Search engine optimization refers to the strategies and tactics used to make website pages rank higher in Search Engines (Google and Bing) for specific terms naturally, that is without paying money.
Search engine optimization is an important part of any business website. When your pages rank high for your products and services, it’s good for your business. Being ranked high for a unique brand name is considered the basic level of SEO.
Why SEO is Important for Business Website
There are many sources of web traffic, but search engines are one of the biggest. Despite the global competition for SEO, there are still huge opportunities in many regions of the world, especially in Africa.
Getting your SEO working will benefit you in the following ways:
1. Stead traffic to your website.
A website without traffic might as well not exist. Searches engines are the gatekeepers of the internet, so being visible in search results for relevant keywords guarantees good, steady traffic to your website.
2. Fixing bounce rate.
Bounce rate is a metric that reflects the percentage of unengaged website visitors. It is the number of people who visit your website and leave without interacting with it or spending very little time on the page. Bounce rate is a key ranking factor because search engines use it to determine the relevance of your website page to the search terms. Optimizing your website for SEO will help you to fix any bounce rate issues.
3. Getting great content.
Content quality is an important ranking factor, and engaging in SEO forces marketers to analyse their content. Pages with thin or duplicate content will have to be fixed for SEO to work. Creating good content is one of the benefits of doing SEO. However, SEO also gives an opportunity to analyse how the website content is performing. Upgrades, fixes and edits will then be done to ensure good results.
4. Improved user experience.
Bounce rates can be lowered and website usability can be improved by making fixes to content, navigation, image sizes, and page loading speeds. These are all SEO ranking factors that affect how users experience a website.
5. Long term rewards.
Search engine optimization (SEO) can take time to show results. In some cases, it may take up to six months to see improvements. However, if SEO is done well and monitored closely, it will be worth the wait. Rankings can drop from time to time, but this is usually gradual unless there are sudden algorithm updates from search engines.
6. Gives insights into competition activities.
SEO research reveals a lot about competition and what they are doing right or wrong. It also shows explorable opportunities that competitors are not using.
Common SEO Mistakes
1. Keyword stuffing.
Repeating your keyword too much in your content will not earn you more attention from search engines. It makes your content unreadable and reduces engagement. Using synonyms and related keywords is a better approach.
2. Wrong keyword choice.
Ranking for long-tail keywords is better than ranking for broad keywords. Broad keywords are harder to rank for and they bring in a lot of traffic with a wide variety of search intentions. This can lead to bad traffic and a high bounce rate, which can hurt your website rankings.
3. Ignoring keywords in content creation.
Some people think that you can just add keywords to your content and hope it works, but this isn’t effective. You have to use keywords to determine the topics, headings, and some of the words you include in your content. This way, your content will be appealing to both humans and search engines.
4. Copying content.
Using copied content is a trap. People often think that copying content from other websites will help them in SEO. However, this is not the case. Duplicate content will not be rewarded by search engines – they prefer original, authoritative content. Non-original content is penalised by search engines.
5. Not optimising websites.
Configuring your website for search crawl is important for SEO. If your website has 404 errors, multiple H1 tags per page, no image ALT tag and empty Meta Tags, you can’t expect it to rank high.
6. Neglecting link building.
Links are important for SEO because they make content more visible and worthwhile. Internal and external links both play a role in this.
7. Forgetting analytics.
There are many changes happening online. Search engines are updating their algorithms, your competition is getting better and user behaviour is changing. Analytics provides important insights into the trends in your own digital marketing efforts. You can discover new keywords, drop in visibility, visitor demographics and watch your bounce rate.
Work with an SEO Agency
You can get reliable Search Engine Optimisation services from Calmlock Digital Marketing. Note that Afrodigital and Calmlock are co-owned by the same people.