Search marketing is a digital marketing strategy that focuses on what happens when someone searches. The goal of search marketing is to help your website rank higher in search results for searches related to your business using various tactics such as:
- Keyword research
- Search engine optimization
- Link building
- Search engine marketing
SEO is a critical digital marketing strategy that improves rankings and drives more traffic to your website. To ensure that your small business gets all the value SEO can offer, you should adopt it as one of your primary marketing strategies.
Optimizing your website is the process of ensuring your web pages can be found when someone is searching using the most relevant keyword phrases for your business. By taking the time to optimize each page and post on your website can have a huge impact on your organic traffic.
Getting your website organically ranking high in search engines is one of the most important aspects to your marketing plan. Traffic that comes from organic search engine results is extremely cost effective, providing a high ROI if that traffic converts into paying clients.
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On-page SEO is optimizing content and structure of your website to ensure that search engines can easily crawl and understand it. This includes optimizing the title tags, meta descriptions, header tags, images and content for your target keywords.
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Technical SEO refers to the process of optimizing a the technical elements of your website to improve ranking in search engine results pages (SERPs). Technical SEO involves optimizing the code and structure to ensure that search engine crawlers can easily crawl and index the site.
Some common elements of technical SEO include:
- Improving website speed
- Creating a mobile first website
- Organizing a logical and hierarchical site architecture
- Including and XML sitemap to provide search engines with a roadmap of the pages and content.
- Ensuring your website is secured with an SSL certificate.
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Local SEO extends organic SEO with a combination of online strategies to make your business more visible to those searching locally for products and services. These local SEO strategies include:
- Localized content on your website
- Google Business Profile listing
- Bing Places for Business
- Citations in business directories
- Online reviews
In a world where we are always on the go, we rely on our smartphones to find the information we need. Millions of us use local search every day to find the best local businesses in our area. You can help increase your chances of getting found by implementing local search strategies.
Further reading:
Mastering Local SEO: Strategies to Increase Business Visibility
Search intent is the underlying purpose or motivation behind an online search query. It goes beyond the words entered into a search engine and focuses on understanding what the user hopes to achieve with their search. If we want our content to rank for a particular keyword phrase, we need to understand the intent of the search and provide the best answer to their query.
Google defines four types of search intent that align with the user’s reason for conducting the search – Informational, Navigational, Commercial Investigation and Transactional. Learn more about these moments in the following post.
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People are using voice search more often for a variety of reasons, but mostly for its convenience and ease of use. Voice search is convenient and efficient and enables users to gather information without interrupting their current tasks. It offers a hands-free way to find information by simply speaking their queries. This is particularly useful for activities that require hands and eyes, like cooking or exercising.
Optimization for voice search is different than optimizing for traditional search using a keyboard. With voice search, users speak their query using natural language. This makes the voice query longer and more conversational, focusing on long-tail keywords and natural language phrases.
Therefore, search intent is much more important with voice search as users are often seeking immediate answers or local directions, such as finding nearby restaurants or business locations.
Further reading:
Voice Search Optimization: Tips and Strategies for Higher Rankings
Investing in your WordPress website can have an impact on the success of your business and should be part of your overall marketing plan. With a little knowledge of how to optimize your content and increase your website speed, you can provide a better user experience for your visitors and increase your chances of ranking higher in the search engines.
Staying up to date on the changing landscape of SEO and website performance is worth an investment.
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