The Why? of SEO
Google's main concern when it comes to search is: providing a search user with the best and fastest experience, giving them the most relevant resource for what they're looking for.
Google's second concern is that the user easily finds this information - it's complete, in-depth, the user engages with the website and their search complete. They don't come back for a second search.
All it's vast algorithms and SEO rankings come down to scoring a site's relevance against a search entry, then ensuring information is presented in a pleasing experience.
SEO + Content Marketing = Best Search Return
It's the two-headed Hydra that guards Google SEO ranks.
Get a nice box. Put all your stuff in it.
Most companies are working on multiple platforms - they've talked content distribution, have some great writers or photographers, and are putting things everywhere. Facebook posts, boosts and ads, maybe some LinkedIn content, Instagram posts. A little video here, a great story there.
While all those channels and platforms are a great way to reach people and hopefully bring them to your website, organic search is still a vital part of a sustainable digitally connected business. Which is why your website, the hub for all your business information, needs to be complete to tell your brand story. A website tells a story, communicating not just key information but a brand's personality, feeling and background.
Local Optimization - location matters
Taking advantage of local SEO optimization is a must for any business whose physical location is a factor in their business - whether as a physical location or just a customer base that's partial to location. The key to remember with SEO is that you don't have to compete with the world if the world isn't your target.
As mobile users rely more and more on google search and map requests, adapting for terms that include location are key. Many people now use the qualifier "near me" or just add a city name to search - "brunch near me" is more likely to give searchers a list of local restaurants with bacon on the menu then just putting in "brunch".
Know the competition
Before the internet, competition between companies was limited to a geographic area or availability by mail. Customers would only drive so far for good Italian food, trendy jeans or a great haircut.
The modern search behaviour gives business the advantage of a much wider audience, but the need to compete with similar businesses in a much more varied way. Goods retailer can now access a nearly limitless worldwide market, as long as they're willing to ship items. Services can be viewed with customer reviews on platforms like Google, which readily provides a ranking right next to a companies name. Most importantly, search engines provide a ranked view to users or all the available options - oftentimes too large a number of choices for a customer to choose from equally. As users assume higher placed search results to be most well ranked or most popular, it's often the first few businesses listed that see the most clicks, garner the most traffic and have the potential to convert the most customers.
Content SEO = Traffic
One of the few times that traffic is a great thing is on a website. And with proper content SEO, organic traffic can be easy, low-cost marketing for a business website. Consider your audience, then define your ideal goals. Using those two things, create a list of ideas, topics and keywords that are most relevant and assess if they are the logical questions and queries that apply to your business. Then ensure that your website address that information in an appropriate format - blog posts, product pages, articles, video, images - the possibilities are almost limitless.