What To Know About SEO

It can be tricky knowing where to start when it comes to digital marketing. This is still a relatively new world, and one that is changing all the time. Even professionals with a long and varied career in traditional marketing might fall by the wayside when it comes to the scope of online advertising, which includes social media platforms, e-commerce, and a company’s own website. 

The single best thing most companies can do is to hire professional SEO services. These are people for whom SEO best practices, changing frameworks, analytics, and emerging trends are fascinating. These are the experts you need to make the most of your online presence so that your customers can find you with the most ease possible. With that in mind, there are a few things to know about SEO that will make the process of hiring an SEO specialist that much more simple. 

SEO is about content

The main thing to know is that if you’re buying advertising, or paying to be top of an irrelevant search, it is likely wasted money. Around 70 to 75% of sales are converted from organic traffic. Organic is the name given to the process of building your SEO authentically. This could be via blogs around the topic of your service or product, or it could be through endorsements from past customers and clients. There are a number of ways in which organic search results are built, and your SEO specialist will know them all. 

SEO is built through content, not through paid-for advertising. In fact, most of this type of advertising isn’t taken into account by Google, Bing, or Yahoo’s algorithms. The type of content that will do best for your site is worthy, valuable to the consumer, and — most importantly — makes sense. 

This means that content is written for human eyes, not for algorithms. Blogs that truly do explain a process or examine upcoming trends. Linking to relevant sites, especially if they have high rankings on search engines themselves. This can give a great benefit to the reader, which, in turn, encourages them to return to your website again and again. All adding value and heft to your online presence, equalling excellent search engine optimization. 

SEO requires compatibility

There are many ways in which accessibility is driving technological advancement. Instagram’s popular stories reach many more people when they are captioned, and users on Twitter are encouraged to make their hashtags suitable for screen readers (using what’s known as camel case: #HashtagsForAccessibility). 

A great SEO specialist will already be on top of what is changing in the world of search engine optimization, and will be able to plan not only for current trends, but for the future. It is vital that content is made future-proof so that it remains relevant in a changing world. 

One change in recent years is the rise of voice-to-text. As this technology has improved, more and more people are using it. As time goes on, the technology is better able to decipher different accents and dialects, as well as being usable for those with speech impediments. Making sure that your website and company’s online spaces are optimized to this kind of search is another way to keep your footing as technology changes what’s possible. 

Content also needs to work across each platform and media device. Your website must be quick-loading, and must work on a computer, phone, and tablet. Any content that you post must be suitable for the place it is going up, whether that is your blog, Twitter profile, or on Facebook. Again, a great SEO specialist will know how to create content that works for each space and each platform. 

SEO is useful

The main thing about SEO is that the purpose is to make your website more searchable for the relevant people. Google, Bing, and Yahoo’s algorithms want to link your potential customers with your site, and this is the way in which that happens. Think of SEO as an index: it is the tool that shows your customers where you are. 

So it is important not to try to trick the system. What’s known as black-hat SEO is when keywords are stuffed into content, hoping to fool the algorithm. This is not a smart thing to do, as the search engines are more likely to remove your listings completely than to allow keyword stuffing to give you a higher result. 

As ever, your SEO specialist will know all about this. 

Conclusion

Hiring a fantastic SEO specialist is the very best way you can get value for money, help your site to be found by more, and more relevant, potential customers, and keep content working for you. SEO is vast and varied, and changes all the time; get an SEO specialist on your team and let them do the hard work so you can get on with providing value to your customers. 

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