Explaining SEO to the CEO
While millennials find the new language of the digital age easy to grasp, it’s often a bit of a mystery. Search engine optimisation, or SEO for short, is no exception. In fact, because there are no hard and fast rules to fast-track the rankings of your website design and digital marketing strategy, it can seem even more mysterious than most digital concepts.
Simply put, SEO is about trying to get your site as high up as possible on Google and Bing search-results pages by finding ways to increase your site’s appearance in web visitors’ search results. This results in more traffic to your site. More traffic to your site results in greater awareness of your brand, and ultimately in increased profits and growth.
By re-thinking how you approach content on your site, search engine optimisation is well within your grasp:
- What words would someone looking for information on this topic use? These are your keywords which you should use strategically throughout your site – your titles, content, URLs, and image names. Place them naturally, though, because ridiculous numbers of keywords on your site makes you guilty of “keyword-stuffing”, which gets ignored by search engine algorithms.
- Make your URLs more search-engine-friendly by naming them with clear keywords. Which of these is more useful?
“http://www.wsioms.co.za/services/search/search-engine-optimization”, or “http://www.wsioms.co.za/11789/s201.htm”.
- A tactical link building strategy on your site is an easy way to boost traffic to individual pages. As you post new content, be sure to link back to your archives frequently. Again, though, ensure your links are appropriate, and be careful not to link excessively.
- Add a site map (a page listing and linking to all the other major pages on your site) to make it easier for search engines’ spiders to search your site.