SEO: How Does It Help My Business?

Last updated on: 2017

Digital

If you’ve spent any time exploring marketing online, there is no doubt you’ve come across the term SEO. Why, though, should it be important to your business? We’ve broken down the key information you need to know about SEO to maximize your online presence.

What Exactly is SEO, and Why Should it Matter to Me?

SEO stands for Search Engine Optimization, and refers to the process of maximizing the number of visitors to a particular website by ensuring the site appears high on the list of results returned by a search engine. The higher you rank on search results, the higher the chance of customers visiting your site, higher traffic to your site site, and the more conversions your make.

How do Search Engines Work?

Before starting on optimizing your website’s SEO, it is essential to understand how search engines function. For this example we will talk about how Google works in particular. Google has a bot called “googlebot” which will “crawl” the internet all the time, and will “index” your site automatically. Indexing refers to saving information from your site for later use on search results. It is important to note that the search engine will only save text information that is visible on your page. If your site heavily consists of images, hidden text, or ambiguous text, Google will have less information about your site. The less information Google is able to index from your site, the less chance you have of showing up in search results.

How I Optimize My Site for Search Engines?

When beginning to optimize your site, you should be sure to have all “Titles” and “Meta Descriptions” optimized first. These are essential, as they will impact the way your site looks on search engines and can affect a user’s decision on what link to click. For example, if you search for “Skin Care” on Google, the first result you will find is Sephora. With both a great title and description that reads “Skin Care Products | Sephora” and “Shop skincare products at Sephora. Find top-rated products from leading skincare brands to help target specific skin concerns and revitalize your look.”, they let the searcher know they have the kind of product they are looking for. If you do not create specific titles and descriptions, search engines will grab the first piece of text they find. For example, a result for Sephora could have looked something like, “Sephora” and “Holiday Gifts limited edition Sunday Riley Bright Young Thing Visible Skin Brightening Kit $90.00”. Undoubtedly, you would pick the first, more overarching result if you were looking broadly for skincare products.

While optimizing your site with titles and descriptions is a great start, you must be mindful of what other content you are including.

It’s More Than Just Programming

One major mistake businesses make when it comes to building their website is the believing SEO is all about programming and that only having the right titles and descriptions will garner great results. What will truly determine if your site shows up on search engines is if the content you are providing matches up with what searchers are looking for. A common mistake for a e-commerce site is to have a products page with unconventional names, superficial descriptions, and nothing other than product images on the page. Imagine a lipstick products page with the following information.

  1. Title: Products
  2. List of products with the following info
    1. Product Image
    2. Unconventional Name (‘Midnight’)
    3. Non Descriptive Description (‘For those all nighters’)
    4. Price(‘$8.99’)

The information being indexed in this example would be “Products”, “Midnight”, “For those all nighters”, “$8.99”. There is no mention of lipstick and no mention of what it does. When someone searches for “Black Lipstick”, Google will return all of the sites with the keywords “Black”, “Lipstick”, and “Black Lipstick”, but it wouldn’t know our “Midnight” product is actually a black lipstick, therefore it won’t show up on the results. When writing content for your site is it very important to put yourself in your customers shoes and think about what keywords and phrases they would search when shopping for products you offer. You can then use these terms as keywords throughout your site.

Want to better optimize your e-commerce site’s SEO and content? Contact us here.

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Alex is a Developer at Taylor & Pond.