Have you ever gotten lost trying to find a business? It happened to me that other day. I had the address and I went to where I thought the address should be. The problem? The business wasn’t there.
This happens every day on the internet, and SEO is one way to ensure that your business never gets lost on the internet. Search Engine Optimization helps search sites like Google and Yahoo find your site and lead others to it.
When you check your website stats (and you do check them, don’t you?), are you pleased with what you see? If not, maybe it’s time to consider search engine optimization. SEO helps you get higher rankings and higher rankings help others find you on the internet – we’ll break this down shortly.
First, SEO can be complicated, and it can seem so complicated that many website administrators are fearful about dealing with it. There are so many parts to the SEO picture that it can be overwhelming for beginners and even seasoned internet marketers. But, it doesn’t have to be that way.
How complicated is SEO? Consider this: the Google PageRank algorithm considers over 500 million variables. Each search engine has its own proprietary page ranking algorithms, but there are some elements that are common to each one.
Doing SEO analysis can include calculating keyword density, permalink structure, template optimization, readability, title optimization, image optimization, conversion optimization, comment optimization, copyscape integration, and many other elements. Yes, SEO enhancement can be complicated and incredibly time-consuming.
Why should you pay attention to Seach Engine Optimization?
- SEO is a cost-effective way to improve your business’ return on investment. SEO is a very important part of advertising and marketing on the web.
- SEO is the most effective way to increase your footprint on the internet. It can also increase your business and personal branding. With good branding, you can increase your traffic, sales, and profits. This all starts with getting the maximum number of visitors to your website and SEO is an essential tool for doing that.
- To not pay attention to SEO is to give your competitors a competitive advantage, and that’s just plain bad business. Do you really want your potential customers and clients finding them rather than you? If your competitor’s website ranks higher than yours, whose site are your potential customers and clients most likely to view?
So, how important is SEO to you? I hope that you can see that SEO is extremely important for the success of your internet business.
The Most Essential Element of SEO
Keywords are the most essential element of search engine page ranking and understanding how they work can improve your business. Get your keywords right and your page ranking will improve. That should lead to more visitors and sales. Get them wrong and you will be buried.
When you understand the intentions of searchers, you can craft your content with keywords to reach them. There are four main keyword intentions, and when you fashion your content according to the right keyword intent, you will attract the best traffic for your website and business.
Here are the four main keyword intent categories:
1. Informational Intent
Most searches are looking for information, and your keywords can help others find your content. If you want people to find your content, make sure you’ve focused on keywords that lead people to your content. Since this portion of the post is on keyword intent, as I set up the SEO for the post I included “keyword intent” in the tags. I use Yoast SEO on this WordPress site, and I recommend it.
2. Navigational Intent
Navigational intent means searches looking for a particular website. If people know about your site and want to find it, this is the kind of search that they would do. This kind of search would include your brand name, or what the searcher remembers about your website url.
An example of this could be someone trying to find the website for a retail store. They might just type in bigstore.com and see if they got it right. If they got it wrong, Google or another search site might say, “did you mean bigstore.us?” They might just type in bigstore and see what the search engine comes up with.
3. Investigational Intent
This kind of search goes after comparisons between businesses and products. Maybe someone would like to see the options for t-shirt printing in their town. This would be an investigational intent search. Perhaps someone else wants to do an analysis of their competition. This too would be an investigational intent search.
4. Transactional Intent
This has been called “the Holy Grail of search marketing.” Typical key words in a transactional intent search would be “buy, purchase, best price, coupon, or discount.” People doing a transactional intent search are ready to buy.
As you set up your blog posts and landing pages, keep in mind the four types of keyword intent. These could help you gain more views, followers, and buyers.
The following graphic illustrates how different keyword intent fits different stages of the buying process.
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