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Over the last few years, SEO has become the latest big thing when building a website. If you’ve been around a digital marketeer, content writer or software developer, you’ve probably heard this word before and wondered what it means.
SEO is an acronym for Search Engine Optimisation, which is the process of getting traffic from free, organic or natural search results on search engines such as Google, Bing and Yahoo.
This process is very important for brands as it enables them to appear higher up on search engines and so become the first option for users who search for a certain keyword. For example, if you use a search engine to find out more about “cheap burgers nearby” it will probably show you McDonald’s and Burger King on top, so if you own a burger place in that location, you should use your content to try and become one of the top results so that people find it.
SEO can have a big impact on your overall online traffic and on your sales but it’s worth remembering that search engines make their money from paid advertising, so sometimes you just have to make sure you’re doing your best work and consider doing some paid ads if you’re not getting the desired results.
Content writers are often so focussed on delivering the most engaging content that they forget about SEO keywords. Actually, you should start this process by understanding what people write on search engines that may lead them to your business. You have to try to put yourself in their shoes and figure out what you would write if you were searching for the service or product you’re providing.
Once you understand how they search, you can pick which should be your keywords and use them to write your content. At the same time, it’s important to keep in mind that your content should look as though it was written by people for people, so try to avoid having the same keyword too many times just to keep up with metrics. Usually, you should try to keep the ratio to 1:100, meaning that in a post with 500 words you should use your keyword five times.
A great way to get better results with SEO is to frequently write original content, which can be done with a blog or directly on your website. If it makes sense for your business you can create a blog where you share tips for your community and share more information about your company, which will not only generate more engagement between you and your clients but also be the perfect way to introduce SEO techniques into your website.
If you offer meaningful, well-written content that uses SEO marketing you will rank better when it comes to keyword use and so will increase your traffic by helping search engines find your information.
Lastly, when searching for SEO techniques, you might come across the terms ‘white hat’ and ‘black hat’. Simply put, white hat SEO techniques are those that use the best practices and strategies to comply with search engine rules and focus above all on providing value to consumers.
By contrast, black hat SEO opts for techniques and strategies that try to trick the search engines. Although this sometimes works and gets good results for a while, this option is not very ethical and actually puts your website at risk of being penalised, so we recommend you choose white hat techniques and stick to those.
If you feel that SEO is just a lot of work and you don’t have the time to learn all these techniques, you can always hire a professional to join your team and handle these aspects.