Are you happy with your website? Is it performing as you originally thought it would? Most of my clients are familiar with the available paid advertising plans (such as Google AdWords and Bing Ads). Trouble is, Pay Per Click (PPC) advertising is costly and only realize a 2% click through rate (that is, for every 100 people who see your ad, only two actually click on the link). Ads are so prevalent on search engine pages that most are invisible (70-80% of searchers ignore paid ads). This is where Search Engine Optimization (SEO) comes in.
Keywords are important
SEO leads have a 15% conversion rate and is 60% less expensive than PPC. Optimize your website for keyword searches (i.e. what people are actually searching for). Most searches are not for a Company name but are more general in nature (such as ‘calgary dentist’). Note the non-capitalization of Calgary, searchers don’t typically use proper capitalization but the major search engines return properly capitalized results. Also, the place name normally comes first in the search entry.
Web searchers trust organic search results over paid advertising. But 75% of searchers never go past the first page (SERP). So if your website is not on the first few Search Engine Results Pages (SERPs), then your business is invisible.
Increase your local search ranking
For most business owners, incorporating SEO will increase their local search ranking. List your business on Google My Business and Bing Places for Business. Include local business schema (embedded within the code). Also include local keywords in URLs, heading tags, title tags, and content. Use Google AdWords keyword planner to determine the most popular local searches and incorporate the top keywords into your website. Focus on one keyword result per page but don’t overdo it.
Most businesses believe that once they create their website, they can sit back and watch the visitors flow in. In reality, maintaining and operating a website requires constant interaction. In addition, SEO is an ongoing process. SEO is not a set it and forget it operation. Search trends change over time and your website must adapt accordingly in order to remain at the top of SERPs. Remember that most searchers click on organic search results. You must incorporate SEO in order to make your website work for you.