Let’s chat about “SEO” or “Organic Search Traffic” and why it is important when it comes to creating and maintaining your website.
You might be thinking, “What ever happened to the days where you could just put up a website, throw some keywords in there, and get to selling?”
Unfortunately, it’s not that easy anymore. The internet has evolved and companies that are serious about growing their business need to use a number of new strategies to make sure their website link appears as close to the top of the results page as possible.
Let’s quickly define some terms before we get into things.
- Keywords – an informative word or phrase used in an information retrieval system to indicate the content of a document.
- SEO (Search Engine Optimization) – the process of maximizing the number of visitors to your website by ensuring that the site appears high on the list of results returned by a search engine.
- Organic Search Results - listings on search engine results pages that appear because of their relevance to the search terms, as opposed to there being advertisements. Non-organic search results include pay per click advertising.
- Organic Search Traffic - visitors who visit your site from the organic search results page as opposed to clicking to your site from pay per click advertising (Non-organic).
OK! Enough big words and definitions that seem to complicate things. Let’s get down to the steps of INDEXING YOUR SITE. While the process might be complicated, let’s walk through an example of what someone (let’s call them- The Marketing Wizard) would do (step by step) to make your company’s website appear at the top of the search list.
Take a look at how The Marketing Wizard is going to get search engines to instantly add your site to their index.
Step 1: Know how search engines work
The Marketing Wizard knows that search engines send out “spiders” to crawl the web looking for new websites, new pages, or changes to existing websites. Once the spider finds something new, it needs to figure out what to do with the new information.
To make it simple for the spiders, The Marketing Wizard will include a file called “robots.txt” in your site’s code. Basically, this file tells the spiders which page(s) to crawl and index on your site.
They’ll also submit a sitemap to the search engine. This tells the search engine your site exists or has changed, then lists those changes for the spiders.
The spider can then use the instructions from the sitemap and the “robots.txt” file to make note of the new documents or updates. It then adds those to the search engine’s searchable index by processing the text (content) of the page as well as where the relevant keywords appear on the page.
When a keyword search is performed by a user, the search engine knows where to rank that page among other pages relevant to the search. These are organic search results.
Step 2: Use the search engines to your company’s advantage
One way they do this is by creating a blog. They do this because they know that blog content gets crawled and indexed faster than pages that don’t change often.
Instead of rambling on about how important blogs are, take a look at this statistic from Hubspot:
Pretty simple, right?
Blogging is simple, especially if your company has taken the time to develop a content marketing strategy.
The Marketing Wizard will simply type up a blog post according to your strategy. Then add some images and links to the product page on your company website or they’ll link to other sites that are important to your post’s topic and that’s it!
If The Marketing Wizard is really on the ball, they’ll submit your blog to some directories and then…
The spiders take over from there.
Step 3: Don’t forget about Google Analytics
Your marketing team needs to track its ROI and one way they can do this is by using Google Analytics.
It’s The Marketing Wizard’s job to install Google Analytics on the site and to track site data. When Analytics is installed, it’s another little way of letting the search engine know your site is there and to send out the spiders.
Step 4: Get Social
Remember all of those times you walked by The Marketing Wizard’s desk and they were on Snapchat, Instagram, or Facebook?
Did you ask yourself, “When does this joker actually do some work?”
Guess what. They might have actually been working all along!
Search engines and the spiders actually pay attention to social signals. Those signals let spiders know they need to crawl your site. The signals also help your site rank higher in searches.
So, it’s important to have someone adding quality content to your social profiles regularly. It’s another place to spread your site links, company news, talk about new products, and it’s a great place engage with your customers or potential customers.
Alright! There it is!
A quick and hopefully simple explanation of site indexing, SEO, and how your Marketing Wizard can get your site ranked higher in search results which, in turn, should generate more qualified leads.
Guaranteeing high search ranking is a very detailed and intricate process, so remember this is just a quick guide to help you get started!
Not so sure you have an internal Marketing Wizard at your company? Contact us at Hype Strategic and we’ll be happy to be your Wizard and guide you through the process.
Content: Deven Bhagwandin