It is Search Engine Optimisation and it is probably one of the most important things about the web that you don’t know anything about!
I think the name is misleading; the discipline and practices of SEO are mostly about making your online business, website or content more attractive to the visitors that you desire, i.e. driving more visitors to your site (traffic) and maximising the hits, people clicking-through to your website. Really it should be called Find More Better Customers Optimisation.
(Ed. FMBCO is a made-up acronym!)
To search is to find
Unfortunately the rules and criteria for deciding what is attractive are mostly set by the owners of the search engines where your potential new Customers will be looking – or Google as it is called!
(Ed. ignore this if you are happily sustaining or growing your business with other direct and indirect marketing means)
It’s much better if someone follows a direct link to your website or knows the URL like www.itelementaryschool.com so they don’t need to take the added step or have the potential distraction of an ordered list of possible destinations to answer their query, or find the resources that they are looking for.
Top of the world
The important word in the above is ordered; SEO means getting your website (or individual pages) as high up the results list as possible, otherwise known as ranking. Short attention spans and the desire for quick results might mean that your website – obviously the best resource available(!) – is effectively lost and ignored on page 2.
So, how do you get more clicks for your content? Here are 4 possible strategies:
(1) Employ an SEO expert or Search Engine Marketeer, or better still someone with a broader perspective on defining and implementing your digital/content/internet/social media marketing strategy.
(2) Become your own expert on the above; put in the various tags, keywords, links & meta-data to meet the known criteria and tricks of the trade (and I use this phrase advisedly) needed to achieve and sustain high ranking. This in turn may require some soul-searching about your brand, how you approach your chosen market(s), and your competitors.
(3) Concentrate on writing good quality, interesting and fresh content, engage your target audience, become an authority in your chosen field, and provide the best possible service or product that people need or may want.
(4) Don’t rely simply on the natural search results (another misnomer!) and pay the search engine provider(s) for higher ranking.
You could try mixing and matching these approaches. However, be warned you may not be successful overnight, if it were easy everyone would do it! You will need discipline, persistence and diligence to keep on top of the constantly changing world of SEO.
(c) 2016 IT elementary school