Search Engine Optimization | Glossary

What is Search Engine Optimization?

Search engine optimization (SEO) is the process of optimizing content to rank higher on search engine results. Higher rankings lead to more consumer clicks, increasing page traffic and company revenue. SEO is achieved through multiple strategies, most notably keyword usage.

SEO Strategies

SEO exists to move your online content to the top of search engine results in order to increase consumer traffic. Research shows that the first organic result in Google Search earns a 28.% click-through rate. The click number drops drastically after the top three entries. Getting your content to the top of Google and other search engine results must be a priority in today’s marketing landscape.

The right keywords will organically drive people to your website, but what are the right keywords? You can begin the process of finding them by writing down common phrases associated with your products and services. Then, you can search Google for associated phrase​s and expand your list.

While that approach will produce some helpful keywords, you will achieve more powerful results by using a keyword generator. Scripted’s keyword research tool creates an extensive list of potential keywords and phrases while delivering essential analytics on each entry. You save time by using advanced technology to create the most effective words and phrases.

You may use both short-tail and long-tail keywords in your SEO efforts. Short-tail keywords are more general, such as “fitness classes.” Many competitors will be using the same phrase, so your results may be limited. You will have better SEO results if you include long-tail keywords such as “Pilates fitness classes near me.” These more specific terms will better reach your target audience.

SERPS Analysis
You should look at the current results for your keyword. Take each term and look at the search engine results pages to learn what companies are currently ranking, how many people are trying to rank for the keyword, what is currently running in the area above the user scrolls, and what type of pages and articles are ranking. When you find extreme competition for a specific term, consider going with a longer long-tail keyword.

Website Structure
The organization of your website has a direct effect on your SERPS ranking. A well-designed website makes it easier for search engines to discover and index your website’s pages. When Google discovers a poorly designed website it may have problems understanding the significance of each page, which negatively affects your content’s ranking.

Having internal links is essential to your SEO success. Google uses these internal links to find and rank pages. If your website has few of these links, Google and other search engines will place you low in their results. Users seldom click on links found on page two or three.

Quality Content
In the early days of SEO, the quality of the content was not always a priority, leading to poorly written pieces crammed with keywords and little sense. Now the quality of the writing matters when it comes to your search engine ranking. For instance, Google rewards engaging and thoughtful content that gives readers the information they want.

Mobile Optimization
Research shows that over 60% of organic searches come from mobile devices, so you should follow best practices to make the mobile experience as good as the desktop one. Also, Google has embraced mobile-first indexing, using the mobile version of your content as the primary means of indexing and ranking. If your mobile user experience is lacking, your results ranking will suffer.

You can achieve good mobile results with the right design. The preferred method for mobile SEO is responsive design because it uses a single URL for desktop and mobile content, is easier to maintain, and doesn’t redirect mobile users (a time-consuming action).

Benefits of SEO

Enhanced Reputation
When your company ranks high in search results, it strengthens your reputation. You are acknowledged as a leader in the search topic and have your listing placed alongside other industry leaders.

Increases Traffic
Perhaps the main advantage is the almost instant increase in traffic to your site. If you can “win” the battle of the search results, you will have an incredible advantage over your competitors. Research shows that reaching the top of SERP gives you a 39.8% CTR (click-through rate). Second place drops to 18.7%.

Better Local Rankings
Long-tail keywords, such as mechanics near me” are a consumer favorite. Research shows that almost 80% of these local mobile searches convert to sales.

Improved User Engagement
A highly optimized site attracts quality traffic, those consumers looking for useful content that matches their interests. When these users find such a site, they often spend significant time there, which leads to more conversions. They are also more likely to develop brand loyalty and maintain ties with your company.

Higher ROI
An effective SEO strategy takes time to construct, but it creates a higher ROI. Not surprisingly, search engine leads have a close rate of 14.6% while traditional marketing offers less than a 3% close rate. You cannot hit these numbers if your search results are on page three or four. Even page two will deliver a much lower ROI.

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Search engine optimization is firmly embedded in mainstream marketing and is a necessary element of any company’s marketing plan. About one-third of the world’s population now buys online. They also look for local services there. To survive and thrive, your company needs to master the elements of SEO strategy.

Scripted can help you develop this strategy through its SEO tools, quality content writers, and AI marketing services. For more information, fill out his brief online form or call 1-866-501-3116.

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