Search Engine Optimization (SEO) improves a client’s digital opportunities.  A site offering t-shirts, hiring an SEO provider, increases the likelihood of consumers finding their digital listings and web properties.

Search Engine Optimization constantly changes, following the supply of search engine result pages.  Additionally, how consumers behave, whether leveraging a desk top or mobile device influences SER listings and user behavior.

In essence, SEOs are becoming all-around marketers.  Advertising on digital landscapes calls for such.  While a typical SEO campaign needs time to ultimately progress and influence rankings, some immediate needs can quickly improve visibility and rankings.

For example, an incredible content writer compose amazing and influential copy, making consumers buy offered services and products, but if pages are not properly coded and indexed, the copy won’t get in front of consumers.

Search Engine Optimization facilitates visibility, increasing the likelihood click-through rates and ultimate sales.  Implement the following notions into your current campaign for immediate results.

Title and Description Tags

Search engines, like Google, are vast libraries of information.  People use ‘queries’ when searching for information, doing the same online.  If we were searching for a flower shop close by, we may use the terms “flowers shops in New York City” if we lived there, expecting results in our area.

Search engines leverage algorithms to read the Web’s information, providing it in seconds.  While the exact intricacies of algorithms are unknown, we know they use signals throughout content to attend to a user’s query.

Title tags and descriptions are oft scanned and indexed, awaiting a user request.  Do a search for “NYC flower shops,” and one sees results based on a number of elements, such as incoming links, but you’ll get results reflecting the exact query in title tags and descriptions as well.

A title tag lets a search engine know the main topic, or thesis statement, of a given Web page.  Creating unique and diverse title tags increases a brand’s chances of visibility.  Using a tool like Ubbersuggest reveals query strings used by consumers.  For example, “long-stemmed roses in NYC” is a long-tail search.  Such a popular search may warrant an entire Web page, with associated title tag, itself.

Description tags offer browsers a synopsis of on-page content.  In some cases, search engines pull text from the page to better address a browser’s query, so it’s necessary to write unique and descriptive pages regarding products and services.

Load and Page Speed

Web browsers do just that – browse.  Like consumers in a brick and mortar store, those using the Web know they have multiple options.  If an aisle looks crowded or hard to walk in, an in-store consumer may pass it by.  Likewise, if a Web site or specific page takes too long to load, a browser may desert the endeavor for another site.

Often and unknowingly, webmasters and coders lengthen load time with on-page and encoded elements.  For example, the follow elongates load time:

  • Not saving images effectively

  • Using imports to call one half of style sheet into another

  • Using inefficient CSS selectors

  • Adding extra or unneeded HTML code

Several load time tools exist, which help webmasters determine the times of main and subsequent pages.  With the addition of mobile devices and smart phones used by browsers, it’s important to measure load times of brand pages on all devices.  For example, over 70% of surveyed mobile users mentioned encountering slow sites.

Social Signals and Shares

Social media continues to influence web results as well as the perception of consumers.  For example, a high number of consumers admit checking review sites, such as Yelp, reading about what others think of a particular brand, service, or product before making a purchase or visiting a destination.

Furthermore, the Web offers a number of search options within social media sites.  For example, if one wanted to learn more about women’s shoes, they could use Facebook’s search box rather than leverage another search engine, such as Google.  In this scenario, a user begins to see broad and friend-specific information.  If a friend wrote about a shoe buying experience, the researching friend is likely to be influenced in some way, possibly changing the intended route of their buying course.

It’s not only important to optimize for keywords and phrases related to your niche for your own pages, but understand widely used and well ranking review sites, such as Yelp, often appear in results first, over brand-related pages.  Therefore, encourage customers to write reviews related to their experience with your brand.  Furthermore, ensure physical stores and brand locations are optimized for local results.  For example, a local pizza shop needs to optimize pages and online presence regarding a specific location, ensuring telephone numbers, directions, store hours, etc. are clearly made available and visible to potential searchers.

About the author: Janet Holman is an SEO consultant and social media specialist and she writes for Perth’s White Chalk Road . She enjoys sharing her research and findings online.