Using Search Optimization When Building A New Website?

Search Optimization When Building A New Website | Kinetic Knowledge NJ


Creating a new website is an exciting time for a business. A website is where company design, aesthetics, and imagery can define & differentiate its unique brand; it is in-depth information on the company, its products, services, features, benefits, and ultimately what this unique brand offers the public. But a serious business person must ask, “what about search optimization when building a new website?”

Just building a website doesn’t mean anyone will find it. Built right with SEO in mind, website pages can compete for visibility and become powerful marketing tools! To chase competitive search engine placement requires planning a fundamental SEO strategy. It’s an effort that’s not necessarily done with a new website. Not if there is competition, but it all starts with website content!

User Experience | Search Optimization When Building a New Website

A well-structured website supports both user experience and, thereby, competitive search engine indexing. While a website should be pleasing to the eye, there are other important marketing considerations when building your useful pages:

  • Content Structure > search engines crawl pages for their keywords, so pages structured well with URL, headers, metadata, and proper keyword placement (throughout) is crucial!
  • Mobile Responsive > user experience is priority number one with search engines, people search with their phones so a website MUST be mobile-friendly!
  • Navigation > search engines don’t only count inbound links from other websites, they count relevant in-website links that offer visitors a path to other useful website pages! > search engines also measure how long visitors stay and how many pages they visit, so ease for navigating all information must be a priority!
  • Outbound Links: search engines like to see references, a link here & there to other useful sources of information can matter!
  • Host & Load Speeds > while most of the competition won’t deliver it, search engines measure speed; a fast website host will serve visitor experience with fast page load times!
  • Security > search engines also crawl pages for malware in order to protect their searching surfers, so be sure it is protected against malware or assume you will be thrown out of the index!
  • SSL > Secure socket layers encrypt web browser to website connections, so nothing can follow people in from one to the other!


What To Optimize Before
Building a New Website

Competition will always come, so SEO is never static and certainly an ongoing process. But the groundwork must be laid in order to prepare a website for search engine crawling & keyword indexing. Here are some things that need optimization before the site launch.

  • Using Keywords In URLs – Search engines focus heavily on keywords and indexing them via their page URLs. They also consider those used in the URL itself! Make sure page URLs help to describe what each page has to offer. Fix this after the fact, your page starts all over and what was indexed is lost! 
  • Title and Meta Data – Much easier and less damaging to change after the fact than a URL, you must still consider the time it takes to index competitively. It’s why you want to try and be sure your keywords are available to search engines early and in the clearest possible fashion. Keep your page meta titles straightforward, easy to identify, and keyword-friendly!
  • Responsive Design – Simply stated, your website must be mobile-friendly! It is no small project to convert an existing site to a mobile-friendly site. Therefore, why not start from the beginning with a mobile-friendly website design!?
  • Optimize Photos and Videos – Using properly tagged graphics, photos and video supports the aesthetics of the website, but is also an important part of any SEO strategy. Using the right file names & alt tags will not only generate more indexing and search engine visibility for content, but optimal photo sizes also support page loads speed! 
  • Create Link Structures For The Crawl – Your link structure needs to make sense, a path that can be followed by search engines. In other words, content must flow in a logical manner.
  • Social Sharing > Social voice matters and the search engine’s ability to measure how often a page has been shared by visitors on the page via social icons with share counts makes their job much easier!
  • Measurement Software – And don’t rule out supporting software, like day-to-day keyword rank measurement and fundamental page SEO grading solutions.

Not planning SEO with a website design & development project may cause a business to miss out on important ranking opportunities. At Kinetic Knowledge we can help build a new, or convert an old, website into a new user, mobile, and search engine friendly design.

Search Engine Market Share – Where Will Consumers Be Searching?Data Showing Why Business Must Use SEO

So where will consumers search for your business in 2021? Some timely US-compiled December 2019 to December 2020 data here from StatCounter.com focused on where consumers search the most. Better yet, from what search engine will the new business leads most likely come to your business?

 

  • All Platforms: Google 87.81% > Bing 6.45% > Yahoo 3.05% > DuckDuckGo 2.3%
  • Mobile Devices: Google 94.48% > DuckDuckGo 2.25% > Yahoo 1.94% > Bing 1.13%
  • Desktop PCs: Google 80.41% > Bing 12.24% > Yahoo 4.44% > DuckDuckGo 2.28%
  • Tablets: Google 77.72% > Bing 15.27% > DuckDuckGo 3.6% > Yahoo 3.17%

And while it may be obvious that Google is still the dominant search engine, it’s not wrong to wonder if Bing or DuckDuckGo are gaining traction or share with consumers. It’s why we decided to check and write it up for those of you who might be interested. 

More Consumer Search & Lead Generation Data

According to Small Biz Genius (January 2021) not only do 70-80% of all search users ignore paid search advertisements – completely, but a lead driven by SEO is 8X more likely to become a paying customer than those generated through an advertising campaign! And while we believe 80% of your competition is not using SEO, 61% of marketers surveyed by SBG actually say that in 2021 SEO is their top inbound marketing priority. Also relevant to business owners operating in a particular geographic region- 46% of all Google searches are locally motivated.

Search engines actually generate 300% more traffic to websites than social media. And while most people don’t go into the social networks to then jump out to a website, driving them out to a website is why a lot of marketers post and advertise on social networks. What’s more, 51% of all website traffic (that can be tracked) comes from a search engine. So whether you post to or advertise on the various social media websites, the total combined traffic they drive to a website is still a great deal less than from search. It’s an important detail because when someone searches they have intent; folks with intent can be qualified as genuine lead opportunities. Whereas with advertising the interaction begins as an interruption with folks (mostly) reviewing what friends, family, and various interesting people are up to.

To be clear, advertisers aren’t waiting around for leads to come and find them. There’s good reason to go find potential leads in a social network like Facebook; to brand and to connect, but this post is about why search should be in your marketing mix. This data not only shows where they go to search but also that targeting a person already searching for what you have to offer must be a 2021 priority, regardless of whether or not you also advertise. 

Better SEO Support

Based in Monmouth County, NJ, Kinetic Knowledge is a full-service digital marketing firm offering small business SEO, website design, website fix & troubleshooting, website host & management, social media, graphic design, content, and custom webmaster service solutions. Give us a call to learn more about our services. We can be reached at 732-722-5915 or visit us online at www.kineticknowledge.com

Does Social Media Support SEODoes Social Media Support SEO

Business owners often ask us is, “does social media support SEO?” Back in 2014 Google’s Matt Cutts said that social activity, signals like the no. of Facebook likes and Twitter followers (i.e. an entity’s authority & influence), did NOT affect search rankings. Marketers had been going forth believing that social following, as a signal for trustworthiness & quality, was factored in by Google’s search algorithm. And yet several leading authorities on the subject of Google search results continued to argue that, while social media might not be a direct factor, it certainly influenced competitive SEO rank. So, for SEO-focused marketers, what is it? Let’s have a look at how social media signals can matter, regardless of the no. of people that follow a particular business.

Top 4 Ways Social Media Can Support SEO

1. Social Network Account Post’ Outbound Links

In contrast to the statement Cutts made in 2014, he also said that Google does crawl social media accounts to the degree it is allowed. He said that if something occurs in Facebook or Twitter, for instance, that Google can crawl then it may return that as a part of a search result. And so while the authority of a social account may not impact search rank, links published in a social media account post… just might. Meaning those links from social account posts can be seen as credible back-links to a website page and thereby influence a website page’s rank for various keyword searches.

2. Social Network Account Profiles in Search Engine Results

Social network pages (i.e. Facebook Business pages) can show up in a search result for that brand. In fact, social network pages are often up towards the top of those brand-driven search results. And if social network pages matter to Google enough to show them in results when people search a brand, well then it matters to have those pages set up with current information and active useful content.

3. Social Networks Offer Search

While most people go to Google, maybe some to Bing and others, when they want to search – social networks also offer search. Albeit, the results are strictly content found in that social network, and that rarely includes the depth that a web page or pages offer. And/but so if a person who frequents Facebook, and there are a lot of people who do, decides to search in Facebook … well then it pays to be set up with current information, active useful content, and also links back to website pages. So far as this point goes, search engine optimization can and maybe should include social network pages prepared for social media searches. And by the way, YouTube is not only a place to host video content – it is a search engine too!

4. Search Algorithms Change

What Matt Cutts said in 2014 doesn’t necessarily reflect on ‘algorithmic changes’ made more recently. Social media seems to get bigger all the time, so how a search engineer factors social network pages, activity, following, and content into their algorithm may change from year to year. And Cutts represented Google, but his comments don’t reflect on how Bing’s algorithm (nor DuckDuckGo’s, for that matter) ranks content.

Will Social Media Support SEO More In The Future

Search Engines cannot sit still: in fact, the effort to answer queries usefully has got to be an ever-evolving process that adjusts to the way people use the Internet. If not, Google may find itself losing ground to upstarts like DuckDuckGo. People use the web to build relationships, reach audiences, and to share ideas. It is, in effect, social … and so as SEO-focused marketers – we have to follow suit! At a minimum, maintain your social media accounts with accurate up to date information and maybe use posts as a means to share current information PLUS links back to your website pages.

PS: We speak with a lot of business owners who haven’t necessarily thought about how a social media presence, including posting activity, is different from social media advertising. None of the above refers to social media advertising, so much as it does just having an accurate consistent (with a web presence, including website) Social network page and posting presence.

Does SEO Work?

Small Business SEO NJ

Target Search Results – Does SEO Work?

We often receive calls from business people highly uninformed about their web presence. They want to know:

Does SEO work?
How can our business get
visitors and leads online?
How do we help folks searching somehow find us?

How do they know who we are, what we do, and/or where we do it?

When these business people decide to look into SEO service, it is inevitably because they realize their web presence is not visible to people that search.

Does A Website Equate To SEO?

A website with good content is a crucial part of the equation, but just having a website does not necessarily mean that anyone will visit. And while various types of website software (WordPress for instance) offer on-page SEO tools, it is only the actual use of them that is going to matter competitively.

Ultimately we must have the attention of search engines first before we can then become visible to qualified (by their search effort) consumers. Website pages MUST be optimized for search engines, but off-website signals (i.e. Google My Business)will also be necessary to rank them high. How much competition there is will factor into how many signals are necessary to become MORE competitive & rank higher for target keywords. When in panic mode we often want a resolution fast and, unfortunately, that’s NOT how SEO or search engines work. Granted some keyword targets are less competitive, but we’ve got to continuously schmooze GOOGLE to rank for our keyword targets; we’ve got to impress with the most useful content, including various on and off-website signals the search engines use to compare our businesses to the competition!


Realistic Expectations About Having Good SEO

There are many areas of SEO: you may build the most beautiful website ever, but it’s not enough. Worse, search results never stop changing (see: What is the Google Crawl?). You must execute fundamental SEO best practices including keyword-optimized content, internal page-linking, quality inbound links from other websites, quality outbound links to demonstrate supporting content, accurate listings & citations, and depending on how competitive for the keywords in a particular business discipline, quite possibly more.

Search engines are way ahead of you! They look for compliance with a set of quality guidelines and so many signals, not to mention the popularity of your content versus the competition. And popularity is not paying someone to build 1,000 backlinks anymore; that is going to be identified as spamming and do more harm than good. Actually being chosen from a set of results and then having those people spend time on your pages is an example of a signal that will improve rankings.  


Should My Business Invest in SEO?

You may be asking, Why should I invest time or money into SEO if it’s going to take a little time to produce results?” You may decide not to implement an SEO strategy, but your serious competitors certainly will. Genuinely qualified leads are not waiting to be interrupted by an advertisement; they are actually searching for what they want AND for what you offer. No SEO and you won’t be there for them, but some of your competitors will.

If you want immediate visibility try some advertising, just know that versus SEO it is an interruption and leaves nothing. If you want to have the type of web footprint that will allow consumers to find their way to your website often, on their terms & timeline, you will need SEO. If you want something to last so more leads can find it, you need SEO. Whether you are a brick and mortar business or 100% web-based, your web presence needs to be available for the people already considering your product, your service, and/or your brand.

80% of all consumers research businesses online before every buying and so those of us who fail to implement an SEO strategy will ultimately fail to capture the most qualified consumers on the web.


Better Local SEO Services

monmouth county nj seo services

 

Based in Monmouth County, NJ, Kinetic Knowledge is a full-service digital marketing firm offering small business SEO,  website design, website fix & troubleshooting, website host & management, social media, graphic design, content, and custom webmaster service solutions. Give us a call to learn more about our services. We can be reached at 732-722-5915 or visit us online at www.kineticknowledge.com