What is SEO and Why Does it Matter So Much?

When was the last time you searched for something on Google? Likely your answer is, “just a few minutes ago.” Most of us use search engines many times a day, whether that is to find an answer to a work question or to try to remember the name of that one movie we saw that one time with that one amazing actress… 🤔  Every time you type some keywords into that Google search bar, you will be on the receiving end of someone’s SEO, or Search Engine Optimization, which ensures you are delivered the results you need.  

Good SEO helps your customers to find you 

So, now put yourself on the other end of that keyword search, as the person who has the information or service someone needs. Google is a tool that both you and your customers use to connect with each other. You are using specific strategies to help them find you and they are able to use keywords to get the information, products or services they need. SEO simply refers to the way you optimize your website or content to make it easier for this connection to occur. 

Of course there are other search engines you can use, but most SEO focuses on Google because they take up more than 80% of the market share for searches performed. And why do you want higher rankings on Google? Because, like most things good marketing does, it increases your credibility, reach, brand awareness and potential for conversions, allowing you to effectively reach your target audience and create a wider customer base.  

Effective SEO uses: 

  • Keyword research to identify the keywords your customers are using when they search on Google or another search engine. 
  • On-Page SEO, or optimization of your website’s structure and content using relevant keywords. 
  • Off-Page SEO, which builds your reputation and credibility by acquiring quality backlinks from other sites. 
  • Technical SEO to optimize the efficiency and functionality of your site, such as speed, mobile-friendliness and overall performance. 

When you perform a search on Google, you will usually see an AI response followed by ads. These ads will look like regular search results except for a small “Ad” label in the corner. When you use SEO, your goal is to show up at the top organically, right after the ads, so that you can be the first real result your customers see. 

Boost your SEO and rank higher to outperform your competitors 

So, you (rightly) want to focus on SEO to get in front of more customers, rank consistently higher in searches and build credibility? If we are being honest (and as a PR company, honesty is at the forefront of what we do), it is difficult to figure out SEO all on your own. That is why we have dedicated members of our team who specialize and can either help our clients along or do it all for them to save them the time and the hassle. If you have ever tried (and failed) to navigate the backend of your website, research and utilize keywords or play with “Rank Math” you know it’s worth the money! 

We offer our clients real results because they are based on strategy, especially when it comes to SEO. We don’t just pick and choose keywords, blog topics or content. Everything has research behind it, with a desire to help you hit your business goals and growth.  

Head to our website to check out our client case studies or contact us to learn more about how we can help you with your Search Engine Optimization!  

How to Prioritize Your Keywords and Optimization Goals

Search Engine Optimization (or SEO) is something most of us know exists, but we don’t always know how to make it work for us or our brand. In fact, it can be downright confusing! Instead of falling apart when it’s time to actually figure out which keywords *might* work to grab you some eyeballs, stick with us for the next few minutes and we will give you our short but sweet lesson in SEO for beginners… 

Keywords are more than just something that grabs your audience’s attention

Let’s forget everything we know about keywords in the analog world, because the web is a completely different beast. Search engines have things down to a science, and one that runs efficiently (and a little bit cut-throat if we are being honest). In order to find your place in the gauntlet of entrepreneurs (especially within your industry) you will need to start with the basics: 

Research 

Isn’t it funny how things always circle back to research? That is because, aside from everything else we could throw at you, knowing your brand and consumers well is the key to success in just about everything business related. Keyword research isn’t as tough as it seems, especially if you know your brand’s mission, voice and target audience. When you know your audience, you can define the questions in their search … and that, my friends, are your keywords. 

Find relevant keywords 

First, take some time to brainstorm some topics that are related to your business or industry. Then, using a keyword planning tool such as Ahrefs, input these topics one at a time to see relevant keywords. You are looking for a keyword that doesn’t have too much competition, but still has search volume potential. Still confused? Let us take the work out of it for you. 

Double check your work 

Evaluating the relevance of your keywords is crucial. In this step, make sure that you understand why you are using certain keywords, what connotations they may have, and double check to ensure they align with your brand. Do the keywords you have found align with the message you want to send to your audience? Do they resonate with you as a business owner or employee? Are they closely related to your industry?  

Check out the competition 

Jump on websites of your competitors. Follow them on social. Read their blogs. What keywords are they using? Who are they reaching that you aren’t? While you are at it, spend some time checking in on your target market. They may be using terms that you aren’t familiar with.  

Use your keywords wisely 

Relevant keywords should be used on your website, in your blogs, in copy you share and more, but that doesn’t mean it’s a free-for-fall. Too many keywords is just as bad as too few. (We call it “keyword soup” … and Google will actually punish you for that.) Make sure your messaging and content make sense to your audience so when they find your brand (thanks to your amazing SEO) they will jive with what you are dishing out.  

Need more help? SEO can be tricky, but we are experts! Whether you are an entrepreneur, small business, or already-established brand, let’s chat!