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SEO: What It Is & How To Build It

We’ll start with the bad news first: there is no silver bullet tactic for getting found on Google. No one can become searchable overnight with a single widget, tool, or paid service. The good news? Leveraging Search Engine Optimization (SEO), the organic process by which a business can increase the number of unique visitors to their website using keywords, can absolutely help the right people find your business over time.

What is SEO Strategy And Why Do We Need Keywords?

SEO strategy is how marketers make Google your friend. For example, when a web user searches for “Milwaukee pet grooming,” all web pages with a keyword strategy for that search term will pop up in their results. Google’s bots use keywords to find and index your digital content, raising the SEO, or search rankings, of the highest quality, keyword-relevant content. What keywords a marketer chooses depends entirely on the business and their target market.

Unfortunately, legitimate SEO building does not provide instant gratification. With a multi-faceted SEO strategy, it can take several weeks to months to see a substantial impact on your web traffic. This is because Google’s bots (known as crawlers) need time to find new web content and index it. SEO building should be a process that marketers engage in continuously, adding new relevant content over time using keywords the target market is most likely to search for.

Tactics For Building Your Website’s SEO Using Keywords

Choose Keywords Wisely. Simply going with the most popular search terms for your industry may or may not be the best strategy for you. Your chosen keywords should depend on the kinds of content your target wants and the words they use to describe it, whether that’s layman’s terms or technical vocabulary.

Write Useful Content. Fill your web pages with informative, helpful content, and intersperse your keyword naturally throughout. Google’s algorithms are designed to punish websites that try to game the system, or awkwardly stuff keywords into irrelevant surrounding content.  

Strategically Insert Keywords. We can place keywords in more places than just the plain text featured on a web page. When used in web page headings and URLs, those strategically placed keywords help flag Google’s crawlers in finding the keyword-relevant content featured on the page itself.

Label Your Images. Marketers can make images function like SEO building tools by labeling them using alt tags. Search engines won’t otherwise register images as relevant content if we don’t tell them what they depict using alt tags.

Submit A Sitemap. We can tell the search engine which pages you want it to crawl by submitting a sitemap. This ensures that Google is able to find your newly written content more effectively, and properly index everything else on your site.

Keep in mind that SEO building is a marathon, not a sprint. Results won’t happen overnight, but measurable improvement is possible with the right keywords and the right strategy in place. For more info on SEO and how to build yours, contact us.

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360 Direct is an innovative marketing agency helping brands expand their reach both digitally and traditionally.

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