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Importance and Challenges of SEO

What is SEO?

SEO stands for "Search Engine Optimisation". SEO optimises the company's visibility online. In other words, when the number of people that view your website is increasing, it leads to more online traffic and has, as a final result, better chances to provide your product or service to a more significant number of people.

SEO is combined with free, organic, or natural search results on a search engine. It is simply the process of developing and optimising online content in order to appear as one of the top results for searches of a particular keyword. It aims to improve a website's position on the search results pages.

Based on research, 75% of users start their search on Google, and the first five search results get more than 65% of all the clicks. Through this research, it's clear that if you want your website to attract more traffic, you need to have the right SEO strategy.


Good SEO involves many different activities, such as:

  • Identifying relevant keywords with good search traffic potential.

  • Creating high-quality, helpful content and optimising it for search engines and users.

  • Including relevant links from high-quality sites.

  • Measuring the results.

10 most popular SEO Trends in 2022:

  1. Core Web Vitals

  2. Google's BERT

  3. Keyword research

  4. Original content

  5. Voice search

  6. Artificial intelligence

  7. Video marketing

  8. Featured snippets

  9. Influencer SEO

  10. EAT & branded SEO


Here are the top five challenges any SEO might face when working in an enterprise environment:

1. Complex technical challenges.

2. Getting buy-in.

3. Priority for the business.

4. Tracking effectiveness.

5. Budget for tools/help



Seven tricky local SEO challenges and how to overcome them:

  1. Online Reviews: Can either improve or ruin a business reputation

  2. Optimise Google My Business Page: The page's setup might be easy, but its optimisation is tricky.

  3. Website Re-Design: Your website is the face of your brand. It needs our design and development services. The goal is to ensure the website has a user-friendly design, SEO-friendly structure, and is fast and responsive. All these features are essential for a website now to rank well in search results.

  4. Marketing Analytics Setup: It would make a difference if your marketing team set up the Facebook pixel and let it track your website traffic. So when a business decides to run ads, the audience will be more significant for the re-marketing campaigns.

  5. Localised Content: The content on websites is not optimised often, so in extension, neither is localised. This is happening SEO is hard work and lacks instant gratification.

  6. Use Localised Keywords Naturally: Using keywords with local intent is the biggest challenge faced by organic marketers.

  7. Optimise Local Landing Page: As most business clients opt for local SEO, it is wise to devise an in-house business strategy that follows Google's guidelines and gets the job done.


Five critical SEO concepts as we gear up for success:

1. Core Web Vitals: Google uses this set of standards to evaluate the page's user experience quality.


These metrics are:

  • Largest Contentful Paint (LCP): Measures the speed at which a page's main content is loaded. This should occur within 5 seconds of landing on a page.

  • First Input Delay (FID): Measures the speed at which users are able to interact with a page after landing on it. This should occur within 100 milliseconds.

  • Cumulative Layout Shift (CLS): Measures how often users experience unexpected layout shifts. Pages should maintain a CLS of less than 0.1.


2. Mobile-First Indexing: In other words, it is the growth of your website's ranking signals from the mobile version rather than the desktop one. Around 55% of all web traffic comes from mobile devices, and this number is increasing every day.


Here are a few practical ways to improve your mobile SEO:

  • Take the Mobile-Friendly Test.

  • Fix broken links and incorrect redirects.

  • Compress any uncompressed images.

  • Remove unplayable content and blocked resources (e.g., JavaScript, CSS, specific images).

  • Eliminate intrusive pop-ups and interstitials.

  • Improve mobile usability (e.g., text size, viewport configuration, tap target size).

  • Run an audit of your mobile site to find any additional site elements (e.g., structured data, title tags) you can optimise for mobile.


3. Machine Learning and Automation: It is one of the main integral parts of search engine ranking algorithms. These two are also essential for SEOs, feeding real-time insights and automating repetitive tasks.


This can range from:

  • SEO insights and audits.

  • Content activation and syndication.

  • Internal linking.

  • Reporting.

  • Automated website error detection and quick fixes.


4. E-A-T: This concept focuses on Expertise, Authoritativeness, and Trustworthiness.


5. Knowledge Gap, Semantics, and Entities: The goal is to make search engines understand natural language queries better. To do so, Knowledge Graphs help Google to leverage structured data by using semantic data to populate its knowledge graph.


Here's how to build content that better embraces semantic SEO:

  • Choose a broad topic that's relevant to your audience.

  • Ask questions that will help you discern searcher intent.

  • Once you understand searcher intent, create content that matches. Make your resource as rich and in-depth as possible.

  • Create additional landing pages to satisfy other searches that match user intent.

  • Focus on creating "complete guides" and other comprehensive pieces of evergreen content. Include relevant short- and long-tail keywords wherever appropriate.

  • Check Google's Knowledge Graph for an entity on your business and products.

  • Try to feed Google as much info as you can.


Invest in SEO or PPC ads?

Both SEO and PPC can help your business, but it depends on what you want to achieve. SEO offers the company the chance to be found, even if it might take longer than expected. While on the other hand, PPC ads help you reach your customer directly and faster and offer the customisation of each campaign. If the business's goal is to increase traffic on the site more quickly, it might be better to focus on PPC ads. If the plan, though, is to improve the business's online presence, in the long run, SEO is the solution. The combination of the two, if you have the possibility, it's the best strategy.




Sources:

Metric Marketing. (2021). The Importance of SEO for Your Business. [online] Available at: https://www.metricmarketing.com/blog/the-importance-of-seo-for-your-business-benefits-of-seo-why-seo-is-so-powerful/#:~:text=SEO%20stands%20for%20Search%20Engine.


Shares, 2 7k and Reads, 30k (2021). 5 Must-Know SEO Concepts You Must Follow in 2021. [online] Search Engine Journal. Available at: https://www.searchenginejournal.com/must-know-seo-concepts/227387/


upGrad blog. (2020). Top SEO Skills Of The Age Every SEO Professional Need to Improve. [online] Available at: https://www.upgrad.com/blog/top-seo-skills/.


Digital Marketing Institute (2018). What Is SEO & Why Is It Important? [online] Digital Marketing Institute. Available at: https://digitalmarketinginstitute.com/blog/what-is-seo-and-why-is-it-important.

Digital Marketing Institute. (n.d.). What is SEO and how does it work? | Blog | Online Digital Marketing Courses. [online] Available at: https://digitalmarketinginstitute.com/blog/what-is-seo#:~:text=Well%2C%20SEO%20stands%20for%20.


Yoast. (2021). What does Google do? [online] Available at: https://yoast.com/what-does-google-do/

ads.google.com. (n.d.). Pay Per Click vs. Search Engine Optimization - Google Ads. [online] Available at: https://ads.google.com/home/resources/seo-vs-ppc/.


www.hurekatek.com. (n.d.). 7 TRICKY LOCAL SEO CHALLENGES AND HOW WE OVERCAME THEM. [online] Available at: https://www.hurekatek.com/blog/local-seo-challenges.


‌www.wordstream.com. (n.d.). The Top 10 SEO Trends To Drive More Traffic in 2021. [online] Available at: https://www.wordstream.com/blog/ws/2021/01/12/top-seo-trends-2021.


‌Shares, 247 and Reads, 3 9k (n.d.). Top 5 Challenges of Enterprise SEO. [online]

Search Engine Journal. Available at: https://www.searchenginejournal.com/enterprise-seo/top-challenges/#close



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