The internet has made it possible for businesses to reach more customers than ever before. If you want to take advantage of that expanded reach organically, though, you need to find a way to stand out from the crowd. Specifically, you need to take your SEO to the next level.
Honing your SEO is just about understanding how search engines prioritize content. Once you have a grasp on that, you can adjust your strategy accordingly and make sure you are reaching your audience. As an SEO expert in San Diego, InnoVision is primed to help you do just that. Here are a few techniques that help businesses break through the noise.
Keyword Optimization
Keyword optimization is the practice of determining the ideal keywords to drive people from search engines to your website. The first step involves using analytical tools to research relevant keywords.
From there, you need to find the right balance between keywords that are popular but not unreasonably competitive. If you’re bidding for ultra-popular keywords, it’s likely a well-established site might outrank you, but if you bid on terms that are too unpopular, you run the risk of not being found in the first place. A good strategy to use is prioritizing mid to long-tail keywords instead of short ones. For example, choosing the keywords “pizza restaurants near San Diego” over just “pizza.”
Once you feel like you’ve struck a healthy balance, you just need to incorporate your keywords into your content. Obviously, this means your headings and body text, but don’t forget to include them in your metadata as well. When you strategically use keywords, you can improve your search rankings organically.
Content Strategy
Of course, you can’t just fill your site full of keywords and wait for the customers to start rolling in. Sure, that might get you a few clicks, but it’s not going to draw in your audience or build your authority. It might even cause Google to rank your site lower. That tactic may have worked in the past, but as any SEO expert can tell you, today you need to offer more to your audience. You need to have a content strategy.
Figure out who your customers are and what they want, then give them information that’s interesting and educational. People are constantly looking to learn about new things. Your content strategy can both answer their questions and drive leads to your site.
It all comes down to how the Google algorithm prioritizes content. One of the main concepts in their philosophy is gauging a site’s E-E-A-T reputation, or its Experience, Expertise, Authoritativeness and Trustworthiness. Quality, thought-out content can do wonders to help you increase your reputation on a particular subject. That quality content will keep people engaged, build your authority on the subject and subsequently boost your search ranking.
Link Building
Link building is another way to help increase your authority and trustworthiness on a particular subject. Having another site link back to yours as a reference establishes your business as a resource with valuable information to add to a particular topic or field. This, in turn, is viewed as a positive endorsement by Google, which then helps increase your search rankings.
One of the best ways to build links goes hand in hand with your content strategy. Simply put, become an expert on something people want to know about. High-quality articles, data, infographics, video explainers and more can all be valuable to other people in your field. With quality content on your site, you can reach out to others who might be interested in linking to it. You might even find that people link to it without needing to be asked.
Incorporate Video
Video content is a powerhouse when it comes to driving customer engagement, and so it has become a cornerstone of any successful digital marketing strategy. People are more likely to watch an explainer video or product testimonial than they are to read through a whole article, no matter how well-written it is.
SEO experts know video doesn’t just hold people’s interest; it also helps your search rankings. The natural engagement that comes from watching a video keeps the viewer on your site, helping to raise your reputation in the eyes of the search algorithm. If someone sees a video when searching for a topic, they’ll be more inclined to click through than if it was just text. There are a myriad of reasons why you should be using video for your digital marketing, but increasing your ranking is one of the most important ones.
Prioritize Uniqueness
Uniqueness is important to a business for a whole host of reasons, but did you know it can affect your search engine ranking as well? This all ties back into the E-E-A-T reputation we mentioned before. It’s not enough to have just useful content on your page — you need to create something original and engaging.
Google wants to give users a good experience, not just the same information on hundreds of identical sites. This is especially true with the rise of AI language models that can generate passable, yet nondescript copy in the blink of an eye. Any SEO expert will tell you that using the same regurgitated copy will do you little to no good. Investing the time to make something original can help set you apart.
Work With Experts
The digital marketing world is fluid, changing from day to day as technologies develop and consumer demands shift. While it’s important you have a grasp on your own marketing strategy, sometimes the best thing to do is call in the professionals.
At InnoVision, we’re proud to be one of the leading SEO experts in San Diego. We take our cues from your vision, building out our strategy to help you achieve your goals. If you’re looking for help to boost your ranking or are curious about any other ways we can help you in the digital space, let’s talk about your SEO. Together, we can develop something truly innovative.
