Search Engine Optimization (SEO) is widely misunderstood, and there are many misconceptions about SEO in the general business community. Businesses of all types and sizes know they need to rank as high as possible on Google, but the journey to getting to page one is long and full of nuances and twists and turns. A few blogs and keywords will only get you so far.
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Yet, despite all the buzz and promotion around SEO, relatively few businesses realize the potential of search engine rankings. Considering that less than 1% of searchers click through to the second page of Google, according to Backlinko (2023), a targeted and consistent strategy is essential for any company that relies on search engine traffic to drive or support their business (which is most companies these days).
First of all, what is “SEO”?
SEO is the process of improving a website's visibility in search engines. Since Google is the most popular site in the world, most SEO strategies are tailored to Google's algorithms. SEO also includes “organic search” strategies, which means generating traffic for free from search. Listings marked as “sponsored” at the top of search engine pages are not considered “SEO”; these listings are part of an advertising campaign. These two strategies interact with each other, but they are not the same.
Keyword confusion: Keywords alone do not deliver optimal results
SEO is often thought of as being defined by placing the right “keywords” or “keyphrases” on your web pages. After all, these terms embedded in your website content are meant to satisfy users' search queries based on their search frequency. Example: “best pizza near me.”
Keywords will improve your rankings, but there are additional factors that work in tandem to help you get the most bang for your searchability buck.
- On the page: Broadly speaking, this includes keywords, meta descriptions, meta titles, header hierarchy, images, alt tags, URLs, and overall content quality.
- Off-page: This includes backlinks (other sites linking to your site), guest posting, exposure through social media and all other media channels, all tying into a wider PR strategy.
- technical: Important factors like website load time, accessibility, and mobile friendliness can make the difference between converting an interested searcher into a passerby within seconds.
Metadata Myths Debunked
Metadata (descriptive information about page content on the backend of a website) is sometimes considered a less important SEO component. However, businesses looking to improve their ranking strategy shouldn't ignore it. Metadata incorporates both the meta title and meta description that appear in Google Search.
- Your meta title should be a short, concise heading that utilizes your primary keyword. It doesn't have to be an exact match for your blog title.
- A meta description is a concise summary of your post or page that includes one or more main keywords.
These two components act as a “preview” that visitors see before clicking on a search link. In the early days of SEO, metadata was the most important factor in determining rankings. Nowadays, Google focuses more on the quality of your page and how effectively it answers the user's question. However, incorporating metadata remains a best practice that shouldn't be skipped.
Content Tip: Quality over quantity
Content length is one of the most debated areas in SEO. Some say you should write a book, while others prescribe the opposite. What's the truth? According to HubSpot's “Ultimate Guide to SEO 2024,” content-heavy pages tend to keep readers on the page longer, which is great for SEO, but quality content always wins.
Biggest misconception: Optimize your site once and you’re done!
So, you've set up your site according to all of the above. What's next? SEO results don't happen overnight, and frequent new content is essential to improve rankings. Google's algorithms, user behavior, and competitor strategies are constantly evolving. It's important to continually evaluate your on-page, off-page, and technical SEO and adjust your approach based on ranking data. SEO is an ongoing process with no end date.
author: Andrea Aaker is the CEO Arkah Ink PR & Marketingis a full-service agency helping businesses increase brand awareness, thought leadership, leads and revenue.