by Alonso Chehade on June 20, 2012
People searching right now can be potential customers and this is why it’s very important for businesses to workon their websites to rank higher in the search engines – because if they don’t, the competition will.
Search traffic converts very well into leads and customers because ranking high in the search engines not only makes your site easier to find but it also gives you a vote of confidence by a third party – social proof.
Search engine optimization (SEO) is considered the most effective tactic for generating conversions. (Tweet this)
Now let’s cut to the chase. Here is what you need to know about search engine optimization to help you get started:
The main purpose of the search engines is to serve the right content, to the right people, at the right time.
If you want be found you need to flip the script and think about what would people type to find your business and make sure that your site is optimized to be found by those search queries. Write about what you know, share your expertise and be a teacher.
Every page on your website should have interesting content to your new visitors. (Tweet this)
Off-page SEO is about people interacting with your site while not on your site which is why the enormous explosive growth of social media has had a big impact on the search engine results.
Factors like Facebook likes, shares and tweets tell the search engines that people like your content.(Tweet this)
Even though links are still valuable, overtime they have become less important as now search engines are also looking for content that people are talking about and sharing. This is why creating content that is easy to share and respond to is important for businesses to improve their rankings in the organic search results.
Social matters because search engines want to see that your content is popular among your readers.(Tweet this)
Branded content is about you or your business, while non-branded content is about what you do, but not about you in particular.
Ideally you site should be entirely about non-branded content. This is a great way of being of service and staying relevant to attract qualified traffic. Educating your visitors before engaging them into your sales cycle will translate in less people bouncing off your site.
When it comes to optimizing your site for search engines, a good rule of thumb is to place branded keywords first for B2C products where most of the time the brand plays a key role in the decision process, and non-branded keywords for B2B.
As social media and search continue to converge, adjusting your digital strategy will be key to your business long-term success.