Search engine optimization (SEO) is one of the most important tools that a business has to market their website. However, it’s critical to approach this the correct way in order to get noticed on search engines and increase traffic to your site. The image below shows the key elements of successful SEO:
Before beginning an SEO strategy, it’s important to conduct thorough keyword research. Identify all of the possible phrases that will get the right people to your website. There should be a balance between keywords that will generate a large amount of traffic and keywords with less competition. Long-tail keywords have less competition, but less traffic. Sometimes, these are higher quality leads. An example of this might be “Knoxville hotels with hot tub near downtown” rather than simply “Knoxville hotels”. This long-tail keyword would be easier to rank for if you’re just getting started.
Starting with keyword research and continuing throughout your SEO campaign, it’s important to perform regular competitor analyses. Identifying what terms your competitors are targeting, as well as what methods they’re using will help you choose keywords and identify gaps in their efforts. This may provide you with a great advantage.
There are two critical elements to SEO: relevance and authority. Creating consistent, high-quality content plays to both of those elements, showing search engines that your website is a good fit for keywords that people are searching. It’s important to naturally include your keywords in the text of your website rather than “keyword stuffing” as often as you can. Figure 2 shows the overall effect of good content.
Images & Video
Images not only improve the quality of your content in the eyes of your viewers, but unique images can rank on their own in image searches. Including your target keywords in the alt text of related images further indicates the type of page content to the search engines. Although not commonly considered one, Youtube is one of the most popular search engines and is owned by Google. Because of this, Youtube videos will often rate higher on a Google search than page content. Video descriptions and keyword tags will help your site rank well on Google.
Links are one of the primary indicators of authority to search engines. When other websites with high authority link to yours, this shows that your site should be valued. Not all links are the same; a link in a blog comment holds little value in comparison to a link within an article on a national publication’s website.
Tracking & Analytics
Performing an SEO campaign will not be very successful unless you track the results of your efforts and continually improve your work over time. Consistent measurements show possible areas of improvement and help you know your success for certain keywords.
You’re Not Alone!
At Blue Ivory Creative, we have a team of highly experienced and knowledgeable experts in SEO. Our content creation abilities span from article writing to video production and custom graphic design. We know how to coordinate all of your efforts to increase your rank, site visits and leads. Our unique partnerships with analytics providers mean that we have the data to back up our work and prove a solid return on investment for your organization.