Why is SEO important for my website?

Design 3Sixty

May 19, 2022

SEO or Search Engine Optimisation is the process of making your website more search engine friendly. A good SEO strategy will improve the visibility of your website, drive users to your website and improve the quality of your traffic, which will consequently increase your sales prospects.

Ensuring you are ranking in search engines for keywords relevant to your business is an essential part of any online success story. By ranking for these keywords, your website can potentially be viewed by thousands of people who are actively looking for your products and services.

How a good SEO strategy can affect your web traffic.

Let’s look at a case study from one of our clients – Parka Monkey Clothing.

When we initially audited their site, we found that hey ranked well on google for their brand name, which is excellent! They had the top 2 or 3 spots on google for their own keyword, ‘Parka Monkey’. Now this is great if you are a well known brand that people will search for, but what if you are a relatively unknown brand that is just starting out?

Using Google Keyword Planner, we can see the the monthly search volume for keywords on google. This gives us an idea of the size of the market and the potential to bring in more traffic from certain keywords. Often, a clothing brand that is just starting up might have a monthly search volume of 100 – 1K.

Now if we take a look at search terms for the products a clothing brand may be selling, for example ‘festival t-shirt’ we can see that the monthly search volume is around 1K – 10K. That means there is 10 times the traffic potential for that product keyword than the brand name.

By now you are probably thinking, what is the best way to improve my search engine ranking?

In the early days of the Internet, people would employ tactics such as keyword stuffing and invisible text in an effort to improve rankings. This used to work to a certain extent, but Google has become wise to these sneaky, underhanded tactics and have now fine tuned their algorithms to serve well structure, quality and informative content.

Google now uses around 200 rankings factors to determine where your website appears in search results, but we can boil this down to three key points that are likely to improve your ranking:

High quality, well structured content

The quality of your pages and blog posts play a crucial role in determining where you will position on google. Your content needs to provide valuable information that is relevant to the keywords you are targeting.

High quality content will keep users on your pages for longer and lower your bounce rate, which indicates an interest in the content you are serving.

This is also where you should consider your keyword usage. There is a fine balance between too much and too little, and forcing the use of your keywords can actually be harmful to your SEO. The readability of your content matters, so your content should read naturally and keywords shouldn’t be forced into paragraphs in an effort to increase your keyword count.

Page speed and user experience, especially for mobile users

A website that is quick and responsive is likely to keep users browsing for longer. Pages that take more than 2 seconds to load have a much higher bounce rate than those that take less. In the modern world, people have become impatient and want information quickly. If a page is taking too long to load, it is likely your users will navigate away from the site in an effort to find the information elsewhere.

We can use Google’s Page Speed Insights tool to get an idea of how well a page is performing for both mobile and desktop users. The mobile result is particularly important in this case, as more than 50% of traffic now comes from mobile devices. This means that when we design a website, mobile design and performance should not be ignored.

Having a responsive website that is attractive to both mobile and desktop users is key to a successful digital marketing campaign.

Backlinks and Referrals

Other factors that should not be overlooked are the backlinks and referrals to your website. But what is a backlink?

A backlink is an inbound link from one website to a page on another website. Google considers these backlinks as “votes” for your website. The more votes you have, the higher the ranking potential is for your website – but not all backlinks are created equal.

Backlinks from other quality, relevant websites are held in higher regard than those from poor quality sites. In fact, links from poor quality sites can be considered toxic and actually harm your SEO, so it’s important you choose your backlinks wisely.

I always like to explain this using the football analogy.

Imagine your website as player on a football pitch. If we look at the ratings of the other players around us and see that one particular player stands out as man of the match, then by making passes to, and receiving passes from this player will consequently increase you own rating.

So how can I improve my SEO strategy?

The above is just a brief explanation of the factors to consider when planning your SEO strategy. In reality, there are around 200 individual factors that Google will use to determine your position in search results. Focusing on these three key factors will definitely help you rank higher.

  • Improve your content
  • Design for mobile
  • Get more links

But if you are after the elusive number one spot, there is much more to consider with your strategy. It can sound a little overwhelming at first, but with a little patience and a consistent focus on your strategy, in theory, anybody can reach the top spot.

This is often a task assigned to SEO professionals. A good SEO strategy can be the difference between make or break for your online business.

Get in touch today to see how we can help you plan an effective SEO strategy and start getting the web traffic that your business deserves!

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