SEO Importance and Usage Explained

Most online journeys start with a search, so optimizing your pages’ visibility in search results is essential for increasing traffic and potential conversions. SEO is a critical component of digital marketing, as organic search drives more than half of all website traffic, making it the primary source of brand discovery.

SEO stands for Search Engine Optimization; its goal is to help search engines understand your website’s content and connect it with users by delivering relevant and reliable results based on their search. Search Engine Optimization (SEO) aims to rank on the first page of search engine results (SERPs).

Understanding How Search Engines Work

Search engines use programs called “crawlers” to explore the web, looking for pages to add to their index. When a user enters a search query, the search engine uses its index to retrieve relevant pages and rank them based on factors like relevance, authority, and quality: the dominant search engine, Google, profits from people trusting and valuing its search service.

There are Four Main Types of SEO:

1 : On-page

Optimizing the content on your website is referred to as on-page SEO. The most important aspect of on-page SEO is quality. Google prioritizes high-quality content. Therefore, you should always write clearly and understandably and avoid compromising quality. This includes optimizing elements such as:

Titles: The title tag is a shortened version of your page title that appears in search results. It should be less than 60 characters and include your main keyword, secondary keyword, and brand name.

Meta descriptions are short summaries of your webpage that tell people what to expect and encourage them to click. They should be 160 characters or less and include your keyword and related terms.

Images: Optimize your photo titles, file names, captions, and alt text first for humans and then for SEO. Include keywords where applicable and follow image best practices. Alt text is also essential for accessibility purposes. If a visually impaired user is browsing your site, a screen reader reads the alt text to describe the image.

Internal linking: Internal links help search engines find and understand your pages. They also keep visitors on your website, telling Google your information is relevant. Use a keyword as anchor text, not “click here.” 

Content: Write high-quality, original, search-optimized content. Include your keyword in the first few sentences and at least one header. Use variations of your keyword throughout your content^.

Headers: Use header tags (H1-H6) to structure your content. The H1 tag should be used for the main title, and the following headings should break up sections of your page.

2: Off-page

Off-page SEO can be seen as the online equivalent of word-of-mouth marketing. It refers to activities that occur outside of your website to improve its search engine rankings. The primary focus is on building high-quality backlinks:

Backlinks: When high-quality websites link to your site, it increases your authority.

Online reviews: Encourage customers to leave reviews on your Google Business Profile, Yelp, and other relevant sites. These reviews act as testimonials and build trust with potential customers.

Brand signals: Actions like people entering your company’s name into a search box or interacting with your social profiles show Google that your business is real and credible. Brand awareness and social media marketing help your off-page SEO efforts.

3: Technical

Technical SEO involves optimizing the technical aspects of a website to make it more search engine-friendly:

Improve website speed by compressing images, using browser caching, and using a Content Delivery Network (CDN).

Ensure mobile-friendliness: Use a responsive design that adjusts to various screen sizes and devices.

Optimize site architecture: Use a clear and organized site structure that is easy for search engines to crawl.

Use schema markup: Implement schema markup to provide additional context about your content to search engines.

Create XML sitemaps: Create XML sitemaps to help search engines understand your website’s structure and content.

4: Local

Local SEO is crucial for businesses that serve a specific geographic area. It focuses on optimizing a website to appear in local search results. When someone searches for a service or product online, search engines often use the user’s location to provide results from businesses within a specific range:

Optimize Google Business Profile: Create and optimize your Google Business Profile listing.

Ensure NAP consistency: Ensure your business’s Name, Address, and Phone number (NAP) information is consistent across the web.

Targeting location-based keywords: Use location-based keywords in your website content and meta descriptions. For example, if you own a bakery in Seattle, you might target keywords like “best bakery in Seattle” or “Seattle cupcakes.”

Keyword Research

Before implementing SEO strategies, you must perform keyword research. Keyword research identifies relevant keywords that people search for information, products, or services related to your organization. 

Begin keyword research by brainstorming terms that describe your business, products, or services. Next, analyze competitor websites to see what keywords they are using, including their website content, meta descriptions, and title tags. Use SEO tools to find keyword gaps or areas where your competitors are not ranking well. Then, consider search intent to understand what the user is looking for and create content that meets that need. 

After finding relevant keywords, the next step is to incorporate them into your website content. Remember to prioritize a natural flow and user experience over keyword stuffing – search engines will penalize you.  Focus on one main keyword per page, but avoid using variations and synonyms to keep your content engaging. Make sure to include these keywords in places like title tags, meta descriptions, headings, and the body of your text.

Get on the First Page

While we could fill an entire library with books on how every search engine works and how to use those rules for your benefit, we would like to keep this guide simple by highlighting the most important and easiest ways to gain better visibility on the vast World Wide Web and connect with the audience you are trying to reach. SEO is simply a tool that caters to every organization in the digital world, whether your website is for a business, non-profit, journalism, v/ blogging, church, etc. 

At Tekton Digital Services, we aim to help churches, nonprofits, and small businesses connect with their online and potentially even physical communities. Our creators harness digital tools, including SEO, to help your organization thrive in this new landscape.

Schedule a free consultation to learn more about how Tekton can help your organization get connected.