Five steps to search engine success. Search engine optimization matters
Following on from our recent webinar on the theme of website optimisation we have developed a series of three blog posts. These are high level blogs and not intended to be all encompassing, but rather have been written to kick start thoughts on concepts such as analytics, website security and to start off with some thoughts on search engine optimisation.
Five steps to search engine success. Search engine optimization matters:
- When researching branded products, 44% of online shoppers begin by using a search engine
- Inbound marketing costs 61% less per lead than traditional, outbound marketing
- 39% of customers are acquired through search engines
With that in mind, here are five simple steps for search engine success:
- Keywords. Getting your keywords right works like targeted marketing by bringing consumers who already want your product to your site. Start off by researching what people type into search engines when looking for your product (what currently brings visitors to your site?). Remember, quite often popular doesn’t mean better: commonly searched keywords will be targeted by a lot of competing websites and getting your site on the first page of results will be extremely difficult. Instead, investigate those long-tail keywords, which are searched for less often but usually convert better.
Content. Remember Google isn’t popular because it brings up lots of websites: it’s popular because it brings up the right ones. They do this by monitoring visitor behaviour, indexing your HTML content and using real people to assess thousands of websites for quality to develop pattern recognition in their machines. You must have excellent, relevant, engaging and regularly updated content to be popular with both people and search engines.
Security. Google blacklists 6,000 malicious websites every day, yet 61% of the infected sites are actually legitimate websites that have been attacked by hackers. All Symantec SSL Certificates come with daily website malware scanning, which monitors your site and warns you of any problems, meaning you can get it fixed before you disappear from search engines or lose customers thanks to scary warnings about infections.
Confidence. Security also impacts how likely a user is to click through to your site, which in turn affects your ranking. If someone’s browser brings up a warning page because you have an expired SSL certificate, they’ll not only click away, but they’ll almost certainly never return. On the flip side, having the Norton Seal next to your search listing adds credibility to your brand and will increase the likelihood of someone clicking through to your site.
Inbound links. Search engines know that popular sites are usually the highest quality and most informative. They judge popularity not only on the number of inbound links coming to a website, but also the reputation of where they’re coming from. Develop a link building campaign focused on popular and secure sites that are relevant to your product.
To accompany this post we’ve developed an eBook that you can download here