Why does your website need to be optimized for search engines?
In today's digital world, a website is an essential part of any business’ online presence. But if you want your website to be found, you must make sure it's optimized for search engines.
Co-authored by James Crothall [external] and Tommy Lai [external] - 2 minute read about Search Engine Optimization (SEO)
Photo by Pawel Czerwinski [external] on Unsplash
Search Engine Optimization (SEO) is the process of improving your website so that it ranks higher in Search Engine Results Pages (SERPs), or, search results. When your website ranks higher in search results it means that more people will see it which can lead to more website visits, or, traffic and ultimately more business.
What makes websites appear top in search engines?
There are many factors that influence how highly your website is ranked in search results but largely there are two main areas to focus on:
On-site: The content on your website is key to your SEO efforts. And from a SEO perspective it’s not only text but also imagery and video that should be informative, relative and well-composed. It should also be optimized for keywords your customers are searching for.
Off-site: Backlinks, or hyperlinks from other websites on the Internet to your website, can be a signal to search engines that your website is authoritative and trustworthy. Note, not all links are created equal.
“Not all links are created equal.”
This is noteworthy because the links pointing to your website could in fact be harmful or what some search engines consider to be toxic. Don’t be alarmed though, if your website does have harmful links pointing to it, you can take action to rectify this.
How can you improve where your website appears on search engines?
To improve your website's on-site SEO, there are a number of things you can do right now. Start by carrying out keyword research and putting together a list of relevant keywords that your customers are searching for. Then, align these keywords with your content ensuring it's optimized behind the scenes correctly.
In terms of off-site SEO, you can build backlinks in a few different ways, however, be sure to avoid paying other website owners for backlinks (or if you do, ensure these links are qualified correctly [external] as sponsored links).
Will You Fall Behind If You Don't Optimize Your Website?
Yes. In competitive markets, businesses that don't optimize their websites for search engines are at a serious disadvantage. Their websites will be less visible in search results, which means they'll get less traffic and have less chances to generate business.
On the other hand, businesses that do optimize their websites for search engines have a significant advantage. Their websites will be more visible in search results, which means they'll get more traffic and ultimately have more chances to generate more business. It’s a bit like a retailer having their shopfront on Oxford Street, without paying London rent of course.
In fact, a 2023 study found that businesses that rank in the top three positions in search results for their target keywords receive an average of around 70% of all clicks. This means that businesses that don't optimize their websites for search engines are missing out on a huge opportunity.
So, if you don’t want to miss out on generating more business from your online presence, make sure you optimize your website using both on-site and off-site SEO techniques.
Co-authored by James Crothall [external], Account Director at AMO DIGITAL with experience of optimizing hundreds of websites for search and Tommy Lai [external], Marketing leader with 20+ years experience in small and large businesses.
Did you know that around 6,000,000 searches take place every minute of every day?
And every day you’re not improving your website is a day that’s potentially costing you business. Make sure you get found.