It can be advantageous to keep track of and work with SEO on a website, even if our education is not focused on that topic. HubSpot offers a tool called SEO alerts, helpful in optimising a website - regardless of whether you have basic SEO knowledge or several years of experience.
All content on the website can be the key to visitors wanting to book a meeting with you if they see that the company is serious, credible and has knowledge in relevant topics. But to get visitors to the website, visibility on Google can be essential because if you are not visible, you do not exist.
Ranking highest on Google is one of the most important ways to market yourself today. You do it via search engine advertising (SEA) or search engine optimisation (SEO).
The traffic generated from SEO is free, and in contrast to SEA, you don't pay per click. SEO is about refining the website's content, information architecture and credibility. If the content is relevant enough for the searchers, Google will rank the page high (gain more visibility) on the search results, leading to more visitors.
If you are interested in reading about the history of SEO, click here.
To rank high by organic search, you can't pay for your position on Google - you have to earn your ranking. The search engine ranks the pages based on the quality of the page's SEO, keywords, and those that attract the most visitors based on click-through rate (CTR).
The quality of organic traffic means getting the right target group of people to visit your website. It's not about getting as many visitors as possible but the right people interested in your products, information, or other resources you can offer on the site.
So here, you have to use the same keywords that your visitors use in your page title, meta description, or content to attract them.
Many people who search on Google are more likely to click on the top result than looking for the right site, as they think the top is best. As a result, these companies get more organic traffic than quality organic traffic. Therefore, it is essential to have an SEO strategy to rank with relevant pages as high as possible.
The basis for SEO adapting a text or page is keyword research. You select these words based on, among other things, what terms people are searching for and how many people are searching for them.
You can use several programs to find these words, but you can also do it by typing in different searches of words and sentences on Google/Bing/Youtube to find keywords.
For example, you can:
Keywords affect how you will write text, meta descriptions and titles. However, it's important to avoid keyword stuffing (overusing the keyword).
If you're planning to expand your SEO work, it might be time to look at how you can structure a dedicated SEO team. Find out more about how you can build an effective SEO team for your business.
We hope you find our content valuable, and we wish you a good week.
All the best,
Gina & Sofia