Why SEO is So Important?
I probably shouldn’t post this article, as it goes against the core reason my web design firm even exists (designing websites for small and medium business owners), but the issue of SEO (Search Engine Optimization) is so important for websites (new and old), and is so misunderstood by almost everybody other than “web guys” and most importantly is part of an industry that seems to prey on this misunderstanding with false promises and outrageous pricing – so I’m compelled to write this article.
First, it’s important to note that almost every new client we get ultimately wants to know when will their website appear on page #1 of a Google search? I often introduce this topic early during our discussions so we can avoid any negative reactions when I finally try to explain what their options are – including warning against the hundreds of unsolicited emails and phone calls they will surely get after their new website goes “live”, promising them page #1 of Google.
Depending on your age, we’ve all played “king of the hill” at some point in our lives (a lot of CEOs still play this game – OOPS). Well, Google is “king of the hill” with their sophisticated and evolving algorithms – and boy do they know it. Recent data indicates Google leads the core search market with over 70% of search queries, followed by less than 20% by Microsoft and less than 10% with Yahoo. And to add to this stat, we now know that over 50% of all mobile searches come from mobile devices – and this trend will almost certainly continue to grow.
FRESH CONTENT
According to Google Search Quality Senior Strategist Andrey Lipattsev, “content” is the most important thing you need to be concerned with. Furthermore, we’re constantly telling our clients that “fresh content” is critical to the success of their website.
Don’t think that just “fresh content” will give you higher indexing – this may not be the case. However, the more frequently you update your website with articles, downloads, and new web pages, the more frequently a search engine will stop by to visit your website.
To clarify one big misunderstanding by many people, “fresh content” is not updating content on existing pages frequently (such as your Home page) to try to appear “fresh” to the search engines. For those that are doing this, this is a waste of time and resources. Relative to Google and SEO, “fresh content” means “timely content”. Timely content is all about a relevant topic – a topic that matters for your business or your industry. We routinely recommend 2-4 “fresh articles” every month – and using a format that complies to all of Google’s latest style and expectations (which change about as often as their algorithms change).
Search engines use web crawlers (robots or bots), which are simply high-tech programs that scan the internet for websites. These web crawler “index” a site based upon a number of algorithmic factors determined by the search engine company.
For instance, a site may be indexed based upon a combination of the number of incoming links to the site, the number and type of subject keywords used, and how often a site is updated. Every time you make an update to your website, the search engine takes notice and re-arranges your site’s ranking. Thus, if you want to increase the chances of your website getting a higher ranking, update the content frequently so that a search engine will reassess your position on its index.
Also, when new content is published, you present yet more opportunities for your site to contain more keywords. Keywords are high on the algorithm chart for search engine indexing and ranking. Frequently added content, such as BLOG article postings, allows you to optimize the article with pertinent keywords that can attract visitors to your site.
To summarize, fresh content:
- Helps you rank for more keywords because you have more pages and articles to target
- Helps you rank better because it is the easiest to promote new links back to your site
- Other sites can help you rank better because there are new links to your site, which helps your site be seen as more relevant
BEWARE of SEO COMPANIES WHO PROMISE GOOGLE RANKINGS
If you look closely at Google’s support page on Search Engine Optimization, you’ll find one line that is particularly interesting. It simply reads, no one can guarantee a #1 ranking on Google.
So it’s no wonder you’re confused when you’ve received the sixth email this week from some company you’ve never heard of telling you that you aren’t doing as well in Google’s search rankings as you could if only you would hire them. Typically, they start with something like “I found your site on the web, but you aren’t ranking very well” – then they promise to get you on page #1 with Google.
We strongly advise caution when it comes to dealing with companies like these. They are notorious for making massive promises that they cannot deliver on. Furthermore, most are usually based offshore, have poor communications skills and can never be reached during our normal business hours. More importantly, they can also put your entire site at risk depending on the tactics they use.
SEO SHOULD BE A LONG-TERM PROCESS
Unfortunately – and this is what upset many people – getting placed on page #1 of a Google search doesn’t happen overnight. This is the hardest thing for most new website owners to understand. They’ve made an investment in building and launching a new website, and they want almost immediate returns, whether they’re a traditional business looking to attract some business of their own or an eCommerce website that wants to sell products.
With 300-500 new websites being launched every minute of every day, it’s important and critical that your SEO strategy be a continuous process. As technology develops, search engines (especially Google) adapt and evolve by changing their search algorithms. Google’s algorithms change daily, weekly and monthly.
Google’s algorithms are nothing like they were a few years ago – and they’re noghing like they were even a year ago. Your SEO strategy will go a long way for you and your business with the proper maintenance. Customers will be able to find you and your business easily when looking up relevant information that pertains to your business.
Lastly, we’ve found the companies who have a long-term SEO strategy, one which strives to understand and stay current with Google, are the companies who have the best long-standing web visibility and search results.
If you are a Small Business Owner in Collin County (or anywhere) and have questions about SEO (Search Engine Optimization) – give North Texas Web Design a call at 972-474-7035.
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INTERNAL SEO REFERENCES:
- Search Engine Optimization
- Why consider North Texas Web Design for your Search Engine Optimization
- More About Search Engine Optimization
- Services Offered by North Texas Web Design