Search engine optimization (SEO) is a set of practices designed to help your website rank higher in organic (or “natural”) search results.
How can Kulture Konnect support your SEO efforts?
Because organic search is the most common way for people to discover and access online content, it is crucial that you have a good SEO strategy that improves the quality and quantity of traffic to your website. Each website is different due to its business goals and audience, this means that we normally provide solutions geared towards each specific site. However, in general terms, we can help you with:
Google MyBusiness and Maps Optimization
Google MyBusiness should be an integral part of your digital marketing efforts, which is the main reason why it needs to be accurate. We will help you verify NAP consistency, check for duplicates, check and optimize categories and descriptions, generate local business citations, claim Apple Maps, claim bing places, and authority map stacking and optimization.
Website optimization has to do strictly with everything that happens on your website. We will help you with keyword research, competitive gap analysis, optimization of your title tags, meta descriptions, URL structure, content, image alt text, and will provide support with XML sitemap generation & submission to Google Search Console and Bing Webmaster Tools.
Off-site optimization has to do with everything that happens off your website. We will help you with social fortress, citation building, back linking, content writing for link building, disavowing bad links and google analytics report set up.
How does SEO work?
Search engines have a single function: to provide you with the most relevant results possible in relation to your search.
To do this, search engines such as Google, Bing or Yahoo use crawlers–also known as bots or spiders. These crawlers gather information about all the content they can find online about any given query, once a site is identified, they follow internal and external links to understand the website and get context to decide whether it is relevant to the user’s search query.
Search engine algorithms are evolving all the time as user behavior changes and as the search engine learns such changes.
Importance of SEO
Regardless of your industry, SEO can have a great impact on your website goals. Here are some reasons why we advocate for a SEO campaign once you launch your website:
- It can be your primary source of website traffic. Organic search engine optimization is a critical component of the buyer’s journey because it helps and guides users in to complete a conversion or to engage.
- Trust and credibility with search engines. One of the main goals of a SEO strategy is to build authority over time. Google will recognize it When you are offering a valuable, quality product or service, which will influence visibility and ranking.
- Good SEO = better UX. User experience has become one of the main goals for any marketer. But most people forget that it’s not about having a pretty website anymore, it is about how relevant your website is for the user. Your customers know what they want, and if they can’t find it, there’s going to be a problem, which will be reflected on your website’s performance.
- It’s all about local SEO. With the mobility that smartphones provide, local search has become an important component of any small business. With local SEO you can optimize your online presence to be relevant to the immediate vicinity of your business. Local search focuses on neighborhoods, towns, cities and regions.
How can I measure the success of SEO?
As a business owner or digital marketer, you know what’s the ultimate value of SEO: improved organic visibility. But this comes with the pressure of getting more exposure and higher rankings, which can be very intimidating.
SEO may seem one of the last things you want to tackle in your marketing strategy because you need to do a lot of planning in the initial stages and, once your SEO strategy is set up, results are not instant. So how can you prove your SEO strategy can influence your growth and drive ROI?
Let’s compare SEO with Pay-Per-Click (PPC) advertising. with PPC you pay a certain amount for each click on your ads and you can normally determine ROI across a certain period. Calculating ROI for SEO is a little more challenging. While PPC is based on a fixed cost per click, SEO is based on earning organic visibility and long-lasting authority with search engines. This means that with PPC you get instant gratification, but, as soon as you stop your ad budget, your ranking will go away. On the other hand, with SEO, your authority will be long-lasting and it appears relevant and of value to the search engine’s users.
Now, the best way to determine success with your SEO strategy is by measuring the organic performance of your website. The best KPIs we recommend to keep a close eye on are:
Key search words and terms ranking directly reflects the success of your SEO strategy.
Keeping an eye on this KPI will allow you to figure out which pages are most successful and discover opportunities to improve.
Having a high bounce rate is an indicator that your website is ranking for the wrong keywords and/or is not providing relevant and valuable content to the user. Another cause might be poor website performance.
Click-Through-Rate measures the ratio of users clicking on your website after a search. A high CTR indicates you have the right audience.
Soft and hard conversions
Your website can easily be your #1 salesperson. It should exist to give you sales support and help you convert hard (contact form submissions, phone calls, demo sign-up, etc.) and soft (newsletter sign-up, content download, social shares and likes, etc.) leads. SEO works as a support to your overall inbound marketing.
Site speed affects user experience and influences ranking.
Pages per session
This measures the average number of pages visitors view during one session. A high number of pages per session means that users are engaging with the content on your website.
Websites that are just starting with SEO tend to have a lot of direct traffic. But the goal of SEO is to get your website found by people who don’t know about it. Organic impressions measure exactly that: how many times has your website been seen in any given search engine query.
Generally, you can expect to see noticeable organic rankings and traffic improvements within six months. However, most of the time, you’ll start to notice progress even within a week or two of implementation.
These quick wins may not translate to traffic or revenue immediately, but if you are currently ranking at #148 for a high-priority keyword and a few weeks later you’ve bumped up to #50, that’s a sign that search engines, such as Google, are starting to understand the quality and value of your website.