What is SEO?
SEO stands for Search Engine Optimisation. SEO is the activity of improving search engine rankings and works towards ensuring people can find you when using search engines.
Why is it important?
By using SEO you can make sure that when people use a search engine to find something related to your business, they can find you.
We have all searched the web for a product or a service that we need. It is very common for people look at the first results page only as they usually want quick fixes to their problems. It’s crucial to ensure that your website ranks highly with search engines to drive traffic to your website.
The more people know about your business and become a part of it, the more other people will do so as well. Consider: if you go and buy a product online, usually you will be looking at reviews from other buyers as well. The more positive feedback the better. You want the same for your manufacturing business; if people find your website easy to find and navigate, they will be interested in contacting you. If they feel comfortable enough to contact you, you can use this as a way of building trust.
So, how to achieve this?
All search engines try to provide the most relevant results. The way search engines provide these results is down to their own algorithms, which can be very complicated and difficult to stay up to date with. You do not need to fully understand these – there are simple ways to influence these results.
For you to land at the top of a search engine’s results page it is important to know how the audience you are trying to appeal to is searching for the services that they need. This is done mainly by doing research and understanding which keywords and topics can be used to best describe the service that you are providing.
Once you understand what these words/sentences/topics are, you can then use them to increase the traffic on your website.
You need to ensure that there is interesting and engaging content on your website. You want to post regularly using these key words, but in an organised way. If it’s too messy people will lose interest – the greater your content the better links you will make (more on that later). The quality of the content you share on your website will influence the search engines on deciding if you are relevant or not. Write posts that appeal to the audience you are trying to reach and make sure that they are helpful and useful. Publishing videos or other kinds of media can also be very useful as they are so popular. Key words are important but so is a good experience for the people visiting your website. If your website is interesting and well-constructed people will want to revisit or explore it further.
Make sure that your website is easily accessible, used words that people type into the search engines, and provides an excellent experience with good customer service.
What are links and why do they matter?
Another relevant element is links. These are not the sites you link to but the sites that link to you. Links are valuable as they are seen as a vote of confidence by other websites, especially if they are already popular and with many people visiting them.
Links are important but quality matters more than quantity. Links that are related to your business will help you the most. The mail goal of link building is to get other relevant websites to mention you. By relevant we mean that it is better to be mentioned by a website that relates to your business. This way, it shows to the search engine that your website is legit. (NOTE: it is perfectly OK to get a few links from unrelated websites. These will still help you. It’s only when most of your links are unrelated to your business that it becomes a problem).
Links can help push traffic around your website and this can make search engines trust you more. Internal linking will provide your audience with more information but also connect you to other websites.
Why is social media important?
Social media can also influence your SEO. It is not very time consuming and it can help make people aware of your business. If people see a post from you on Instagram, for example, and they don’t really know what your company is about, they will search about it. The more people search about it the more popular your business will become.
It is an easy way to promote your company and engage with potential clients. And because it is much more informal than a website, you can create a fun environment with the people you interact with.
A lot of other companies have their own social media accounts so engaging with them and maybe even have them feature your business in their publication can help you.
Conception Marketing specialises in working with SMEs from the manufacturing, engineering and technology sectors. We tailor make marketing solutions to help companies increase their sales, achieve results and engage with customers. We offer both an offline and online approach and our services include lead generation, SEO, email marketing, social media management and content creation. Our team of marketing, research and writing specialists has extensive knowledge of the manufacturing and engineering sector, which means our expertise can add value to your commercial objectives.
For more information on SEO or digital marketing, please contact us today on 0161 875 2480.