What Is SEO And Does It Actually Matter For My Business?

WHAT IS SEO AND WHY IT ACTUALLY MATTERS FOR YOUR BUSINESS

If you have a business, you should at least know the basics of what SEO is and how it can impact your business.

Let’s start with the 101 of what is Search Engine Optimization (SEO).

The basic layperson’s definition of SEO: Doing “stuff” to your website so that it has an increased chance of showing up as the first result when someone searches for information related to your business on search engines like Google.

What Determines SEO?

There is actually a lot that goes into making sure your website is SEO friendly. Some of it is technical, meaning how the code for the website and content on the website is written/structured.

Then there is other non-technical “stuff” that tends to do more with the relevancy and quality of your content and how often other sites are referencing your site, which is also known as backlinking.

Don’t worry, at the end of this post, we go into some best practices that anyone can implement.

Should My Business Care About SEO?

The short answer is yes, but the impact SEO will have on your business often depends on your company’s longevity and clout.

Small/new business:

SEO has the biggest impact on Search Engine Marketing (SEM) like Pay Per Click (PPC), Digital Marketing, and other paid traffic.

If you are a new company, chances are no one has heard of you (yet!). You can have an SEO friendly site, but until you start to get traffic and awareness about your brand, SEO is not going to be your saviour when it comes to getting organic traffic (visits to your site you don’t pay for). The reality is others are already thought leaders in your area.

However part of SEO includes things like, how fast your site loads and as it turns out, site load speeds have a massive impact on how users interact with your site. It is almost common sense, but if your site takes a long time to lead, more than 2-3 seconds, visitors will have a significantly increased chance of bouncing (leaving your site). Similarly, if there is not a clear “journey” for an end user to go on once they load your site, chances are they will bounce.

Part of SEO is ensuring relevant content. This matters because as you start to pay for traffic to visit your site using solutions like Google Ads and Facebook Ads, you don’t want a prospective customer to bounce because your site is not SEO friendly -- that is a missed opportunity. In future posts KWK Studio writes, we’ll discuss “funnels” and how to get end users to convert which ties into the points I’ve made above.


Large/well-known companies:

SEO will have an impact on your organic traffic (plus paid traffic).

Everything mentioned above is still true for larger companies as well, however, there is also the benefit of organic traffic, which is what SEO was traditionally meant to achieve.

As you create more and more QUALITY content search engines will start to take notice and if you’re following best practice, you’re content will have an increased chance of displaying at the top of search results. Have you ever wondered why companies/people blog? It is an amazing way to share quality content that is relevant to the respective audience. This means that people will have more exposure to your brand and an increased brand affinity which could mean more sales.

The trick with getting organic SEO is that you have to start early before it matters because it will take time to build up relevancy.

SEO Tricks Everyone Should Be Implementing

  • Use header tags, h1, h2, etc. in your content

  • Ensure fast page load times. There are A LOT of things that impact this, but an easy solution is to make sure images are as small as possible (file size) . Once you have a final image, run it through a compressor like TinyPNG.

  • Google rewards secure sites, make sure you’re using HTTPS vs HTTP.

  • Be sure to set the Title tags, meta descriptions, and OG Tags on your site. This controls the content that is displayed in search engines and on social media (when a link is shared).

  • Register your site with Google Search Console and submit a sitemap

  • Register your site with Bing Webmaster Tools

  • Increase your domain authority -- which is a fancy way of saying have other high quality sites link to your site

  • There are plenty more SEO tips and tricks, but there should get you started

Marketing Terms You Should Know

  • SEO - Search Engine Optimization, the process of getting organic traffic from search results

  • SEM - Search Engine Marketing, the process of getting paid traffic from search engines

  • Bounce - When someone visits your site, and then leaves without engaging with more content

  • Organic - natural traffic that you don't pay for

  • Funnel - the flow someone follows to achieve an outcome you’ve set, like a purchase or lead.

If you have questions, let us know! Keep being great!