There isn’t an online business that does not need an effective search engine optimization strategy. It’s an important inbound marketing tool that drives organic (free) traffic from search engines. SEO campaigns may take time to show results, sometimes months, but there are long-term benefits.

The User Experience

Search engines rank websites better if they offer a good user experience. This includes the site being mobile-friendly and featuring clear navigation. Websites should also load quickly, so visitors do not become frustrated. When a person lands on a page and can’t find what they want, or the site takes a long time to load, they will hit the back button. Sites with high bounce rates, when visitors leave quickly don’t rank well.

Keyword Research

The key to a successful SEO strategy for brands is to clarify their goals. Most marketers would say their goal is to rank at or very near the top of Google’s search results. It’s not so simple, though. A good goal is to earn more money by targeting qualified traffic that is ready to buy. Brands have to find the long-tail keyword phrases their target audience would use with keyword research.

Creating Content

Keyword phrases are ideas that a brand should use naturally in its content. Writing for visitors is essential, not just stuffing in keywords. Long-form, carefully researched content works best on most websites. Content can be more than articles and blog posts; it can include images, videos, infographics and more. Images need alt tags and videos need transcripts to help search engines understand the content.

Acquiring Backlinks

Backlinks are relevant to search engines when ranking sites. A backlink shows another person found the content valuable enough to promote on their own website. Backlinks should be from relevant websites with authority.

Meta Data

Sites need meta titles and meta descriptions that incorporate important keywords. Users see them in the search results and use them to decide if they want to click on the link. They also help search engines determine how relevant pages are.

SEO is an ever-changing field where brands need to keep up with the latest news to remain competitive. Google often changes the algorithm they use to rank sites. Brands must create new content and promote it.