Your Website Called. It has an SEO Problem.

We recently had a client approach us with an SEO problem. Leads were down; in particular quality leads. Believing this issue to be centered on keywords, they asked us to run an in-depth digital analysis. What we found was what we often do: keyword misalignment was just one part of a broader SEO issue.

This is the reminder that the need for quality SEO is more important than ever — in particular, due to the rapid emergence of AI and other technological innovations, as well as the lingering impact of the COVID-influenced drive to online purchases and entertainment.

What It Does and Why It Matters

SEO helps websites generate visibility and attract organic traffic. Applying SEO gives brands a cost-effective and efficient way to connect with their audiences online — so much so that organic SEO generates 1,000% more website traffic than organic social media. As a result, SEO has a direct impact on brand awareness, authority and trust, and ultimately website performance.

Let’s put it in perspective with some key stats:

• 68% of online experiences begin with a search engine.
• 90% of websites will not pop up in organic search results.
• The average “age” of top result pages is 2.6 years old.
• Less than 1% of users get to the 2nd page of search results.

With generative AI answers dominating search engine results pages (SERPS), landing on page one is even more of a challenge. It is more important than ever to invest time and resources into building a solid foundation for SEO to ensure long term gains.

How to Play by SEO’s Rules

Search engines keep us on our toes with what feels like constant algorithm changes. When SEO was first introduced to digital marketing, it was commonplace to implement techniques like keyword stuffing and other black-hat strategies to ensure a higher ranking. Over the years, search engines have gotten smarter and the rulebook has dramatically evolved. Now, Google alone considers more than 200 signals to inform website rankings in order to improve user experience and present results that align with a user’s search intent. What happens if you’re not up to Google’s standards? Websites that don’t comply are punished — and subsequently ranked lower — for implementing outdated techniques.

With this in mind, here are some considerations on how to better elevate your brand through SEO:

• Build a Strong Technical Foundation: Site security, page load speed, and mobile friendliness are just a few of the many technical aspects of your website that you’ll want to optimize.
• Develop Relevant Content: Keywords and backlinking are still tablestakes in a brand’s SEO ranking. Include keywords that are relevant to the content and source links from third parties that will be a resource to users landing on your website. Create fresh, up-to-date content that meets your target audience’s search intent.
• Improve User Experience: Your SEO is only as good as the content you publish. Nobody likes when they click on a web page that has absolutely no relation to their search inquiry. And if a site visitor can’t find what they’re looking for, they’re not going to stick around for long. Keep track of engagement metrics to determine what pages, content and formats work the best for your visitors and apply your learnings.
• Adapt for Natural Language: Gone are the days when people plug in key words when conducting an online search. Instead, they are asking search engines real questions. AI has helped search engines implement natural language processing, which enables the search engines to better understand human language and in turn understand the meaning of your content rather than just looking for keywords. Write clearly, concisely and match your answers with questions when possible so your content is more easily understood by the algorithm.

As digital marketing trends continue to shift, SEO remains an essential and irreplaceable strategy for a brand’s long-term success. To thrive in an increasingly competitive environment, adhering to and investing in modern SEO principles is no longer just an option. It’s imperative.