SEO (Search Engine Optimization)
So you're considering hiring a Winnipeg SEO company. You’ve got the goods. An amazing product, an incredible team and a great market. You’ve created something that will improve people’s lives, bring them happiness, revolutionize the world. Compared to the competition, you’ve got the highest quality, the lowest prices, the best deal.
But none of that will matter if no one sees your website. You need SEO.
What Is SEO?
SEO is short for “search engine optimization”. It’s exactly what it sounds like; a way to tune the layout and content of your site so that search engines will prefer it over other websites. There’s a plethora of techniques that can be used to improve your site’s ranking on a search engine; the higher ranked the website, the closer it appears to the top of the search results. The algorhythms search engines like Google use are complex and ever-changing; that’s why it’s important to have a comprehensive SEO strategy in order to boost your site’s ranking.
The Value of Ranking First
According to Search Engine Land, 34.8% of web traffic was driven by search engine results, exceeding social network referrals for the first time in 3 years. This increase in search-driven traffic follows the decline in trust of social networks after scandals like Cambridge Analytica and fears of foreign propaganda and fake news. Search engines remain a trusted source for referrals because they have different incentives; while Facebook and other social media platforms are driven by sponsored content and inorganic ad revenue, Google’s success is found in providing users with the most relevant content possible for their search. When the top results is the best result, Google wins.
You want your website to be the first thing that pops up when someone makes a relevant search. Depending on how you crunch the numbers, anywhere from 30% to 45% of traffic on a particular search goes to the first link; somewhere from 75% to 98% of traffic is relegated to the first page. That means if you’re not on the first page, you can forget about that 34.8% of web traffic that’s referred through search engines; you won’t see any of that action.
This all makes intuitive sense; think of all the times you’ve searched for something and gone past the first five links. Most of the time, if you don’t get the results you’re looking for on the first page, you won’t assume the right result is hidden on the second; you’ll assume your search criteria was off, and try a different query. Worse yet is when you abandon the query altogether; if you’re not the first link, you might be completely out of luck. Page hits are the first step to paying customers.
The Future of Search Engines
Back in the Wild West of the Internet, SEO was a series of less-than-ethical techniques to get your page to the top; web designers would hide text, spam keywords and use other tricks in order to get your page to the top. Google waged war on this type of behaviour by monitoring not just on-page content, but off-page content; how often your page was linked to by other trusted sites became relevant. As algorithms have shifted to provide a better user experience, so too has SEO; well-organized, well linked-to websites full of amazing content are now a requirement to hit the top of the pops. This is great news, because it means quality websites will tend to be the first link - if your website’s architecture and content are well curated and SEO-friendly. The more efficient search engine algorithms get, the more efficient your website will need to become; that’s why you need a team of SEO specialists to futureproof your site by predicting how search engines will change over time.
The Top Rank Feedback Loop
When your website is the number one search result, it drives traffic. When your website gets more traffic, search engines prefer it. You know your products and services are golden, so people will start talking about it, linking to it, and buying more. That means your website will become more trustworthy and interconnected, which boosts your ranking. When you’re at the top, it becomes easier to stay at the top; conversely, getting bumped down means less page views. That’s the power of SEO; not only are you getting brand recognition and most of the search engine market, you’re also reducing the market share of your competition every time you leapfrog them.
A Holistic Online Marketing Strategy
Your company is amazing, and you want everyone to know about it. Engaging in online marketing is a smart way of getting your name out there; using content creators, advertising through social media and other strategies are all excellent ways of increasing your market share. SEO must play an important role in your overall online presence; after all, social media accounts for a smaller percentage of all referrals. The beauty of a top notch SEO strategy is that it will incorporate your entire online presence; after all, every click you get boosts your rank. If you have an existing online strategy that isn’t optimizing your rankings, it’s time to think about SEO. The analytics, tools and strategies we use cost significantly less than a traditional marketing campaign, and can affect a much larger percentage of the market. It’s a win-win!
Don’t Go It Alone!
The strength of any successful business lies in its connections; to other professionals, to its clients, to its community. Your social media strategy should be handled by a social media strategist, your web design by a web designer, your accounting by an accountant. That’s why it’s surprising to see people try to take on something as complex as search engine optimization alone; why would you leave such a massive percentage of your market to an amateur? At WebWizards, we can make magic happen with your site; we are experts. We will boost your ranking, share vital data about who is visiting your site, and help you connect with those who matter most. Your website will become easier to find and easier to navigate; your amazing products and services will do the rest.