As search algorithms change to deliver more relevant results to users, your website must adapt to these changes through Search Engine Optimization (SEO).

Is SEO still necessary?

Search engines are continually adapting to deliver more precise results to their users. Google, for example, has evolved its search algorithms to semantic search, which is how Google understands the meaning, or context, of a search string. Several factors are considered when providing search results, including search history, location, spellings/variations and more.

For your website to rank high in search results, your site’s content should be carefully crafted to fit your audience and their unique needs. If you’re not sure whether your content hits the mark, ask yourself: What terms would I use to search for our products or services? Is this the best way to present our content and make it easy for users to find?

Content that is crafted with user search in mind is an extremely important tactic in your overall digital marketing strategy. A recent study found that longer content tends to rank higher in Google’s search results. In fact, the average Google first page result contains 1,890 words.

Keywords are still one of the biggest factors that determine your place in search results. Ensuring all aspects of your website – from title tags, meta tags, URL structures and alt tags, to the actual copy onscreen to engage the user – should be mindfully developed to attract potential customers.

How does SEO fit into my other marketing tactics?

Overall, SEO is a key element of any digital marketing strategy. Keep in mind, search engines do not earn any revenue from organic search traffic, as their algorithms change and there are no guarantees of continued referrals. If your business relies heavily on SEO alone, you can suffer major losses if you are not up-to-date on the latest algorithm changes.

That’s why we recommend diversifying your digital marketing tactics to maximize awareness opportunities. With the rise of mobile, SEO and content marketing are maturing together. Reaching your target audiences through a variety of tactics can allow your organization to maintain a competitive edge.

For example, promoting your site through channels that prove influential to your customers when they are making a purchase decision (i.e., social media, digital advertising, forums, groups, review sites) can, and often does, make it easier for your potential customers to find you online.

As your company’s virtual front door, your website is the most critical element in your marketing toolkit, which is why it’s essential to ensure that it is performing at the highest possible level to garner visitors, leads and customers. If you’re wondering how to get the most out of your site, ask about our free website assessment.