Search engine optimization, or SEO, is a digital marketing strategy that increases a website's visibility and ranking in search results of search engines such as Google and Bing. If you sell shoes in Nigeria, for instance, SEO can help your website appear in Google results when users type in "buy shoes."
One fact you should know is that organic (non-paid) search results are the main focus of SEO. More traffic from higher ranks translates into more prospective clients and website visitors.
SEO (Search Engine Optimization) involves optimizing your website for search engines like Google. Here's a breakdown of the three main aspects:
1. On-page SEO: This focuses on optimizing the content and structure of individual web pages to improve their ranking for relevant searches.
Example: Including relevant keywords in your title tags, headings, and throughout the content.
Example: Ensuring your website has a clear and easy-to-navigate structure with internal linking between related pages.
2. Off-page SEO: This focuses on building your website's authority and credibility through external factors.
Example: Getting high-quality websites to link back to your content, demonstrating its value to search engines.
Example: Building brand mentions and positive reviews online to establish trust and expertise.
3. Technical SEO: This ensures your website's technical aspects are functioning properly for search engines and users.
Example: Making sure your website loads quickly on different devices.
Example: Ensuring your website is mobile-friendly for optimal user experience.
SEO is significant for the following reasons:
1. Google is the go-to platform for users seeking information, encompassing goods, services, and anything. This prompts a constant demand for relevant searches, driving websites to optimize their content and structure for better ranking in Google's search results.
2. SEO generates free traffic, in contrast to internet advertising. Monthly free, steady, and passive traffic to your website is one of the main advantages of SEO.
3. Ranking higher in search results signifies to users that your website is a relevant and reliable source of information. This can lead to increased brand awareness, trust, and ultimately, conversions (e.g., sales, leads).
4. SEO is an investment that pays off over time. Effective SEO strategies deliver consistent traffic growth, unlike paid advertising which only delivers results once the budget is spent.
5. People searching for specific products or services are much closer to making a purchase decision compared to those encountering a random display ad. SEO helps position your website in front of users who are actively looking for what you offer, increasing the likelihood of conversions.
The Fixer Hub will optimize your website to meet user search intent based on your brand keywords, which will drive up website visits, and your rankings to meet your ultimate goals.
Search engines act like giant librarians for the internet.
They have a massive library (index) filled with information about websites (webpages).
Special bots (crawlers) constantly explore the internet, finding new information and adding it to the library.
When you ask a question (search query), the search engine uses a smart program (algorithm) to scan the library for relevant information.
The most relevant answers are ranked highest, and displayed on a search results page (SERP) for you to explore.
So, search engines work in three simple phases:
Crawling: Search engines find web pages by following links from already known pages, like a spider following a web.
Indexing: Once found, webpages are analyzed and key information is stored in a massive index.
Ranking: When you enter a query, the search engine uses its ranking system to find the most relevant web pages from its stored information.
But this is where SEO becomes complicated, SEO remains a challenge because of:
a. Algorithm Secrecy: Google's ranking algorithms are a closely guarded secret. Unlike some companies with public-facing ranking factors, Google doesn't reveal the specifics of how their system works.
b. Constant Evolution: Even if some aspects of the algorithm are understood, Google constantly updates its ranking factors. This means SEOs need to stay adaptable and adjust their strategies based on these ongoing changes.
Search engines like Google consider various signals to determine a website's ranking. These include:
Authority: Measured by backlinks, which are essentially votes of confidence from other websites.
Relevance: How well a website matches the searcher's intent.
Content Freshness: Up-to-date information is often prioritized.
Security: Secure websites with HTTPS encryption are favored.
Mobile Compatibility: Websites that function well on mobile devices rank higher in mobile searches.
Loading Speed: Faster loading times provide a better user experience and can influence ranking.
Annoying Pop-Ups: Intrusive pop-ups can hinder user experience and potentially hurt ranking.
Local Results: Search results can be personalized based on your location.
Language Preference: Search engines deliver results in your preferred language.
Search History: Past searches can influence the results you see in the future.
SEO revolves around crafting relevant, high-quality content with a positive user experience (UX). This content should target what people are actively searching for online. The key to ranking well involves convincing Google your content deserves to be displayed prominently in search results.
Here's what matters most for effective SEO:
Understanding what people search for (Keyword Research)
Matching content to user's search goals (Search Intent)
Creating valuable and informative content (Content Quality)
Ensuring your website is easy to navigate and use (User Experience)
1. Keyword Research
For example, you run a travel agency. Instead of generic keywords like "vacation," research what Nigerians typically search for. Maybe it's "affordable beach holidays" or "family resorts near Lagos."
For example, using an SEO tool such as Google’s Keyword Planner, you can execute the following steps.
a. Brainstorm Seed Keywords:
Start with broad terms related to your niche in Nigeria.
Examples: "Nigerian food," "rent apartment Abuja," "learn Yoruba."
b. Refine Your List:
Use keyword research tools to filter your list based on:
Search Volume: Focus on keywords with enough searches to be worthwhile.
Competition: Avoid overly competitive keywords initially.
Relevance: Choose keywords that align with your website's content and target audience.
Example: After filtering, you might have keywords like "best jollof rice recipe Nigeria," "tourist attractions Lagos," or "Yoruba language classes online."
c. Pick Your Keywords:
Choose a mix of keywords with varying difficulty levels.
Target some high-volume, but competitive terms for long-term growth.
Include medium-competition keywords for quicker wins.
Consider low-competition, long-tail keywords for targeted traffic.
Example: You might choose "jollof rice recipe" (high volume, competitive), "Lagos apartments" (medium competition), and "online Yoruba lessons for beginners" (low competition, long-tail).
2. Understanding Search Intent:
The searcher's aim, or why they searched in the first place, is what drives the search. Is it to find a specific website, purchase an item, or learn something new? For example, people searching for "jollof rice recipe" are looking for instructions, not a history lesson. Tailor your content to their intent. Offer easy-to-follow steps with clear ingredient lists.
Search intent isn't always clear-cut. SEOs categorize searches into four main groups:
Information: User seeks knowledge (e.g., "history of Jollof Rice")
Navigation: The user aims for a specific site (e.g., "First Bank Nigeria login")
Consideration: User researches before buying (e.g., "best Ankara styles 2024")
Transaction: User is ready to purchase (e.g., "buy flights to Lagos")
Optimizing for Search Intent:
Instead of relying on traditional categories, analyze top-ranking pages to understand the "3 C's of Search Intent":
Content Type: Do most of the results come mainly in blog posts, product pages, or videos? (e.g., "Latest Asoebi styles" might favor video tutorials)
Content Format: Does Google rank articles, explainer videos, or news stories? (e.g., "Easiest way to cook Egusi soup" suggests a how-to format)
Content Angle: Is there a common theme or approach? (e.g., "Budget-friendly travel tips for Nigeria" indicates cost-conscious searchers)
Analyze top results:
Content Type: Mostly recipe blog posts
Content Format: Step-by-step instructions with pictures
Content Angle: Focus on simplicity and authentic Nigerian flavors
This suggests creating a recipe blog post with clear steps, pictures, and highlighting traditional ingredients for a delicious Jollof Rice.
3. Content Quality:
High-quality content is not just grammatically correct. It should be informative, engaging, and relevant to your target audiences. With high-quality content, you can attract high-quality backlinks.
Google judges each webpage, not the entire website. To rank high, your content needs three things: strong info, trust signals, and website popularity.
a. Content Strength:
Useful Answers: Provides what users are searching for.
Clear & Organized: Easy to understand with clear structure (headings).
Unique Value: Offers fresh insights or original research.
Up-to-date (if needed): Current for topics requiring recent information.
Technically Sound: Optimized elements (title tags, descriptions) help Google understand your content.
b. Trust Signals (E-E-A-T):
These show Google your website is reliable, especially for critical topics.
Experience: Shows firsthand knowledge of the subject.
Expertise: Author's qualifications and knowledge.
Authority: Recognized as a trusted source for the topic.
Trustworthiness: Legitimate, transparent, and accurate information.
c. Website Popularity (Backlinks):
Getting linked to high-quality websites boosts your reputation and ranking. Backlinks are inbound and outbound links from a page on one website to another. When a good website links to you, it tells Google your content is valuable.
There are two types of links you ought to know:
Do-Follow Links: These are the gold standard. They pass on "link juice," which is a fancy way of saying they directly boost your ranking. When you click these types of links, it takes you to a new page.
No-Follow Links: While they don't directly impact ranking, they still show Google your content is relevant and can be helpful for users. Nothing changes when you click these types of links.
Getting other websites to link to yours (backlinks) is crucial for SEO. Here are three main ways to build backlinks:
1. Earn Backlinks with Informative Content:
Create high-quality content like original research, free resources, infographics, or unique take on a topic.
People will naturally want to link to your valuable and informative content.
2. Manually Add Backlinks to Directories:
Submit your website to relevant online directories and resource pages.
This increases your online presence and potential for backlinks.
3. Press Releases as Backlinks
Issue press releases to announce newsworthy events or content.
Media outlets may pick up your story and link back to your website.
4. Build Relationships
Reach out to website owners in your niche and suggest linking opportunities. Offer to guest blog on their site or provide valuable insights for their audience. You can also use tactics like:
Broken Link Building: Find broken links on relevant sites and suggest your own working page as a replacement.
HARO: Help A Reporter Out (HARO) connects journalists with sources. Respond to relevant queries and potentially earn backlinks in published articles.
4. Making Your Website User-Friendly:
A website that takes ages to load or is difficult to navigate is a sure way to lose customers. Make sure your website is mobile-friendly, has clear menus, and loads quickly – even on slower internet connections
Google wants happy users. Here's what they consider a good user experience (UX):
Fast loading & stable pages: Google measures this with Core Web Vitals (CWV). Think of it like website speed and responsiveness.
Mobile friendly: Google prioritizes mobile browsing, so your site should look and work great on smartphones.
No annoying pop ups: Large pop ups that block content frustrate users, so Google discourages them (except legal notices).
Secure connection: HTTPS keeps user data safe when browsing your site. Luckily, free options are available!
Basically, Google wants user-friendly, mobile-optimized websites that load fast and avoid intrusive ads. Fancy design isn't essential, but these basic elements are now standard practice.
In conclusion, SEO is a mix of several executions. A good SEO strategy will result in attracting the right audience, answering users’ search queries and ultimately ranking for targeted keywords.
Start your SEO execution here.
1. What is SEO and why is it important?
SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs) for relevant keywords. This helps drive organic traffic (free visitors) to your website, increasing visibility and potential leads or sales.
2. What are some on-page SEO best practices?
On-page SEO focuses on optimizing the content and structure of your individual web pages. Here are some key practices:
Keyword Research and Integration: Use relevant keywords in your title tags, headings, meta descriptions, and throughout the content naturally.
High-Quality Content: Create informative, engaging, and valuable content that addresses your target audience's needs.
Clear Structure and Internal Linking: Ensure your website has a logical structure with clear navigation and internal links connecting relevant pages.
Image Optimization: Use relevant keywords in image alt text descriptions and optimize image sizes for faster loading times.
3. How can I improve my website's off-page SEO?
Off-page SEO focuses on building website authority and credibility through external factors:
Backlink Building: Reach out to high-quality websites to link back to your content, demonstrating its value to search engines.
Brand Building: Actively build your brand online through social media engagement, guest blogging, and online reviews to establish trust and expertise.
4. What are some technical SEO considerations?
Technical SEO ensures your website functions optimally for search engines and users:
Website Speed: Make sure your website loads quickly on all devices, including mobile phones.
Mobile-Friendliness: Optimize your website for a seamless user experience on mobile devices.
Structured Data: Implement schema markup to provide search engines with additional information about your content, potentially leading to richer search results.
5. How long does SEO take to work?
SEO is an ongoing process, and results can vary depending on competition and industry. However, with consistent effort and high-quality content, you can expect to see improvements in website traffic and rankings within a few months to a year.
6. Are there any SEO tools I can use?
Yes, there are many helpful SEO tools available, both free and paid subscriptions. These tools can assist with keyword research, competitor analysis, on-page optimization, and backlink tracking.
7. Should I hire an SEO specialist?
Whether you hire an SEO specialist depends on your budget, time constraints, and technical expertise. If you're comfortable learning and implementing SEO strategies yourself, you can get started with free and paid tools available online. However, for complex SEO campaigns or highly competitive industries, hiring an SEO specialist can provide valuable expertise and accelerate your results.
Are you ready to optimize your website? Get started here with Fixer Hub.