At its core, SEO, or Search Engine Optimization, focuses on nothing else but expanding a company’s visibility in the organic search results. SEO determines where your page shows up in search engine rankings. Search engines have a single goal. They aim to provide users with the most relevant answers or information. Search engine algorithms choose pages that are the most relevant to your search, and then ranks them, displaying the most authoritative or popular ones first. Here are a few ways you can improve your business’s SEO.  

1. Keyword Research

SEO is not about getting just anyone to visit the site, but your target audience. SEO work starts with discovering what phrases potential buyers enter into search engines. You want to attract people who need what you sell and can become leads, and later, customers. This involves identifying terms and topics relevant to your products or business, converting them to keywords and search terms, and conducting research to uncover which terms your audience would use.  

2. Content Marketing

Anytime someone uses a search engine, they’re looking for content. Content encompasses many things. For example, it could be blog posts, video, product recommendations, or positive reviews. All of these things help your website gain greater visibility on search engines. Search engines use relevant content to determine how to rank a page, and the more you publish, the higher your chance for greater search engine visibility and ranking.  

3. Backlinks

Backlinks are references to your content from other websites. Search engines use both the quantity and quality of links to determine your website’s authority in your niche. This means that search engines reference a popular and high-quality website more often than a mediocre one. But be aware that low-quality links might reduce your rankings. Some things that we know determine a link’s quality are topic relevance, the popularity of the linking page, and trust in the linking website.  

4. On-Page Optimization

On-page optimization ensures that search engines understand a page’s topic and keywords, and can match it to relevant searches. This is in reference to the text and topic of your webpage and not any content you might be hosting on your website. That’s because, although the bulk of on-page SEO work focuses on the words you use, it extends to optimizing some elements in the code. Including your keywords in the image file names, URL, page titles, as well as back-end meta-tags and image file names will greatly increase your visibility on relevant searches.  

By increasing your search visibility, you can bring more visitors, and in turn, conversions and sales. That’s well worth the time spent investing in your business’s SEO. Without actively positioning its content in search results, no business can survive long. Keywords are essential for local SEO too. However, one additional element of on-page optimization is the presence of a company’s name, address, and phone number on a page. Local SEO is key to improving your business’s presence in your community.