What’s the Big Deal With SEO?

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Marketing is developing in new directions every day. Traditional marketing still plays a large role in the community and is integrated into the foundation of small businesses. Some can thrive solely on word of mouth. But that process is slow and not always steady. The functionality of marketing can be complicated and integrated into different aspects of yours business, or simple and straight forward. It depends on the needs of your business.

What is SEO?

Search Engine Optimization is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. As a big picture this definition works, many get a basic understanding of what that means. So, let’s break it down further for clarification:

Quality of Traffic: You could have thousands of visitors but are they the customers you are looking for? If they’re coming to your site because Google tells them you’re a resource for Apple computers when really, you’re a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer. These are your potential clients that are looking for the same services that you offer.

Quantity of Traffic: Now that you have the right people visiting your site, quantity is important. These are your potential clients. Not everyone that visits your site will be sold and calling to be clients. The more traffic you have the increased likelihood that half of them will become customers.

Organic Results: What is the best form of advertising? Free! If you don’t have to pay for the traffic to your website, it is classified as organic.

How Does SEO Work?

Google uses a complex mathematical formula called an algorithm to give a score to every website and every search people to do in Google to figure out which website should rank best for what people are looking for. Think of the algorithm like a collection of empty buckets. One bucket gives you a score for the quality of your site, one bucket gives you a score for how many sites link to you, one bucket gives you a score for how people trust you. Your job is to fill up more buckets in the algorithm than any other website. You can affect your search engine ranking by having the highest score in terms of quality of your site, of having the highest score in terms of authority of your website, of having the highest score in terms of the most trusted store for that search that people are looking for. The good thing is that there are hundreds of buckets, and for every single one of these buckets these scores put together in the algorithm to figure out where you rank is an opportunity for you to fill it up and rank better. So, optimizing your site for search results really means getting the highest score in as many of these points as you can.

Now, some buckets are worth more than others, and the three main buckets that you need to be aware of for search rankings are quality, trust and authority. So, quality: what Google is trying to measure when they’re trying to figure out what sites should rank is offering something valuable or unique or interesting to googles searchers. For example: good content – if you are selling your T-shirts and you are using the same description that every other t-shirt seller is using on their website then you are not offering anything unique to Google’s searchers. Even though your t-shirts might look cool, the content is the same as everybody else’s, so Google has no way of telling that your t-shirts or your t-shirt site is better than anybody else’s. Instead, offer people interesting content. For example: offer them the ability to personalize their t-shirt. Give them information on how to wash it. What’s the thread count? Is it stain resistant? Is this something you should wear in the summer or is it more heavy for winter? Give people information, or even be more creative. Get people to share pictures of themselves wearing the t-shirt. Create a community of people who are interested in your product. Get a famous person to wear it and share that picture online. Do something different, do something unique. Show Google that you are different and better than the other search results.

Trust is another important bucket that you need to be aware of when you are trying to get your site to rank in Google. Google doesn’t want to show just any website to its searchers, it wants to show the best website to its searchers, and so it wants to show sites that are trustworthy. One thing Google has indicated it likes to do is penalize sites or stores or companies that consistently have poor reviews, so if you have many poor reviews, in time Google is going to figure out not to show your site in their rankings because Google doesn’t want to show those sites to their searchers. So, prove to Google’s algorithm that you are trustworthy. Get other highly authoritative websites to link to you. Get newspaper articles, get industry links, get other trusted sites to link to you: partners, vendors, happy customers – get them to link to your website to show that you are highly credible and trustworthy.

And finally, the other important bucket is authority. Google wants to show sites that are popular. If they can show the most popular t-shirt seller to people looking to buy t-shirts online, that’s the site they want to show. So, you must convince Google – send them signals that your site is the most popular site for the kind of t-shirts that you sell. Fill this bucket by building a fan base. Build a social network, get people to link to you, get people to share your t-shirt pages on their social network saying ‘I want this!’, get people to comment, leave testimonials, show pictures of themselves wearing the product or using the product, Create a fan-base and then rally them to link to you and talk about you. That’s how you prove to Google that you are trustworthy and authoritative.

So, if you think about it, SEO is just a process of proving to search engines that you are the best site, the most authoritative, the most trusted, the most unique and interesting site that they can offer to their customer – the searcher. Get people to talk about you, produce good quality content, get people to link to you, and Google will be more confident that you are the best result that they can offer to their searchers, and that’s when you will start ranking on the first page of Google.