For any brand that wants to have a chance at digital success, carving out a memorable presence is a must. The journey comes with so many moving parts, that it can be difficult to keep track of them all. You need brilliant writers to come up with brand-specific content that will impress and engage your audience, but you also need your SEO gurus to add their two cents in the form of keywords. Without either of the two, no page can be optimized properly to make your presence known, let alone remembered.
Add to that, you need technical, backend optimization methods, as well as a wide array of creative solutions when it comes to images, podcasts, videos, and other content formats to make them fit both your desktop and your mobile site versions. What about backlinks, internal linking, and making sure the engagement among your visitors goes beyond accidentally visiting your site to leave mere seconds later?
The game of optimization is indeed a very complex one. But too many brands fail to see the value of investing in SEO before they actually have to do some damage control and restore their positioning in the SERPs. Here are a few reasons to motivate you to invest more time, resources, as well as creativity into your website optimization, one page at a time.
Teaching the engines about your site
Wouldn’t it be great if you could chat up your favorite search engine and just tell them what your entire site is about, each individual page at a time? Alas, tech is still a few steps behind human intelligence, so you need to optimize every single page of your site in order for those site crawlers and search engines to understand its content. If too many pieces of the puzzle are missing, Google and other engines cannot put together the big picture that is your site.
Putting specific keywords in the right context and frequently enough, making sure your site consistently uses language that is in line with your brand, and combining all of that with technical optimization loved by the Google algorithm, you get well-optimized pages that tell the right story. This is especially crucial for ecommerce companies that count dozens, if not hundreds of product categories and items listed, where each and every one has a dedicated page for crawlers to filter through. Make it easy for search engines to understand what your pages are about, and they’ll place you higher in search results.
Improving user experience and satisfaction
SEO is one incredibly intricate strategy serving one common goal: making any searcher happy. While your goal is to rank better in order to sell more, Google and other engines want to make sure their users find what they’re looking for precisely, and refine the results by placing the best match at the very top. Now, your pages cannot compete with others if you don’t use the right keywords, if you fail to add the right meta descriptions, and if you have broken links all over your site. That is enough to make your visitors annoyed and unsatisfied, and not very eager to come back to your site – so why should Google send any more visitors your way?
In order to prevent such SEO and user experience disasters, businesses can now use tools such as the SEO crawler that can keep an eye on all of their individual pages and spot any possible SEO risks to tackle. So, you needn’t manually sift through your link portfolio, check for tags and meta descriptions, or locate missing keywords. Tools such as these aim to automate the process and point you in the right direction before your ranking takes a hit.
SEO as a reputation-booster
In the past, pushy sales ads and cookie-cutter content were not just normal, but useful online. Today, we’ve refined our digital palate beyond recognition, so that the modern user now wants an ad-free experience of authentic brand-customer relationships. Basically, we want our problems solved, and we use search engines as one massive database for solving our issues, finding our way, and learning what’s going on in the world.
With so many sources of information, search engines gladly put forth the most reputable brands out there. If your pages have any inconsistencies in data that is presented, you risk plummeting to the very bottom of the results page – because Google will have none of that. Users that do find your site and find it trustworthy will share it with their friends and family, further establishing your brand’s reputation as an authority in the industry.
Putting you ahead of your competitors
Finally, when your brand needs to compete for the attention of several search engines and millions of users, the race is rather intense. Every time your competitor posts something valuable on their pages, and their users share it with the world and react to it positively, their ranking soars. If you fail to update all of your pages and all of your content on them, you risk losing your relevance in this fast-paced game.
This is especially difficult for common keywords and phrases that put you together with the veterans of your industry, but they have the advantage of years under their belts, and the content to match that lifespan. If you consistently focus on delivering quality, optimized content across your web presence, on each and every page, you give your brand a chance to increase its search relevance.
While SEO is anything but stagnant, it takes a keen eye and plenty of fundamental knowledge to form a strong foundation before you can reach for the digital stars. Make sure you understand why optimizing all of your pages matters, and your incentive to make your customers happy will only grow.