Summary
SEO (Search Engine Optimization) is how your website is seen by search engines, and how it is presented to your clients. Older and unoptimized content tends to rank lower in search results. If the website representing your business is buried by other websites, it likely needs to have its content adjusted to target specific needs.
What is SEO?
Search Engine Optimization (SEO) is how you ensure your website is easily understood by “web crawlers”. A web crawler is an automated program that visits websites and collects details about your content, and your business in order to display them to potential customers and other users. If you search for a term related to your business and your site doesn’t show up at all, it is a strong indicator that your website has poor SEO. In order to be at the forefront of your customer’s minds, your site needs to be in the top search results.
Why can’t I ‘set-and-forget’ my website?
Google and other search engines like to see new content on a website consistently. Websites that constantly update with new information are moved to the top because the content is most relevant. If your website was created 2-3 years ago and has not been noticeably updated since then, it is less likely to be featured by search engines. The internet is ever changing and cannot be “set-and-forget”.
How can I improve my SEO?
The best way to improve your SEO is to ensure your website is consistently updated and relevant to your business. This can be accomplished through a range of methods, but the easiest is a blog. Adding a blog to your website allows you to post new content on a regular basis, that can address various needs and questions that your customers may already be searching for online. When creating content for your website, you need to ensure that your content answers a question, or addresses a need. Some websites use too many buzz words or keep services vague in order to appeal to a larger audience. While this was once the primary method to draw in new users, search engines have pivoted to “action-oriented” content. When a user searches “Kitchen Renovation near me”, having “kitchen renovation” in your keywords is beneficial, but answering the question “Where can I get my kitchen renovated in Orillia” targets a much more precise audience. The internet has changed and requires engagement, so your website needs to make it clear to your customers what you can do for them.
Sources:
Google’s guide to SEO
Optiweb Marketing’s beginner guide to SEO