Increasing Traffic with SEO: Why It Matters More Than Ever
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Increasing Traffic with SEO: Why It Matters More Than Ever
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Black Pearl Matrix
SEO practices to apply
- Fast Navigation
- Match your content to search intent
- Put your keywords in the right place
- Prefer short and descriptive links
- Have good title and description tags
- Practice SEO on photos and videos too
Any owner of a digital business who researches trends and marketing strategies must have already started with the acronym SEO. If you still don’t know or have even heard of it, but still don’t know its importance, it’s time to change.
We prepared this article to tell you everything about SEO strategies and why they are extremely important for the results of your digital business. Continue reading, take advantage of all the tips and put them into practice to see your company take off.
SEO is one of the main strategies of Digital Marketing.
After all, who doesn’t want to appear in the first positions of Google’s organic search? There are the links most viewed and clicked by users, who usually do not go beyond the first page to find the answers they are looking for.
So a good SEO strategy will get you there! Your website, blog or virtual store becomes better known, gains authority in the market, receives more visitors and increases the chances of opening.
And you know what is better? You get all of this without investing in media, based on optimizations on your own pages and on relationships with other sites to improve the search and navigation experience for users.
What is SEO?
SEO is the set of optimization strategies for websites, blogs and web pages that aims to improve their positioning in the organic results of search engines. It is the acronym for Search Engine Optimization, which means optimization for search engines.
If you want to understand the concept in detail, check out the video below that I teach you:
• Every second, millions of searches are performed on search engines—especially Google, the world’s most used search engine.
• Users want to answer the most diverse questions in their day-to-day life, from the best hotel to rate for their next trip to explaining the theory of evolution.
• In each search, Google tries to organize the contents in a ranking that the best answers in the first positions.
And the numbers below show that users trust this search engine judgment:
• The first three organic links receive about 30% of clicks.
• Only 0.78% of users click on a link on the second page of results.
So each search represents an opportunity for your brand to provide the best answer to what users are looking for.
Thus, you are more likely to gain visibility and clicks, receive more organic traffic and have more results with your online presence.
But for that, you need to prove to Google that you have the best answer and deserve to appear in the top positions of the SERP (Search Engine Results Page).
And that means not only having the best content, but also offering good usability, gaining authority in the market and providing a good page reading to Google.
That’s what an SEO strategy is all about.
SEO is also part of SEM (Search Engine Marketing), which encompasses all types of search negotiation strategies, including the creation of paid advertisements and sponsored links.
SEO, in turn, involves only organic strategies, which do not buy media. Therefore, increased return on investment (ROI) and reduced customer acquisition cost (CAC) are often the results of SEO.
Ranking Factors
It is estimated that there are over 200 ranking factors in Google’s algorithm. The combination between them is what determines the positioning of the pages on the SERP.
Google does not openly reveal what these factors are, although it does give some statements that give away some secrets. In addition, the market itself moves to carry out studies that reveal the impact of a certain action on the positioning of a page.
In general, we know that ranking factors fall into two groups: on page and off page.
On the page
The on-page ranking factors are present on your own pages.
When we talk about on-page SEO, we are talking about optimizations in these elements.
Some examples:
• Contents.
• Title and Meta description.
• Header tags.
• Images.
• URLs.
• Rich fragments.
Google evaluates these factors to understand what your pages are saying and thus index correctly.
Also, help the search engine to see if you are offering a good user experience, with information and organization.
Off page
Off-page factors, in turn, are off-page elements that show whether it is a referral.
Therefore, off-page SEO consists of optimizing the authority of the site before users and other websites, with a focus on acquiring backlinks.
These are some examples of factors:
• Number of backlinks.
• Diversity of backlinks.
• Context of the backlinks.
• Brand mentions.
• Social signals.
• Direct searches.
For Google, factors like these show how authoritative a site is on the web.
If the page receives many visitors from direct searches by brand name and gains several backlinks and mentions of good sites, it should have more authority in the market.
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Black Hat x White Hat
Google’s algorithm works hard to improve users’ search experience.
This means not only continuously improving search results, but also fighting low-quality and dubious content, which is called black hat.
The black hat has been in Google’s sights since the early days of SEO.
When the algorithm was still new and had many loopholes, it was easy to game the system and get the best positions, even if you had nothing good to offer.
These were some common black hat practices:
• Doorway pages: the page is only optimized to redirect to malicious pages.
• Cloaking: the page presents different contents for the user and for the robot.
• Link farms: the page only contains backlinks to other pages.
• Keyword stuffing: the page contains excessive repetition of keywords.
• Hidden texts and links: the page hides texts and links from the user, but not from the robot.
• Comment Spam: Page comments on blogs just to gain backlinks.
That kind of strategy still exists. However, Google’s algorithm is increasingly complex and intelligent to identify the black hat.
An excessive gain of backlinks from suspicious domains in a short time, for example, is an indication of black hat.
When this happens, pages receive penalties, which can range from a momentary drop in ranking to banishment.
So run away from black hat SEO. If you want to gain search engine trust and ensure a more secure and sustainable position on the SERP, follow Google’s SEO guidelines.
These guidelines coincide with the white hat, which are the SEO strategies accepted and recommended by search engines.
We are talking, for example, of improving the usability of the site, using keywords naturally in the contents, gaining backlinks from reliable partners, among other strategies that we will also cover in this guide.
How to Start an SEO Strategy?
To get the organic traffic you crave, it’s essential that the content posted on your blog is relevant to someone. By now you know, but how will people find your content?
Like any marketing strategy, it all starts with planning: what results do you want to achieve with SEO, who do you want to reach, how do you intend to get there?
This is what will pave the way for the success of your strategy.
Furthermore, you should also know that an SEO strategy usually gives results in the medium and long term.
Don’t expect an immediate return, as can happen with ads and sponsored links, okay? Despite this, SEO tends to give a more sustainable return over time.
That said, let's get to the first steps of SEO:
Definition of Objectives
The first step of the strategy is to define what your objectives are when optimizing your website, blog or online store. To do this, you need to know what SEO is capable of offering.
For example:
• Increase organic traffic.
• Generate more leads.
• Generate more sales.
• Reduce customer acquisition cost (CAC).
• Educate the market.
• Increase brand authority.
Always try to align these SEO objectives with your brand’s macro objectives. If she wants to increase brand awareness, for example, SEO can help with that by placing the company’s website in the top positions on Google.
When defining objectives, you can also identify goals and KPIs.
If you want to have more authority, for example, you can use the Domain Auhtority and Page Authority metrics. Define which score you want to achieve on these KPIs and in how long.
So, during and after executing the strategy, you can check these indicators to know if you took the right path to reach your goals.
Persona definition
Another important step in planning is defining the persona.
After all, who is your strategy aimed at? Who do you need to communicate with? Who do you want to attract to your business?
The persona is the description of a semi-fictional character that represents an ideal customer of your brand, with doubts, pains and real needs that you can help solve. It must be built based on real customer data, through surveys, questionnaires and interviews.
This construction of the persona must consider the stages of the sales funnel, which generate different demands for people. They are evident in the types of keywords that are used in searches: they tend to be broader at the beginning and become more specific towards the end.
Getting Started and Basic SEO Tools
To start an SEO strategy, you need to have at least the basic tools.
They help to make a diagnosis of the current situation, base the planning, make the first optimizations and start to monitor the impacts of each action.
We are mainly talking about two indispensable tools for SEO: Google Analytics and Google Search Console. They are provided free by Google and will always accompany your strategies. Let’s get to know them better:
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Google Analytics
Google Analytics is a widely used data analysis tool that offers a multitude of features to evaluate the performance of digital strategies.
In SEO, it can help in different ways:
• Know your audience better to build the persona.
• Identify which are the most visited and best performing pages.
• Monitor organic traffic numbers.
• Identify the channels that generate the most traffic (email, social, organic, etc.).
• Understand engagement (bounce rate, pages per visit, session length).
• Monitor the conversions generated by the SEO strategy.
Google Search Console
Google Search Console is a tool that facilitates communication between the website and Google and offers valuable reports for SEO.
These are some features it offers:
• Know if there are indexing problems on the site.
• Know if the site was hacked or penalized by Google.
• Monitor the average position of your pages on the SERP.
• Identify the click-through rate (organic CTR) of your pages on the SERP.
• Identify which keywords activated your site on the SERP.
• Identify which sites direct backlinks to yours.
• Ask Google to reject questionable backlinks to your site.
Google Search Console is a little more technical, so it’s aimed at webmasters.
But the interface is very user-friendly, so anyone can use it to make diagnoses and direct more complex demands to specialized professionals.
The tool can also generate several insights for content optimizations, in addition to being the main source to identify the queries that drive traffic to your pages and the click-through rate of your main keywords.
How to Do Keyword Research?
Keyword research seeks to identify the search terms that have the greatest potential for the strategy, according to search volume, conversions and competitiveness.
It is one of the main tools for planning an SEO and Content Marketing strategy. After all, it allows you to identify opportunities for optimization and set priorities for content production.
Keyword research usually starts with a list of terms related to your industry, products, and brand. You can get ideas from Google Analytics and Google Search Console, which we looked at earlier, or keyword tools, which we’ll look at next.
Then, you need to organize that list. You can separate the most used terms in each stage of the sales funnel and rank the list according to the highest return potential for the strategy.
Let’s say you’re starting a blog on your website and you identify the word that drives the most traffic to your website.
So, you can start there and produce a post optimized for that keyword to attract more visitors.
Search Types
During a buying journey, people can adopt different types of search to solve their doubts.
To create your content and SEO strategies, you need to understand the intent of each search, in order to align user queries with what your brand has to deliver to them.
Let's see what the main types of search are:
Navigational
Navigational research happens when the user already knows which site he wants to navigate to and is unlikely to change his final destination.
So it uses Google as a shortcut, a way to remember the full URL or suggest a related search within that site.
Transactional
A transactional search is a search related to a purchase. The user may want to buy a product, find a store address or compare prices, for example.
This type of search is valuable because it can lead directly to a purchase, since the user is already making the most advanced decision.
Informational
In informational research, the user searches for information about a subject, product or brand. Here, he still doesn’t quite know what he wants, which shows that he is at the beginning of the buying journey.
Place
Local searches are searches with a geographic component, within a given region.
They happen, for example, when the user searches for restaurants, cinemas, stores, hotels, schools, offices, among other types of establishments with a physical location.
Other Search Types
There are also other types of searches that users can perform, such as:
• News.
• Institutional.
• Songs.
• Academic searches.
• Timely information (weather, date, etc.).
• Images.
• Videos.
Note that, for each type of search, Google has increasingly struggled to deliver specific results.
In searches for products (transactional), it already presents results from Google Shopping. When searching for songs, it already brings the clip on YouTube and the lyrics.
The intention is to improve the search experience with faster and more accurate answers for the user.
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FAQ – Frequently Asked Questions About Increasing Traffic with SEO
1. What is the biggest advantage of using an SEO?
2. What are keywords and how do they work?
3. What is most important in SEO?
4. What factors affect Off-page SEO?
5. How to make an SEO report?
Conclusion
As you can see, SEO is an extremely important subject for anyone looking for online visibility.
All the optimizations that aim to improve the user experience on a website are of great value in defining its positioning in search engines. From its loading speed, ease of navigation, content relevance, all are differentials when competing for good positioning.
The truth is that working with SEO requires patience, knowledge and a lot of technique.
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