If you’re reading this, chances are you were redirected here by your search engine. You probably searched with the keywords “HollaTags”, “SEO”, and “SEO in marketing” and got a response from your search engine. A list of blogs, articles, even images and videos with information on this topic in decreasing order of relevance.

One factor that determines the order of responses you received is Search Engine Optimisation.

SEO or Search Engine Optimisation is optimising the visibility or ranking of a website or page among an organic search engine’s results.

There are only ten items on each Google search page, and according to Intergrowth, 75% of searchers never make it past the first page. This is because the first few options almost always have the information you’re looking for.

This is highly convenient because it means you only read from the most relevant (matching) sources and get answers to your questions faster. But as a business, it can either have very good or disastrous effects; there’s no in-between. And the type of effects depends on one thing: how well you utilise SEO.

Key Elements of SEO

These are the multiple elements that make up SEO, and they’re divided into two categories:

1. On-page SEO: Can be implemented within the website. These include keywords, content, meta title and meta description, etc.

2. Off-page SEO: Can be implemented outside of the website. Examples are local SEO, online directories (e.g. Google My Business), search engine marketing, etc.

SEO in Marketing

For business owners, SEO can be an excellent tool for marketing. And that is by making your business more visible on the search engine results pages (SERPs). Then, when potential customers search for your services, you rank as highly as possible.

You can achieve this by implementing some of the optimisation techniques already mentioned above and a few new methods too:

• Keywords: These are the words or phrases prospects use to find online content and which, in turn, your brand can use to connect with them. The first step is to undertake “keyword research” to determine what keywords are searched most frequently. Then it would be best if you integrate these keywords in the title of your webpages, URLs, and content description. You must be careful to incorporate these keywords as naturally as possible to avoid being penalised by search engine monitors.
• Content: The content on your web pages must be relevant, educational and explanatory. It must give information to the users about what the webpage is about and the services offered. One page to pay close attention to is the homepage; content should help visitors learn about your business and products clearly and concisely.
• Meta title and description: The meta title is published in the search engine results as a header; it should not be more than 60 characters. Every page should have a title with relevant keywords. The homepage should have a title that includes your business name and a few keywords that define your business.
• The meta description gives a summary of the page; it is the text that will be shown under the search result. A maximum of 160 characters is recommended and should be written to urge people to visit your page.
• Product Pages: Beyond the general webpage optimisations, it is advisable to optimise specific product pages with information about the products. Include keywords like the product name and category in the page title and URL.
• Product Images: Image optimisation is one area many online businesses fall short. Be sure to provide quality images of products from as many angles as possible. Also, image filenames should never be just: product0023.png; these may never be displayed on the search engine ‘Image results’ page. Instead, use the product name and keywords, e.g. revere-collar-shirt-white.png.
• Internal Linking and Architecture: You should have a straightforward linking structure for search engines to discover your pages and products. As a rule of thumb, users should only have to move at most three pages to get to any product from the homepage. This distinct hierarchy of navigation plays an essential role in optimising your site. You can also link products to blog articles about them (more on that below).

SEO in Public Relations

SEO can also help create a welcoming brand for your business and build a relationship between your company and potential customers. Here are a few ways to do this:

• Blogs: To increase the relevant content on your website, you could publish a series of blog posts on your services. For example, if you have a business that sells GPUs (Graphic Processing Units) for computers, you could publish a blog post rating the best GPUs in the market, their solid and weak points, and prices and include a link to your store. A gamer looking to purchase a GPU for their gaming rig could stumble on your blog, building a relationship between you and them by providing vital information. You don’t have to wait too long for returns as the prospect could even buy a GPU from you after reading the article.
• Customer Reviews: We’ve all been there, scrolling through a product page with a great description and lovely pictures, only no customer reviews! Reviews remain one of the surer ways to increase prospects’ confidence in your product and are highly recommended. Even the “bad” thoughts are not all bad, as the negative reviews on one product may positively affect another.
• FAQ: A general FAQ page on your site is also a great idea, a section to answer basic questions about your business and allay a prospect’s fears. A chance to make a case for your business by anticipating possible enquiries and resolving them. Beyond this, product-specific FAQ content on each product page is sure not to hurt.

Google processes an estimated 5.6 billion searches per day, and that’s just Google. Now, imagine if every search related to a product or service you render displays your website first. Think of the web traffic that would generate and the possible conversions.

You are welcome.

A quick reminder that HollaTags is based in Nigeria but provides easy-to-integrate APIs and platforms for global SMS, USSD and Voice messaging. Connect with your customers on mobile using HollaTags.