We really, really love what we do.
“What is SEO”
“What does SEO stand for”
“What is SEO Marketing”
“How do I improve my SEO?”
“Quick fixes for SEO”
“How do I rank better in search?”
“How to improve search engine optimization”
Any of these questions sound familiar? Well, you aren’t alone. In fact the first three questions stated receive 22.2k, 3.6k and 3.6k searches respectively on average per month according to SEMrush.
We all know that SEO is import, that we need SEO but we don’t often really understand what SEO is – and it really has become a term that seems to overwhelm us.
At AERPOWER, we get asked about SEO almost daily, whether it be our existing clients, or new clients looking for help – SEO is always part of the discussion. Especially now, as our traditional and in-person industry has had to rely on more digital marketing channels due to COVID-19
While SEO may seem daunting, we hope you have a much better grasp on it after reading this blog. Let’s dig in.
“A methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high ranking placement in the search results page of a search engine (SERP) – including Google, Bing, Yahoo, and other search engines.”– Webopedia
But to simplify even further let’s use this definition…
“In its simplest form, SEO or search engine optimization is anything done that improves the ranking of a website on search engines results pages (SERPs)”– Marketpath
Naturally, that was our next question! Every search engine is different – we will use Google since it holds 70% of the market share. So our next step is to see what Google values when determining rankings. This can be a bit challenging as Google is constantly updating algorithms and priorities but even with the constant change certain fundamentals remain the same and what it all really comes down to is quality. Quality of your website. Quality of your website content & experience.
QUALITY OF YOUR WEBSITE.
This is a bit more on the technical side and something that your developer or IT team should be able to assist with. Really for this blog we want to focus more on the Quality of Content but I do want to spend a few moments here. Let’s break this down and give you a couple action items.
2. How is your website speed (both desktop and mobile)
3. Is your website Mobile Friendly?
4. Domain Age and URL
5. Technical SEO (While this all seems overwhelming – it can actually easily be done with a plugin like All in One SEO – if you are using a WordPress Site.)
OUR MAIN FOCUS –> QUALITY OF YOUR WEBSITE CONTENT.
Now this is the fun part. The part that we as marketers can really dive into and optimize. Let’s jump in.
Now how do we get all this content on our website? First, every page should have a specific purpose and at least 300 quality words (research suggest that content with 2,000+ words gets more top 10 rankings) on each page that help with that purpose – not just marketing fluff. Really think about what questions your customers would ask. What terms will they search for? What keywords do you want to be known for? Then make sure those terms are used on that page.
Let’s look at AERPOWER as an example. We want to be known for Aviation Marketing so our main keyword is Aviation Marketing. We use it throughout our entire website to make sure that we rank for that term. However, we have secondary terms as well, for example, on our Services, page we want to be known for “branding”, “promotional campaigns”, “content”, “websites”, and “strategy” so we made sure to have a dedicated page where we can talk more about those items and the services we provide in depth.
Additionally, at AERPOWER, we have conducted research on what top search terms or phrases are around Aviation Marketing – once we gathered that information we started a Blog where we can address those questions directly. Take this blog for example – all of those questions that we started this blog with are searched over a thousand times each month – and this blog addresses them directly. Google will see a user type that question and will connect it to this blog. Meaning this blog should rank well in search – helping users find us!
I mentioned blogging above, and to be honest if you take anything away from this blog I want it to be this. Blogging is one of the most important things you can do to help with your SEO. Here is how:
Create a list of terms you want to be known for, questions you are commonly asked, talk to your sales team and see what questions they get asked, use a program like SEMrush to conduct keyword research, do a competitive analysis to see what keywords your competition is ranking for that you aren’t – then start a blog. Take each and every one of those topics from above and dive into them. Make yourself the expert, help your users find you, and rank well with Google because you are providing quality content for your users.
Curious where you currently stand? Take that information you gathered from above and go straight to the source – Google it! Where do you rank? If it is lower than you expected – it’s time to beef up your content. Take a look at some of the sites that rank well for what you Googled – what are they doing that you aren’t?
Last, I want to talk about backlinks. Backlinks are extremely important as they help Google decide your website Authority – or a simpler way to explain would be credibility. A backlink is a link from another website that points to you. If the website that is pointing to you is a credible source – then Google will see that website trusts you and will also consider you a credible source as well. For example, let’s take Aviation International News (AIN) or Vertical Magazine. Both are very popular in our industry, receive high traffic numbers each month, and are constantly pushing out content. These well established web presences have high authority – if they were to have links on their sites that directed back to you, Google would see that as a credible recommendation and would rank you higher in other search instances. The more credible backlinks you have, the better your search rank will be. Here are some ideas to help you with backlinks:
So to recap – SEO is anything done to improve your search rankings. And as marketers we can affect that through quality content. Don’t have the time to focus on SEO or need help – we got you. Give us a shout.