and put together topical phrases to pursue for SEO, do the technical work, and work with you to develop strong content to support the search engine optimization.
For you to see the benefit of spending on SEO, you should set your expectations (with any consultant!) to see it start to give you a return in as long as six months for an established business with plenty of online competition. For a new business with limited online competition, search engine traffic may increase in less than two months of SEO work!
Customers are searching. Are they seeing you? SEO can bring YOU closer to where THEY are looking!