Websites’ success or failure depends upon the attention they receive, and the attention they receive also depends on how people, in this case their owners, promote their websites.
Before the launch of a website or after months of unsuccessful toil, there will be a question posed in one of the major search engines, Google, Yahoo or Bing. The question may differ but you or the website owner will essentially ask,
“How to improve success/traffic flow/use of my website”.
There will be millions of results returned and every one of them will describe the use of SEO tools and techniques.
Some of them will have ‘SEO’ in the title and others will preface the article title with “how to” or “… ways to” but they all cover the same ground and will mention SEO at some point, probably more than once.
Search engines are the filing system of the internet and the reference information affects how easy it is to find your work, in the vast data pool that is the World Wide Web. Badly referenced work will stay stuck on page 275 of the search or the equivalent of ‘fallen behind the filing cabinet’ and no one will be able to see it. Website success depends on the people who see it and the ease of its access and use. Very few people have the patience or perseverance to look at every return on a search, especially if the information they require was on the first page.
Why are SEO techniques such important tools for Website success?
SEO is the basis in which users find a website. The growth of the internet means there is little or no chance of finding a specific website without the use of a search engine. These days few people go to the library to look for books on basket weaving or plastering, they would prefer to look on the internet instead.
Keywords are the primary basis of SEO; the success of the website depends on having those keywords appropriately included in the content.
If a website tries to be too superior in their language use, they will lose valuable viewers. Using ‘basket weaving’ as a generic search term if a website chooses to use elitist language, such as ‘hamper lacing’ or ‘carrier knitting’, they are excluding the potential audience that isn’t familiar with the terminology. They also run the risk of alienating visitors that do arrive at their website.
Doing the research and choosing the right keywords for maximum valuable return is crucial to website success.
Long and short of it
The web is huge and very few websites can claim to be 100% original in their focus unless they have a specifically narrow audience. SEO tools, such as a keyword planner, help to identify long and short-tail keywords using autocomplete algorithms.
Using relevant long-tail keywords for the content on the website is a way to reduce the competition above you on the search list.
Race to the top
The sites with the best and most relevant references win the race to the top of the search results. Discounting the sponsored ads that appear at the very top of a search return, the website at the top of the list has used SEO tools to ensure that they have the best references for the search. If a website owner/creator has better information or a better product they need to use SEO to ‘prove it’ to the search engines
Clean House, inside and out
The information sent out by the website, such as a site map, keywords, and URL are not the only elements of search engine optimisation that are vital to the website success. The website needs to be as engaging to its visitors as it is to the web-crawler robots that put it at the top of the search results page.
On-page SEO is as critical to the success of a website as the off-page SEO sourced by search engines. Creating a welcoming and user-friendly website is the way to keep users using it. The so-called sticky part of the ‘web’ site.
The content of the website needs to be kept fresh, relevant and original. While the inclusion of enough keywords is important to the web-crawler-bots, over usage of keywords and repetition makes for poor content and reader engagement.
Accessibility is the next important thing for ensuring the website keeps its users close. Ease of movement between articles and information ensure longer visits. Internal linking between articles allows for expanding on a topic in several directions without losing focus. External links should be appropriate and add value to the specific topic.
Sharing is caring,
Website that allows its visitors and users to share pertinent topics, articles and pages with a variety of apps, social media sites and media links, cares a lot about its user base and how to make it grow. If each new visitor shares a good experience of the website with just one other person, that site has exponential user growth
Website success is very dependent on SEO tools to gain recognition. Launching a website, service or blog, with a huge advertising budget is all very well, but unless optimisation techniques are already in place, the advertising will cost a lot of money with fewer returns than the solid use of SEO.
Optimising the search engine return for a website is ever-changing and, as algorithms and standards change, will need updating for older content. However, it creates a steadily increasing stream of traffic to the website.
Ad campaigns are short-lived and create an immediate up-surge in traffic to a website, but without SEO employment toward the content, there is no guarantee of keeping any of these new visitors once they have arrived. Without optimising web flow to the site, once the ad campaign finishes, there’s nothing left to direct visitors in the right direction.
Search Engine Optimisation isn’t the only tool out there to improve the success of a website but it’s a big one. Experienced website builders and bloggers use some techniques without thinking about them while others need to consider carefully how they implement them.
It doesn’t matter how well other methods of online traffic flow manipulation are used, success for a website relies on SEO tools to acquire and then KEEP its visitors.
Why is SEO so important?
Because it’s the only method that works before, during and after all other methods have been utilized and exhausted.