How does SEO help my Business?
Get noticed. Gain sales. Look good doing it. Search Engine Optimization or SEO is one of the most important advertising tools that exist. It’s what helps you get found, instead of your competitors, when people search the internet for products and services like yours. But, it’s not magic.
As big search engines like Google, Bing, and Yahoo refine how they decide to rank websites on SERP or Search Engine Results Pages an SEO company like Greyphin has to make adjustments to keep our clients ranking well.
So, how do search engines work? Fantastic question, and we thought you’d never ask. For search engines to show relevant results when users are perusing the great interwebs, there must be a database of available information for the search engine to choose from. All search engines have their own techniques for collecting and ranking content from individual websites, but the main principles are basically the same. The process of collecting and prioritizing this information is called indexing.Okay. Sounds nice, but how do search engines index? Another magnificent question. You’re really on point today. Search engines write programs called “spiders”, “bots”, or “web crawlers”. These programs scour the internet, following links and indexing information as they go. Think of it this way. Google maps is regularly updated by cars driving our many roads and collecting video as they do so. Those cars are like the bots, the roads are like the network of links, the video collected is like website content, and the database that stores the video is like the database that stores website content. That’s how the search engines index.
How do I rank higher on Google? There are 3 primary things search engines look at when determining ranking priorities.
- Website Content:
- As the search engines’ bots are meandering through your website they scan all of your site’s URLs and look for starting points for the topics covered on your site. In this process, the bots also look for metatags and compare those tags to the content on the page. If the metatags are relevant to the content on the page, then you’ll score higher. If the metatags aren’t relevant, well, then you won’t. So make certain your metatags match up to the content on the pages they’re assigned to.
- Keywords are important elements of your content, too. What are keywords? Man, you’re a wonderful conversationalist. Keep it up and you’ll be a pro at SEO in no time. Keywords are actual search terms people use when doing an internet search. Simple, right? Ranking for these keywords though, is more difficult and takes a bit of research.
- How do I research keywords for my website? Here are a few steps we’ve compiled to help you through:
- Step 1: Make a list of top-level topics that are important and relevant to your business. We recommend doing this in a spreadsheet or on a piece of paper. Each topic should be the title to a column. You’ll see why in the next step.
- Step 2: List keywords that are relevant to each top-level keyword, in their respective columns.
- Step 3: Use a tool like Longtail Pro or Google AdWords Keyword Planner to determine your final list of keywords.
- While the bots are indexing your website, they’re also looking at the number of links directed to and from your site. The more high quality inbound links, also known as backlinks, your website has the greater the authority you’re rewarded from the search engine.
- Website Structure:
- The results are in! Google is the search king. Crazy right?! We’re just as shocked as you are. According to the latest netmarketshare report, 75.93% of all internet searches are made using Google. And, Google’s on a mission to protect its users from spammy and salesy websites, rewarding those that have implemented the topic cluster model on their sites and penalizing those that haven’t.
- What’s the topic cluster model? For those of you that are tired of reading, give this video a watch. For those of you that just can’t get enough of our marginally witful approach, keep on keepin’ on.
- A topic cluster model deploys a “pillar” page that acts as the main hub of content for an overarching topic. Additionally, there are multiple supporting content pages that link back to the pillar page and to each other. As one of the supporting content pages gains more authority on Google, so do the pages it’s linked to. Over time, the entire cluster will rank higher giving the website greater authority in Google’s eyes, thus causing it to rank higher in the search results.
That’s it. Easy peasy lemon squeezy. All joking aside, SEO takes a ton of work. But, there’s a method to the madness, and this is a great guide to getting started. If you’ve got questions, we’ve got answers. Remember, the best time to start SEOing your website is now, so get out there and market like you mean it.