Search Engine Optimization

What is Search
Engine Optimization?

Just a couple of years ago, at least 75% of clicks went to sites that appeared on page one of Google’s search results. Roughly 33% went to the top ranking site for the search query. And 41% of clicks go to the top 3 ranked Google Ads.

These statistics about search engine optimization (SEO) and pay- per-click (PPC) prove that search marketing is an essential strategy for businesses.

A Certified SEO Agency

Momentum team members hold certifications in keyword research, auditing, and more. We take our craft seriously, and we’re always looking for more ways to learn and keep up with what’s happening on the web. Ask about our certifications when you meet with us about your SEO strategy!

Understanding SEO

Organic traffic, also known as earned traffic, is “free” or non-paid visits to your website. But thinking about search engine optimization as a free way to build marketing traffic is a huge disservice to you and your marketing team. Developing and implementing a good SEO strategy takes a lot of worker power. So instead of thinking of SEO as free, think of it as non-paid. When your site ranks organically for a keyword or key phrase, that means you’ve created a lot of compelling content that matches a web visitor’s search intent.

Like the statistics showed, a higher search ranking brings visibility to your website. Optimization (SEO) is more than a Yoast SEO score (though tools like Yoast can be helpful). It’s more than alt-tagging and meta descriptions. More than anything, search engine optimization is about supplying valuable content to people who are looking for it.

Did You Know? Meta descriptions aren’t a big SEO factor. Instead, they can increase your site’s click-through rate. This is still good and an essential practice! However, if someone is telling you they’ll update your meta descriptions to boost your SEO, be wary. There are far more critical site ranking factors.

Three Steps of Search Engine Optimization

In truth, there are a million steps to increase your organic search results. However, we think it’s easiest to think of an SEO strategy in three parts.

1. Technical SEO

With. a variety of auditing platforms at hand, we’re able to look at what makes your website tick and diagnose (and fix) rank-threatening issues.

2. Keyword Research

Using trusted tools, we assess search volume and keyword difficulties for the words you want to rank to identify high-value opportunities.

3. Reporting

Watch your number of ranking terms increase, your positions rise, and your site performance metrics improve as we continuously improve your SEO.

Build a Site with a Healthy Foundation

If you’re developing a new site, you have a rare, excellent opportunity to prevent problems that might inhibit your site from ranking well. Start with critically thinking about your sitemap and site navigation. What pages and topics are important to your users? How will pages link to each other? The way you organize and categorize your site is one of many significant signals to Google about the topic of your site. A site that has a nonsensical flow or no precise topic and purpose is not likely to rank well.

In addition to your site’s navigation structure, make sure you check other technical aspects of your site. Things like slow site speed, broken links, and code limiting your website’s crawlability can hinder your SEO performance. One of the big things web designers tend to forget is the importance of a website’s UX across multiple devices. If your website’s performance suffers on mobile, you’re at risk of losing a significant (50-60%) share of traffic.

Boost Tip: You can get a good metric of your site’s page speed using Google’s free Page Speed Insights tool.

Draft and Implement a Content Strategy

Once you have a good site in place, you can truly optimize it with excellent copy. Copywriting for SEO is a mix of technical skill and creative flair. Copy should always be simple to read, and focused on a specific topic. Subject matter for your copy needs to be motivated by keyword and keyphrase research.

By researching keywords, you can learn approximately how much effort you’ll need to put in to rank for particular terms or phrases. Finally, as you’re writing the copy, structure the pages in an SEO-friendly way. Adding the proper headers, spacing, and visuals to your site makes it easier to read and more fun to engage with.

There are dozens of ways to tweak and improve the content on your pages. Headers, links, and optimized videos and images are a few of many. There’s a lot you can do on your own, but having an SEO-knowledgable team on your side can expedite your efforts.