If you want your SEO keywords to get your business on the first page of the search engine results SERP - the genuine pays off

Before devising a social media strategy to build customer relations, you have to provide your target audience with the information they search for by SEO optimising your website. SEO guarantees trust and credibility and helps search engines find your website and show it on SERP.

SERP stands for Search Engine Results Page. It’s the results that show up on screen after you type in a query to Google or another search engine. The content that shows up in the results pages depends on the question and how Google decides it will be best answered. The SERP is your business’s SEO opportunity to show users that your site offers value through an enticing title and inviting page description. People further along the buyer’s journey turn to search engines, leading to more conversions. 

A survey by BrightEdge shows that 53% of site traffic comes from organic search. Only 15% comes from bought ads and 5% from social media. To get a part of the SERP traffic is free in a sense, but there’s a catch, to be visible takes work, and work costs time and money. 

SEO is not free

Investment in SEO is an investment in your website. SEO is an asset for the long term, paid ads for the short term. The site has to be exceptional to succeed with SEO, especially if competing in a saturated market. Unfortunately, SEO can’t be entirely automated. If automated solutions are your preference, you still have to work to optimise your website. SEO is more than answering people’s questions with words. Content is not ruling on its own. 

SEO is technical too, as in website architecture, link building and continuous testing, analysing and changing a website to stay relevant. When a webpage has managed to get a strong position on SERP, it remains relevant for a long time. Link building has to be intelligent, requested by a similar type of website. 

SEO comes first

If you want to start a business, SEO comes first. You have to be visible before you open for business. SEO is technical, semantic and editorial. The meta description is an essential element of SEO. It’s the short description of your company underneath the URL on the Search Engine Result Page. It doesn’t directly link to SEO, but it still influences the decision to click or not to click? It needs to include an offering and your company’s unique selling point. It’s not enough to be seen though. The purpose of SEO is to get a high click-through rate to the website. You have to answer people’s queries immediately, so they click on your website. The next step is to convert visitors to customers.

Mobile optimisation 

With the new Google index based primarily on mobile navigation, adapting SEO to mobile visitors is a priority criterion for SEO optimisation. This requires a responsive design, optimised loading speed and the addition of Accelerated Mobile Pages technology. 

What is genuine works best

Be authentic because there’s no point getting traffic if there isn’t a chance they’ll also become customers. More visitors but not increasing sales is just extra work. Relevance is everything.