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Driving Website Traffic With SEO

The internet is not unlike a crowded public space where getting noticed by even a small, targeted group of individuals is lost among the noise of the masses. Marketers must first be noticed, and being noticed often means employing the latest techniques to elevate a brand to the top of the most recognized digital search engines. For a website to appear in a prominent position on a search engine, it must conform to the engine’s complex and proprietary algorithms. Understanding the Search Engine Optimization (SEO) process can be challenging and time-consuming but website optimization is an extremely important part of driving traffic to a website. Done properly over time, SEO will boost the visibility of a site and increase organic traffic resulting in higher rankings and better performance.

According to imFORZA, 93 percent of online experiences begin with a search. Surveys reveal that 76 percent of shoppers review a business’s website before visiting a physical store or location to make a purchase. Search engines are the way 68 percent of consumers begin the journey to making a purchase. SEO generates traffic by making it easier for search engines to understand a brand’s specific content and ranks each search relative to the searcher’s needs. Ranking high on search results is the ultimate goal of SEO optimization.

There are several types of SEO. On-page SEO focuses on optimizing the content and structure of a website to make it more appealing to users. Creating the right keywords and taglines and improving the load speed of a website is an example of On-page SEO. Off-page SEO efforts include building links from other websites and directing users back to the initial site. Technical SEO deals with optimizing a website’s technology and overall architecture in order to improve rankings. To enable a website to recognize a specific geographic location like a brick-and-mortar location, Local SEO is employed. eCommerce SEO is used for optimizing online ecommerce stores and specifically involves product pages, relevant keywords and setting up structured data to help search engines understand the brands’ products better. SEO tactics are not new and are used most effectively with search engines like Google, which develops proprietary algorithms to direct search requests to the most relevant websites.

Creating personalized, high quality content, developing relevant keywords that identify the reason for a user’s search, and focusing on the proper utilization of all SEO types will build website traffic over time. Jonas Sickler, SEO manager at Terakeet, says, “Content clusters help search engines understand the relationship, context, and hierarchy of web pages within the family of content.”

While traditional search engines are the most commonly used method consumers use to find information, social media sites are emerging as the new way younger consumers search for answers. According to recent research, 16- to 34-year-old consumers are looking for answers on social media sites like Instagram or Facebook instead of Google or Bing. It appears that the younger generation searches for information about brands and products through short-form videos. The shift toward social search is also the result of technological advancements like voice search, AI-powered algorithms, and more intuitive video-creating and editing tools. Social media platforms like Threads and Spotify Live are committed to offering the 83 percent of social media users’ additional options for online searches.

A strong commitment to both traditional SEO and social media SEO is essential to a successful strategy of optimizing a brand’s website. The SEO process is a long-term, time-intensive journey that requires frequent adjustments and enhancements to its direction to remain relevant. For brands that lack the necessary time and skillsets to deploy an effective SEO strategy, the process begins with researching and evaluating an SEO provider who has experience in the brand’s particular business and the ability to understand the brand’s unique selling position.

For more information about how Junction’s digital marketing team can help you build the right SEO strategy, call 678-686-1125.