Search Engine Optimisation (SEO) is a strategy used to drive potential interest to your website organically. It is used by businesses to achieve a higher ranking in search engines, such as Google. Higher ranking businesses obtain more traffic to their website and a greater opportunity for new client leads.
According to Bright Edge, 68% of online experiences begin with a search engine in one form or another. Following new trends and identifying a wide range of relevant keywords in your specific field will bring increased traffic to your online presence. Keyword research discovers terms, phrases, questions, and answers relevant to the target audience, increases page views, helps to obtain new leads and ultimately drives sales.
Your title tag and meta description on a website are critical to helping you rank in search results. Both users and search engines use these two pieces of information to determine the context of your page and if it’s relevant to the search query.
However, SEO can be difficult without the right tools and expertise.
The Troubles Surrounding SEO
For business, one of the main challenges is not being ranked high enough on Google, or not being found at all. This is hugely detrimental as a good search engine ranking can make up a large proportion of new client leads for a business. SEO allows a business to utilise keywords and tools to improve this.
There may also be challenges that arise within achieving effective SEO. Google’s changes to its algorithms may hinder efforts. This happens multiple times a year and can impact an organisation’s website traffic. A lack of understanding of key terminology within your business can also be a challenge, as can a proliferation of tools which get in the way. For example, an SEO strategist may use one tool for keyword research, one for performance tracking and another for web crawling. When software stacks include too many tools, users may get frustrated and give up trying to get the result they want.
How to Achieve Effective SEO
The challenges that come with Google’s changes to its algorithms can be avoided by businesses keeping up with these updates. Optimising organic Click-Through-Rates (CTR), using keywords in your URL and enhancing core content across the website to stay relevant can all be beneficial.
Other solutions to potential SEO challenges include obtaining a full understanding of what the keywords are for your specific business. This means understanding which terms are most obvious to someone searching outside of your business, and the obvious order of the words searched.
Choosing the Right Keywords for Your Business
Keywords are critical to SEO, especially for B2B tech and telecoms organisations. The key terms in your content will help the search engine to determine where it should rank. If you want your blog post to appear in a search for “how to boost voice and messaging capabilities in your business”, you should include those keywords.
Aim for words that are highly relevant to your business and that you think your target audience will use. After you create your list of keywords, you can reduce them to truly applicable terms for your site and users.
To choose the right keywords, you will need to understand some of the different types:
- Short-Tail Keywords – Short-tail keywords are search phrases of three words or less. When people search for a product or service, they usually use these.
- Long-Tail Keywords – Long-tail keywords are search terms with more than three words. Since these keywords are longer, they are more specific to queries.
- Product Keywords – Product keywords best describe what you sell. They are used to define brands, colours, sizes, models, and any other relevant features of your product.
- Customer-Defining Keywords – Customer-defining keywords are search terms that people use to describe themselves, like age group, gender, profession etc. These are important to analyse how your target audience defines itself and to frame your content and keywords accordingly.
- Market-Defining Keywords – Market-defining keywords are terms used to describe your business or industry. They are typically used when people start researching a specific product or service.
- Geotargeted Keywords – Geotargeted keywords target a specific location, such as a local area, city, state, or country. These are crucial to the success of websites promoting local-specific products or services.
Boosting SEO Going Forward
In a world that is increasingly online, maintaining and growing a robust digital presence is key for B2B tech and telcos to thrive. Keywords are vital to SEO strategy and are an integral piece of the puzzle in the digital marketing world. When appropriately used, keywords complement a progressive and effective marketing campaign.
In the fast based B2B tech and telecoms industry, a strong SEO strategy will deliver better quality traffic to your website. This will help drive leads and support sales teams to meet business objectives.
If you’re looking to strengthen your digital offering and prioritise SEO get in touch with us today for a free, no-obligation consultation: info@ilexcontent.com
