Search Engine Optimization for Business

Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

Search engine optimization (SEO) can help make a business more successful on the Internet. In this lesson, we will discuss SEO & keywords, how to decide on a budget, determine customer behavior, and the importance of local SEO.

SEO and Keywords

If you're like many consumers, you probably search the Internet for information when you're considering a purchase. Have you ever wondered how a search engine determines which websites to list and in which order when you do an Internet search? Businesses want you to find them and their products, so they invest in search engine optimization (SEO) to help control the order of businesses that appear in your search results.

If you're in business, SEO is a powerful tool you can use to generate brand awareness and increase profit. When using SEO, you need to choose the best keywords to gain the attention of potential customers and help increase traffic to your website. When you're intending to sell a specific product, you may choose a long tail keyword, a phrase that helps a consumer find a specific item on your website.

When you use SEO to drive traffic to your company's website, your goal may be to increase sales or fulfill a desired action, such as signing up for a newsletter, or filling out a survey. SEO also offers insight into your customers' behaviors. Short of reading minds, SEO is the next best thing to determine what customers want. SEO does cost money but it could be worth the money you put into it.

Decide on a Budget

In business, you need to decide on a budget for SEO. When displaying ads about your company in search results, it can add up, but the risk is usually worth the reward. A good option is to use pay-per-click (PPC) advertising because it allows your company to control how much you spend. The company is charged for each time a customer clicks on an ad. Ads are a helpful way to bring brand awareness but also are essential to bring customers directly to your website.

Determine Customer Behavior

Analytics allows your company to determine who your target market is and what your customers' interests are. Knowing who your target market is an essential part in marketing your product. Using analytics such as Google Analytics helps you gain insight about customer search habits on the Internet. For example, analytics helps you to learn how your customers search, if they use mobile devices or the computer, which days they browse the most, etc.

Say you own a website that sells different types of shakes for customers to help them lose weight and cleanse toxins. You want to determine which shakes are the most searched shakes, and what other shakes customers bought. By using analytics, you can determine which shakes are the most popular and the spending patterns of your customers. This information allows you to determine what exactly your customers want from your business.

Local SEO

Customers often want to find businesses that are close by to purchase products. Your company can use local SEO to get a higher local search rating. Your company must provide an accurate mailing address, phone number, and email address online for customers to contact your business. An accurate business location is also essential to appear on maps when customers perform a search for your company. Many small businesses depend on their local customers, which makes it necessary to maintain accurate online information.

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