Search Engine Optimization (SEO) Strategies to Improve Your Website’s Rankings on Search Engines

SEO puts your brand in front of customers from product discovery through purchase. Match what users search for with high-value content at every stage of the marketing funnel, or you leave revenue on the table. SEO also drives sales of ecommerce products, lifts brand visibility, and captures traffic from TV ads. The strategies below explain how search engines rank pages and how to act on those signals.

How do search engines decide which websites rank?

Search engines use algorithms to judge a website’s relevance based on keywords, content, and other signals. To see those algorithms at work, run similar searches on desktop and mobile devices and compare the results. Start by identifying the keywords and search parameters users are most likely to type into the search box. A keyword string returns one set of results, so the user’s exact wording matters. A site that has no relevance to the searcher’s query cannot stand out in the results.

What factors affect how a website ranks in search results?

Beyond how the algorithms function, SEO depends on how the content on your website appeals to users. Adding relevant keywords and tags to your site helps it rank higher in search results. To improve your website’s search engine optimization, you can request a free SEO analysis by contacting a company such as SiteImprove.

Why does search ranking matter for revenue?

Search engines have become the primary source of online information. People conduct trillions of searches each year, and a significant proportion of those searches carry commercial intent. Search is often the primary source of digital traffic for many brands, and more visibility directly impacts a business’s bottom line. The higher a site ranks in the search engine results, the more traffic it receives.

FAQ

What is the first step in an SEO strategy?

Identify the keywords and search parameters users are most likely to enter into the search box, then run similar searches on desktop and mobile devices to see how search engines respond.

How do keywords and tags help a website rank higher?

Search engines judge relevance based on keywords, content, and other signals, so adding relevant keywords and tags to your site helps it rank higher in search results.

Why does ranking high in search results matter for business?

Search is often the primary source of digital traffic for many brands, and people conduct trillions of searches each year, many with commercial intent. Higher rankings drive more traffic, which directly impacts a business’s bottom line.

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