The Importance of SEO to Your Marketing Strategy

Search Engine Optimisation or SEO is a vital cog in any brand's digital marketing plan, however it is often a tool that is under-utilised. A common reason that we often hear for not utilising SEO is that even customers with a basic understanding of what it entails cannot get a solid grasp of what exactly it is and how to use its powers. Consider this though: 33% of clicks go to the top ranking page and 75% of all clicks go to the top five results (Search Engine Watch). That's why understanding and implementing SEO is crucial for your business success.

What is SEO?

SEO is both simple and complicated at the same time. Simply put, SEO is what makes your website stand out in search engines. The more you stand out, the more traffic your brand's website will accrue. Popular search engines such as Google use your site's SEO to best match the user of the browser to the sites that it sees best fits their search term. Simple right? The hard part is figuring out as a brand just how to make your site attractive to browsers like Google.

The Power of Keywords

One of the vital cogs of a successful SEO plan for your site is Keywords. Keywords are words and phrases that prospective customers search for in the search engine. For example, if someone looked up 'Sport Shoes' then the first ad showing on the search engine might be for Rebel Sport. When researching keywords for your brand, look for words that have high search rates, but low competition. This sweet spot gives you the best chance of ranking well without competing against major established brands.

Types of Keywords to Use

You should use a mixture of short tail (e.g. 'shoe'), long tail ('sport shoes for sale'), and local ('sport shoes for sale in Carindale') keywords to work into your site content. You should include these not only in the copy of your site, but also in URLs, titles, and other on-page SEO sections. This varied approach helps you capture different types of searches and reach customers at various stages of their buying journey.

Content is King

Keywords are only relevant if the content on your site is relevant. Content is important to SEO as it is the path you use to engage your prospective clients. Content on your site should not only be interesting and engaging but should feature the keywords you think your client will search for. Don't just throw every keyword in one paragraph on one page though—other avenues such as blogs, videos, and social media posts are also very helpful in increasing your page's optimisation.

Building Trust Through Links and Shares

Content that is also shared on social media sites or backlinked from other sources also helps search engines recognise that your page is building relationships with people in relation to your keywords, and therefore it sees your site as more trustworthy and relevant. These social signals and backlinks act as votes of confidence for your content, telling search engines that real people find value in what you're offering.

SEO is Common Sense

SEO sounds fancy and difficult, but a lot of SEO is common sense. What do your customers look for? What keywords do they use? If you can nail these questions and then make your website relevant to your market, then you are on your way to creating more opportunity for your business. Think like your customer, understand their search behaviour, and create content that genuinely helps them solve their problems.

SEO is not a one-time task but an ongoing strategy that requires attention and refinement. The good news is that with the right approach, even small businesses can compete effectively in search rankings. At Delto, we have SEO experts on hand who can help you get your brand's site on the right path. If you want to win on the internet and drive more qualified traffic to your business, contact us today. Let's work together to boost your visibility and grow your online presence.